With 8+ years leading design teams and launching zero-to-one products for over 25 million people, I’m driven by one principle: ethical design.

Based in Singapore, I help companies turn ethics into a competitive advantage, because trust scales better than manipulation.

MY EXPERIENCE

  • Principal Service Designer @ Riot Games | Singapore

  • Lead Designer & Design Manager @ foodpanda | Singapore

  • Sr. UX Designer/Researcher @ GSK | London, UK

  • UX Design Consultant @ Salesforce | London, UK

  • Associate Financial Crime Investigator @ Prudential | London, UK

  • Digital Payments Analyst @ Mastercard | London, UK

MY ACHIEVEMENTS

  • Co-founder & Head of Product | The Pivot Lab

  • Scrum Master | Scrum.org

  • Elements of Artificial Intelligence | Helsinki University

  • Digital Psychology & Persuasion | CXL Institute

  • Mindfulness & Emotional Intelligence Leadership Training | Google

  • Politics & Business Degrees | McGill, LSE, Newcastle & Sydney Unis

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What's my mission?

What's my mission?

To design engaging, empowering & ethical digital experiences.

Call me a UX knowledge-sharing enthusiast! It's always a joy to connect and learn with designers like you.

UXDX conference

At UXDX 2021, my keynote addressed a critical challenge for UX designers: how to deliver impactful research readouts, especially when the findings might be difficult for stakeholders to hear.

UXcon Vienna

At UXCON Vienna 2024, my talk tackled the hidden ways design inadvertently fuels overtourism. The session revealed how seemingly innocuous design choices contribute to global challenges.

It’s no longer enough to design what works, we need to design what’s right.

From Austria to Asia, 2025 has been about pushing design to do better.

In Graz, I took the stage at World Usability Congress to reveal how our favorite apps use casino psychology to keep users hooked, a moment of uncomfortable truth that resonated across the room.
Next stop: Hong Kong FinTech Week, where I’ll shift gears from critique to creation, showing how ethical, inclusive design can make digital banking truly borderless.

I love languages. I can lead a UX project in 4 of them 💭

Call me the UX linguist! One of my unique advantages is the ability to conduct user research in the interviewee's native language, making sure no insight gets lost in translation.

UX research can be a minefield of lost-in-translation moments, especially when users are describing pain points. My solution? I meet users where they are. I fluidly converse and conduct research in English, Lithuanian, Polish, and Russian, while also building my skills in French, German, and Mandarin. This ensures we capture the full emotional truth, not just half the story.

WHEN I’M NOT DESIGNING THE FUTURE, I’M..

🎬 Filming how-to videos! I'm plotting my global takeover of YouTube and TikTok, one helpful (and probably hilarious) video at a time.

✍️ Crafting poetry. My free time involves crafting words that rhyme (sometimes) and stories that linger. There's a poetry book brewing!