Work In Progress
Singlife
Revamping Investment Experience for Seamless Ecosystem Integration
Investment Experience
Ecosystem Integration
Legacy Platform Redesign
Cross-Platform UX
Case study coming soon!
Singlife
Establishing a Cross-Platform Design System for Consistency and Scalability
Design System
Design Ops
Cross-Platform
Component Libraries
Singlife
Driving Seamless Migration and Simplification of Claims Workflows
Claims Experience
App Migration
Feature Integration
Information Architecture
Aviva / Singlife with Aviva
Streamlining Advisor Tools to Improve Efficiency and Productivity
Customer Relationship Management (CRM)
User Research
Feature Consolidation
Productivity Enhancement
Experience
With 8+ years of UX/UI design experience, crafts user-centered solutions that turn complex digital products into intuitive experiences. Experienced in shaping end-to-end journeys, building scalable design systems, and collaborating across teams to deliver meaningful outcomes for users and businesses.
Senior Product Designer (UX)
2022 - Present |
Lead end-to-end design for dollarDEX investment platform; contributed to GROW features.
Enhanced insurance purchase and claims journeys, adapting templates for product-specific mechanics.
Maintain Figma design system, aligning components with Storybook for development consistency.
Draft initial in-product copy, collaborating with UX writers to ensure clarity and context.
UX Designer
2019 - 2022
Under Aviva Asia before the merger with Singlife.
Designed insurance quote & buy journeys and adviser CRM tools, improving usability and workflows.
Conducted usability testing and workshops to iterate on product solutions.
Updated app interfaces post-merger and produced brand guidelines + promotional pages for Blue Insurance, maintaining standalone identity with design cohesion.
UI Designer
2017 - 2019 |
Interned under the same UX/UI team in 2016 (May - Jul).
Designed web, mobile, and TV content, translating marketing objectives into cohesive visuals and gaining exposure to cross-platform user considerations.
Assistant Merchandiser
2013 - 2017 |
Worked during university vacation periods (May-Aug, Dec-Jan), with an accumulated experience of 1 year and 8 months.
Designed seasonal Small Leather Goods collections and ensured production quality, gathering buyer feedback to refine future product launches and strengthen cross-functional collaboration.
About
I specialise in turning complex systems into clear, human-centred experiences. Much of my work has focused on insurance and finance, where I’ve honed the ability to balance technical constraints with user needs at scale.
I design with an awareness of how backend systems, operations, and constraints shape the user experience, so solutions feel effortless even when the systems behind them aren't.
Design philosophy
My design approach
Beyond design
Good design makes complexity feel simple, especially in systems where friction and rules are unavoidable. I design experiences that guide users with clarity and confidence, even when the backend is layered or restrictive.
It’s not about hiding the complexity, but translating it into something usable, human, and clear.