I’m a writer with strong emphasis in product strategy and interaction design.
With 9+ years of experience in content design and a past life in literary and cultural theory, my approach to solving problems and designing impactful digital products and services is to dive deep into how humans think about themselves and the digital world through research and data. I currently live in San Francisco and am originally from Singapore.
-
I’m leading an exciting new work stream on the Identity team. Please reach out to me to see my work.
-
I’ve led several work streams at TikTok, including Creator Monetization and TV. I worked on the global launch of the TikTok Studio app and grew it to 1M DAU in 6 months. I have also worked on Q&A and TikTok for Developers.
-
We had a great practice at GovTech where everyone in the UX chapter had the title of UX Designer, but we were free to define our own areas of focus - mine were UX writing, content strategy, research and interaction design. I led content design on a whole-of-government financial grants portal and SafeEntry, a contact-tracing app piloted by Ministry of Health at the start of the Covid-19 outbreak.
-
I knew right after grad school that I wanted to work in UX as a content designer. There weren’t a lot of entry-level opportunities at the time, so I worked up to it by taking on contract and short-term opportunities. I also worked at Convertium, a design-focused agency where I became fast friends with the UX designers who were happy to let me take information architecture decisions and interface content off their hands. I worked on websites and apps for brands like Lexus, Harley-Davidson and SingTel.
