2019 - 2022
FordPass Product & Design Management
4 Years of collaboration with Ford across Product Strategy, Design, Data & Content CreationThe Task
I was the team lead to work with Ford to define the product strategy for the year, taking into account their product backlog as well as learnings that we have from our user research & data analysis.
With a 15 man team that covers strategy, product design, data analytics & content design, I had to be at the forefront of communication, tracking all existing tracks with my project managers & working with each function to ensure a quality delivery.
My Role & Impact
As the strategic account lead, I worked hand in hand with Ford to ensure that requirements are met and we are executing properly. As a annual retainer, I was also responsible for ensuring that the deliverables mapped to the scope, that our resources were utilised properly and negotiate our annual retainer renewal.
Over the course of 4 years, we have delivered over 30 features, 3 redesigns, innovation workshops utilising design thinking and served more than 1 million unique users who use FordPass & Lincoln Way daily.
#client engagement #consulting #design system #data analytics #product design #communcations
2021
One Ford Strategy
Defining the strategy for a consistent cross-channel experienceThe Task
Ford in China works with different dealers to help with their sales. However, these led to an inconsistent user experience across different channels.
The central brand team wanted to unify the experience but had to demonstrate that a consistent experience would help the business.
My Role & Impact
I led a 4 weeks innovation sprint to design and validate the idea.
The strategy was well-received at the global level.
I led further negotiations to execute the strategy, leading to the formation of a 20-man team that I help to guide and nurture.
#client engagement #consulting #product design #creative design
2022
Peranakan Museum Website Redesign
Redesigning the website following a brand redesignThe Task
During Covid, the Peranakan Museum was closed off for renovation and a brand redesign. The team was tasked to redesign the website based on the new brand guidelines.
My Role & Impact
Across 2 months, the team worked on the new UX & UI for the website. Peranakan Museum had a very vibrant look that we wanted to capture.
I led the team to design the new visual look and engaged with the client to ensured that they are satisfied with the overall delivery.
#client engagement #website design #creative design
2022 - 2023
Wynn Resorts Website Redesign
Elevating the luxurious experiences for Gen Z in the post-covid worldThe Task
With the opening of countries post-covid, Wynn Resorts Macau wanted a brand new look to attract the younger generation and update an aging website.
To showcase the refined elegance and exceptional hospitality that Wynn Resorts provides, I led a team & designed a website that redefined luxury, conveying the very essence of Wynn Resorts through visually stunning design and intuitive navigation.
My Role & Impact
I led the overall strategic planning & won the pitch. Negotiating the scope with the client, I designed the website design, from the visual direction, to the JTBD in each stage of the customer journey.
The website was launched in 2023 to good reviews, leading us to continue working with Wynn Resorts on future design projects.
#branding #website design #design management
2023
Wynn Resorts Photography Art Direction
Capturing the “Human Touch” of the Wynn Resorts HospitalityThe Task
One of the key tenets of Wynn Resort’s approach to hospitality was making their guest happy. They do that through the warm yet sincere approach with attention to details.
I distilled that to focus on “Human Touch”, moments that tells a story of the kind of experience guests can expect when they stay with Wynn Resorts.
That became the foundation of the art direction that was approved.
My Role & Impact
I crafted the art direction and led the photography shoot over the course of 2 weeks.
Working with the production house on determining the right models, clothing and overall poses, the photos are now being used in the new Wynn Resorts New Website design.
#art direction #production #photography
2023
Wynn Resorts Digital App Roadmap Planning
Redesigning their membership app through identifying gaps in their user journeyThe Task
As Wynn Resorts look to transform digitally post-covid, one of their biggest revenue drivers was their gaming experiences. With the revamp of their website, we were tasked to help refresh their visuals for their gaming app, kiosk as well as website.
Our work on the Wynn Website Redesign has given our client confidence in our design craft so we were tasked to refresh the visuals for the app, rewards website and on the ground kiosk to ensure it looks consistent with the newly launched website.
My Role & Impact
I led 3 designers on the strategy, the overall user experience and planned the entire proposal and project. We carried out user research to understand the business requirements before helping them plan out their digital roadmap.
As the consulting work was on-going, in parallel, we helped to define new features, such as Reward Store improvements, Slot Machine Showcase & Mobile Check In.
#product design #consulting #design management #client engagement
2022
Designing new innovative in-car experiences for Ford
Delivering validated ideas mapped to features for future experiencesThe Task
In a competitive automotive market in China, there was a growing need to innovate outside of owner apps.
In-car experience was increasingly important to customers.
My Role & Impact
Through collaboration with Ford, I led a few design sprints to ideate & validate ideas for in-vehicle experiences.
#consulting #client engagement #creative design #product design