CV

Senior Service Designer at PwC. I wear different hats from UX to CX, across a breadth of different sectors like government, healthcare, retail and banking.

I started in copywriting and marketing, from startups to agency. This experience shapes how I design today: helping me bring life to stories, pitch ideas that land, and ground design as decisions.

Read more on LinkedIn.

Experience

  • Senior Associate in Customer-led transformation, working across different sectors like:

    • Research and experience strategy to build a future-state business case (field service)

    • AI-enabled journey management for a service discovery (public sector)

    • UX re-design and prototyping for a digital bank (banking)

    • Building a service design capability for an omnichannel experience (retail)

    • Interaction design for a GDS service in public beta (government)

  • Sole copywriter at a digital agency working on content strategy, marketing and brand development:

    • Wrote PR, SEO ads and social media for brands like Hublot, The Macallan, Marriott Bonvoy

    • Generated social listening reports for Marriott International

    • Wrote daily email newsletters for Marriott APAC (>1500 subscribers)

    • Designed content strategy for travel retail and campaigns (e.g. livestreams, launches)

  • My first internship at a biotech start-up that led to a part-time role during my final year of university

    • Created social media and marketing material from emails, website to ads

    • Developed the founding blog from ground-up (‘Raze Reads’)

    • Produced creative material from photography, film to graphic design

    • Managed growth including outreach and engagement (>150 influencers)

Education

MRes Healthcare & Design @ RCA & Imperial (2025)

BA Design Management & Cultures @ UAL (2021)

Skills

    • Developing journey maps, service blueprints and strategy

    • Conducting user research to gather insights

    • Facilitating workshops to develop and validate processes

    Tools: TheyDo, Figma, Miro, Mural

    • Designing wireframes, user flows, and prototypes

    • Working with design system sand components

    • Applying accessibility principles like GDS and WCAG 2.2

    • Writing content for web (SEO, ads, publications)

    • Managing social media and brand analytics

    • Growing brands through hyper-localised marketing and content

    • Designing for systems, cybernetics and conversational models

    • General product management

    • Venture design for healthcare

Languages

English (fluent), Cantonese (fluent), Mandarin (semi-fluent)

About me

    • Creative type: Visionary → drawn to big questions and messy problems

    • ENFJ → thriving on building relationships and rapport

    • Achiever (Type 3) → motivated by goals and clear outcomes

    • Systems thinker → approach with thoughtful leverage, rather than solution-fixes

    • Creativity → I strive for playful through experimentation

    • Compassion → I care about doing good for people

    • Perseverance → I learn from failing fast

    • Authenticity → I believe in delivering meaningful outcomes, for the end people

    • Self-development → I believe in always iterating

    • I work in the open to invite feedback, reflect and interrogate my thinking

    • I learn by listening, observing and participating

    • I’m not afraid to break ideas and start again

    • I’m an optimist and will always bring a glass half-full 😄

Beyond work

Mentor, ADPList (2025)

Keynote speaker, Beyond the Map (2025)

Guest lecturer, UAL BA Design Management (2023)