• Collaborated with product owners to revamp in-house digital platforms, including business-focused tools (tih.stb.gov.sg) and visitor-facing websites (VisitSingapore.com). Enhanced usability by improving content discoverability, ease of use, and storytelling, ensuring alignment between website objectives and overarching business goals.• Partnered with cross-functional divisions to address customer journey pain points using service design methodologies. Facilitated solution-focused… Show more • Collaborated with product owners to revamp in-house digital platforms, including business-focused tools (tih.stb.gov.sg) and visitor-facing websites (VisitSingapore.com). Enhanced usability by improving content discoverability, ease of use, and storytelling, ensuring alignment between website objectives and overarching business goals.• Partnered with cross-functional divisions to address customer journey pain points using service design methodologies. Facilitated solution-focused workshops for visitor-facing initiatives, such as hackathons, and for internal processes, including grant management, tourist guide licensing, and travel agent licensing.• Played a pivotal role in STB’s UX capability-building initiatives. Delivered monthly Design Thinking Workshops, equipping staff with innovative problem-solving skills, and designed targeted eDMs to enhance organisational knowledge and engagement.• Experience in leading participatory on-ground engagements. Designed and facilitated hands-on activities, fostering cross-functional collaboration and delivering actionable insights that informed strategic decisions. Show less

• Work closely with international team for UX strategy, planning and pitches• Research, Data analysis and Recommendations on Best Practices• User Journey & Omni-channel Design• Information Architecture• Wireframes & Prototype• Review & Manage Content• eCommerce driven• Clients: Changi Airport Group, Tata ClassEdge (India) and various pitches

• Assist in UX strategy and planning• Research and best practices• Conduct Stakeholders/Users interview• User Journey + Task Flows• Information Architecture (Card sorting & Tree testing)• Wireframe & Prototype• Conduct Usability Testing• Review & Manage Content• Clients: Temasek, StarHub, JNJ, DBS/POSB, BMDP, Samsung, MCCY, GIC, HBP, RSAF, Unilever and pitching jobs• Held Internal brown bag sessions to help other departments understand how UX can help them.

• Campaign management across APAC region• Gather requirements for campaign setup• Provide best practices to clients• Ensures all campaigns are delivered timely with accuracy• Manage/advise on data segmentation and targeting• Provide campaign launch-related metrics• Work alongside with account manager for quotations, costing and quarterly reports• Platform experience: Digital Impact platform• Clients: FedEx APAC, Starwood Hotels & Resorts

• Work closely with clients and account managers to gather requirements for campaigns setup• Provide creative work for email newsletter• Ensure campaigns are set-up accurately and with excellence• Drive and oversee campaigns from start to end• Platform experience: Responsys, Cheetahmail, Exact Target• Clients: Symantec, Newsweek, Baxter, IHG, PPHG, Johnson and Johnson, Tangs and Identity Direct

• Requirement gathering• Web research• Design and maintain corporate website• Work on various marketing collateral, database and technical documentations

• Prepare test scripts, system Integration and test performance• Execute test cases and document test results

• Requirement gathering• Research• Design and code corporate website• Work on various print/digital marketing collateral