Member’s Spotlight

From CEO to Chief Photographer – How do you manage to maintain balance and focus across your various roles and businesses?

Managing various roles and businesses requires a keen sense of prioritisation and time management. I ensure that I allocate dedicated time and attention to each aspect of my work, setting clear goals and deadlines to stay focused and organised. Leading various organisations in the power track segment has been a rewarding challenge.

With 24 years of experience since the inception of the power track concept, I am confident that I am the most experienced person still serving in this industry. This specialised market has allowed me to hone my ability to navigate the intricate demands of each role. Photography, on the other hand, serves as a creative outlet that complements my technical expertise, requiring a different set of skills that I find equally fulfilling.

How did you ensure that both aesthetics and usability were prioritised throughout the product design process of Line8 Power Rail System?

Designing products for a diverse user base, from children to the elderly with varying levels of technical knowledge, is a complex yet rewarding process. With the internet enabling homeowners to easily research and find top-notch examples of design and function for home renovation and equipment, the bar of expectation has been raised.

Homeowners now expect the best and most beautiful products for their homes. They prioritise both aesthetics and usability in the Line8 Power Rail System to ensure simplicity, safety, and efficiency for every user. From polished aluminium accents that double as active grounded electrical shields to the child-safe push-pull switch on our premium adaptors, every detail is meticulously crafted to meet the highest standards of design and function.

Do you have any examples of how you’ve incorporated user feedback and insights into refining your products and services?

User feedback is invaluable in refining the concept and design of Line8. For instance, our common rail locking mechanism was developed in response to concerns from corporate customers about unauthorised removal of adapters. This mechanism provides an elegant and simple solution for facility managers to control adapter removal, thereby enhancing security and user experience.

What are some of the problems or challenges that led to an innovative solution at Line8?

One of the greatest challenges of designing a power track system is ensuring it lasts almost indefinitely without any maintenance. This is a very difficult task, but it’s a challenge we’ve embraced with Line8.

Unlike typical home appliances or other power tracks that require replacement and maintenance every few years, Line8 is designed to work like a wall outlet, with the expectation of many years of maintenance-free operation.

To meet this requirement, we designed Line8 differently, ensuring it is not built like a normal electrical appliance where replacement is expected every few years. We build every component with the best materials and engineer it to last a lifetime, setting us apart from other power track manufacturers and suppliers. To support our claim and product design, we even offer a lifetime warranty.

What exciting projects does Line8 have in store for the near future?

We are excited to integrate IoT technology into our power tracks and adaptors to provide additional functionality and convenience. Given the stability of IoT technology today, we believe this integration will usher in a new era of smart and dependable power outlets, enhancing the user experience in both residential and commercial spaces.

How do you unwind on weekends? Any personal hobbies?

I enjoy playing the guitar and drums. The versatility and simple design of the guitar fascinate me, and collecting electric guitars has become a passion. Playing the drums allows me to unwind and express myself in a different way.

If you could travel anywhere in the world right now, where would you go and why?

Japan is a destination that has always intrigued me. Despite my extensive travels, I have yet to experience Japan’s rich culture and traditions firsthand. I look forward to immersing myself in the Japanese way of life and exploring its vibrant cities and serene landscapes.

What’s something on your bucket list that you’re determined to accomplish someday?

One of my long-term goals is to engage with and learn from the top business leaders of the world. I aspire to share ideas, gain insights, and contribute to the global business community, thereby fostering innovation and collaboration.

Tell us more about yourself and what inspired you to start ShopXR?

I am a passionate creator who thrives on staying at the forefront of technological trends and am driven by a desire to bring innovative solutions to real-world challenges.

The spark for ShopXR ignited during my partner’s family DIY home renovation project, where there was an overwhelming process of self-research, planning, and sleepless nights envisioning interior layouts before deciding on purchases. It also led me to engage in conversations with other friends who were undergoing home renovations, and it dawned upon me how common of a struggle it is for many homeowners.

With that, ShopXR emerged as the solution, empowering homeowners and alleviating those head-scratching moments when visualising and deciding on the perfect appliance or furniture for their home. We transform those researching and purchasing journeys into a more seamless and immersive experience for all.

As the founder of ShopXR, what are some key challenges you faced and how did you overcome them?

As pioneers in cutting-edge technology, ShopXR encountered the pivotal challenge of achieving a strong product-market fit. To overcome this, we delved into extensive market research early on, engaging in continuous conversations with potential clients to gain a deeper understanding of their needs.

