Hi! I'm Serene.

Product & UX Designer 

I research, design and iterate streamlined services and products for users across the SEA market. With a background in visual communications, I am equipped with the sensibilities to create intuitive and engaging designs. I fast-track problem-solving to bridge value for users & organisations.


Ninja Van Logistics  Product Designer


  • Responsible for the end-to-end delivery of processes and internal tools to streamline sorting operations across six countries.
  • Collaborate with stakeholders to use data to distil requirements and strategies.
  • Conducted research and workshops to identify user pain points, and facilitated co-creation with the product and engineering team in a Scrum environment.
  • Led efforts to automate inbound sorting, increase capacity for last-mile sorting and reduce sorting errors from a margin of 3.5% to 0.23%.
  • Formalised a design system that aims to streamline design and development workflows for the entire tech team.

General Assembly  Instructional Associate

JAN - MAR 2020

  • Facilitated and guided 30+ students in the UX Design Immersive course.
  • Provided consultations and supported grading of student projects.

fFurious  Graphic Designer

FEB 2017 - JUL 2019

  • Provided conceptual and art direction for local and multinational brands, including Micron Technology, Asian Civilisation Museum, and Singapore Centre for Social Enterprise (raiSE).
  • Liaised with clients to design collaterals, including branding, publications, packaging, advertising graphics and 3D spatial exhibits.
  • Spearheaded the packaging design for Archipelago Brewery Singlish Beer, which was awarded Gold in the Singapore Creative Awards.

O.OO Design & Risograph Room  Design Intern


  • Collaborated with the duo behind the award-winning Taiwanese design studio in developing their exhibitions, products and marketing collaterals.

General Assembly

User Experience Design Immersive Programme

  • Prototyped 5 products and services over the 10-week course
  • Completed a live assignment for a mental wellness service

OCT - DEC 2019

The Glasgow School of Art

Bachelor of Arts with First Class Honours in Communication Design

  • Awarded the Singapore Institute of Technology Scholarship
  • Coordinated 3 cohort events, including the Degree Graduation Showcase

2014 - 2016

Singapore Polytechnic Design School

Diploma in Visual Communication & Media Design, Gold Medallist

  • Awarded Scholarship & Director’s Honours List for all academic years
  • Gold Medalist awards top graduands with outstanding contributions

2011 - 2014

Singapore Creative Awards

Graphic Design Category
Gold, 2018

The Crowbar Awards

Design Category
Bronze, 2014

UX Methods

Strategy, Research, Facilitation, Design, Iterative Prototyping

Agile Methods

Scrum, Lean Six Sigma, Kanban

Visual Methods

Art Direction, Illustration, Branding, Design Systems


Figma, Sketch, Zeplin, Miro, G Suite, Adobe Suite (InDesign, Illustrator, and Photoshop)