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Work Background
NUS EnterpriseManager, Product Proposition
Jan. 2024SingaporePart of BLOCK71 group ecosystem development team —we design the product proposition for the digital first platform that connects startups to the ecosystem at speed and at scale. Managing digital transformation for both staff and startups by digitizing processes and enabling new offerings such as matchmaking startups with mentors and VCs and providing access to expert services.
Azalea Investment ManagementIndependent UX Consultant
Jul. 2023 - Oct. 2023Singapore
INTELLLEXProduct Owner & Senior Product Designer
May. 2021 - Feb. 2023SingaporeProduct Owner of FinReg.sg We are a group of builders and content curators who bring regulatory knowledge to meet you where your understanding is. Our goal is to make digital information accessible and actionable. - Driving design thinking and culture in the company, to learn our way to product-market-fit.
- Charting the experience vision that is user-first and validated by research/data.
- Harmonising voices of tech, legal and business to ship with conscious impact and efficiency.
On short projectsUX Designer
Nov. 2020 - May. 2021SingaporeNov 2020 - Jan 2021: SUTD Venture Building programme - Ideated several ideas and conceptualised a mindful productivity app Jan - April 2021: Contract with human centred design agency AGENCY - designing content and delivery of a lifestyle anchored service for type 2 diabetes care recipients April - May 2021: Freelancing for 2 startups - a network referral consumer app and the other a B2B2C feedback and ground up ideas collection platform for large companies
Nektar.aiUX Lead
Jan. 2020 - Oct. 2020Singapore- Solution discovery to arrive at MVP, involving qualitative and quantitative user research, and feature hashing through napkin sketches and lo-fi wireframes
- Due to changes in customer habits during COVID, adapted mobile solution into email solution experimentally and achieved traction (avg 50% email open rates)
Ministry of Culture, Community and Youth (MCCY)UX Consultant
May. 2018 - Oct. 2019SingaporePart of the Communications and Insights Unit under Community Relations and Engagement Division - Defined the end-to-end creation process of developing a platform which included insight gathering, UX and agile product development
- Managed scope and wrote briefs for creatives, analysts and technologists, as well as onboarded and managed multiple vendors
- Developed a listening framework from scratch to strategically monitor (via web crawler) the pulse of chatter around race & religion in SG
Independent ConsultantUX Practitioner
Dec. 2015 - Mar. 2018SingaporeClient: Islamic Religious Council of Singapore (MUIS)
Hired by client as an external consultant
- Spearheaded user research efforts which were crucial in helping the team achieve empathy
- Created personas and a user journey as insights that would influence the conceptualisation of features Client: PartyFairy
Hired by product development agency, Seamug
- Designed and conducted 1-1 interviews with multiple stakeholders that heavily informed the information architecture of the platform
- Leveraged on user research findings as a basis to conduct a workshop for the client to prioritise features and scope minimum viable product Client: ArtHit
Hired by global design firm, Edenspiekermann
- Organised and designed online user research to glean insights pivotal in technical decisions
- Played a key role in ensuring quality of the product by conducting usability testing with potential users all over the world
- Conceptualised key parts of the solution by facilitating design studios to amass ideas from the team Client: Trabble Singapore & Japan
Coached on the Design Thinking process by consultants from global design and innovation company, IDEO
- Mapped out user journeys which informed product and marketing strategies
- Designed and rapidly iterated high fidelity prototypes which were used in conducting user testing
- Led a team in conducting guerrilla interviews and ideation brainstorm as part of the design thinking process
Emily Hill Enterprise LtdLecturer, Creative Entrepreneurship (Emily Hill Institute)
Sep. 2015 - Feb. 2016Singapore
The Orange Hive CommunityCo Founder
Oct. 2013 - Oct. 2016SingaporeThe Orange Hive is a creative content-developer network that helps creative intrapreneurs and entrepreneurs learn new skills around innovation and pragmatic design through monthly community-created workshops. Every now and then, we also run workshops for accelerators, bootcamps and hackathons. We exist to build T-shaped people and believe that design (in its broadest sense) is about intent --how things look, feel, function and mean. Find us at our monthly workshops! (www.theorangehive.com)
NUS EnterpriseStart-up Scout (Investment team)
Aug. 2013 - Jul. 2015The NUS Entrepreneurship Centre team brings start-up from ideation to acquisition/IPO with our comprehensive suite of services. I worked closely with 7 start-ups under my portfolio, of which 5 I sourced myself: Bonappetour, BigSpoon.sg, 8packs, Lomotif, Jublia, Hyron Infotech (Certainty), Collappe. Am proud that 6 out of 7 of them have moved on to their next stages in the form of follow-on funding, maintaining healthy revenues or being acqui-hired by fast growing companies. Spearheaded the Startup Runway and achieved the most successful start-up presence at InnovFest unBound 2015.
NUS EnterpriseDesigner
May. 2013 - Jul. 2013SingaporeRebranded the NOC outlook with a running theme across 9 diverse colleges
BrandtologyDesigner (internship)
Jan. 2013 - May. 2013SingaporeEverything design - from marketing materials to user interface to data visualization
Nanologica ABCommunication Designer (internship)
Aug. 2011 - Oct. 2012Stockholm, SwedenMarrying scientific credibility and sleek design to give Nanologica the competitive edge in the business world. On the road to commercialization, I hone my skills in design, public relations and online marketing in this nanotech drug excipient company.
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