This iterative process allowed us to refine what we can offer and establish a more robust connection between our augmented reality solutions and the evolving demands of homeowners renovating their houses.

Is there anything you want to share about Augmented Reality that people might not be aware of?

Augmented Reality goes beyond mere visual enhancements; it is a transformative tool that bridges the gap between imagination and reality. Beyond the wow-factor of virtual objects in physical spaces, augmented reality has the power to enhance productivity, streamline processes, and redefine user experiences across various industries.

As technology continues to evolve, what is the importance of Augmented Reality especially in the world of business and design?

Augmented reality heralds a new era in communication, breaking free from the constraints of two-dimensional spaces. It provides depth, multiple perspectives, and immersive experiences, enabling audiences to truly engage with designs and products. This not only eradicates communication barriers in businesses but also unlocks unexplored creative possibilities, ushering in a design revolution.

What are some exciting developments we can expect from ShopXR in 2024?

In 2024, ShopXR is poised to introduce groundbreaking technologies, setting new benchmarks in the market. Our focus is on empowering homeowners with even more advanced and intuitive product visualisation tools, ensuring that ShopXR remains at the forefront of technological innovation.

What motivates you to work hard?

Internally, I find discomfort in stagnation and lack of productivity. A long pause feels painfully uncomfortable, compelling me to always push forward. This internal drive helps to fuel my commitment to working hard and pushing boundaries to achieve continuous growth and innovation.

What do you think is your superpower?

My superpower lies in my ability to break down complex concepts into manageable components and analyse them logically. This skill has not only enabled me to continuously seek and acquire new skills but also to better conceptualise innovative ideas and navigate towards achieving and reaching my goals in life.

What are you grateful for?

I am profoundly grateful for the unwavering support of my family, friends, clients, partners, and team who have stood by me. Their encouragement and belief in the vision of ShopXR have been invaluable, propelling us forward on this exciting journey of innovation and growth.

Tell us more about yourself and how you came to be both the User Experience Leader in Dell Singapore and President of HFESS (Human Factors & Ergonomics Society of Singapore).

My first design experience began during my engineering degree at University of Birmingham, where I delved into Ergonomics. Intrigued by how products are designed based on the human needs and capabilities, this encounter became the driving force behind my passion for product design. Fueled by this interest, I continued my exploration in this domain during my Master’s program at Nanyang Technological University (NTU), focusing on Human Computer Interaction.

Upon graduation, I transitioned to the military sector, joining DSO National Laboratories as a Human Factors Specialist. In this role, I had the opportunity to design sophisticated Command and Control Rooms and Consoles. Seeking a broader design experience, I later joined Creative Technology to gain experience in Software User Interface.  

Subsequently, I made a strategic move to Dell, enticed by the prospect of working on both Hardware and Software. As I celebrate my 16th year with Dell, I’ve had the privilege of leading User Experience design across various product categories.  For HFESS, I dedicated 20 years to the society, progressing from a member to assuming executive roles such as Treasurer, Director, and Vice-President. The pivotal moment in this journey occurred in 2022 when I took on the role of President. My aspiration is to build a strong team in expanding the reach and relevance of Human Factors & Ergonomics, to achieve the goal in driving human progress. I am particularly passionate about nurturing the next generation of designers and practitioners. My goal is to share my industry knowledge, inspiring and guiding them to become the future leaders in Human Factors or User Experience.

How do you juggle the responsibilities of the two major roles you’re undertaking?

I strategically manage my time by compartmentalising my responsibilities. In my commitment to social work, a considerable amount of effort is invested in identifying with the right individuals and partners. Fortunately, many talented and passionate individuals have willingly joined me. 

Collectively, we have laid a robust foundation and built pillars that fortify our impact on society. We meet bi-weekly evening via Zoom calls, where we convene to discuss and propel our new initiatives forward.

What is your favourite part of each job?

At Dell, my favourite part of each job is tackling intricate challenges and transforming them into simplified solutions, ensuring a seamless and delightful experience for our users.

At HFESS, my favourite is collaborating with individuals and organisations from different disciplines, making meaningful contributions to the community, and raising awareness about the Human Factors and Ergonomics field.

Do you believe in UX trends? Why or why not? / What is your UX trend prediction for 2024?

Yes, I believe in UX trends. It allows one to create experiences that resonate more with users.

In 2024, the demand for User Experience (UX) expertise will soar, fueled by the pervasive influence of Artificial Intelligence (AI). The transformative impact of AI on product and service design will intensify, amplifying the roles of UX designers. With ongoing advancements in technology, UX designers will harness more powerful tools, enabling them to create even more delightful user experiences.

