Design Leader & Strategic Product Designer
11 years shaping product direction — building teams, setting craft standards, and turning complex user and business problems into measurable outcomes.
Currently leading design at Agoda (Booking Holdings) — mentoring designers and setting strategy across growth, pricing, engineering tools, devops platforms, and data experiences. I align design vision with user insight and measurable business impact.
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
AI projects
Hermes
Utilizing Hermes agent and Slack-based assistant that reviews long slack threads, documents and design links, then helps generate ideas, questions, and documentation.
Design → Code handoff
A new workflow that explores handing off designs via code. It helps translate rough requests into clearer next steps, supports implementation work.
Telegram bot
Free telegram bot for jobseekers @GetThisBreadbot. 10+ scrapers running behind the scenes to get the latest remote/local tech jobs in SE Asia.
Process
-
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.
-
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.
-
Holding a longer-term vision while sequencing work that delivers near-term value.
-
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.
-
I work closely with product and commercial stakeholders to ensure design initiatives are tied to clear goals: conversion, retention, revenue, or operational efficiency.
-
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.