May 2025 - Present | Singapore

• Leading a team of 5 designers to deliver high-performing, user-centric website experiences across industries.

• Define UX strategies and visual direction across multiple design projects, steamlining client communication and internal team workflows.

• Fostered a collaborative team culture by mentoring junior designers and establishing efficient design critique sessions.

• Bridged the gap between business goals and design execution, improving project turn around time by 20%.

Accenture Song
Jun 2021 - April 2025 | Singapore

Key Product-
Military Productivity Solution – Super App, Service Portal, Admin Portal, End-User Portal, Singapore

• Led a team of 5 designers and 6 interns, managing cross-platform UI consistency across mobile, web, and admin portals.

• Oversaw the design execution of 4 major product releases, ensuring high stakeholder alignment and seamless rollout.

• Spearheaded the creation of a comprehensive Design Language System (DLS) used across 5+ portals, impacting 20,000+ users, improving consistency and speed of deployment by 30%.


• Managed and aligned 4 cross-functional teams across 3 departments, cutting onboarding time by 25% and increasing delivery alignment.

• Conducted stakeholder interview and user research, transforming insights into actionable design strategies.


• Led integration of AI tools impacting over 15,000 military personnel, resulting in a 22% increase in training effectiveness and personalised improvement plans.

• Advocated for accessibility best practices, ensuring all digital experiences met WCAG 2.1 and DSS guidelines

• Participated in interview panels and onboarding of junior to mid-level designers.

Digital Transformation for Thai Duty-Free Retail, Thailand

• Led the strategic development of a Design Language System, ensuring an intuitive and consistent user experience across multiple platforms.


• Defined visual direction for Loyalty Program website serving 1M+ customers, resulting in a 40% increase in user engagement within 3 months.


• Facilitated client workshops to deeply understand their business model, current processes, and customer needs, guiding the project's design vision.


• Launched AI-driven assistant boosting average order value by 18% and decreasing cart abandonment by 12%.


• Designed service blueprints and to-be journeys enhancing customer retention by 23%


• Optimized inventory using AI, reducing stockouts by 30% and improving turnover of high-volume SKUs by 22%

• Participated in interview panels and onboarding of junior to mid-level designers.

• Mentored new hires through structured onboarding and design workflow familiarization sessions.

Accenture Song
Nov 2018 - Jun 2021 | Singapore

Key Projects:
Website Design for Leading Telco Company, Thailand (B2C)

• Led the creation and establishment of a comprehensive Design Language System (DLS) and Visual Direction for the company's new website contributing to a 15% reduction in bounce rate and improved brand consistency


• Provided end-to-end design support, overseeing screen-flow creation, DLS management, and ensuring a seamless, cohesive user experience.


• Directed a 6-member team, delivering a reusable DLS that accelerated design velocity by 40% across 3 platforms.

Website Design for Leading Telco Company, Indonesia (B2C)

• Spearheaded the development of a new Design Language System, ensuring design consistency and an enhanced user experience.


• Oversaw all aspects of design support, maintaining the DLS while collaborating with cross-functional teams to implement the vision.

Corporate Portal Website & Mobile Applications for Thailand's Leading Bank (B2B)

• Directed a team of 3 UI/UX designers in building a unified Design Language System and Visual Direction for the bank’s corporate digital platforms.

• Faclilitated design documentation and handoff for development teams, increasing implementation efficiency.


• Played a key role in aligning stakeholders through weekly workshops and check-ins.


• Established guidelines to maintain brand consistency and drive efficiency across both app and web interfaces.

• Applied fintech design principles in dashboard design for babking clients, enabling cashflow tracking and financial health monitoring.

Dashboard Design for Leading Oil & Gas Sector, Malaysia (B2B)

• Designed and implemented productivity dashboards to monitor oil output and operational efficiency, including custom-designed charts and data disgrams tailored for real-time tracking and clarity.

• Developed a financial dashboard to visualise internal cashflow, improving transparency and reporting.

• Enhanced user experience through intuitive data presentation, contributing to a 20% increase in data accessibility and a 15% reduction in reporting time.

Lazada Group
Oct 2017 - Nov 2018 | Singapore

• Led regional team of 5 designers, managing end-to-end visual campaigns across Southeast Asia markets.

• Facilitated brainstorming session for large-scale campaigns.

• Developed regional and local branding guidelines, improving consistency and creative output across 6 countries.

• Designed UI & UX for mega campaign web & app pages.

• Designed and optimized UX flows for mega sale campaigns, homepage refreshes, and key landing pages across web and app, resulting increasing user engagement.

• Mentored and coached junior designers through regular design critiques, performance reviews, and growth planning.

• Involved in interviewing and onboarding of new design hires across regional and Singapore teams.

• Helped assess candidates using tailored portfolio reviews and design test aligned with campaign based work.

Lazada Group
Apr 2017 - Oct 2017 | Singapore

• Appointed as team lead 7 months in, leading 4 designers across 10+ campaigns per quarter, achieving an average 25% uplift in campaign CTR.

• Created a scalable internal workflow to handle regional design requests, improving output efficiency and quality.

• Manage traffic control for graphic request.

• Led the UX design of the “Shop-in-shop” marketplace feature resulting in a 35% increase in partner sales and improved user navigation scores.

• Mentored and coached junior designers through regular design critiques.

• Brainstormed & planned upcoming campaign themes and UI & UX pages.

• Conducted internal design reviews and usability checks to validate solutions before development.

Lazada Group
Mar 2016 - Apr 2017 | Singapore

• Handling local brand assets - coordinating, conceptualising and adapting key visuals for Lazada Singapore

•Facilitated brainstorming sessions for large-scale campaigns.

• Designed campaign banners & setup web pages.

Estee Lauder Companies
Jan 2015 - May 2015 | Singapore

• Handling regional brand assets - coordinating and adapting key visuals for Estee Lauder brand across region.

• Supported the Senior Designer with the processing of graphics requests from regional offices.

• Maintained consistently high visual standards across environments and assisted with the rendering of in-store graphics for seasonal collections.

• Facilitated brainstorming sessions for back-by popularity product line in creation of key visuals display design.

BDO LLP Singapore
Mar 2014 - Apr 2015 | Singapore

• Projects comprised Lian Huat Furniture Rental, Wang Foong Foodstuffs Suppliers and Sweetest Moments.

• The deliverables for each project included the brand’s visual identity, (graphic mark, colours and typography) as well as collateral for other mediums.