The design team celebrating together at the studio

Desk setup with laptop, monitor and design work in progress

Sid presenting design work in front of a screen

EXPERIENCE DESIGNER & DESIGN MANAGER

I am Sid and based in the island city of Singapore creating delightful experiences for DBS Bank.
With 11 years of industry experience, I lead a diverse team of nine exceptional designers, designing projects aimed at solving complex problems, creating innovative digital experiences and emphasizing empathy.

One Finance Platform dashboard showing pending tasks and shortcuts

Finance Workbench

Internal Employee Platform2022 - 2025

Described in a single word, the One Finance Platform is akin to a ‘passbook’ for the bank.

It serves as a comprehensive financial workbench, offering over 16 financial tools that allow users to access real-time data, reconcile financial figures, store critical documents, generate and analyze regulatory reports, and take action on workflows according to their roles.

Project Insight:

To unify federated teams on a single platform, it is essential to provide central services such as file upload/download, audit logging, and reporting. As more teams are onboarded, reusable patterns and components become critical to ensure consistency, scalability, and efficient integration.

GloBe quarterly workflow screen with jurisdiction tax data

Global Tax Platform

Internal Employee Platform2024 - 2025

The Globe platform allows users to provision top-up taxes quarterly across multiple regions, with seamless annual aggregation of tax data. Once the data is aggregated, users can generate various reports, including GIIR reports, for submission to both the bank and the Singapore Tax Authority.

Project Insight:

Adapting to new finance processes can be challenging, especially when rules and policies are constantly evolving. Addressing these challenges requires clear product documentation, rapid iteration using reusable design assets, a flexible approach to design updates, and strong stakeholder management.

Workforce Insights dashboard with headcount overview and monthly breakdown

Workforce & Project Forecasting Platform product screen

Workforce & Project Forecasting Platform

Internal Employee Platform2020 - 2025

The platform enables users to manage their workforce, including both permanent and contract hires, as well as portfolios of tech initiatives within the bank. It offers precise forecasting of budgets and manpower requirements for project completion, while also providing financial reports to project sponsors.

Project Insight

A key learning from designing the project - workforce forecasting platform was the importance of effective data visualization. This required close collaboration with in-house data scientists to deepen our understanding of visualization principles, while also navigating the limitations of working within Tableau.

Crypto Pricing Platform

Internal Employee Platform2025

In 2025, we designed the DigiCrypto platform for crypto traders and sales to provide end to end automation of crypto-based and ETF-based options and notes. This allows the desk to request for quotes and execute them through a straight through process (STP).

Project Insight:

Designing for trading desk users presents unique challenges, given their use of multiple monitors and constant need for densely packed information. This led us to rethink the platform architecture by adopting a widget-based approach, ensuring that relevant data is always accessible and customizable to suit different user needs.

Real Estate Lead Generation Platform product screen

Real Estate Lead Generation Platform

Web Application2020 - 2023

As Lead Product Designer, I helped shape the user experience and design direction for one of the leading real estate lead generation platforms in the U.S.

With my team, we created a product that became a go-to tool for agents nationwide, thanks to our focus on user-friendly solutions that really worked.

Project Insight

Designing for a unicorn company comes with intense pressure to deliver innovative features rapidly—often ahead of the competition—while maintaining a seamless and intuitive user experience. This required the team to iterate continuously, build the design system in parallel, actively incorporate user feedback, and make tough decisions quickly, even at the risk of failure.

Burpple Beyond app screens showing membership, savings and partner listings

Burpple Beyond Mobile App product screen

Burpple Beyond Mobile App

iOS / Android App2018 - 2019

One of the leading dining membership program in Singapore, Burpple Beyond was launched in July 2018, offering members 1-for-1 deals at a carefully curated selection of restaurants.

Project Insight

With Burpple Beyond, we executed several key strategies effectively from the start: ongoing competitor research, rapid go-to-market with an intuitive and frictionless onboarding experience, consistent brand presence, and leveraging our strong community of super users to test features and organically spread the word. These efforts helped establish Burpple Beyond as Singapore’s leading 1-for-1 dining program.