A selection of research, product design and strategy projects where I investigated user needs, translated findings into practical solutions and refined ideas through evaluation and testing.
UX Research and Product Design
An evidence-led evaluation and redesign of the Singapore Sports Hub website, focused on helping visitors discover events, understand event information and complete important actions more confidently.
Product Design
A multiplayer card game that turns complex storytelling principles into a collaborative and practical learning experience for aspiring filmmakers.
Product and Content Strategy
A data-informed evaluation of Crocs’ Instagram and TikTok strategy, identifying how the brand builds community and where its digital approach could become more resilient.
Brand Strategy and Product Concept
A brand guide and campaign concept for ASOS, built around an in-app avatar feature that lets shoppers try styles virtually and become the fashion inspiration themselves.
Social Content and Communications
Instagram content for Capitol Singapore, produced alongside tenant campaigns, event activations and monthly performance reporting during my time in the property’s marketing and communications team.
Social Content and Communications
Instagram content for CHIJMES, the heritage dining and lifestyle destination, covering tenants, events and the atmosphere that brings people to the grounds.
Social Content and Production
TikTok and Instagram content for Singapore Institute of Technology, owned from brief through concept, filming and edit, and shaped by structured review cycles with the university.
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