2024 will be an exciting year where organisations make use of UX strategies where technology and empathy work hand in hand to create a better world for all users.

What is the most memorable design project you’ve done? Why?

My most memorable design project is the 48 hours Inclusive Design Challenge project many years ago. My Team and I worked around the clock to address a problem faced by a partially blind person. We developed a solution that was well-received. 

The solution introduced a novel locking method based on the pattern of the number pad, which was quite ahead of its time. Today, this solution is widely used for mobile phone locking.

How would you describe yourself in one word? Why?

Explorer. I get excited with new things and always ready to embrace risk with a high tolerance for facing challenges. I am also always curious and want to discover unknown places and learn more about myself. Finding a balance between work and family life is essential, but it’s not always easy. It’s a priority I’m still learning to navigate.

If you could turn back time, what advice would you give to your younger self?

Seek out a diverse group of mentors or experts across various skills who can impart knowledge not typically found in textbooks. Great mentors play an important role in fostering your personal and professional growth.

Recently, my Team at HFESS has launched a Mentorship Program, aiming to assist students and young professionals in navigating their career aspirations, strategising plans, and exploring avenues for transformative change.

How do you like to unwind and relax after a long day of work?

After a long day of work, I find that the perfect way to unwind and relax is by going out with my family to enjoy a good dinner. On occasion, I would enjoy late-night cycling along the beautiful Marina Bay, accompanied by good friends with whom I catch up on the events of our lives. When I am alone, I like to read or listen to my favourite playlists of different music genres.

1. Tell us more about you and what you do as a Business Director at AGENCY?
   
   As a Business Director at AGENCY, I work closely with the co-founders on all aspects of the business, from implementing new business strategies and managing financial performance to optimizing the processes behind the scenes.
   
   However, my most rewarding responsibility is mentoring the team, helping them develop their leadership skills, business acumen, and ability to build strong relationships with our clients.
   
   
2. Share some of the most significant changes you’ve witnessed in the digital marketing landscape during your career, and how they have impacted your approach to client work?
   
   Over the past two decades, I’ve witnessed some of the most significant changes in digital marketing, including the rise of mobile, the growth of social media, and the emergence of new technologies like augmented reality (AR), artificial intelligence (AI), and machine learning (ML).
   
   Despite these changes, I’ve always encouraged clients to focus on initiatives aligned with their business goals, not the latest trends. At AGENCY, we help our clients do just that by creating products, services, and experiences that unlock value for their customers and their businesses.
   
   
3. Having worked in both the United States and Asia, how do you see the differences in digital marketing trends and consumer behaviour between these regions, and how have you adapted your strategies accordingly?
   
   When I moved to Singapore in 2017 from New York, one of the biggest differences I observed was the high mobile adoption in Asia across social media and e-commerce platforms. With some only ever having a mobile phone to access the internet, brands in Asia have focused on creating mobile-first experiences from the get-go, and consumer behaviours and expectations have followed suit.
   
   Since moving here, I have focused more on human-centred design’s role in the creative process to build customer experiences that truly meet the needs of those who use them, which is why I joined AGENCY. We believe that human behaviours are shaped to a large extent by the wider networks and systems they live, work, and play in. When designed well, those systems can lead to monumental positive change.
   
   
4. What advice would you offer to emerging professionals looking to excel in this fast-paced and ever-evolving field?
   
   “Embrace change and be adaptable”. The landscape is constantly evolving, so be willing to learn new things and adapt to new technologies.
   
   “Focus on human-centred design”. Put the needs of the customer at the forefront of everything you do. Understand their pain points and frustrations, and design solutions that make their lives easier and better.
   
   “Enjoy what you do”. Life is too short to spend your days in a job you don’t love. Find something you are passionate about and that you’re good at, you’ll be more likely to succeed in the long run.
   
   
5. How do you stay informed about the latest trends and technologies in digital marketing?
   
   It’s easy to feel overwhelmed in today’s information-rich world. For perspective on the latest trends and technologies, I follow industry leaders and influencers instead of mindlessly scrolling on social media. If something catches my eye, I experiment with it in small ways to deepen my understanding. More importantly, I have face-to-face conversations with people. We often forget how important human connection is for collaboration, which is the fuel that drives creativity.
   
   
6. Which books, podcasts, movies or TED Talks have made a significant impact on your career or personal development and shaped your perspective in a meaningful way? What lessons did you draw from it?
   
