Oversee the creation of user experiences and user research for all Financial Adviser platforms - like lead management systems, financial need analysis apps, sales apps, and a new all-in-one tool for advisors.

I was also involved in enhancing customer-facing web and app experiences, such as improving how travel insurance is bought and providing a clearer view of financial portfolios on Singlife APP using SGFinDex.

I created and managed a design system that equipped the entire team of designers.

I led design for Prudential's online insurance platform, enhancing usability and journeys. I created and managed a design system which benefitted all designers in Singapore. I also designed and delivered several key projects: digitalising selected products beneficiary nomination service, a brand new insurance product and a covid initiative service to help customers relieve their premiums.

I revamped the campaign dashboard experience 2.0 by planning and carrying out a research plan which included user interviews and usability testing, followed by creating high-fidelity wireframes and prototypes for development.

I created and maintained a design system for designers in FWD, Singapore. I then designed and delivered complete experiences for several key projects, like the Refer-A-Friend program, time and quota promotions, insurance cross-selling, and the customer portal.

I led the design and delivered a key component of the company's SAAS dashboard - marketing campaign creation module. I planned and executed a cross-border research study to find insights and pain points, aligning product strategy and design. I created personas and customer journey maps, and advocated successfully for adopting the Ant design system among product and development teams.

UX Certificate - 400 Hours