I turn complex services into products people can trust.

I led discovery and delivery for a charger-less parking model that removed a fleet-growth constraint while making vehicle and return-station availability easier for customers to understand.

I moved BlueSG from virtually no UX process to a structured, widespread practice by proving value through service improvements, then building repeatable research, critique and design-system rituals.

I redesigned BlueSG’s customer-support service around faster in-app answers, clearer escalation and a more workable agent model—cutting turnaround from 1.5 hours to 7 minutes.

I led a focused discovery and product-design sprint that consolidated promotions, vouchers and challenges into one Rewards hub—then used first-week analytics to understand how customers explored each reward state.

I transformed a fragile GP-to-specialist concierge workflow into a case-and-ticket platform that reduced manual effort while preserving the judgement agents need in complex care situations.

I designed an explainable recommendation layer that brings specialty, location, availability, language and coverage into the agent’s existing booking flow.

I designed MyBusiness Plan as a goal-led orchestration layer for GoBusiness—helping a first-time owner understand the next safe action, the dependency behind it and the agency that remains responsible.