Some of my favourite projects

My role

Led a multi-market research and innovation project across Hong Kong, South Korea, Vietnam, and the Philippines to understand evolving customer expectations in physical retail environments.

The project combined qualitative research, insight synthesis, and collaborative ideation with regional stakeholders to identify opportunities to improve in-store experiences. The outcome was a strategic playbook for internal store design teams, providing frameworks and practical guidance for redesigning future retail environments across Asia.

Following the project’s success, senior leadership began evaluating opportunities to expand the approach to additional APAC markets.

Timeline

October 2024 to May 2025

Approach & Activities

Qualitative research and customer interviews | Insight synthesis and opportunity identification |Collaborative ideation workshops with regional stakeholders |Online concept testing with target customers |Development of a strategic playbook for internal design teams |Stakeholder alignment across markets and leadership teams

My role

Invited as an adjunct lecturer in 2022, I designed and delivered a customised Design Thinking and innovation program for students in the Master of Science in Business Analytics at Hong Kong University of Science and Technology.

The four-month program combined innovation frameworks, applied business challenges, and collaborative workshops to help students develop practical problem-solving, research, and strategic thinking skills.

Following the program’s success, I was invited to return for the 2023, 2024, and 2025 cohorts, expanding the collaboration beyond the classroom to include career coaching, mentoring, and industry discussions on emerging innovation practices.

This long-term engagement created an opportunity to continuously refine the program and support students in translating design thinking methods into real-world business and product concepts.

Timeline

August 2025 to October 2025
August 2024 to October 2024
August 2023 to November 2023
August 2022 to December 2022

Approach & Activities

Program design and facilitation | Advisory board sessions with academic and industry stakeholders | Mentoring and coaching of multidisciplinary student teams | Evaluation framework to assess learning outcomes and project impact

My role

Co-developed and delivered a regional Train-the-Trainer capability program designed to embed the organisation’s core values across multiple markets in Asia Pacific.

The program equipped 48 internal ambassadors across six regions with the skills, tools, and facilitation techniques needed to champion the company’s values and promote cultural alignment within their local teams.

Through a combination of workshops, behavioural design exercises, and practical facilitation training, the program helped participants translate organisational values into everyday behaviours and team practices.

By the end of the programme, 100% of participants reported confidence in their ability to communicate and activate the company’s values, helping strengthen cross-regional collaboration and contributing to a culture of continuous learning.

Timeline

April 2024 to June 2024

Approach & Activities

Train-the-Trainer program design and facilitation | Behavioural design workshops to translate values into team behaviours | Development of facilitator toolkits and learning materials | Awareness campaign and internal engagement activities | Evaluation framework to measure program impact | Cross-regional stakeholder coordination

My role

Led a customer insight and innovation exploration project focused on understanding how individuals approach insurance, financial security, and long-term wealth growth.

Through in-home and workplace research sessions with customers, we explored their financial behaviours, life goals, and perceptions of insurance products. These qualitative insights were synthesised into a set of strategic opportunity areas that informed the development of future service concepts.

Across two project phases, I helped translate research findings into 15 key insights highlighting unmet customer needs and emerging behavioural patterns. These insights informed collaborative ideation sessions that generated 200+ new service concepts.

Working closely with stakeholders, we prioritised and developed two future service journeys, mapping potential customer experiences using a blue-sky innovation approach to explore new ways financial services could support evolving customer expectations.

Timeline

March 2024 to May 2024

Approach & Activities

Qualitative customer research | Insight synthesis and opportunity identification | Innovation and ideation workshops | Future service journey mapping | Concept testing sessions | Stakeholder alignment and reporting

My role

Supported the development of a brand experience strategy for the Vietnamese market, combining Design Thinking methods with brand positioning to identify meaningful customer touchpoints and opportunities for differentiation.

Working with cross-functional teams, we mapped the existing brand experience across multiple customer touchpoints to identify strengths, gaps, and opportunities for improvement. Through a series of collaborative workshops, we guided stakeholders in translating brand values into tangible experience ideas that could be implemented across the customer journey.

Across two intensive workshop days, 26 participants generated 278 initial concepts, which were then synthesised and prioritised into six strategic brand proof points ready for further development.

The project helped align internal teams around a shared vision of how the brand should be experienced by customers in the Vietnamese market.

Timeline

April 2023 to May 2023

Approach & Activities

Brand experience mapping | Insight and ideation workshops | Cross-functional collaboration sessions | Concept prioritisation and refinement | Stakeholder mentoring and facilitation

My role

Designed and delivered a regional DEI innovation program bringing together 25 participants from four APAC markets — Hong Kong, Malaysia, Philippines, and Singapore — to explore how financial services could better support diverse customer needs and foster a stronger sense of belonging.

Through a structured research and innovation process, teams explored customer journeys, identified barriers to inclusion, and developed new service concepts aimed at improving accessibility and representation across the insurance experience.

The program generated 482 ideas, which were synthesised and prioritised in collaboration with regional leadership. Each market identified short-, medium-, and long-term initiatives, resulting in 15 concepts advancing to detailed design and presentation to senior leadership for potential implementation.

Timeline

September 2022 to December 2022

Approach & Activities

Customer research and qualitative interviews | Inclusive experience and journey exploration | Insight and ideation workshops | Concept prioritisation and roadmap definition | Stakeholder facilitation and leadership alignment