Worked with various early-stage startups, where I helped to:• Identify and define high-impact research questions• Execute influential evaluative research (e.g. concept and usability testing)• Integrate research into their existing design process

Learning Loop is an early-stage startup, where I conducted extensive user research and prototyping to ship 2 products over 8 months:• Led and executed generative and evaluative studies to define core business strategy. Methods used: in-person and remote interviews, surveys, user journey mapping, prototyping and experiments.• Collaborated closely with development team to incorporate research insights into product's UX design.• Created high-fidelity wireframes and interaction flows for app development.

Conducted national-level research studies to inform the design and implementation of Singapore's new nutrition labels for beverages, and sodium reduction efforts: • Methods used: stakeholder interviews, literature reviews, data analysis of population-level nutrition data, and focus group discussions.• Translated research insights into nutrition label design, as well as multi-year implementation and impact assessment strategies.• Rallied support from cross-matrix team (including internal and external stakeholders) to roll out new nutrition labelling regulations.

Developed and executed user-driven marketing campaigns to nudge Singaporeans towards healthier food options:• Spearheaded HPB's first men-targeted campaign to encourage men to join HPB’s programmes, which dramatically increased sign-up numbers by 350%. Campaign won Gold in the MARKies Awards Singapore’s Most Effective Media Usage in Government/Non-Profit Category.• Conducted consumer insights research, and applied learnings to develop campaigns that consistently exceeded whole-of-government performance benchmarks. Methods used: focus group discussions, surveys. • Led collaborations with strategic partners to scale up campaign reach, and established co-branding guidelines for HPB.• Appointed as market research co-lead. Streamlined campaign evaluation metrics across the division to facilitate knowledge sharing and data-driven decision making, and achieved 100% compliance rate.

• Planned and conducted health education programmes in local schools.• Executed urgent fundraising programmes in response to 2017 Sri Lankan floods. • Refined beneficiary's donor-management system.

• Prepared materials for press conferences and dialogue sessions• Co-produced Health Promotion Board's 2014 Annual Report