Product Design Lead
11 years of experience dedicated to crafting pragmatic and thoughtful solutions that effectively meet user needs while strategically driving business goals forward.
Currently at Agoda, which is part of the Booking Holdings group. Experienced in mentoring junior designers and growing,leading and managing a team of designers. Currently leading design for growth and discounting for all partners that list on Agoda. Also experienced in designing engineering and dev-ops tools, as well as data platforms.
Agoda,
Bangkok
Product Design Lead
Aug 2022 - Present
Govtech,
Singapore
UX Designer
Jul 2019 - Aug 2022
OCBC bank,
Singapore
UX Designer
Aug 2018 - Jul 2019
Lucasfilm - Disney,
Singapore
Look Development Designer
Aug 2015 - Jul 2018
Process
Design process I’ve picked up and refined over the years.
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UX processes are never strictly linear; each project has its own character, so choose and apply the right methodologies where appropriate.
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Use a mix of methods to gather user signals continuously:
Qualitative methods
1:1 interviews (discovery + evaluative)
Usability tests (moderated/unmoderated)
Customer support channelsQuantitative / behavioral
Funnel metrics (drop-off, conversion, errors)
Clickstreams
Search logs (what users try to find)
NPS/CSAT scores -
Keep a longer-term vision (the “ideal experience”) but sequence toward it:
Solves the biggest pain
Adds automation/personalization
Unifies across platforms or introduces a new system
Keeps momentum while still moving toward a coherent end state.
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Sustaining focus and continuity over time so that design decisions stick, improvements compound, and the experience gets more coherent—not reset every project or release.