   It’s difficult to choose a few specific influences on my career, as it has been shaped by an amalgamation of books, TED Talks, podcasts, and mentors I have been fortunate to have. However, one of the most influential books I read early in my career was ‘The 7 Habits of Highly Effective People’. It taught me the importance of being proactive in taking responsibility for my own path, practising empathy in working with people, and taking care of myself physically, mentally, and emotionally.
   
   
7. How do you like to unwind and relax after a long day of work?
   
   Being a working mom of a 2-year-old is challenging, and finding time to unwind after a long day can be difficult. When I can find time for myself, I enjoy reading, a glass of wine, and spending time with my husband. However, sometimes the best way for me to relax is often to simply spend time with my son. Playing with him and reading to him before bed are incredibly rewarding experiences.
   
   Finding a balance between work and family life is essential, but it’s not always easy. It’s a priority I’m still learning to navigate.
   
   
   Katherine and her son.
   
   
8. If you could choose to be anyone for a day, who would it be?
   
   I would choose to be one of our talented AGENCY designers. Despite working in the design industry, I’ve never really considered myself to be a ‘designer.’ Upon joining, I was blown away by the incredible talent of my colleagues. Every day, I am inspired by their ability to express their thoughts and ideas with such skill and creativity. I would love to learn how to sketch like them, so that I could bring to life my ideas through visual expression.
   
   

1. Tell us more about yourself and how did your career path lead you to your current role as the Head of Global Innovation at Prudential Singapore?
   
   I started off as a lawyer and later became Prudential Singapore’s in-house legal counsel. From there, I was given the opportunity to set up the Government Relations function across 13 markets.
   
   During that time, I pursued a course at Tsinghua-INSEAD, and started my own company! While building the business, I struck by the importance of innovation in bringing new value. So, when Prudential created its Innovation function, it felt like a natural transition to take on the role.
   
   
2. What strategies or approaches do you find most effective when it comes to nurturing a culture of innovation within an organisation, regardless of its size or industry?
   
   It starts with building belief that everybody can be innovative. In Prudential Singapore’s first year of driving innovation, we promoted the definition: New and Better. As long as your idea or solution does that, you are innovating. We started seeing great ideas coming from all teams, and the fun quotient went up too! Sustainable innovation requires a whole-of-company approach – strong tone from the top combined with ground-up motivation and capabilities.
   
   
3. Share a piece of advice or a lesson you’ve learned during your career that you believe would be valuable for aspiring professionals interested in pursuing a career in innovation or leadership.
   
   “You are not in competition with anybody to be the best version of yourself”. With this mindset, you can truly celebrate your own and others’ successes and play for win-win outcomes. This frees you to learn from others, and to keep getting better.
   
   There’s an adage in leadership circles that we should hire people smarter than ourselves. We can also partner different teams or organisations who are better in their specific areas of expertise and work towards a common goal. That’s where the magic starts to happen.
   
   
4. Can you share an example of a project or initiative at Prudential where you embraced the concept of “failing forward” and what you learned from it?
   
   Innovation is full of failures! The nature of our job (pushing towards new frontiers) requires us to fail more than we succeed, so we get comfortable with that quickly. The TEE-Up initiative, which seeks to support young people in their career and financial journeys, was an idea we incubated for over a year before it emerged in its current form.
   
   
   _{Launching TEE-Up and Good Design for All at World Skills ASEAN 2023.}
   
   We went through many iterations and even now, we are still co-creating with our community, Singapore Polytechnic, UCSI in Malaysia and other Institutes of Higher Learning around the world. It’s faster and more fun to innovate with like-minded partners. If you are interested in transforming young minds and making a real impact at a systems level, reach out to join us on this journey!
   
   
5. What do you enjoy and value most about your career?
   
   Working with many like-minded people who really want to use their position and privilege to do good. We’ve had colleagues and complete strangers connect with us to be part of TEE-Up, be it by sharing their stories on videos or mentoring a young person one-to-one.
   
   
   Sharing about TEE-Up with Kaelynn, a graduate from TEE-Up’s mentorship programme at an event by Prudential Singapore, Ngee Ann Polytechnic and DesignSingapore Council’s School of X on designing future careers. 
   
   I also really enjoy the process of creating something from nothing. With the Good Design for All video series, which we developed in collaboration with Ngee Ann Polytechnic and DesignSingapore Council’s School of X, we thought it would be meaningful to make design thinking accessible to everyone, and so we did! Our partners have been extremely generous with their expertise and time, and it was a lot of fun too!
   
   None of this would have been possible without the trust and support of my leaders in Prudential Singapore, where I have been for the past 15 years. Autonomy and sense of belonging have been identified as key factors people value in a job, and I’m very fortunate to always have worked in teams that have given me this in abundance.
   
