Forrest Luu Email & Phone Number

Los Angeles, California, Us

Creative consultancy, including design strategy, product design, UX / UI, brand identity, and business design.Craft and launch compelling products for corporate and startup clients.

Singapore, Sg

SPH is Singapore’s largest omnichannel media network - with 5 radio stations capturing over 1.3M radio listeners, 30+ publications (newspaper and magazine titles), 100+ digital sites and apps, 8,000+ out-of-home screens and large format billboards, and 20 million users worldwide monthly. SPH’s content reaches over 98% of Singapore’s population, with 160 million page views worldwide monthly.www.sph.com.sgProvided a cohesive vision for SPH Digital Media Products (DMP) that embraced user-centricity, impeccable five-star service, and elevated salesmanship. Spearheaded the company’s digital transformation in product development and design by implementing OneSPH, an innovation framework and process co-created with SPH Tech. Kicked off experimentation with key projects. Crafted presentation with SPH Tech and presented to the Executive Leadership Team (ELT).Collaborated closely with the leadership team and newsrooms (The Straits Times, The Business Times, Tamil Murasu) on achieving the north star metric.Elevated the capabilities of DMP Design, consisting of Product Design, Content Design, and UX Research.Provided guidance on The Business Times myBT. (Launched March 2023.)Spearheaded two flagship products due for launch Q3/Q4 2023. Provided the design teams guidance to ensure design quality. Introduced the SPH DMP group (PMs, Designers, Creative Technologists, UX Researcher) to CliftonStrengths, PDP (Personal Development Plan), workshops, and group coaching sessions.Worked alongside the UX Research team to draw up a proposal for a centralized annual budget that would help establish the groundwork and basic functioning for UX Research. Successful with getting an initial budget of 50k CTO/CFO/CPO approved.Established the Content Design team and worked closely to help evangelize and integrate content design into the design process.Successfully hosted Singapore Product Design Meet-Up at SPH to bring the fragmented SPH design community together.

Singapore, Singapore, Sg

Asia’s largest private market exchange - ADDX is a blockchain-based private market investment platform that allows investing with fractionalized amounts in unicorns, pre-IPO companies, hedge funds, cryptocurrency funds, and other opportunities that are traditionally exclusive to accredited investors or high-net-worth individuals.ADDX.coBuilt the Design function of ADDX:Established core design org and provided the foundation for how the organization can create world-class design. Spearheaded the cross-team collaborative effort to revamp ADDX’s brand design, mobile app/web platform experience, and content design strategy. Coached and mentored the design team. Empowered designers to be able to create high-quality, impactful design output and effective storytelling.Created an overall vision and strategy for ADDX to move beyond a transaction-centric, utilitarian platform experience. Established the core fundamentals for the new ADDX user experience. Implemented the new global brand approach that embraces authenticity, impeccable service, and customer empowerment - creating a premium experience for target users. Provided a robust framework to enable innovation and elevate product/design outcomes. Created product management and design process documentation to better drive product launch success. Facilitated workshops to help the teams understand the value of design, embrace a user-centered mindset, and effectively collaborate across multiple disciplines.

Singapore, Singapore, Sg

Grab is Southeast Asia’s leading superapp, offering a suite of services consisting of food and groceries deliveries, ride-hailing, financial services, enterprise, and others. Grab operates in 8 countries, in over 480 cities, with 187 million users worldwide.Driving Southeast Asia forward.www.grab.comLead design in the three tech families (business verticals) of Grab Financial Services: • Insurance (GrabInsure)• Lending (GrabFinance)• Wealth (GrabInvest)Initiatives:Grab Financial Group’s crypto efforts. Due diligence with potential partners. Worked with design team on integrating crypto features with Grab’s ecosystem and reward system.GrabInsure revamp - a modular insurance platform to establish world-class customer service - providing a simple and delightful user experience, and enabling optimal efficiency for introducing new insurance products and features. Simplifying the complex nature of insurance, and building trust with users on the platform. (Insurance products for drivers and passengers.)GrabFinance’s lending platform to be inclusive, transparent, and empowering - embracing a true partnership with Grab drivers, embedding financial literacy in the user experience. With GrabFin development, integrated GFG Lending with GXS DigiBank.GrabInvest’s Earn+ to provide Grab users access to low-risk, well-diversified, short-term bond funds - offered and managed by Fullerton Fund Management and UOB Asset Management. Earn+ empowers Grab platform users to earn interest, plus rewards, and more. It’s an alternative to supercharge idle cash. (Launched May 2022.)

