I’m Lydia, a Product Designer at Singtel. I work out what is worth building before anything gets designed.
Consumer, retail and enterprise products
Pre‑sales to post‑sales
Previously in advertising
Selected works
Building and Governing a Sales Ecosystem
Singtel hi!
A new online buyflow and three channel redesigns, to defend a market lead and open a new segment
Stewarding a Care Service Domain
Singtel Care
Turning a scattered backlog into one owned journey, making capability customers already had findable
Reimagining Broadband Troubleshooting
My Singtel app
An AR concept that maps WiFi coverage to the customer’s own home so they can self‑serve a fix
Work history
Senior product designer working at lead altitude, with 10+ years in product design and advertising, setting communication and build strategies before designing across complex, multi-brand product ecosystems that scale pre-to-post sales. Establish ways of working within the design team and build a custom AI tool that is adopted in the teams’ design process. Fluent in tying design to business outcomes — an agency background means I read the commercial and marketing levers a business runs on.
- Singtel incl. hi! and GOMO
- Prime Minister’s Office
- GIC
- McDonald’s
- HP
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Best Customer Experience Delivered — Gold
Drove reduction in call-centre enquiries by ~20% by transforming a complex aftersales experience into a digital self-help order tracker, letting users follow up and manage multiple deliveries and installations across partner vendors.
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Most Innovative Productivity Solution in a Contact Centre — Bronze
Cut call-centre enquiries by a further ~10% by letting customers check enquiry status and reach the right support digitally — no hotline queues, no re-explaining their issue to get a case update.
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Singtel HackOne — Most Popular Concept
Led the team as lead and business voice at Singtel’s hackathon, allocating tasks to members’ strengths, writing the team’s pitch, and setting presentation standards to drive a top-performing entry.
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Digital Design of The Year — Gold
Contributed to a redesign of the StarHub Enterprise website that lifted leads by 107%, through mobile-responsive layouts and personalised recommendations.
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Certified Scrum Product Owner® (CSPO®)
Scrum Alliance · Credential ID 1782292 · May 2023 -
UX Certificate
Nielsen Norman Group · Credential ID 1028714 · Apr 2023 -
LUMA Certified Human-Centred Design Practitioner
LUMA Institute · Feb 2021 -
Design Innovation Bootcamp
SUTD Academy · Sep 2019
Testimonials
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Yi Yang Enterprise AI Strategy & Transformation · same team, 2026She brought a thoughtful approach to UI/UX design, helping us translate our product requirements into an experience that made sense for users… Lydia contributed a lot to bringing AI Pass to launch, and I’d happily work with her again.
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Gabriel Cheong Experience Design · managed Lydia directly, 2021Lydia always goes above and beyond to ensure that we are solving the right problem… she challenges the limitations, balances the trade offs and manages stakeholders in order to deliver positive outcomes for both business and our customer.
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Doreen Zheng UX Researcher · same team, 2021Being in a hackathon team without any business counterpart, Lydia took the lead in creating the pitching deck and script. She also encouraged other members to contribute at their comfort. Our team wouldn’t have received the special award without her enthusiasm, leadership, and design.
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Bryan Goh Experience design leader · managed Lydia directly, 2021Lydia is an amazing designer because she leaves few stones unturned in her pursuit for good designs. Her determination to do what it takes to see her design come to life, coupled with her love for helping customers, are qualities that make her such a good designer.
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Ren Sen Ho AI Builder, Business Owner · same team, 2021She pitched a new idea in the organisation’s first demo day and gathered the highest popular vote… No matter how many views we exchanged, Lydia made sure everyone left with a sense of progress and action.
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Wee Lee Yeo Head of Technology · same team, 2018Lydia has proven herself to be a great team player not just within her team but also with professionals from multi-disciplinary backgrounds across the different departments. She is not only highly reliable with tasks entrusted to her, she also carries an excellent spirit while getting things done.
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Thuang Tee Creative Art and Design · managed Lydia directly, 2012She worked on a large variety of projects, but mostly left her mark with her contribution to the McDelivery website revamp project and also the McDonald’s monopoly online campaign… Lydia had put in a large amount of extra effort in many of the projects she worked on.