   

6. What motivates you to work hard?
   
   I wake up each morning raring to get started because I know that the work we do makes a difference. For example, many of the young people who are part of TEE-Up have shared about the impact of the programme on their lives. From helping less academically inclined students build confidence and speak up, to co-creating a new insurance-focused board game InsurAce that’s launching in Q4 2023, all of these will help real people improve their real-life outcomes.
   
   
   Co-creating with the community on overcoming challenges in our careers.
   
   Work is fun too! For our Good Design for All videos, it was such a joy working with like-minded and really smart collaborators. We had many sessions where we respectfully challenged each other’s thinking and combined our methodologies to build this micro-learning tool. Some of the impromptu takes in front of the camera also turned out to be the money shots!
   
   Even a “normal” day at work back in the office is usually very meaningful. I could be working with HR colleagues to figure out how best to mentor talent or with our Chief IT Officer on AI strategy. The variety energises me and keeps things fresh.
   
   
7. If you could choose to do anything for a day, what would it be?
   
   Do a design sprint with the world’s best minds to kickstart tackling a challenging problem. I would likely choose to work on Sustainable Development Goal (SDG) 8 on decent work, because it’s in line with what we’ve started through TEE-Up. With a significant chunk of our lives spent at work, I believe that helping a generation of young people find jobs that provide both meaning and a good economic return is one of the most impactful things we can focus our energies on.

1. Tell us more about you and how MM Galleri has evolved since you took over the baton?
   
   I’m Hillary Tjioe, the second-generation leader of our family’s natural stone business. Raised in Surabaya, Indonesia, I began working with my parents during school breaks, gaining early industry exposure. I pursued a Biotechnology Diploma at Temasek Polytechnic in Singapore and later a Bachelor of Management at the University of British Columbia in Canada. I also earned a Diploma in Diamond Grading from HRD Antwerp.
   
   In 2018, I joined MM Galleri and now serve as the Director, leading our Singapore HQ. My primary goal is to strengthen MM Galleri’s identity as a premium natural stone supplier in Southeast Asia. We prioritise top-quality stones that stand the test of time, retaining their exquisite veins and colors. We’ve also developed innovative bended marble technology to tackle intricate, creative projects.
   
   
2. Can you give an example of MM Galleri’s win-win-win philosophy that has led to exceptional outcomes?
   
   Nurturing resilience and innovation is paramount in my company’s ethos. In our
   industry, challenges abound – winning new clients, handling complex projects, and managing expectations. We foster a drama-free, supportive atmosphere where each individual contributes positively. The absence of office politics promotes unity, enabling everyone to thrive and uplift one another.
   
   
3. What upcoming trends do you see in the material and marble industries?
   
   Grey-colored stones are especially sought-after, dominating our orders. We have received a lot of orders for neutral color tone stones that are in tune with the current interior design trend of minimalism. In addition, custom marble creations, like furniture and statement pieces, are on the rise. Architects and designers seek uniqueness, turning to adaptable marble suppliers for customisation, like our bended marbles and expansive dining table options.
   
   
4. Share a project you worked on that particularly stood out to you.
   
   The MUME Bar stands out as one of my most memorable projects. It’s unique because it was one of the first projects we completed in Russia. I had the opportunity to work with a variety of bended marbles for large countertops and also cut from blocks. We bent a few stunning onyx slabs to shape the countertop into intriguing curves that are truly eye-catching. I was genuinely pleased with the outcome and appreciated how lovely the MM Galleri stones looked in the MUME Bar in Moscow. It’s a project I’ll always share with my clients and friends.
   
   
5. What do you enjoy and value most about your career?
   
   Connection and experience stand out as my most rewarding achievements. My industry exposes me to diverse individuals, from the influential to the ultra-rich. Assessing character authenticity intrigues me—first impressions versus true personalities. This actually trains me to understand and talk to different people. Some of my clients have actually become some of my closest friends today.
   
   
6. What motivates you to work hard?
   
   My parents are the cornerstone of my drive and the very reason I am where I am today. Witnessing their unwavering dedication since my early days has left an indelible mark. Their relentless sacrifices, both for our family and to build this enterprise, have shaped my perspective. I’m determined to lighten their load, to repay their sacrifices in whatever small way I can. It’s this profound motivation that fuels my tireless efforts and propels me forward in my mission to elevate MM Galleri to even greater heights.
   
