Member’s Spotlight

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! 
   

1. Tell us more about LOPELAB — what inspired you to start the company and what were your primary goals? 
   
   In 2013, my PR application was approved. I realised that I had gained the freedom to invest my time in a more purpose-driven way, and to make an impact on Singapore and the world.
   
   With this newfound sense of purpose, I left my corporate job and embarked on a transformative journey. After a year of exploring and learning, I founded LOPELAB – a design consultancy that blends urban design with social ideas to create a more enjoyable and sustainable city. My ultimate goal is to create a better world for everyone, and to make a positive impact on the planet. With LOPELAB, I am able to pursue my passion for design and social responsibility, and inspire others to join me on this incredible journey.
   
   
2. Share with us a project that you’re particularly proud of. 
   
   It’s difficult to choose just one project as I’ve had the privilege of working on so many amazing initiatives. From developing innovative plans for the future of the Youth area in Singapore (Somerset Belt), to transforming the Central Business District (Raffles Place) into the vibrant Central Buzz District, I had many opportunities to be a part of transformative work. However, if I had to pick just one project that stands out in my mind, it would be the Urban Design Festival in 2019 – a truly inspiring initiative that embodies our vision of reclaiming underutilised urban spaces and giving them back to the people and communities they serve.
   
   After more than two years of hard work and dedication, we were able to transform the top two floors of an underutilised carpark into a thriving hub of activity. The festival featured talks, exhibitions, concerts, workshops, and a whole host of other activities, including a roller disco skate rink and a pop-up rooftop restaurant.
   
   It was a true celebration of community, creativity, and the power of design to transform spaces and bring people together. Looking back on that project, I feel a deep sense of pride and inspiration, knowing that we were able to create something truly special and impactful for the people of Singapore.
   
   
3. In your view, what are the key trends or shifts in urban design in the coming years? How has LOPELAB adapted to these changes? 
   
   There will be a continued emphasis on technology and its integration into urban design in the coming years. LOPELAB has adapted by exploring the potential of new technologies such as Blockchain, NFT, and AI, and has even developed a new methodology that leverages people’s needs and technology.
   
   It’s important for urban designers to stay up-to-date with the latest trends and technologies in order to create innovative and effective solutions for the future.
   
   
4. What advice would you give to a young designer or entrepreneur who just starting out in the industry? 
   
   My advice would be to stay hungry, humble, and to keep an open mind to new opportunities and ideas. The world of design and entrepreneurship is constantly evolving, and it’s important to stay alert and be willing to adapt to changing circumstances.
   
   One of the best ways to learn and grow as a designer or entrepreneur is to seek out mentors and role models who can offer guidance and inspiration. Learn from the masters, but don’t be afraid to develop your own unique perspective and vision.
   
   Another key piece of advice is to focus on gaining a broad range of experiences. Try new things, test new ideas, and don’t be afraid to fail. Failure is an important part of the learning process, which teaches you valuable lessons that will help you grow and evolve as a designer or entrepreneur.
   
   Remember that success is a journey, not a destination. Embrace the challenges and setbacks along the way, and stay true to your passion and purpose. With hard work, determination, and willingness to learn and grow, you can achieve great things in the world of design and entrepreneurship.
   
   
5. Looking ahead, what are some of the biggest challenges or opportunities that you see for LOPELAB in the next 3-5 years? How do you plan to address them? 
   
   The next few years are sure to bring both challenges and opportunities for LOPELAB. With the world changing at an unprecedented pace, we must be ready to adapt and evolve our approach to meet the needs of our clients and our community.
   
   Despite the challenges, I see a world of possibility ahead. In every crisis, there are opportunities to innovate, to find new solutions, and create a better world for all of us. As Benjamin Franklin once said, “Out of adversity comes opportunity.” (who was probably inspired by ancient Chinese philosophy “opportunities often arise from crisis.”!)
   
   At LOPELAB, we will be embracing these challenges head-on, by staying curious, connected to our community, and open to new ideas and approaches.
   
   The future may be uncertain, but we are excited to meet the challenges ahead and to create a brighter, more sustainable future for us all.
   
   
6. Do you have any role models that you look up to?  
   
   There’s one figure in particular who stands out to me as a true pioneer in the field of human-centered design and placemaking – Professor Jan Gehl. Professor Gehl’s approach to urban design is about putting people first. He recognises that our cities and public spaces should be designed to meet the needs and desires of the people who inhabit them, rather than simply serving the needs of cars and commerce.
   
