Work Experience

Samsung Electronics

Senior Manager, Product Innovation Team

- Connecting fuzzy SE Asian insights to product concepts + business case
February 2012 - Present Singapore

Orcadesign Consultants

Lead Designer, Research & Strategy

• Pioneered & and continue as lead for design research & strategy
• Led 100+ projects, for clients including HP, Dell, LG, Toshiba, Pigeon, Tupperware, OSIM, Stabilo, Delta, Brady, etc.
• Planned & led multiple ethnographic design research in Southeast Asia
• Established and facilitate design-thinking processes and tools (both internal and with clients)
• Established internal resources sharing library
August 2006 - January 2012 Singapore

Singapore Polytechnic

Lecturer (Part Time)

April 2011 - August 2011 Singapore


Freelance Copywriting

Marketing materials, press releases, web copy & other publicity
materials; book translation and proof-reading (Chinese-English)
January 2007 - Singapore


Field Research Local Guide

Guided NOKIA team in local field research (sourcing respondents, interviews, live-translation, summarize and discuss findings)
July 2009 - August 2009 Malaysia


National University Of Singapore

Industrial Design (Hons)

University Scholar's Programme
ASEAN Scholar (1996-2006)
August 2002 - May 2006 Singapore

Politecnico Di Milano

Industrial Design Exchange

February 2005 - August 2005 Milan, Italy


Chinese (Native),
English (Native),
Cantonese (Native),
Bahasa Malaysia (Conversational),
Bahasa Indonesia (Conversational),



Design Award 02, Judge's Prize


Exhibtion, Press and Conferences

2010 Design exhibition at 'Anecdotes', Interieur 2010, Kortrijk, Belgium
2007 Design exhibition at 'GreenHouse Effect', Singapore Design Festival
2006 Design exhibition at Milan Salone Satellite 2010 Conducted Design Process workshop for TU Delft visiting students & faculty
2010 Facilitators Network Singapore's Foundational Facilitation
2010 Attended ‘Reinventing with Design’ Conference, Hong Kong
2010 Attended 10th Design Research Conference, Chicago