   
7. If you could choose to do anything for a day, what would it be?
   
   Escaping to Bali for a weekend tops my list. Amidst the bustling industry, a serene retreat allows me to unwind and recharge. With daily emails and messages, a peaceful getaway would be a welcome respite.

1. Hello Jeffrey! Tell us more about you and how Roomable came about.

Matthew and I came up with the idea for Roomable in December 2022 after taking a look at the rise in popularity of generative AI technology and evaluating the interior design industry as an area where it could be applied to great effect.

We met up over the phone and decided that it was something we wanted to pursue together. We launched our first version of the website in May 2023 and joined Iterative Venture Capital’s accelerator program for their Summer 2023 cohort the same month.

Currently, we are building out features that our users have asked for!

2. Roomable seems to be a valuable tool. How do you envision the platform being used by different target audiences, and what benefits can they expect?

Roomable serves as the connection between homeowners and interior designers. For homeowners, they can easily visualise their space by taking photos and uploading them. Rooamble.ai will produce three variations in 15s or less.

For interior designers, Roomable is a tool where they can qualify client demands and generate variations of interior design concepts quickly, enabling them to get client buy-in and win more contracts!

3. As the co-founder and CEO, what are some of the key challenges you’ve faced in establishing Roomable, and how have you overcome them?

Building a startup means constantly putting out fires while simultaneously trying to grow your business. It’s a lot to balance. We are also a fully remote team, so it has been an adjustment to work in a way that is clear and productive for people working across different time zones.

Of course, the hardest thing that any business will face is just converting users to paying customers!

4. Looking ahead, what exciting updates or new features can users expect from Roomable in the near future, and how do you plan to continue innovating and improving the platform?

We’ve just released an upscaling feature which enables you to export Roomable images in high resolution! In the near future, we are focused on creating an AI Editing suite, enabling users to make micro-adjustments to their designs.

We are also hoping to kickstart a lead-generation platform that connects high-intent homeowners with design services. To improve the platform, we continuously reach out to and interview our customer base. Understanding their needs is critical when building a sustainable, revenue-generating platform at scale.

5. Do you have any role models that you look up to?

My role model is Roger Federer. He is an all-time, world-renowned tennis player, but also a successful businessman, family man and a true gentleman.

6. If you could choose to do anything for a day, what would it be?

I would like to be an interior designer for fine dining restaurants. I’m a huge fan of storytelling and a restaurant’s environment is always finely woven into the dining experience to make patrons comfortable. It’s also an extension of the restaurant’s personality and identity.

1. Hello Beatrice! Tell us more about yourself and what you do as a Business & Design Strategist.

Hey there, I’m Beatrice, a Business & Design Strategist at DesignZ at the Singapore University of Technology and Design (SUTD). DesignZ is a design centre housed within SUTD that aims to bring a transformative impact to our clients through strategic and human-centric Design Innovation. 

My day-to-day work includes facilitating design innovation workshops with schools and corporates, building minimum viable products and preparing proposals for clients.

As a business management graduate from Singapore Management University (SMU) that majored in marketing and communications, I’ve always had an interest in consumer psychology and delivering value to users. Yet, it wasn’t until my final semester in school that I stumbled upon a module called interaction design communications (it’s very similar to UI/UX) — it was the first thing I came across that I could imagine myself doing.

For a year after graduating, I explored innovation, UI/UX traineeships/internships in the DBS innovation team and working with a start-up to see if that path was for me. I discovered that I really enjoyed interacting with users and exploring varied subject matters. On the other hand, I didn’t enjoy the “pixel-perfect” nature of UI/UX as much.

When I was at the crossroads of deciding how to move forward, a colleague from DBS who moved to DesignZ shared that they were hiring. As they say, the rest is history. I love that I get to explore different job scopes in this role and make design accessible to clients of different portfolios and ages — secondary schools, members of the public, defence corporations etc. Design is also something that requires the support of senior management to flourish. That is why I am currently striving to grow in my ability to communicate the business value of design, whether it be through pitching to clients, regular sprint check-ins or the final project handover. 

2. Could you share more about a project you are particularly proud of?

One of the projects I am proud of and am currently working on is co-creating TEE-Up with the Prudential innovation team. TEE-Up is a companion for Gen Zs as they reach their potential and ‘adult’ confidently through curated career resources and opportunities. Through interaction with TEE Up, we hope for Gen Zs to understand themselves better, connect with like-minded peers and mentors, and feel reassured that they are not alone in this journey.