   Like Professor Gehl, I’m passionate about observing how people move and interact in urban spaces, and how design can be used to create more livable and vibrant communities. His work has been my constant source of inspiration, and strive to incorporate his principles into my own design process. Ultimately, my goal as a designer is to create not only beautiful and functional spaces, but that truly enhance the lives of the people who use them.
   
   
7. What is a perfect weekend for you? 
   
   For me, a perfect weekend is all about balance – balancing time with friends, time for myself, and time with my family. It’s a chance to recharge my batteries, reconnect with the people I love, and experience new adventures.
   
   Friday nights are all about winding down from the week and catching up with friends. Whether it’s having dinner at a new restaurant or just relaxing with a few drinks, it’s a chance to decompress and enjoy some good company.
   
   On Saturdays, I enjoy activities that nurture my body and soul. It might be going for a long bike ride, catching some waves while surfing, or going for a jog with my dog -Maxwell. Whatever the activity, it’s a chance to push myself physically and clear my mind.
   
   Sundays, on the other hand, are all for my family. I love exploring the great outdoors with my wife and daughter, discovering new hiking trails, and experiencing new adventures together. Whether it’s a day trip to the beach or a visit to a local nature reserve, it’s a chance to create memories that will last a lifetime.
   
   
8. How do you overcome creative blocks? 
   
   Creative blocks can be frustrating, but I’ve found that the best way to overcome them.
   
   I disconnect from my work and reconnect with nature. There’s something magical about being outside, surrounded by the beauty of the world around us. It can get the creative juices flowing.
   
   One of my favorite ways is through exercising – swimming, jogging, or cycling are great ways to get the blood pumping. Reading can often lead to unexpected insights and creative solutions.
   

1) Tell us more about GramVideos – What is your firm’s focus within video production and what led your firm to have such a focus?

Gram is in the persuasion business. We lead corporate communication solutions by integrating proven business frameworks with our creative minds. While many companies in this industry focus on creating over the top visuals, we believe in developing communication solutions through the use of videos.  

Educators at heart, our mission is to make complex, “boring” topics more interesting and accessible to everyone!

Among your firm’s achievements, which one(s) are you the most proud of?

The Gram fam culture, where everyone is a Gram champ!

We have a pretty strong mentorship culture within Gram, which permeates into every facet of the corporate DNA – everyone learns constantly from one another, and grows together as a Gram Family.

Fill in the blank: The future of animation is _________.? 

M: …Limitless.

JY: …Awesome!

Animation continues to be one of the most versatile, multi-faceted and nuanced disciplines out there, with the potential to enrich every area of the media industry. Emerging fields like AI, blockchain, NFTs, and metaverse have a natural synergy with the field of animation, and will continue to be shaped by the advancements of technology and creativity in this field. 

For instance, when my design team is busy, I can use AI-enabled technology to generate content for my pitches, and even beautify this otherwise wordy document, literally within seconds! Unlike naysayers who worry that creatives will one day become obsolete – I feel AI will just become another tool that good creatives can use at their disposal. If you look into the technology driving generative AI-art, they are aggregating artworks that were created by humans, which will not make sense without the human element.

1) Can you describe your daily routine as an architect?

The stage of the projects dictates the daily routine of an Architect.
In general, my day typically comprises of some of these essential tasks:

Coffee – A must to start the day!

Planning – Creating a checklist for the day to stay focus and productive.

Emails / Phone calls – Communicating with clients, contractors, suppliers etc.

Tasking – Assigning tasks to team members, discussing deliverables and deadline.

Designing, Modelling, Sketching – The fun part for all Architects – to test, iterate and come up with appropriate design solutions.

Statutory Compliance checks / submission – To ensure that designs are according to codes and regulations and to prepare drawings for submissions to relevant agencies for approval.

Coordination work / Site visits – To ensure that works on site are executed according to design and compliance.

2) Which project(s) are you most proud of?

Really excited and proud of my current new project which marks the firm’s first venture overseas and foreign market entry into Ho Chi Minh City, Vietnam. The project is by a local client – Ola Beach Club (@olabeachclubsg) and it is an additions & alterations (A&A) of an existing 3-storeys residential building into a hawaiian-themed F&B enclave with a rooftop bar facing the iconic pink church – Tan Dinh Church.

