UI/UX & AI Product Designer · Enterprise B2B
I design enterprise B2B products — design systems, AI initiatives, and conversation design. Seven years spent making complex platforms feel simple.
Seven years designing the systems behind complex enterprise platforms — for customers, operations, government and partners. Client names stay under NDA.
Sole design owner for a platform serving enterprise customers, internal operations and channel partners — one shared core, tailored to each audience. The hard part was making a deep entitlement model feel simple to very different users.
Lead designer for the government-secure instance of the enterprise ecosystem — hardened access on a restricted network, built on the same shared design system as the commercial portal.
Sole designer on a UI-heavy revamp — end-to-end hi-fidelity flows across every scenario and edge state, from business grooming through to cross-functional developer handover.
Designed the conversational flows for a first-of-its-kind transactional chatbot, turning a sprawl of over a thousand intents into a coherent, self-serve system.
Led a full mobile eShop refresh in Figma across 16 unique buy-and-manage use cases, aligning the enterprise experience to the company's consumer branding — following the consumer team's design system rather than building a new one. Owned the tracker, timeline and milestone documentation that kept delivery on track.
Realistic, high-fidelity prototypes built to win — used in enterprise and government tenders and co-creation sessions to make an unbuilt vision tangible.
End-to-end design for a mobile quotation engine and stock-management flow — guided, validated workflows that designed errors out of a manual process.
I build the AI systems and tools that make design work better — within enterprise constraints, using approved tools only.
Seven specialised CustomGPT agents that read a raw API schema and draft the interface — turning it into field-level design specs, component mappings, permission maps, UX copy and test scenarios. A design system that speaks API.
Turns a Figma prototype into a narrated, animated product walkthrough — real device mockups, callout pins that animate onto the screen, an auto-present mode and voice narration, exported to slides or video. Pitch design the way it actually behaves, not as flat screenshots.
Jellybean turns a Figma prototype into a narrated, animated product walkthrough. Drop in a live prototype and it stages the screens inside real device mockups, then layers animated callouts, an auto-present mode, and voice narration — so a pitch shows the product actually behaving, not a deck of flat screenshots.
Design reviews and stakeholder pitches usually flatten interactive work into static images. The motion, the flow, the reason a transition feels right — all lost. Rebuilding a prototype into a polished deck by hand also eats the hours that should go into the design itself.
Embed up to three interactive prototypes per slide inside real device frames.
Pins and annotations animate onto the screen to direct attention as you present.
An auto-advancing present mode with voice narration for hands-free walkthroughs.
Export the whole walkthrough to slides or video in a single click.
The tool I pitch with should behave like the product I'm pitching. Jellybean closes the gap between a working prototype and a presentable story, so the pitch never undersells the design.
Live, and built by me.
Consolidates a sprawling B2B customer base into one living, layered library of personas — built from real interviews, growing one conversation at a time. Maps segments (SMB, MNC, government, channel), the channels each persona self-serves through, and technical maturity across many industries.
Lapis turns real customer interviews into a living, layered library of B2B personas. Instead of a static slide deck that goes stale, it grows one conversation at a time — a persona atlas you can actually keep, query, and build on.
Enterprise persona work is usually a one-off research artefact: expensive to produce, out of date within months, and disconnected from the next interview. A B2B base is also genuinely varied — from small business to MNC to government to channel partners, across many industries — so one flat set of personas never quite fits.
Each new interview adds a layer rather than replacing the last, so the atlas compounds instead of resetting — the same idea behind the Pantheon: make judgment persist outside one person's head.
Live, and built by me.
I own the design system behind a large enterprise platform, across four portal instances.
I build AI systems that turn API schemas into usable design specs.
Translating business logic and conversation flows into specs engineering can build from.
I've spent seven years designing enterprise B2B platforms in telecommunications, from a first transactional WhatsApp bot to leading design for a S$10M+ multi-instance portal ecosystem. My work sits where design, systems logic, and now AI meet.
Lead designer for the enterprise portal's government instance, delivering ~384 screens in 2 months across 27 modules and 124 features. Built The Pantheon AI design system. Nominated to the Aspiring Leaders Programme (Columbia Business School certificate); team placed 2nd with direct C-suite feedback.
Sole lead designer for 12 live portal use cases and the subject-matter expert other designers came to. Led a full mobile eShop refresh in Figma across 16 buy-and-manage use cases, aligning the enterprise experience to the company's consumer branding, backed by the tracker, timeline and milestone documentation that kept delivery on schedule. Key contributor to tender wins through rapid 1 to 3 day prototype turnarounds.
Designed 30 to 40+ end-to-end use cases across enterprise portals and mobile eShop. Ran 14+ formal user interviews in a single year (prototype ratings averaging 9.0/10). Introduced "proto-frames" documentation adopted across teams. Graduated with a 4.0 GPA specialist diploma, self-funded, part-time.
Designed conversational flows for a WhatsApp transaction engine, self-taught Google Dialogflow to build and fix in-house. Grew use cases 8×; opened a grant-bundle flow to non-customers that contributed to S$6.75M in customer value.
Fine Arts (Hons) in Animation & Interactive Media, NTU. Illustrated customised children's books, then worked as a game artist at a SEGA-backed studio on IPs including Disney and Nickelodeon, before pivoting into enterprise design. The visual craft never left; it just got a systems brain attached.
I learn by building teaching artefacts, generating my own courses, social-media-style tutorials, and structured "textbooks" to internalise new domains fast. It's how I went from game art to conversation design to AI agent architecture. Pattern recognition and systems thinking are the throughline.
Away from the enterprise systems, I'm a perfectionist who learns by doing — games taught me interaction patterns and economies, illustration and bullet journaling keep me sharp, and every hobby feeds a pattern back into the work.
Before the enterprise systems, there was a kid who drew constantly and turned every problem into something to build. This is the earlier ground — student projects, starter work, and the illustration habit that started it all.
Projects from my Specialist Diploma in User Experience & Digital Product Design, my earliest UX studies, and the illustration work that never left.