Simple is the hard part.
Anyone can add. Working out what to remove — and getting an organisation to agree on it — is the part that costs companies customers and cash when nobody does it. That's the job I've spent 14+ years doing.
I didn't set out to run design organizations. I set out to notice when something was broken and say so out loud. At Agoda, I was the first person ever hired to do that full-time — there was no research function before me, so I built one. Ten years and five companies later, I'm still doing the same thing. I've just gotten much better at building the teams who do it with me.
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How I lead
Subtraction is the hard part
The expensive work is deciding what to remove. I'll kill a low-ROI feature or sunset a product before I let complexity pile up.
Reason from reality, not the room
Evidence over opinion, always. I go to where the truth is — the field, the data, the customer — before I commit a roadmap.
Build leverage, not output
I build the systems and grow the people that make the next thing easier — and leave a stronger team than I found.
Experience
Director of Digital Experience
A platform business doesn't fail because the product is bad. It fails because nobody owns the whole picture. That's my job here — one product strategy across every market we're building for, instead of five different versions of the truth.
- Own platform and payments product strategy across our target markets (Southeast Asia, South Asia, MENA, South America, and the EU) — driving alignment across Product, Engineering, Operations, and Sales.
- Lead cross-functional execution across concurrent market workstreams — owning delivery milestones, managing risks, and maintaining operating cadence across a geographically distributed organisation.
- Designed and run a structured AI evaluation programme — assessing tools across six workflow categories against productivity baseline, quality delta, cost model, and go/no-go with ROI — then rolled the selected tools out to the team with documented best practices. Applied across design, research, content, customer support, and marketing.
- Manage product portfolio across MVP, scale, and enterprise tiers — sequencing roadmap against commercial priorities and ensuring teams are resourced on the highest-impact initiatives at each stage.
Head of Product Design
Eighteen designers, four major clients, zero shared process. That was the job on day one.
- Led an 18+ person product design department as manager of managers — full P&L ownership across resourcing, budgeting, quality, and business development, with direct reports who themselves managed their own teams.
- Player-coach on the flagship Nissan account — working directly with both the Nissan International brand team and Nissan Thailand while running the department.
- Oversaw design delivery across concurrent client programmes including 7-Eleven Thailand, SCB Asset Management, Bangchak, Finansia and Aionex — owning stakeholder relationships, quality standards, and delivery accountability at programme level.
- Upskilled the department into an AI-native team, and built operational frameworks for project intake, resource allocation, and delivery governance — reducing execution friction and improving consistency across all client engagements.
Director of UX + Head of Operations
Open banking is a hard sell when people don't trust banks with their data — let alone a startup. I had two jobs here, because the company needed both: design the experience that earns trust, and build the operating system that gets it shipped.
- Served as both UX Director and de facto Head of Operations — a dual mandate spanning design strategy and company-wide metric tracking, cross-functional execution, and change management aligned to North Star Metrics.
- Cut the time it took a customer to get from signup to live and transacting by 53%, end-to-end: established baseline metrics and target KPIs, mapped swim lane ownership across every process step, identified tooling and process gaps, deployed automations, ran a structured pilot, and measured outcomes against original targets.
- Led UX and product design across open banking products for 8+ countries across Southeast Asia, South Asia, and the Middle East.
- Designed the open-banking authentication experience — the moment a customer hands over access to their bank account — down to under 2% drop-off, and made the call to sunset a product the market wasn't ready for.
- Managed four distributed teams (Research, Product Design, Editorial, Content Design) as manager of managers — my teams spanned 5 countries and served 10 markets, inside a company operating across 15 — building the communication rhythms, escalation frameworks, and performance cadences that kept a fully remote organisation executing at pace.
- Concurrently led company rebrand, design system delivery, and product expansion across 8+ countries as parallel strategic programmes.
Principal / Founder
I built a consultancy for the clients other consultancies turn down — the ones where "move fast" meets "but it's a central bank."
- Founded and led a boutique UX and product design consultancy — owned client delivery, quality, and team performance across all engagements.
- Key clients: Monetary Authority of Singapore (MAS), ASEAN Financial Innovation Network (AFIN), TTB Bank, Thanachart Bank, and TMB Bank.
- APIX — pitched and won the engagement, then led design delivery for the world's first cross-border, open-architecture API marketplace for financial institutions. Orchestrated MAS, AFIN, Singapore's Chief FinTech Officer, BCG and multiple delivery partners; my team led the design and negotiated delivery. Launched at Singapore FinTech Festival.
- TTB Touch — led the research behind the retail banking app following the TMB and Thanachart merger, serving eight business units through the integration.
Head of User Experience
Merchants were quitting before they ever processed a single payment, because signing up took a month. I rebuilt it. It took two weeks.
- Led UX strategy and execution for one of Southeast Asia's fastest-growing payments companies.
- Redesigned the merchant Sign-Up to Go-Live onboarding process from the ground up — bringing time to go live down from 30 days to 14 by eliminating manual bottlenecks, directly unblocking revenue growth.
- Architected XenDesign — a cross-company design system across four Xendit Group companies — delivered in three months, enabling consistent, faster product delivery across the platform.
- Scaled the UX team 2× in three months, building hiring pipelines, onboarding frameworks, and a high-output operating culture under significant growth pressure.
UX Researcher (First Hire)
Agoda had never had a researcher. Decisions were made on opinion and the loudest voice in the room. I built the function that changed that.
- Joined as Agoda's first UX hire and built the research function from scratch — establishing qualitative and quantitative UX research methodologies, tooling, stakeholder frameworks, and a research culture that changed how product decisions were made company-wide.
- Delivered $5MM in annual cost savings by building a research infrastructure that redirected product investment away from low-ROI features and validated high-impact decisions before they shipped.
- Pioneered human-centred design practice across the organisation — trained VP-level leadership through to PMs and designers on embedding UX research in agile cycles, achieving full adoption across all customer-facing product teams within four months.
- Identified a new product opportunity through in-depth discovery research, resulting in the creation of the YCS mobile app for hotel partners.
- Conducted research across Consumer Products, Hotel Partner Products (YCS), Customer Experience Group, and Agoda Homes — spanning the full mixed-methods spectrum across 14 countries: from in-depth interviews, contextual inquiry, ethnographic field studies, diary studies and participatory co-design through tree testing, eye-tracking, standardised usability metrics (SUS), UX surveys and product analytics in SQL across Vertica, Hadoop and Metabase.
- Validated hypotheses at scale through A/B and multivariate experiments in the live web and app — the mechanism the organisation used to approve features for permanent launch.
User Experience Designer
- Led UX on a stealth MedTech project with the iBio Institute, shaping product strategy directly from user research rather than guesswork.
User Experience Designer
A three-person UX team, a dashboard nobody liked, and a CEO pitching a Series A in six weeks.
- Led a UX team of three and managed design contractors.
- Redesigned the product dashboard from the ground up, applying UX research insights — resulting in a 20% increase in customer engagement.
- Delivered the Nissan Motors project two weeks ahead of schedule.
- Designed the CEO's Techstars Demo Day pitch deck that helped secure a $1.5MM Series A round.
Community
Founder — UX Happy Hour Bangkok
Ten years ago, Bangkok's designers didn't really talk to each other. So I started a monthly networking event. It grew to 1,700+ members and became one of Southeast Asia's longest-running design communities, before coming to a finale in 2025 after ten years.