Cindy Liew

She leads the design team in Citi Innovation Lab APAC to discover cross industry corporate client's pain points, and design user-centric service and digital product concepts for testing. She innovates in the area of blockchain and AI for the Treasury and Trade under the Institutional Client Group. She coaches clients and internal stakeholders in using Design Thinking to solve complex problems internally and beyond.

As an adjunct lecturer she teaches Digital User Experience Design and Service Design courses at the National University of Singapore, Institute of Systems Science on part-time basis.

As one of the pioneer members of building the center of excellence for Design in NTUC Enterprise. She leads a team of designers to deliver for NTUC FairPrice and NTUC Link while supporting some projects for other social enterprises such as NTUC Health etc. She orchestrates teams while working hand in hand with senior management and cross-functional leads to deliver engaging and experience-driven products and services which have an underlying do-good factor for the nation.

She was the first creative hired in the region to pioneer IBM IX ASEAN. She orchestrated design and research teams to pitch for projects and deliver digital experiences for various brands across different industries. Her key responsibility is to ensure that experiences are designed to achieve business goals and bring value to the user. She also practices and advocates using Design Thinking to solve user pain points and complex problems. She leads a team to conduct regional design thinking workshops with senior stakeholders for clients and other discovery activities such as user research. She is hands-on and also mentors junior designers to deliver the digital product in an agile fashion. She is client-facing and works with cross-functional leads internally and externally to gather business requirements, align expectations, and deliver high-quality user experience designs.

She became a User Experience track lead on multiple projects and guided junior designers to deliver digital experience designs from discovery to delivery. She fronts ideas and pitches to senior management within the organization and also to clients across different geographies. She is also able to communicate designs in Mandarin for the China market projects.

She was exposed to omnichannel experience design across multiple industries to deliver content design strategy, responsive website designs, interactive digital showrooms, apps, and more. Most of the work was overseas in APAC and she gets to work with stakeholders overseas and delivers at speed to meet user and business needs.

She was responsible to deliver both advanced concept and production work from start to finish. Her main role was to design based on the uncovered user needs shared by the research team. She would conceptualize with hand sketch concepts, create low fidelity to high fidelity prototypes, and design concept testing sessions with actual users to get feedback. She partners with Industrial designers to brainstorm on hardware and software interactions and deliver pixel-finished final output such as visual designs and assets for development. For advanced projects, she creates engaging concept story animations and presentations to help visualize a future idea to pitch to senior management in the company.

Foundational skill sets acquired:
• Closed platform UI design
• Conduct various primary user research
• Build prototypes for user testing
• Conduct user testing
• Create wireframe designs
• Create visual designs
• Storytelling through creating UI / Scenario animations to illustration designed experiences.
• Work with engineers to bring digital products to life.

As a part-time designer she crafts the end to end experience for Carbonties application. It is a networking virtual coach experience. She works closely with CEO to ideate the key features, design the major scenarios for MVP, design all user interfaces and branding assets for the company. The application was launched after multiple iterations.

Company website: https://www.carbonties.com/

As an intern upon graduation, she was task to build 3D Hello Kitty merchandise and packaging for users to customize online for print. eg. photo-frame and accessories.