ValueClub App
An end-to-end redesign that modernised a fragmented member experience, surfaced rewards and made receipts and warranties self-service.
~90% fewer warranty enquiries
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Product designer · Singapore
I makecomplex feelsimple.
I turn complicated products and workflows into practical experiences—validated against real behaviour and performance metrics.
Explore selected work↓01
What I do
I bring clarity to products where people, business and technology collide.
With a foundation in UX design and front-end development, I work closely with stakeholders, developers and users to create practical, user-centred solutions.
UX research & strategyInformation architectureInterface & prototype designAnalytics & experimentation
02
Selected work
Three problems.
Three transformations.
Challenger Education
A student-focused platform bringing exclusive ecommerce, workshops and curated tech content into one lightweight mobile experience.
1,525 sign-ups in 30 days
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Gift Redemption
A digital tool that replaced handwritten forms with a clear, automated workflow for staff, approvals and record keeping.
80% less admin processing time
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03
How I think
Good design is rarely about adding more. It is about knowing what deserves attention.
01
Start with behaviour
Understand what people are trying to accomplish before shaping the interface.
02
Reduce the decision
Make the next useful action feel obvious without removing meaningful choice.
03
Design for reality
Balance user needs with technical constraints and commercial outcomes.