Being a Gen Z designer myself, I find it meaningful to be involved in building something that would benefit other Gen Zs in Singapore and the region. There always seems to be pressure surrounding one’s career — fitting in, knowing what you want, getting there fast and I knew I really didn’t like that. From our focus groups, we also found that demographic-driven curation methods leave much to be desired amongst other Gen Zs. Some even labelled the first iteration as “the CNY aunty who always asks you the same question every year”. Since then, we’ve been obsessed with building towards being a companion and seeing the users’ feedback improve with each iteration has been really satisfying.

On a personal level, working on this project helped me to be more intentional in thinking about how to grow my career and put into practice the recommendations we give other Gen Zs as well. 

3. What are some common challenges you face as a business and design strategist, and how do you overcome them to deliver effective solutions?

As a business graduate, I had little exposure to Design Innovation before graduating. It was challenging to not only pick up design but to teach and convince clients of its value.

As for being familiar with the methodology and facilitating, I think the most helpful thing was to practice! For every workshop, I would think about one thing I wanted to focus on for that day and seek improvement. For example, time management is crucial when we only have 3 days to impart Design Innovation to clients. Hence, I would try to go faster on the easier bits to give the participants more time to grasp more difficult design methods. Another thing that helped was to note down when I felt stuck facilitating and ask experienced colleagues how to tackle those situations.

When meeting with prospective clients, I found myself sharing a lot about what we do and ‘selling’ our services (something I’m used to when product live streaming). It was only later that I realised that it is much more valuable to spend the first few encounters digging into the client’s needs. Just like we hold back on developing products or services before understanding users’ needs, it’s worth holding back on presenting until we really understand what a client is looking for.

I learnt that listening well and asking the right questions will help with developing a more effective strategy and costing more accurately. I see the importance of needs-finding, yet still don’t have the experience to come up with these key questions on the spot. As such, I’m currently prototyping a needs-finding checklist that will help me and other members of the team enter that conversation with the client more confidently!

4. How do you stay updated with the latest design trends?

As I am interested in merging Design Innovation with new technology developments and areas of content, I stay up to date by listening in on lunchtime talks or attending events that interest me.

The wonderful thing about being in a university is that I have access to library resources such as research papers and journals. Many professors and PhD students present their findings at the university.

As for design-specific trends, I try to attend a design-related event every month or two. I find events run by the Singapore Product Design community enjoyable and a good way for me to understand what other designers think and share.

I am also currently trying to increase my exposure to design and it has been applied in different contexts. I try to actively share my interests with the people around me so that they can connect me with other like-minded people.

I find sliding into others’ Linkedin DMs and networking events not my preferred way of connecting, so I do the things that bring me genuine joy. Find what works for you!

5. What is the biggest learning experience you’ve had?

The biggest learning experience I’ve had as a strategist is embracing uncertainty and striving to deliver even when I’ve had no prior experience or familiarity with the subject matter. The team also emphasises autonomy, and I felt like I had to overcome a lot of internal doubt while still producing the project deliverables.

Confiding in my colleagues and career coach has helped me to see that the pressure I put on myself to always deliver despite my internal struggles is not necessary. I do have room to make mistakes and to learn from them.

Also, having too high a cognitive load can prevent me from accurately seeing what’s on my plate, hindering accurate decision-making. When I struggle to prioritise, it helps to clarify and ask for help reduces the cognitive load significantly. Sometimes what I think is urgent is actually not that urgent. Don’t be afraid to ask for help!

6. What is a perfect weekend for you?

A perfect weekend for me would start with a hike around a reservoir in the morning, followed by a cosy brunch with my friends over a solid piccolo latte and sandos.

I’d then retreat into my air-conditioned sheets for a siesta before waking up fresh for some nano-block-building time!

Finally, I’d get ready to head out for a hawker dinner with the fam, followed by a theatre show and then…bedtime at 12.

1. Tell us more about you — what inspired you to focus your business in AI?
   My professional background revolves around helping businesses use data, analytics and technology to gain a competitive advantage. The evolution of cloud technologies has helped lay the foundation for efficient data management in scores of engagements I have been involved in.
   Yet, I see that people are still working overtime to turn data into insights for action. Hence, I believe that AI has the potential to address this challenge by quickly turning ‘big data’ into ‘smart actionable data’ and shift the focus from ‘lag’ to ‘lead’ indicators of future-focused success.
   
