My story and my experience.


I’m a Senior Product Designer in the public sector and defense-tech space who leads the storytelling layer of product adoption, turning complex programs, platforms, and policies into experiences and narratives people can understand, trust, and act on. My work sits at the intersection of UX strategy, strategic communications, and brand.

What I do best is bridge two worlds. I design the product, and I shape how it’s communicated through positioning, launch messaging, content structure, and clarity across web, mobile, and assisted journeys. I’m comfortable with senior stakeholders, ops teams, and engineers, translating intent into decisions, clean copy, and shippable design systems that scale.

I thrive in high-stakes environments with dense information. If your product or initiative needs to land with users, not just be built, I bring a hybrid toolkit of research-led design, comms thinking, and execution that tightens alignment, reduces confusion, and increases adoption.

Who I’ve worked with.
Senior Product Designer, Senior Manager
Digital Ops-Tech Centre, DIS · Full-time
Jan 2024 - Current
Senior UX Designer, Assistant Manager
Sephora SEA · Full-time
Jun 2022 - Aug 2023
Design Mentor
ADPList · Part-time
Aug 2021 - Present
Product Design & Management
GovTech Singapore · Full-time
Mar 2017 - Jun 2022
Mobile Creative Designer
Millennial Media, AOL APAC · Full-time
May 2016 - Mar 2017
Senior Graphic Designer
HBO Asia · Full-time
Mar 2013 - Jan 2016
Junior Art Director
Ace Daytons Communications · Full-time
Jan 2012 - Mar 2013
Assistant Art Director
Gosh Advertising · Full-time
Jul 2010 - Dec 2011
Education & Certifications.
Graduate Certificate in Designing and Managing Products and Platforms
2020 - 2022 · National University of Singapore
UX Certification in UX Management Specialty
2021 · Nielsen Norman Group
User Experience Design Immersive Course
2021 · General Assembly Singapore
Advanced Diploma in Visual Communications
2009 - 2010 · Lasalle-SIA College of the Arts
Diploma in Digital Media Design
1999 - 2003 · Nanyang Polytechnic
Hear what my mentees say about me.

ADPList Reviews