A little about me.

I believe learning is lifelong — and good design can make life better.

I’m a designer, educator and creative leader with more than 20 years of experience across creative industry, tertiary education and UX in Singapore and Aotearoa New Zealand.

My career began in Singapore’s creative industry, where I worked across branding, advertising, digital and integrated marketing, eventually leading a creative team and contributing to the growth of a start-up agency.

I then spent almost a decade at Nanyang Polytechnic, combining my design experience with education. As a lecturer and Deputy Manager, I led a team of nine, supported 200+ learners, developed curriculum and worked with industry partners to connect students with real-world design practice.

More recently, I completed a Master of User Experience Design with Distinction at Victoria University of Wellington, applying user-centred research, design thinking and project leadership to real organisational challenges, including an NZQA customer experience project.

Across these different chapters, one thing has remained constant: I enjoy understanding people, bringing ideas together and using design to make complex things clearer, more useful and more engaging.

View my work

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LEARNING & EXPERIENCE DESIGN

NZQA — Building CX Capability

Designing practical learning resources and tools to help staff understand and apply Customer Experience practices.

Taikoza — Designing for Self-Directed Learning

Creating a digital learning experience that enables learners with different backgrounds and abilities to learn, practise and prepare at their own pace.

Painless Needles — Making Complex Information Understandable

Turning complex information about acupuncture into an accessible, engaging and interactive learning experience.

UX & Service Design

Singtel — Design System Reiteration

Exploring how a more coherent design system can improve consistency, usability and scalability across digital experiences.

Local Elections — Improving Voter Engagement

Using human-centred research and service design to explore barriers to participation and create a more accessible election experience.

Hana Fashion — Retail Experience

Designing a digital retail experience that helps customers discover, explore and engage with fashion products.

Visual Communication

Sarjeant Quarterly Magazine

Creating an editorial experience that brings together information, imagery and storytelling to engage the museum's community.

Brandt — Pamper Yourself

Creating a consumer-facing campaign that translates Brandt's product proposition into an engaging lifestyle experience.

BiT — Rebranding for B2C Market Expansion

Editorial design and visual storytelling.

Laguna — Membership Sales Kit

Designing a visual sales toolkit to communicate membership benefits clearly and support customer conversion.

Celebrity Chefs Charity Cookathon — Event Design & Collateral

Creating the visual identity and campaign collateral for a charity event bringing chefs, sponsors and the community together.

International Day Against Drug Abuse and Illicit Trafficking

Developing visual communication to make a complex social issue accessible, engaging and relevant to a broad audience.