I take inspiration from real people and then build the strategies, teams and products to go after lurking opportunities. Based in Singapore, building better for APAC and the world.
"Creating great experiences is equal parts data, intuition and vision."
The most interesting design challenge right now isn't in the products. It's in how we leverage AI — not as a shortcut, but as a layer that makes us sharper. Most orgs are still running on processes built for a world that no longer exists.
I'm most excited about a future where teams dissolve functional lines. When researchers, designers, strategists, and writers stop protecting territory and start rallying around how we collectively shape the world with our expertise, that's when real magic can happen.
I call it equal parts data, intuition, and vision. Data tells us what happened. Intuition carries what AI doesn't know yet: the lived context, the cultural texture, the taste that experience brings. Vision is direction. And direction is still ours to give.
Redesigned eBay's charitable giving platform — connecting buyers, sellers, and nonprofits at scale. Research-led from first principles.
UX research · redesignIdentified buying and selling behaviour in Facebook Groups as an untapped platform opportunity. Research insight that became a product used by 1B+ people globally.
0→1 · research · productLed UX strategy across Meta's key advertising verticals — Travel, E-Commerce, Finance, Entertainment. Scaled ML-powered Dynamic Ads from experimental technology to several billion in revenue.
strategy · ML · scaleLed UX for Live Commerce across Southeast Asia — designing for creators and sellers in markets where live shopping was already a cultural behaviour.
APAC · commerce · 0→1Started as a company hackathon win. Built the founding concept for Meta's AI Business Agent — now a flagship product helping millions of businesses connect with customers.
AI-native · 0→1 · hackathon → product