Suwon-Si, Gyeonggi-Do, Kr

An award-winning insight-driven front-end incubator, the team focused on defining problem spaces and translating key consumer insights into viable concepts for commercialization and product-market fit. www.samsung.comSteered design strategy, product design, UX research, vision work, roadmapping, and pitch decks to C-Suite for:• Lifestyle (Urban Living, Hygge, Post-Covid)• New Category (Skunkworks, Future-Ready)• Sustainability (ESG, Circular Economy)• Smart Home (AI / ML / IoT / AR + MR)Worked with multiple research agencies for resource augmentation on various projects.Collaborated with chief scientists at multiple AI centers within Samsung on NLP, LLM, affective computing, computer vision:- Cambridge AI Center- Toronto AI Center- New York AI CenterBuilt working prototype of smart home concept with industrial designers, creative technologists, design engineers, and UX designers. Invited Samsung's regional CEO and leadership team for a hands-on demonstration / presentation with prototype and showcased the concept's AI, AR + MR, smart home experience features.Corporate mentor for the 2019 Singapore University of Technology and Design (SUTD) Capstone Program. AI (artificial intelligence), robotics, hydroponics, and mobile app development. Cohort of Project Refarden (Refrigerator + Garden) was selected for radio interview with CNA 938 on 11th of August, 2019, 5:10-5:30pm. Refarden was an experiment to see how we can integrate AI and hydroponics into a compact, controlled environment allowed within the space of refrigerators. The prototype was retrofitted with cameras, and AI was used to track plant type and growth.Launched: • Samsung Wind-Free AC demo kit to replace full-scale in-store demo booth for retail promoters. Demonstrated product core features with greater clarity while cutting costs by 96%. Distributed to 7 countries (Australia, Singapore, Malaysia, Vietnam, Indonesia, Philippines, Brazil).

California, Irvine, Us

Balanced right-brain and left-brain approaches to tackle business objectives.Spearheaded the creative process of brand, product, and concept development.Engaged in developing and crafting the flagship product's MVP/MVE: wearable tech + mobile AR app.Lead efforts to create a company culture driven by human-centric principles and innovation.

Los Angeles, California, Us

Creative consultancy, including design strategy, concept development, industrial design, process orchestration, expediting innovation, resolving design or production issues.Provided industrial design and design strategy expertise to corporate and start-up clients.Clients: Mattel, Oakley, Warner Bros.,Targus, and various start-ups/design agencies

Round Rock, Texas, Us

Managed the Client Peripherals and I/O design team and portfolio.Lead an internal multidisciplinary team of industrial designers, UX designers, surface modelers.Design strategy development across the consumer and small-to-medium business (CSMB) global portfolio of Dell.Collaborated with marketing and procurement on product planning / road mapping.Launched:• Dell WM713 Wireless Touch-Strip Mouse• Dell WM514 Wireless Scroll-Wheel Mouse• Dell TP713 Wireless Touchpadwww.dell.com

Espoo, Southern Finland, Fi

Specialized in concept development, industrial design, human factors, UX, and design strategy.Created CDMA mobile solutions for Verizon US and China Telecom.Collaborated with internal and external teams (Nokia HQ Espoo, Nokia RHQ San Diego, Nokia Design UK, Nokia Beijing, Foxconn, BYD, Jabil, Compal, Nissha, GE Plastics) for design, sourcing, concept feasibility, and production.Collaborated with Nokia Advanced Design and Microsoft on Windows Phone + HomeHubLaunched:• Nokia 3806, China Telecom (top-selling handset in its price-tier, Q1 2010)• Nokia 7705 Twist, Verizon (iF Award 2010 and IDSA IDEA 2010 Award Finalist)Connecting People.www.nokia.com

Suwon-Si, Gyeonggi-Do, Kr

Crafted new concepts of mobile phones and accessories for T-Mobile North America/Europe, Verizon, and AT&T. Core responsibilities included design research, industrial design, graphic design, and CMD/CMF.The Samsung LA Design Lab was an innovation studio that leveraged design to secure sales with major service providers, helping to catapult Samsung’s US mobile phone market share positioning from 6th to 1st within 6 years. Our team reported to Samsung mobile business CEO Ki Tae Lee and Chairman Jay Y. Lee. Launched:• Samsung T229, T-Mobilewww.samsung.com

Brooklyn, New York, Us

Assisted various design teams in varying phases of the design process.Helped fabricate prototypes for ‘The Apprentice’ TV show. Clients: OXO, Hewlett Packard, Starbucks CoffeeLaunched:• OXO Good Grips Silicone Basting Brushwww.smartdesignworldwide.com

Redmond, Washington, Us

Funded by Microsoft, the student studio project was a collaboration between Microsoft’s Smart Personal Objects Team (SPOT) and ArtCenter Graduate Media.Created 'Kameleon' Smart Fabric concept, which was exhibited at the 2004 Consumer Electronics Show (CES) in Las Vegas, Nevada at the Microsoft booth. Constructed an exhibition booth that simulated a store display to showcase concepts and working prototypes.www.microsoft.com

Kadoma-Shi, Osaka, Jp

Conducted research and analysis of current technologies, trends, and market landscape.Developed a ubiquitous, seamlessly integrated system that embraced security, communication, information, and service.Explored various use case scenarios, system workflow diagrams, and prototypes. Presented to internal teams and executives, including President of Panasonic Design Company, Toyoyuki Uematsu.www.panasonic.com

Espoo, Southern Finland, Fi

Funded by Nokia (North America Design Center), the student studio project was a collaboration between Nokia and ArtCenter’s Product Design, Interaction Design, and Advertising departments. Lead UX/UI efforts of Project BondFire. Work included information design, wireframing, user interface design, and prototyping.Collaborated with corporate mentor Rhys Newman, and presented to Frank Nuovo, VP of Nokia Design.www.nokia.com

Bachelor Of Science (Bs) With Honors, Product Design

Product Design | Illustration | Art

Pre-Med | Biology