Juliana Goh

CX Strategy Consultant @UnigonsX Design

PartnerStartup FounderExecutive CoachUX/UI DesignerProduct Designer🐦 DesignCommunication DesignerConsultingProduct ConsultantPresentation Designer

With over 17 years of leadership in Experience Design, UX/UI, and Design Thinking, I have successfully led and inspired cross-functional design teams across IBM iX ASEAN, Bayer, and KPMG, driving innovation, creativity, and strategic impact. My expertise lies in translating complex business challenges into compelling, user-centered design solutions that align with business objectives and technology capabilities. I collaborate closely with product managers, developers, and key stakeholders to ensure design solutions are strategic, scalable, and aligned with user needs. My leadership ensures a consistent and cohesive design vision, guiding teams in creating high-fidelity prototypes and innovative design interactions. At KPMG, I led the SGD 2 million Clubhouse project, overseeing the end-to-end design execution, while at Bayer, I played a pivotal role in HR transformation through design-led innovation. I am deeply committed to user research, usability testing, and data-driven decision-making, leveraging insights to optimize experiences and improve engagement. My ability to bridge design, business, and technology ensures that every touchpoint is intuitive, seamless, and impactful.

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Work Background

Employee Experience (EX) Business Design Consultant @ Global Bayer - Digital Transformation

Founder@Unigons X Design Consultancy - Your Data-Driven Design Innovation PartnerEmployee Experience (EX) Business Design Consultant @ Global Bayer - Digital Transformation

Mar. 2020SingaporeAs the Lead EX (Employee Experience) Business Design Consultant and founder of UnigonsX Design Consultancy, our team has been pivotal in several key engagements with Global Bayer's HR Employee Experience Transformation Team, including: Stakeholder Engagement and Design Thinking Advocacy • Articulate a compelling value proposition of EX to Bayer's stakeholders, including Department Heads and Global Leadership, aligning with their priorities. Strategy Development and Implementation • Define of "Moments that Matter" within Bayer Global's HR framework and spearheaded the development and implementation of EX strategies to optimize employee journeys in key markets like China, Germany, and US Data-driven EX Product/Service Design and Prototyping • Craft, refine, and validate product prototypes tailored to employees’ needs, facilitating comprehensive testing and feedback loops to ensure alignment • Lead workshops to champion EX design principles, fostering collaboration and enhancing engagement and satisfaction through data-driven analytics. Future HR Journey Design • Drive the design of future HR paradigms using Design Thinking, aligning with organizational needs and industry trends HR Journey Analytics and EX Measurement • Defining HR Journey Dashboard, leveraging data-driven insights to optimize EX across the organization • Communicate insights, fostering a culture of data-driven decision-making and accountability within the HR function Employee Content Governance and Change Management • Implement content governance frameworks for consistency across employee materials • Create change management communication assets like emails, presentations, and videos for effective transitions. • Serve as a trusted advisor to stakeholders on best practices Capability Building and Training • Provide training and coaching to equip Bayer teams with essential skills in experience design methodologies, fostering innovation and excellence

Head of Global Data Experience Design CoE

Dentsu Aegis NetworkHead of Global Data Experience Design CoE

Jun. 2019 - Mar. 2020Singapore

Head of Experience Design + Innovation at KPMG Digital Village

KPMG SingaporeHead of Experience Design + Innovation at KPMG Digital Village

Jan. 2018 - Jun. 2019// Cultivate Internal Innovation through Design // Set up, hire and lead a team of 13 (8 UX, 2 UI, 6 PM) As the Head of Design & Internal Innovation, the vision is to drive cultural change through Design. Drive internal innovation through Design and transform traditional solutions delivery mindset into DesignOps. Advocate Design Thinking and manage business stakeholder. Run innovation journeys in respective services (Audit, Advisory & Employee Engagement) through co-creation with business stakeholder & IT in Design Sprints approach. Product strategising, analysing qualitative and quantitative research data, discover pain points & opportunities, defining and developing rapid prototyping with InVision. Mitigate and “clear road blocks” for the team (comprises product managers, UI & UX designers). Constantly looking for ways to make their jobs easier by improving cross-functional relationships, identifying gaps/issues with workflows. An Internal Innovation Journey Example: https://hrmasia.com/kpmg-unveils-smart-clubhouse

Design Partner + Adjunct Lecturer

MXRi + Nanyang Polytechnic - School of Interactive & Digital MediaDesign Partner + Adjunct Lecturer

Apr. 2017 - Dec. 2017Passionate in making education more enjoyable through technology. Partner as a Design Consultant with a AR/VR SG-SUZHOU start-up to innovate the publishing space. DESIGN PARTNER • Co-Work with the China team product manager, designers & developers (based in Suzhou), advocating them the right design process towards internationalisation of product. • Conducted user research and mapped the publishers' As-Is work flow • Design & created the user experience flow for the AR platform & end-consumer mobile application. ADJUNCT LECTURER • Passionate in advocating Design Thinking & instilling the right design attitude to the future designers. • Conducting & advocating Design Thinking workshop to the students

Head of Experience Design, ASEAN

IBM iXHead of Experience Design, ASEAN

Mar. 2016 - Jun. 2017Singapore// User Needs FIRST before technology solution // Set up, hire and lead a team of 10 UX Designers (SG, MY, TH & ID) Set up the creative team in ASEAN SG, MY, ID & TH. Main objectives is to transform the way IBM drive businesses. Advocating IBM Design Thinking methodology and guide traditional IBMers the importance of experience design before providing solutions. Working closely with various business sectors (Financial, Gov, Teleco, Retail, Industry) and engage the clients through Design Thinking Workshop. Discover insights & identify opportunities through empathy and create POC.

Regional Experience Design Director

Samsung ElectronicsRegional Experience Design Director

Jun. 2013 - Jan. 2016singapore// Connect customer experiences across all Samsung smart devices // Set up, hire and lead a team of 10 Designers (UX, UI, Art) Set up a creative team in the new start-up department (Content & Services) within SAMSUNG. Collaborating with 7 verticals (Games, Music, Entertainment, Lifestyle, Sports, Learning & Reading) in strategising and designing product solution (mobile & TV app) for the region. Creating product (mobile & TV app) brand identity, UX & UI. Collaborated with developers to ensure end products are polished. Conceptualizing & executing marketing ideas for product launches to ensure right visibility are created for SAMSUNG. Working closely with the global team to enhance SmartPhone packaging with appropriate content. Creating toolkit to be distributed to the region for consistent roll-out on SmartPhone launches.

Associate Creative Director

POSSIBLEAssociate Creative Director

Jul. 2012 - Jun. 2013// Attract, acquire to retain customers through marketing campaigns // Set up, hire and lead a team of 8 Designers (Digital, Motion, Art, Animation) Translated client's brief into motion graphics video leading to a series of retainer. Built a team of 9 men motion graphic designers from scratch, creating workflows, processes, etc. Constantly challenge ourselves with new ideas & create videos within the given budget & timeline.

Associate Interactive Creative Director

PMG Asia Pacific Pte Ltd / Figment Pte LtdAssociate Interactive Creative Director

Jan. 2008 - Jul. 2012

Art Director / Senior Art Director

BLUE InteractiveArt Director / Senior Art Director

Jul. 2005 - Dec. 2007

Interactive Designer

BLUE InteractiveInteractive Designer

Jan. 2004 - Jun. 2005

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