Hi, I'm Allan — a multidisciplinary designer grounded in industrial design, with experience spanning UX, branding, visual merchandising, and frontline service. My recent work in UX consulting involved leading digital transformation initiatives that turned complex requirements into clear, user-centred systems.

I’ve always believed that our perceptions are limited by our beliefs and environment. That belief deepened during my time as a flight attendant with Singapore Airlines, where I developed empathy first-hand by working with people from all walks of life. It taught me never to assume, but to understand first. That's why I value clarity before craft: grounding every design decision in purpose, context, and constraints to create solutions that are both relevant and innovative.

Industrial design taught me to balance form and function through context. Branding sharpened my understanding of visual systems and consistency. Years in frontline service deepened my empathy for real-world needs. UX in the public sector brought it all together — aligning empathy, systems thinking, and strategy to turn complex requirements into coherent, relevant outcomes.

Today, I focus on product design and strategy, while exploring service design and AI — creating end-end experiences that brings relevance to users and impact to organisations. Let's connect and build something meaningful!