   
2. How did The AI Living Lab – TALL come about?
   Back in 2016, I had the opportunity to set up Dentsu’s first Global Data Innovation Centre to harness the potential of AI, where I got to experience first-hand the challenges of scaling AI solutions beyond the prototype. The human element is essential – both in the build and during the adoption phases. Personally, I believe that both these areas are not receiving sufficient attention.
   To address this gap, I set up TALL (The AI Living Lab) in 2020 as a Think Tank and Advisory to propagate the development of impactful and responsible AI solutions. TALL intends to shift the rhetoric from “human vs machine” to “human + machine”, with the belief that humans must stand tall in the face of powerful AI solutions. Such solutions are rapidly emerging, like ChatGPT and generative AI solutions such as DALL-E2, Stable Diffusion and Midjourney. I have been actively promoting this unique form of thinking in conferences and customer engagement sessions with start-ups, academia and businesses around the world.  
   
   
3. What impact does AI bring to design & businesses?
   The impact that AI brings to design and business, in general, can be twofold. Firstly, efficiency is improved, in terms of time and cost savings. Secondly, growth in terms of new customer acquisition and retention.  The Mckinsey State of AI report for 2022 found that 50% of businesses globally have adopted AI in at least one business unit, a very encouraging sign that AI has positively impacted businesses worldwide. I see a significant opportunity to embed Design Thinking principles in AI solutions, as responsible AI is continually being architected to ensure that it does not go rogue through bias. 
   
   
4. What’s the biggest learning experience you’ve had?
   Human centricity needs to be at the core of innovation efforts, intrinsic to the development and implementation of digital solutions. This is crucial to incorporate within AI solutions for it to have a direct impact on the human experience of both employees and customers. Digital technologies should augment human creativity and take it to new heights by creating a subconscious, always-on layer of intelligence capability. This I believe will ensure people have more time to do the things we love – spend time with family, sports, arts, writing etc.
   
   
5. Are there any books or podcasts that impacted your life deeply that you would recommend?
   A few books which have fascinated me – Fahrenheit 451 by Ray Bradbury, The Sirens of Titan by Kurt Vonnegut, Godel, Escher, Bach: an Eternal Golden Braid by Douglas Hofstadter, Addiction by Design by Natasha Dow Schull and AI Superpowers by Kai Fu Lee.
   
   
6. How do you recharge after work? Do you prefer a social gathering or a quiet retreat?
   I am an outdoor person who enjoys long rides on my bike or a run to recharge. I also have a preference for a quiet retreat, listening to my vinyl records with a single malt!
   
   
7. What made you join DBCS Circle?
   I found out about DBCS during one of my visits to the National Design Centre. The first event I attended gave me a view into the spectrum of multidisciplinary design bodies. I was attracted by the DBCS charter, ‘Better Business by Design’, and decided to become a member. 
   

1. Tell us more about you — what inspired you to focus on Motion Graphics and 3D Animation?
   Well, I initially delved into character animation, which is a super specialized role. Over time, I found myself yearning for a position that had a broader scope in projects. That’s when motion design caught my attention. Given its rising popularity, it seemed like a wise move to transition into that field and looking back, I still feel confident in that decision!
   
   
2. Which design software or tool do you prefer the utmost?
   I wouldn’t say I have a favorite tool because I use whatever allows me to complete a project. However, Adobe After Effects holds a special place in my heart because I’ve been using it for the longest time.
   
   
3. How do you stay up-to-date with the latest trends?
   To be honest, I’m not someone who intentionally keeps up with trends. For example, I’m still not on TikTok. However, I find that I’m naturally updated on new design aesthetics and ideas because I consume art and design content daily. We’re in an awesome time where people are constantly creating mind-blowing and innovative things, and I love stumbling upon these works.
   
   
4. What’s the biggest learning experience you’ve had?
   Freelancing, which is my current journey. Being self-taught, it has been a quite a struggle, and if I were to think of myself as a product, I’d currently be a failure. But I’m hopeful that with constant failure, I’ll keep iterating on myself until I become a great product. As James Dyson said, “Failure is the only way to progress.”
   
   
5. What is your guilty pleasure?
   Anime and manga. But please don’t recommend any new ones because once I start, I can’t stop. My most recent anime was Ousama Ranking and it made me cry a lot. And if I were to recommend any, it would definitely be the Manga – Dead Dead Demon’s Dededede Destruction.
   
   
6. What is your favorite thing about motion graphics?
   I really appreciate that now, any form of a moving picture is considered motion design, and the doors are wide open for anyone to join in. With the accessibility of motion design tools, literally “anyone can cook.”
   
   
7. What made you join our Portfolio & Career Advisory night?
   I’m in the midst of transitioning into a career in UX design, and the Portfolio & Career Advisory night was a great opportunity to join a design community and learn from industry veterans. It absolutely delivered!