Experience
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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Director of Digital Experience
A platform business spread across five regions doesn't fail because the product is bad. It fails because nobody owns the whole picture. I do — Southeast Asia, South Asia, MENA, South America, and the EU, all reporting to one roadmap instead of five.
- Own platform and payments product strategy across five regions (Southeast Asia, South Asia, MENA, South America, and EU) — driving alignment across Product, Engineering, Operations, and Sales.
- Lead cross-functional execution across five concurrent market workstreams — owning delivery milestones, managing risks, and maintaining operating cadence across a geographically distributed organisation.
- Designed and runs a structured AI evaluation programme — assessing tools across six workflow categories: productivity baseline, quality delta, cost model, and go/no-go with ROI. 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.
- Oversaw design delivery across concurrent client programmes including 7-Eleven, Nissan, SCB, and Bangchak — managing stakeholder relationships, quality standards, and delivery accountability at programme level.
- Designed and implemented 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 finance 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 across 15 countries.
- 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.
- Drove a 53% improvement in customer onboarding 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 finance products for 8+ countries across Southeast Asia, South Asia, and the Middle East.
- Managed four distributed teams (Research, Product Design, Editorial, Content Design) as manager of managers, within a company operating across 15 countries — building 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.
- Led research and design for APIX — the world's first cross-border, open-architecture API marketplace for financial institutions — navigating complex multi-stakeholder environments across Singapore, Thailand, and ASEAN.
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 — eliminated manual bottlenecks and cut time-to-market by 50%, 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 — across 14 countries using a broad mixed-methods toolkit.
- Applied quantitative research using SQL across Vertica and Hadoop, with KPI tracking and reporting in Metabase.
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 bar night. It's still running — 1,500+ members later, one of Southeast Asia's longest-running design communities.