Web3 Talent

I'm a product design leader with 8+ years building design functions from the ground up — across fintech, digital banking, and e-commerce platforms in Southeast Asia.

Most recently as Head of Product Design at CUSTA (a RAKSUL subsidiary), I led a full platform redesign that pushed checkout conversion from 0.6% to 0.85%, cut drop-offs by 23%, and contributed to a ¥650M revenue milestone. Before that, I led design for Rize, one of Malaysia's first Islamic digital banking apps under Al-Rajhi Bank — navigating the complexity of regulated financial products while keeping the user experience genuinely simple.

What sets me apart is the combination of strategic thinking and hands-on craft. I can define a design vision and present it to a C-suite, then turn around and build the design system that makes it ship. I've scaled design across 6+ platforms, embedded data-driven UX practices, and brought in AI-augmented workflows before it became a talking point.

I'm not just adjacent to the Web3 space — I'm in it. I've used DeFi platforms firsthand, which means I understand the friction points that most designers only theorise about: wallet connections that break trust, onboarding flows that lose people in the first 60 seconds, and interfaces that make complex financial actions feel far riskier than they need to. That user perspective, combined with my background in regulated fintech, is what I bring to this space.

If you're building something in crypto or Web3 and need a design leader who can own the full picture — strategy, systems, research, and execution — I'd love to connect.