Hi, I’m Queenie.
Product Design Lead with over 8 years’ experience driving app strategy, research, and end-to-end experience design. I build and mentor high-performing teams, partner with senior stakeholders to shape strategy, and deliver elegant, intuitive experiences that deeply connect brands with users.
My role as a design leader
Design advocacy
Advocate for design’s strategic value by aligning user needs and business goals, inspiring teams, and driving measurable impact.
People leadership
Practice radical candor. To care personally but challenge directly to foster a culture of honest feedback and growth.
Craft excellence
Using both best practices and a deep understanding of technical capabilities to deliver the best-in-class and sustainable design solutions
Featured work
RACV App redesign
Lead North Star vision and strategy, redesign, research and delivery of the RACV App.
Freemium Monetisation strategy
Lead research, design and delivery of Freemium monetisation strategy for SEEK’s Asia portfolio (JobStreet and JobsDB)
Push notification on SEEK Asia app
Lead exploration, validation and creation of SEEK’s candidate engagement strategy using push notifications across candidate’s lifecycle.
BOQ Specialist Bank rebrand
Complete rebrand of BOQ Specialist Bank to align closer to BOQ Retail brand. Uplifting UI across all channels including Web, App and Online Banking.
More about Queenie
With over eight years of experience designing product strategies, researching customer needs, and delivering impactful results, Queenie looks forward to one day pursuing her aspiration of becoming a Child Psychologist. Passionate about creating engaging learning experiences, she hopes to partner with schools and institutions to inspire and support future generations.
Outside of work, you’ll often find her joyfully wrangling two energetic furbabies and two equally energetic human ones…usually with unbrushed hair but a big smile.