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Design Experiences

User Experience Designer. Industrial Designer.

Dec 2022 - Present

Experience Design, Director

Manages and leads the experience design team in TBWA

Sits within the Innovation team of TBWA, work with the head of innovation, account and brand managers, project managers as well as developers.

Build the team within TBWA and guide UX designers, UX Writers and Interns.

Strategises and pitch for new businesses involving User Experience design.

Practices end-to-end design process, manage and execute projects internally and externally.

Main Client: Singapore Airlines

Work closely with the Singapore Airlines website design team and business units involved in building a cohesive website

Reviews SIA designers' work on project basis

Also involved in Brand team work, recent project: SIA Welcome to Word Class

Experience Design Director

TBWA \ Singapore

Welcome to World Class
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Jan 2022 - Nov 2022

Regional Senior UED Manager - Digital Goods & Services

Sits within the Lazada Design Studio

Contributes to studio-wide initiatives, eg. Standardisation of components, building illustration library

Cross-domain alignment & sharing of resources - Workplace efficiency

Strategise and propose design direction for the long-term vision of Digital Services domain. 

Manages all things and projects within the Digital Services domain:

Mobile Load services, Bill Payments and E-tickets/vouchers

Manages designers on project basis


End-to-end journey of customers, working closely with Product Managers, Engineers and Business Operations team.

Regional Senior UX Manager


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April 2020 - Dec 2021

UX Manager, Lead

Give design directions for Handshakes and ScoutAsia Products

Plan and review Product Documents, review the work in the team

Established the UX Process in the company

Proposed and led a product transformation of ScoutAsia, with proper UX Discovery Processes and Research. Spearheaded the Product Team on the roadmap of the overhaul.

Work directly with the CEO, CTO and CPO, the key leaders of each team

UIUX Designer day-on-day

Execute design works, from the start to the end of the product process - Research, Prototyping, Launch, Evaluation.

Close working relationship with my Product Managers, Software Engineers, and Marketing

UX Manager | UIUX Designer

Handshakes by D C Frontier


December 2017 - April 2020

UIUX Designer

Execute and support UIUX projects

End-to-End Projects: Open Trade Blockchain, CALISTA marketing platform, BCTS

Partial/Re-design: TFP/TFB, GeTS Website, Hive, eCO, etc.

Visual Designer

Branding: OTB, Trade Advisory, Calista Intelligent Event, etc.

Graphics: eDM, brochures, printed banners, videos, presentation decks

Marketing Events - Solo Designer

Launch: OTB (launch video, demo video, presentation decks, control)

Launch: Calista Intelligent Agent (launch video, decks,  control)

Staff Conference - GeTS 2018 (content videos, presentation deck, control)
Staff Conference - GeTS 2019 (content videos, presentation deck, control)
GeTS Plenary 2018

Gets Plenary 2019

Senior UIUX & Visual Designer

Global eTrade Services, CrimsonLogic

scoutasia Connectionsplus image-Recovere

September 2015 - December 2017

Design lead

In-charge of the Designs in Marketing Team, manage a group of 7 designers.

Broadcasting of design templates, delegation and scheduling of work to designers, content creation, communications, as well as usual work of a designer. Management of design work by design team and layout on our category pages.


Monthly peak events, Super Sale, ensuring quality of designs on channels on full Qoo10 website, working closely with my marketers.


Daily banner creations of sale, promotional materials for on-site promotions, all on-site and external advertisements on Facebook, Yahoo & Google. 


Physical products design work (Newspaper, Invitation Cards, Stand-Up banners for offline events, Qoo10/Qxpress Delivery Van & Truck and T-shirt).

Marketing Design Lead

Giosis Pte Ltd, Qoo10


August 2011 - June 2015

User Experience Design, Spatial


Red Dot Design Museum

Unpredictable Rain - Bus Stop

Industrial Design


Table/ Personal Space (Thesis)

Wea've Joined/ Explorative: Soft Joints

Samsung Expandable Refrigerator

Ear Plugs for Construction Sites/ Medical

Baggasse Plates/ Sustainability

Industrial Designer

Student at National University of Singapore, I.D.

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