I’m a hands-on product design leader with experience designing a wide variety of consumer products & scaling high-performing design teams. For the past 12+ years, I've worked with founders and product leaders to turn complex business ideas into pragmatic yet delightful user experiences.

I’m currently heading the product design team at Setel, working on various mobility & fintech projects across multiple interfaces. I grew the team from 5 to 20+ designers, set the foundation for design system and operations, drive the holistic design strategy and work with the stakeholders on the future of our products. It has been an exciting journey to be able to continuously improve the product experience at a fast pace yet rewarding environment. Before Setel, I led design (as manager or solo-designer) at Kaodim, Fave, KFit, and few others startups in Malaysia — where I work closely with the stakeholders & founders to bring design perspective into their vision.

Outside of work, I enjoy building simple tools & products as an excuse to continue my passion in coding & to learn new technology. I also advises other local founders and design

teams on improving their products & experiences.