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Work Background
UXRwiz.ioFounder
Mar. 2024Singapore
Singapore Institute of TechnologyAssociate Faculty (Business, Communication & Design)
Mar. 2024
Standard Chartered BankManager, UX Designer
Nov. 2020 - Mar. 2024Singapore, Singapore
MING LabsUX Research Consultant
Aug. 2020 - Nov. 2020SingaporeIn partnership with ChanceUpon https://chanceupon.co/ • Co-led UX research for a digital transformation project with one of the leading telcos in Singapore, covering the customer experience of mobile, broadband & entertainment/streaming services (such as Netflix, HBO Go, Prime Video, Hayu, Viu, meWATCH)
• Created user personas with in-depth analysis of customer behaviour traits & mindsets
• Mapped end-to-end customer journeys uncovering pain points & delight points
• Presented key research insights; ran ideation exercises with product, design & business stakeholders uncovering potential solutions & business opportunities
GrabSenior Design Strategist | UX Researcher
Jul. 2019 - Aug. 2020Singapore• Leading UX research & strategy for Grab's logistics product: GrabExpress;
• Leading service design of cloud kitchen product, GrabKitchen, across multiple hyperlocal markets in Southeast Asia;
• Co-created and led an ethnographic study of SME & hawker merchants in the GrabFood business, culminating in an exhibition of user-centred learnings & artefacts;
• Leading interdisciplinary design of several omni-channel products - eg. Grab Driver Centre, Grab Premium Lounge, smart retail concept for Grab Store.
GrabRegional Designer (Service Design)
Aug. 2017 - Jul. 2019Singapore• Provided in-house consultancy for spatial, experience & infrastructure design;
• Conducted user research fieldwork prior as part of the design process: eg. contextual inquiries, user shadowing, in-depth interviews;
• Manages regional spatial design-oriented projects at Grab, supporting the end-to-end user experience and service design framework at Grab
• Projects include:- - Grab Driver Centres, multiple locations in the Philippines - Grab UX Innovation Labs, Singapore - Grab Lounge, multiple locations in Metro Manila, Philipines - Grab Cafe (pop-up), Metro Manila
OSC by Norman Yeo / OSC CollectiveAssociate, Design & Business Development
Jul. 2015 - Aug. 2017• Led business development & managed client servicing;
• Provided design & build consultancy, project management services for high-end residential & commercial projects, bespoke furniture design.
• Managed social media accounts (Facebook, LinkedIn, Instagram) with creation & curation of content;
• Launched a venture which focuses on bespoke furniture & furnishing solutions: OSC Collective
TBWA\ Group SingaporeProduct & Experience Designer
Jan. 2013 - Jan. 2013Singapore• Conceptualised brand experiences & event marketing campaigns for
international lifestyle brands like Volkswagen, Mercedes Benz, Tangs,
Lendlease.
• Provided conceptual & technical design expertise;
• Event marketing campaigns include the Volkswagen Golf GTI, Mercedes Benz CLA & 2013 Starcount Social Star Awards at Marina Bay Sands.
Suying Metropolitan StudioArchitectural Designer (Contract)
Nov. 2012 - Dec. 2012Singapore• Provided interior design and planning consultancy services in hospitality projects - proposed Capella Hainan (China) project;
• Expertise in technical design, detailing & drafting;
• Specialised in 3D visualisation via SketchUp and V-Ray
LION EARLCo-Founder
Jun. 2011 - Jan. 2015• Co-founded a contemporary womenswear brand designed and produced locally in Singapore;
• Ready-to-wear collections were featured in 2 consecutive years at Singapore Fashion Week (formerly Audi Fashion Festival) in 2012 and 2013;
• Collections were sold throughout multi-label stores and online retailers in Singapore and the region;
• Managed PR & marketing needs of the brand: spearheaded publicity efforts, built relationships with members of the press and media agencies;
• Managed social media accounts (Facebook, Instagram, Pinterest) with creation and curation of content;
Envelope ArchitectsJunior Architect
Jan. 2011 - Jun. 20151 Chang Chang Road Singapore 159630• Conceptualised and executed architectural & spatial designs;
• Led project management with a portfolio of residential, commercial & hospitality projects. Clients include CapitaLand Malls, Panasonic.
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