Empowering Strategy,
Driving Transformation

As Syfe expanded its operations, design processes became increasingly complex and inefficient. I took the lead as the Design Operations Lead, establishing a comprehensive DesignOps framework that addressed critical challenges like inconsistent outputs, lack of structure, and poor resource management.

By implementing streamlined workflows, clear roles, and a unified design system, I optimized the team’s efficiency, reducing delivery timelines by 55%. This initiative resulted in a 40% reduction in operating costs and saved the company approximately S$3M. Moreover, we enhanced collaboration across teams, creating a more aligned and high-performing design team that consistently delivered high-quality outputs at scale

I led a full-scale redesign of Syfe’s mobile app, addressing key issues such as accumulated design debt, fragmented user journeys, and brand inconsistency across markets (SG, HK, AU). The initiative tackled disjointed experiences and scalability challenges, delivering a cohesive, high-performing interface that aligned with the company’s brand vision.

Through this transformation, we achieved a 70% increase in user engagement, significantly boosted assets under management (AUM), and enhanced user satisfaction by 27%. This redesign not only solved technical challenges but also delivered measurable business growth, positioning the app as a core driver of Syfe’s success.

Working with a cross-functional team, I oversaw the development and implementation of Syfe’s first unified design system, which addressed inconsistent workflows and fragmented design outputs.

This initiative reduced design delivery times by 55% and resulted in S$5M in cost savings through optimized resource management across design, development, and tooling. The system elevated product quality, enhanced team collaboration, and aligned design efforts with Syfe’s strategic goals, driving business growth.