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Work Background
LiminalSenior Product Designer
Sep. 2024SingaporeAt Liminal, I led design for Kunik.ai, a 0→1 venture exploring ethical financial data access for AI. I worked end-to-end — conducting publisher interviews, shaping licensing and contextual access models, and prototyping audit features. Our beta drew strong interest from publishers and investors, though the project was later paused due to policy changes.
LiminalHuman Centered Designer
Sep. 2024SingaporeAt Liminal, I led design for Kunik.ai, a 0→1 venture exploring ethical financial data access for AI. I worked end-to-end — conducting publisher interviews, shaping licensing and contextual access models, and prototyping audit features. Our beta drew strong interest from publishers and investors, though the project was later paused due to policy changes.
FWD InsuranceSenior Product Designer
Oct. 2021 - Aug. 2024SingaporeAs a Senior Consultant Designer, at FWD, I designed digital tools that transformed agent onboarding and sales across Southeast Asia:
• Built Conversational Commerce (WhatsApp + Fiby), making FWD the first Malaysian insurer to deliver e-policies through WhatsApp.
• Designed a Gamified Onboarding platform, which helped FWD win Training Academy of the Year and Outstanding Training & Development Award.
• Led user research with 45+ agents in Malaysia, Indonesia, and the Philippines, ensuring inclusivity for both younger and older agents.
• Created GenAI campaign templates that boosted digital adoption among older agents.
onepointSenior Product Designer
Oct. 2021 - Aug. 2024SingaporeAs a Senior Consultant Designer, at FWD, I designed digital tools that transformed agent onboarding and sales across Southeast Asia:
• Built Conversational Commerce (WhatsApp + Fiby), making FWD the first Malaysian insurer to deliver e-policies through WhatsApp.
• Designed a Gamified Onboarding platform, which helped FWD win Training Academy of the Year and Outstanding Training & Development Award.
• Led user research with 45+ agents in Malaysia, Indonesia, and the Philippines, ensuring inclusivity for both younger and older agents.
• Created GenAI campaign templates that boosted digital adoption among older agents.
SEPHORASenior Product Designer
May. 2019 - Mar. 2021Seoul, South KoreaI was part of the launch team for Sephora Korea, adapting the global app and website for local users.
• Researched Korean digital behaviours to inform localisation strategy.
• Contributed to the regional design system used across 7 SEA markets.
• Redesigned sign-up/login and checkout flows, significantly improving conversion across 7 SEA markets.
SK planetProduct Designer
Mar. 2016 - May. 2019Seoul, South KoreaI was part of the team behind NUGU, Korea’s first AI voice assistant.
• Conducted user testing to validate our ideas and refine conversational design.
• Designed early conversational and voice-driven services for SK’s smart speaker ecosystem.
SK planetUI/UX Designer
Mar. 2016 - May. 2019Seoul, South KoreaI was part of the team behind NUGU, Korea’s first AI voice assistant.
• Conducted user testing to validate our ideas and refine conversational design.
• Designed early conversational and voice-driven services for SK’s smart speaker ecosystem.
CoupangUI/UX Designer
May. 2014 - Mar. 2016Seoul, South KoreaDesigned responsive web and mobile experiences for Korea’s largest e-commerce platform.
• E-commerce App Redesign: Revamped mobile and web UX using market analysis, seller/user feedback, and usability findings to improve conversion and user satisfaction.
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