CV

Experience

Lead Product Designer (Enterprise AI Products), HTX

Jun 2025 - present

UX Research & Discovery

• Elevated my team’s understanding of SPF, SPS, SCDF and ICA operation users through the planning and conduct of UX research using a mix of qualitative and quantitative methods to better identify as-is processes, pain points and areas of improvements.

• Hosted research sharing sessions of business process maps, research reports and user personas within the team to align product and engineering on the problems we are solving for.

• Contributed to successful product roadmapping and prioritization with Product by leading and facilitating multiple workshops and focus groups to ideate and align between stakeholders and users.

Design & Delivery

• Ideated and designed for multiple enterprise products for multiple Home Teams (Police, Prisons, Civil Defence and Immigrations). These products leverage multiple AI capabilities - Conversational AI, Agentic AI, VLMs and LLMs - to optimize the video surveillance and call-centre operational workflows that depend heavily on human cognition.

• Video surveillance product received endorsement and recognition from the Deputy Commissioner of Prisons, drastically saving man-hours for SPS correction unit officers.

• Successfully convinced SPF and SCDF to leverage on agentic AI capabilities for their to-be operations in the coming years, progressively designing and rolling out agentic capabilities with engineering and R&D in full alignment with stakeholders.

Product & Stakeholder Management

• Actively engage a myriad of stakeholders to drive conversations and alignment - program managers, system owners, governance officers, ops users and transformation officers in partnering Home Teams.

• Set success metrics for products with programme managers and client home teams.

Design Practice & AI Workflows

• Co-Led the Product Design Practice in whole-of-HTX , championing our process, methodologies and how it dovetails with Product Management and Engineering.

• Organized quarterly Design meetups to elevate the practice among designers scattered all over the organization.

• Proposed solutions to multiple pain points in the Design Practice, so as to solicit guidance from senior stakeholders on solutions.

• Worked closely with adjacent HTX teams to deploy on-premise design tool (Penpot), together with MCP server linked with LLM models for AI design workflows.

Product Design Lead, MoneySmart

September 2022 - February 2025

Product Design & Development

I have led the design strategy and execution for the following projects:

• Rollin’ Rewards campaign launched in July ‘24, allowing users to customize their MoneySmart experience by providing their financial info and priorities to personalize their recommendations. Surpassed projected internal business goal* by 10%.

• Re-design of the SmartRewards Store with scrum team, launched in Jun ‘24, resulting in significantly increased organic traffic to MoneySmart’s rewards offering.

• SmartRewards incentive program, launched in July ‘23. Contributed to substantial uplift in conversions for our banking providers post-launch.

• SmartPicks (product recommendations & user profiling), launched in Feb ‘23. More than 25% of customers have engaged with recommendations and answered profiling questions, leading to significant uplift in monthly revenue since launch due to cross-sell of financial products.

All of the above have meaningfully contributed to key company-wide results in sessions, actions, conversions and reported customer satisfaction scores.

Design System

• Led efforts between Design and Engineering in maintenance of internal Design System of UI components through weekly syncs and other alignment activities.

• Implemented best practices of Figma features like auto-layout, components comments and Dev Mode to ensure component libraries are always updated.

Performance Management

• Coached and mentored 2 product designers in end-to-end design strategy, execution, stakeholder alignment and management. Mediated conflict resolution between designers and stakeholders. Managed and advised on each designer’s career progress.

• Management of product design team health through 1-on-1s, weekly syncs and monthly retrospectives.

• Defined the work processes between Design, Product and Tech

ResearchOps

• Led buy-in and implementation of Maze across entire MoneySmart ecosystem to support user research activities such as surveys and unmoderated and moderated usability tests. Supported by engineering and marketing.

• Defined and implemented a research workflow to ensure smooth conduct of user research activities and delivery of research insights to relevant internal teams.

• Set up research documentation in Confluence and Notion.

Senior UX Designer, GovTech (Ministry of Manpower)

November 2019 - August 2022

Research, Design & Development

• Part of the Scrum team that launched a major digital service for medical professional to transmit patient information to MOM in Dec 2021

• Collaborated with engineers and product owners in Scrum teams to deliver products within product roadmap timelines

• Identified product and usability issues, and collaboratively solution for them with Scrum team through facilitation of ideation workshops

• Ran multiple research studies from planning and scoping all the way to delivery and presentation of customer insights and UX recommendations to senior MOM stakeholders

• Business process re-engineering work, leading to creation of business process maps and customer journey maps

Design & ResearchOps

• Set up ResearchOps, DesignOps and Design Systems to scale UX work

• Implemented analytics to gather quantitative user behaviour data post-launch

• Managed and advised junior designers on project and stakeholder management

Covid-19-specific projects

• UI and user flow design for FWMOMCare app within days to aid in the fight against Covid-19 in the foreign workers dormitories

• Contributed to the TraceTogether team at the start of the Covid-19 pandemic to expedite design work on its mobile apps

UX Designer, EdgeProp Singapore

February 2019 - November 2019

• Led end-to-end product strategy and design to develop co-living product from the ground up, collaborating with product, engineering and business teammates

• Led the re-design of property inspection and analytics tool for Property Agents

• Managed workload and career growth of junior designers

UX Consultant, VMLY&R

September 2018 - January 2019

• Content Audit and Strategy content for clients in English and Japanese

• Information architecture recommendations and best practices work

• Participation in collaborative work with Accounts Executives, UI designers and Art Directors

Product Designer, Chope

February 2017 - August 2018

• Led interaction and UI design for entire B2C vertical

• Spearheaded year-long end-to-end research and design effort for B2C app redesign, released in Dec ’17 to 5 countries

• Planned and conducted research efforts for eCommerce experience in Jakarta and Singapore

• Part of Scrum team that launched iOS/Android eCommerce experience in 3 months

• Involved in close remote collaboration with engineering teammates in Beijing, with Mandarin as working language

• Implemented analytics to perform A/B tests and gather quantitative user data

Professional Training

Nielsen Norman Group, UX Certified (1035010)

Completed the following courses:

• Analytics and User Experience

• Assessing UX Designs Using Proven Principles

• Design Tradeoffs and UX Decision Frameworks

• Designing Complex Apps for Specialized Domains

• DesignOps: Scaling UX Design and User Research

• Discoveries: Building the Right Thing

• Effective Ideation Techniques for UX Design

• Facilitating UX Workshops

• Measuring UX and ROI

• The Human Mind and Usability

• Usability Testing

• User Interviews

• User Research Methods: From Strategy to Requirements to Design

Certified ScrumMaster® (CSM®) from Scrum Alliance (ID: 1259051)

Completed a 5-day online instructor-led training by The Seattle Scrum Company. Certification expires August 2022.

Architecting on AWS (Amazon Web Services)

Completed 3-day online instructor-led training with working knowledge of Amazon Web Services as of January 2021.

As my bit for the design community here, I organise the official Sketch & Design Meetup here in sunny Singapore. With support from Bohemian Coding, I bring Designers and Engineers together to help foster better working relationships and understanding of each other's role in product development.

Education

General Assembly, Singapore

User Experience Design Immersive
August - November 2016

Nanyang Technological University

Bachelor of Fine Arts (Photography & Digital Imaging)
August 2009 - November 2013

Singapore Polytechnic

Diploma in Multimedia Technology
July 2003 - March 2006

Contact

julesokina@gmail.com
+65 9825 0989