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experience design

jaz lim

Devise transformative solutions, with focus on customer and employee experiences,
in the context of business, brand and culture.

+65 9788 6552

profile

Over 25 years of designing digital products and experiences for global and regional business in San Francisco, New York, Amsterdam, London and Singapore.

Fuse data, brand and design, with close partnership with the engineering team, to strategise and create customer and employee centric solutions that enable organisation transformation and drive business value.

Responsible for stakeholder management, and collaborate with multi-disciplinary teams in the entire service design and product design process.

Lead, manage, mentor and grow team of designers, researchers and ux/content writers across multiple locations, building a culture of continuous test-learn-iterate.

Hands-on experience in research and testing, design thinking process, service design blueprint, design systems, planning and leading sprint cycles, with strong proficiency in UX/UI design and prototyping.

Certified SAFe 5 Agilist.

profile

history

Product Design Lead
StarHub | March 2023 – Present

Lead product design development for StarHub consumer business.
Collaborate and align with business stakeholders, marketing, operations and engineering team to optimise CX across all touchpoints.

Head of Experience SEA
Publicis Sapient | March 2020 – December 2021

Lead and build experience team and capabilities in Southeast Asia, responsible for hiring and managing UX/UI designers and UX writers in Singapore and Bangkok.
Oversee client engagements throughout the entire cycle, from setting strategic direction, conducting alignment workshops, process optimisation, to the development and implementation of service blueprint.
New business development and pitch team.

Experience Design Team Lead, SVP
Citi | September 2018 – Feburary 2020

Regional experience design team lead, responsible for designing digital experiences across, including mobile banking app, employee and partner platforms and marketing materials.
Partner with the Credit Cards and the Insurance business units to conceptualise and execute regional and local initiatives to meet revenue targets.

Experience Design Director
Cognizant Singapore | September 2017 – August 2018

Shape strategic direction for experience practice in SEA.
Collaborate with industry verticals in business development.
Partner with FS clients to establish DesignOps practice.

Creative (Experience) Director
Publicis.Sapient Singapore | February 2011 – August 2017

Digital transformation CX lead for MetLife APAC.
Digital creative lead for Unilever (LUX, Lifebuoy).
APAC marketing transformation team for Beiersdorf (Nivea).

Freelance Creative
London | 2009 – 2011

Clients include Hediard, Clintons, Blackberry and Cancer Research UK.

Creative Director, VP
Agency.com Amsterdam | 2006 – 2009

Part of the 4-person management team.
Lead and manage the creative team, and oversee all creative outputs.
Build and grow key client portfolios for Procter and Gamble (Europe) and T-Mobile (Netherlands).
Collaborate with sister agencies within Omnicom Group to develop and design digital experiences for Heineken and Holland Casino.

Associate Creative Director
Agency.com New York/Amsterdam | 2003 – 2006

Creative lead for key accounts such as British Airways, The Discovery Network, ABN AMRO and BrownCo.
Build and grow marketing capabilities in the Amsterdam office.

Senior Art Director
Agency.com San Francisco/New York | 2000 – 2003

Part of 3-person team to rebuild the creative team from the ground up in New York.

Associate Creative Director
DAE Advertising & Interactive San Francisco | 1998 – 2000

Art Director
J. Walter Thompson Singapore | 1995 – 1997

education

BA Psychology & Mathematics

National University of Singapore 1994

work

For my latest portfolio, please get in touch.

Citi

MetLife

Eu Yan Sang

Citi

Credit Cards Rewards and Loyalty Program

Most Citi customers (outside North and South America) holds a single-product relationship with the bank - the Citi credit card. The Citi Rewards Program is considered one of the best in multiple markets, with Citi credit cards ranking among the top 3 by independent aggregators.

The large customer base of credit cards in the business and the highly competitive market space made it critical we constantly look at improving and reimagining the experience. From the first 90-day engagement model, to personalised offers and rewards targeting, to integrated spend-and-earn digital services, the Experience Team collaborated closely with the regional cards business unit to identify gaps and opportunities to co-create the evolution of Citi credit card loyalty program.

Current State Customer Experience Journey

One of the prioritized initiatives was to unlock a more seamless digital experience. From our research, we understand that customers crave simplicity, from viewing and managing their credit card transactions, to discovering offers, to utilising their Rewards points or miles – without having to log into different portals.

Testing the initial designs uncovered additional insights into customer’s attitude towards points and miles redemption, helping us prioritise features and services. The need to further simplify the terminology, copy and content was also critical.

Initial Ideas and Design Explorations

Prioritised and Refined Journey: Points/Miles Management & Redemption

work menu

MetLife

APAC Digital Transformation

Ranked number one on Fortune magazine’s 2015 list of Wold’s Most Admired Companies in Life and Health Insurance, MetLife is also the largest health and retirement solutions provider in Asia.

Among the various projects Sapient was involved in with MetLife, the primary task was to activate a consumer-centric digitised business transformation model in APAC.

With a diverse portfolio of partnerships and different levels of maturity in each APAC market, we needed an approach that was replicable and adaptable. Collaborating closely with the clients, we developed a framework which included consumer research, content strategy, workshop process, MVP of digital capabilities and assets, experience design principles and agile test-and-learn methodologies.

Confidential materials. Please get in touch for additional samples of work.

For the China market, the team designed and launched the digital platform that integrated marketing, sales and servicing capabilities. For the second release, we optimised the user experience and expanded the digital style guide for the self-servicing platform for Individual and Group policies owners.

work menu

Eu Yan Sang

ECommerce Strategy & Website Design

Eu Yan Sang (EYS) is one of the leading brands in TCM (Traditional Chinese Medicine) in Asia and Australia, with a holistic approach to total health and well-being. Despite having a strong heritage and popular among the matured Chinese population, the primarily brick-and-mortar company recognised that the current state was not sustainable.

To future-proof the business, Sapient was approached with two tasks – to upgrade the ecommerce capabilities, including migrating to the Demandware, and to broaden the consumer based by appealing to the younger generation.

Through social listening and one-on-one interviews, we uncovered that TCM was viewed as curative, slow, and “not for me”, particularly among the younger audience. To grow the business, we needed to be relevant to the upcoming and affluent generation, but not to distance itself from the current customer base.

We examined the values and need states four key customer segments – Life Enthusiasts, Multi-tasking Working Mums, Health-conscious New or Soon-to-be Mums, and Gifters. With these insights, we designed the experience, not just focusing on the purchase path, but from education to content categorisation, to drive lifelong customer loyalty and value.