Key achievements:

* Spearheaded strategic design initiatives at Bake, increasing user engagement and revenue by aligning user needs with core business objectives to drive impactful, scalable growth across regions.

* As the lead researcher, developed and implemented comprehensive research methodologies—including usability testing, in-depth interviews, surveys, and A/B testing—to inform key design and product decisions, delivering actionable insights that optimized user journeys and enhanced product experience.

* Collaborated directly with the leadership team and cross-functional partners to integrate research findings into product development, ensuring strategies were both user-centered and commercially viable. Presented insights to stakeholders, guiding strategic product directions and supporting data-driven decision-making.

* Led and mentored a high-performing team, championing a customer-first approach that strengthened Bake’s competitive advantage by boosting product stickiness, user satisfaction, and engagement.

Skills

* Strategic Leadership: UX Design, Product Strategy, Cross-Functional Collaboration, Business Acumen

* Research & Design Expertise: User Research, Design Systems, Customer Experience (CX), Digital Transformation

* Commercial Impact: Problem-Solving, Business Problem Resolution, Customer Journey Mapping, Value-Driven Design Solutions

My role involves spearheading efforts to enhance the business banking experience for small and medium-sized enterprises, large corporations, and enterprises in Singapore, Malaysia, and Hong Kong through the implementation of customer experience methodologies and digital transformation initiatives across various channels.

Key Achievements:

*Redesigned all corporate and enterprise business banking customer facing touchpoints, for business account opening, including digital and analog forms for a smoother and faster experience.
*Redesigned banking internal approval processes and platforms for OCBC employees including compliance, legal, customer ops and that resulted in significant impacts in reducing manual resources, 80% faster processing times in facilitating customers applications and 90% increased satisfaction.

*Created a global design framework for bank products and platform across SG, MY, HK, IND to introduce design consistency across regions and collaborate with the product development department to promote faster, efficient development efforts, resulting in faster launches of product to mentioned regions.

*My dedication to the entire business banking KYC and account opening projects across the entire bank resulted in me becoming the main spokeperson for any business banking account design related conversations.

Responsibilities:

*Facilitated and lead various strategic workshops with stakeholders.

*Introduced frameworks for effective workflows within the teams, or for creative problem solving.

*Co-created customer interviews, journey maps together with stakeholders

*Conducted interviews with customers.

*Identify and reframe problems statements, turn them into valuable solutions that resulted in positive business outcomes.

*Wireframing and prototyping as well as supporting design system work

*Mentor team members.

I led the rapid design and re-launch of our product to align with user needs and business goals. This resulted in a 12% increase in downloads, a 500% boost in user engagement, and a 600% rise in session frequency.
(user engagement from 7.2 min/mth to 6 min/day, session frequency from 4.7/mth to 1.1/day.)

Lead and drive user research studies across the key target regions (Thailand, Indonesia, Malaysia, Singapore, Philippines, India, Nigeria) implementing a range of qualitative and quantitative studies - (User and stakeholder interviews, usability testing, eye-tracking, A/B testing, focus groups, persona workshops, card-sorting, journey mapping, empathy mapping, heuristic evaluation, guerilla testing)

Lead the team to define design languages and guidelines and built a design system with the dev team and iterations through numerous product releases.

Working with the product owners to establish a strong new product strategy and features roadmap.

Drive design advocacy, and user-centred mindset across teams of product owners, data scientists, business analysts, engineers, marketers by facilitating workshops on UX themes ( Design sprint workshops, Jobs to be done, Journey Mapping, User testing, Internal stakeholder interviews, Persona building, Card sorting, Retrospectives)

Lead and manage a small team of UX designers, as well as being involved in hiring, budgeting, procurement processes.

understand business and customer challenges, client vision, and co-creation of solutions

and prototypes of solutions (Sketch, Illustrator, Photoshop, InVision, Axure, etc.)