Design Leader & Strategic Product Designer
11 years shaping product direction — building design teams, establishing craft standards, and turning complex user and business challenges into measurable outcomes.
Currently leading design at Agoda (Booking Holdings) — growing and mentoring a team of designers while setting strategic direction for growth, discounting, engineering tools, dev-ops platforms, and data experiences. I bridge design vision with business impact, ensuring every product decision is grounded in user insight and tied to measurable results.
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
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Don’t force every problem through the same framework. I match the methodology to the challenge. Choosing the right tools, sequencing the right research, and knowing when to move fast and when to go deep.
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I build the conditions for teams to stay close to real users — not just at the start of a project, but continuously. That means establishing mixed-method research practices: discovery interviews, usability testing, funnel analysis, clickstreams, and NPS signals.
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Holding a longer-term vision while sequencing work that delivers near-term value.
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Making the best call given real constraints: time, engineering capacity, data confidence, and stakeholder alignment. I help teams surface tradeoffs and move forward without losing sight of quality or user needs.
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I work closely with product and commercial stakeholders to ensure design initiatives are tied to clear goals: conversion, retention, revenue, or operational efficiency.
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Quality doesn’t happen from a single sprint, it compounds over time. I focus on creating the conditions where design decisions stick: clear principles, shared standards, and a team culture that values continuity and craft.