 3) Share with us an update on project EMBRACE. How has Singapore Design Awards impacted your journey?

The Singapore Design Awards being co-created by the Ministry of Community, Culture and Youth and DBCS definitely lend credibility to this proposed urban intervention and garner encouraging support from the relevant agencies (Land Transport Authority, SMRT Corporation, National Park Boards, Town Councils and People’s Association). 

After months of approvals, clearances, collaborations & funds application, we have our first mock-up along Boon Lay Way opposite Yuhua Community Centre! Our eight collaborating artists are in the final month of artwork creation and the project will proceed to the installation stage at the end of February (all structures and panels are sponsored by our community sponsor – Nippon Builders Pte Ltd).

The official launch date will be on 4^th March 2023, Saturday. The Guest-of-Honour is Ms Grace Fu, Minister for Sustainability and the Environment. Stay tuned for more exciting updates on this final milestone of Project Embrace!

 4) Do you have a favourite architecture in Singapore? And why?

More of a style than a particular building. I am always intrigued by Singapore modern architecture (i.e Shenton House , Colonnade Condominium, The Concourse etc.) and especially 1960s-1980s HDB blocks. 

I particularly love to spot their functional features – overhang, light shelves/rain shield, water tank shading on roof, corridors, external stairs, slits in the parapet walls etc.

Giving the cluster of blocks their unique appearance and character and imbue a sense of identity for the community. These modern HDB blocks are indeed architectural gems that not only solve Singapore’s urgent housing crisis in the 1960s, they continue to stand the test of time. Underrated, keep a look out for them!

 5) How do you overcome your creative blocks?

In 2020, I started creating my own design library by documenting existing interesting designs through 3D printing (facades, patterns, perforation, screens etc.) in 10cm x 10cm models. I believe that true design innovation follows after knowing what has been done before. I continue to draw inspiration from my 3D printed research work and imagine the permutation of possibilities. 

“A print a day keeps the mundane away!”

 6) Do you have any role models that you look up to?

My tutors guided me along my journey from an architecture student to becoming an Architect.

Ar. Richard Ho (Principal Architect of RichardHo Architects) & Ar. Ng Sanson (Director of DP Architects). 

Their dedication and passion for the profession inspire me to serve as the Chair of Young Architects League (YAL), Singapore Institute of Architects (SIA).

 7) What is a perfect weekend for you?

Trying new activity with my lovely wife Vanessa and two cheeky kids – Louisa & Lyon.

Tell us a little more about yourself. What do you do at ComfortDelGro?

I’m currently working at ComfortDelGro (CDG Zig app) as a Senior UI/UX Designer. I am deeply passionate about solving problems and making useful things for people. I leverage research and data to transfer insights to actionable design solutions which solve problems for both users and businesses. 

How do you feel when you see consumers using the CDG Zig app?

I feel both happy and proud when I receive compliments or feedback from the users. With the given feedback, we try to enhance the user experience in the app. 

Interaction with any product produces an experience (emotion) – whether it has UX or not. Thus, we establish connections with the users by tapping into their emotions through enhancing their user experience.

What has been your personal mantra? 

As a firm believer of having a positive attitude, I constantly advise myself to never let go of the witty kid inside me. I believe that such a mindset can create a ripple effect to the world in volumes.

Lee Tat Lin, a SUTD graduate, happens to be the designer and maker behind our Singapore Good Design (SG Mark) plaques. 

Tell us a little more about yourself. Describe your personal style.

I’m educated as an engineer but the last 7 years of my career has taken me through a multitude of experiences from research to design, to consulting, and to where I am now. I value each one of them and suffice to say, I like to explore and dabble in new things!

What do you do at Lionsbot International?

I mainly focus on investor relations and overseas expansion, as well as driving a portion of our marketing efforts. It is exciting to see our cleaning robots all over the world, empowering cleaning professionals to be the future of cleaning!

What is your design ethos/motto?

I believe that every design is a solution to a problem, and it is crucial to always design for the right problem instead of seeking the right design for the wrong problem.

What’s the best piece of advice you’ve received? 

I’ve had many great advices but I like this rather unusual piece of advise: “Teach them the right way, but tell them the real way”

What would you like to have as your last meal on earth?

Definitely a bowl of noodle soup accompanied by grilled steak with roasted potatoes and vegetables. Not forgetting some good beer!