Product designer with 10 years of experience designing consumer products and complex digital experiences. I turn ambiguous customer and business problems into product strategy and shipped experiences through research, data, interaction design, and cross-functional leadership.
Experience
Lead Product Designer
Apr 2025–Present
Lead Safety product design across passenger and driver journeys in 8 Southeast Asian countries and 900+ cities as the team’s sole dedicated designer, tackling complex problems across trust, privacy, risk, and marketplace experience.
Shape the Safety product strategy and roadmap through end-to-end journey mapping and independent research, identifying unmet needs and product opportunities and aligning senior Product, Operations, and Marketing leaders through annual strategy workshops.
Extend design ownership into implementation through AI-assisted coding, resolving front-end quality issues through merge requests and codifying an end-to-end workflow to help other Grab designers adopt AI-assisted development practices.
Senior Product Designer
Aug 2022–Apr 2025
Reframed audio recording from post-incident evidence into an end-to-end safety layer spanning deterrence, detection, assistance, and evidence; led strategy, research, and design for AudioProtect and related experiences, with AudioProtect reaching ~80% regional adoption and enabled rides associated with 32% fewer in-person safety incidents.
Redefined women-driver safety around confidence and participation rather than incident rate alone; combined research and behavioral data to design and launch Women Passengers Preferred 0→1, reaching ~75% adoption among women drivers.
Earned the Grab Way Award (top 5% globally) for exceptional ownership across Safety and key initiatives in 2024.
Head of Experience Strategy (UI/UX)
Mar 2021–Aug 2022
Promoted from UI/UX Designer to the company’s first Head of Experience Strategy within 10 months; built and managed a 6–7 person design team across hiring, staffing, critique, mentorship, and performance development.
Established the company’s design practice and critique culture while leading experience strategy for organizations including National University of Singapore, Singtel, GovTech, SingHealth, and NTUC.
Led product design for NUS Internship-As-A-Service (IAAS), a digital skills marketplace launched during COVID-19 with 60+ industry partners and 400+ projects connecting students with work and internship opportunities.
UI/UX Designer
May 2020–Mar 2021
Led end-to-end UX/UI across mobile and web products, turning ambiguous client problems into shipped experiences through discovery, research, information architecture, interaction design, and prototyping.
Earlier Experience
Design & Operations Manager
Sep 2018 - May 2020
Led end-to-end UX/UI design for a consumer shopping website (home & loungewear brand) from concept through launch, developing visual merchandising strategies informed by sales data analysis.
UI/UX Designer · Project-based
Oct 2019 - Dec 2019
Redesigned the information architecture of a B2B SaaS platform through generative user research and moderated usability testing, partnering with a PM and engineer to validate design decisions.
Designer
Apr 2017 - Dec 2017
Designed brand identities and marketing collateral for innovative independent retailers, advising on design strategy aligned with clients' goals and budgets.
Freelance Graphic Designer
Oct 2016 – Aug 2018
Designed visual materials including branding and publications for clients such as artists, musicians, and the Singapore Malay Teachers' Union, managing client relationships from initial brief through final delivery.
Education
Master of Engineering, Virtual & Augmented Reality Content
Mar 2024 - Aug 2026
Namseoul University · South Korea
Bachelor, Economics · Psychology · Visual Communication Design
Mar 2011 - Aug 2016
Ewha Womans University · South Korea
FOCUS
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