Projects

The problem

Tracking whether campaign leads had converted into actual business opportunities required lengthy follow-ups with distributors. With MQL-to-pipeline conversion often taking up to six months, it was difficult to track campaign performance efficiently.

What I built

A web app that takes campaign lead data and the master opportunity file, then automatically matches leads against registered business opportunities. Users can filter results by factors such as time period, distributor and region.

Why it matters

It turns a manual, spreadsheet-heavy process into something the team can run in minutes, making it easier to track campaign performance consistently and identify which campaigns are driving actual business opportunities.

Python (Flask, Pandas, OpenPyXL) with a HTML/CSS/JavaScript front end.

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The proposition

YouTrip Silver is a line extension of YouTrip's multi-currency wallet built for seniors: larger transaction text, stronger colour contrast, wider spacing between menu buttons, a stripped-back onboarding flow, and multilingual onboarding for non-English speakers. We also designed All-In-You, a centralised booking layer that auto-compares trips, expiry dates and insurance options so seniors are not forced to research five travel agencies to book one holiday.

Sizing the market

We built a bottom-up model across the SEA-6 markets, projecting population growth, carving out the over-65 segment, and benchmarking transaction volume per customer against Wise. Applying YouTrip's implied 60bp take rate gave a revenue potential of SGD 231 million in 2024 for the over-65 segment, growing at a 6.8% CAGR to SGD 339 million by 2030.

Testing it with real users

We put the prototype in front of 64 people (24 aged 18–30, 14 aged 31–64, and 26 aged 65+) and ran three tasks: exchange SGD to USD, view card details, and book a trip with health insurance. Participants narrated their thinking while we timed each page and noted tone and hesitation. Pages where people stalled got redesigned.

Taking it to market

Pricing stayed freemium, with a “Silver Spend & Save” launch cashback and Singpass age verification as a price fence. Promotion ran on two four-part video series, one with older celebrity couples and one with young influencers introducing the app to their own grandparents, plus celebrity tour partnerships with travel agencies and a reworked NATAS travel fair presence with fraud-safety talks and one-on-one consultations.

An SMU-X module, delivered directly to Sentosa as the industry client.

The problem

Sentosa's brand identity was fragmented. Each zone functioned as its own destination, which diluted the island's overall narrative and made a single compelling story impossible to tell.

What we did

We ran 70 on-site surveys across all six zones, covering visit purpose, wellness priorities, sustainability attitudes and satisfaction. Chi-square testing confirmed the split was real, not noise: wellness preferences differ significantly by zone (p = 0.031), and so do visitor motivations (p = 0.019).

The recommendation

Rather than force one top-down rebrand, we treated the island's diversity as the strategic asset and proposed six zone-specific repositioning pathways, each expressing the wellness dimension its visitors already care about: physical at the Beaches, social at the Family and Mega Resorts, emotional at General Attractions, environmental at the Nature-Based zone, and spiritual at Spa & Luxury.

Making it real

Each zone got a pilot-ready initiative matched to its profile, from Social Pause Points and “Wellness Wednesdays” family programming to mindfulness signage, check-in mini spa rituals and an ActiveWave wellness pop-up at Siloso. All six ladder up to one positioning line: Wellness by Design.

Developed around Visit Singapore's programming for the 50th anniversary of Singapore–South Korea diplomatic relations, a year of cultural exchange between the two countries.

The brief

The project set out to explore how AI could be used for place branding and positioning. Our subject was Tanjong Pagar, Singapore's Little Korea: a street everyone knows for Korean BBQ, and very little else.

Mapping the tastescape

Because Amoy Street's food scene is so dominated by KBBQ, labelling it all as one category flattens everything interesting about it. We categorised the restaurants into three tastescapes — Fusion, Traditional and Specialty — based on their menus, customer reviews and specific add-ons, and delivered it as an interactive culinary map.

Seasons of Love

The centrepiece is a one-day culinary itinerary structured as a four-season K-drama arc. Spring is a high-school first date over tteokbokki; summer is a late-night ramyeon craving and a beach episode; autumn is a Chuseok family dinner and a breakup handled with jajangmyeon; winter is a bittersweet reconnection over budae jjigae. Every episode pairs a real K-drama reference with a real Tanjong Pagar restaurant and dish, so the storyline and the meal move together.

Where the AI came in

We used AI to generate the drama itself as an anime, giving the itinerary a visual narrative participants step into rather than a food guide they read. Alongside it sit mini-challenges drawn from Korean variety shows, matched sign-ups for solo diners, and an OST to carry the mood between stops.

The point

Storytelling is the positioning. The food was always there; the narrative is what turns a street of restaurants into a place worth travelling across the island for.

Read the CNA article →