I like to solve problems, build things, and see products that make people smile. I'm an octopus at work — product design, AI initiatives, design systems and conversation design, with a focus on the enterprise space.
Owning the design system a multi-million-dollar platform runs on — across four portal instances.
Design systems · 12+ live use cases · ~384 screens / 2 months
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AI-Augmented Practice
Architecting AI systems that translate API schemas into design specs — not just using AI to move faster.
The Pantheon · Swagger → design spec · distillation at 60–90%
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Systems & Conversation Design
Translating business logic and conversation flows into specs engineering can build from.
First transactional WhatsApp bot · 1,231 intents · multi-persona B2B
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Selected work
Enterprise B2B, distilled.
Seven years designing the systems behind complex platforms — for customers, operations, government and partners. Client detail stays under NDA; the outcomes speak for themselves.
Flagship · enterprise platform ecosystem
Five-instance enterprise portal
Sole design owner for one platform serving six audiences — enterprise customers, internal operations, government users, administrators and channel partners — each with its own security posture, unified under a single coherent information architecture. The hard part was never the screens; it was making a deep entitlement hierarchy feel simple to six very different kinds of user.
5portal instances owned6personas served~384screens in 2 months49K+monthly active users
Sole designer on a UI-heavy revamp — end-to-end hi-fidelity flows across every scenario and edge state, from business grooming through to cross-functional developer handover.
3×fewer order rejections50%faster time-to-quote
MobileE-commerceEdge-state designDev handover
Conversation design
WhatsApp transaction engine
Designed the conversational flows for a first-of-its-kind transactional chatbot, turning a sprawl of over a thousand intents into a coherent, self-serve system.
1,231intents structured1stof its kind in market
Conversation designChatbotIntent architecture
Design systems · governance
Design Library System v2
Led the refresh of the enterprise design library tied to Storybook — the shared source of truth keeping multiple product teams consistent.
Design systemsStorybookGovernance
Pre-sales · prototyping
Tender & co-creation prototypes
Realistic, high-fidelity prototypes built to win — used in enterprise and government tenders and co-creation sessions to make an unbuilt vision tangible.
PrototypingPre-salesGovernment tenders
Enterprise tooling · workflow UX
Mobile quotation & stock management
End-to-end design for a mobile quotation engine and stock-management flow — guided, validated workflows that designed errors out of a manual process.
Enterprise UXWorkflow designMobile
Tools I build
When the tooling didn't exist, I built it.
Most designers use AI to move faster. I build the AI systems other designers use next — inside strict enterprise constraints, approved tools only.
Multi-agent design system · 2025
The Pantheon
Seven specialised CustomGPT agents that read a raw API schema and draft the interface — turning it into field-level design specs, component mappings, permission maps, UX copy and test scenarios. A design system that speaks API.
7specialised agents3 daysconcept to operational0headcount added
Turns a Figma prototype into a narrated, animated product walkthrough — real device mockups, callout pins that animate onto the screen, an auto-present mode and voice narration, exported to slides or video. Pitch design the way it actually behaves, not as flat screenshots.
3live prototypes per slide1-clickexport to deck & video
AI-assistedFigma embedMotion & voice
Persona intelligence · live
Lapis — Persona Atlas
Consolidates a sprawling B2B customer base into one living, layered library of personas — built from real interviews, growing one conversation at a time. Maps segments (SMB, MNC, government, channel), the channels each persona self-serves through, and technical maturity across many industries.
4account segmentsMulti-industry personasChannel + self-serve fit
Persona systemsCustomer intelligenceChannel strategy
About
Systems thinker who designs the frameworks, not just the screens.
I've spent seven years designing enterprise B2B platforms in telecommunications, from a first transactional WhatsApp bot to leading design for a S$10M+ multi-instance portal ecosystem. My work sits where design, systems logic, and now AI meet.
2025 — Present · Lead UI/UX
Strategic projects & AI practice
Lead designer for the enterprise portal's government instance, delivering ~384 screens in 2 months across 27 modules and 124 features. Built The Pantheon AI design system. Nominated to the Aspiring Leaders Programme (Columbia Business School certificate); team placed 2nd with direct C-suite feedback.
2023 — 2025 · UI/UX Specialist
Design Library System lead & SME
Led the Design Library System v2 refresh, independently handling 6 use cases (23 features, ~276 screens) with oversight of 2 more, delivered in a 3.5-week handover. Sole lead designer for 12 live portal use cases. Key contributor to tender wins through rapid 1 to 3 day prototype turnarounds.
2020 — 2023 · UI/UX Designer
Enterprise portals & eShop
Designed 30 to 40+ end-to-end use cases across enterprise portals and mobile eShop. Ran 14+ formal user interviews in a single year (prototype ratings averaging 9.0/10). Introduced "proto-frames" documentation adopted across teams. Graduated with a 4.0 GPA specialist diploma, self-funded, part-time.
2019 — 2020 · Conversation Designer
First transactional WhatsApp bot
Designed conversational flows for a WhatsApp transaction engine, self-taught Google Dialogflow to build and fix in-house. Grew use cases 8×; opened a grant-bundle flow to non-customers that contributed to S$6.75M in customer value.
Earlier
Game artist → illustrator → BFA (Hons)
Fine Arts (Hons) in Animation & Interactive Media, NTU. Game UI/UX and concept art before pivoting into enterprise design. The visual craft never left; it just got a systems brain attached.
How I self-teach
I learn by building teaching artefacts, generating my own courses, social-media-style tutorials, and structured "textbooks" to internalise new domains fast. It's how I went from game art to conversation design to AI agent architecture. Pattern recognition and systems thinking are the throughline.
Beyond the screen
The curious human behind the systems.
Hi! I'm Adeline, a UI/UX Specialist by title with roots in animation, interactive media, and digital product design. I'm endlessly curious and a perfectionist at heart, the kind of person who hops between hobbies to pull a new pattern or lesson out of each one. Learning sticks for me when I find an engaging way to absorb it and a system to apply it, which is exactly how I fell down the UI/UX rabbit hole and stayed.
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Games as design school
I think games are one of design's most underrated teachers. There's a treasure trove of interaction patterns, economies, and behavioural design in almost every one. Most of my early vocabulary came from The Sims, and a good chunk of my instinct for markets came from trading in MMORPGs. I still play today; we make time for what keeps us sharp and happy.
The Sims · MMORPG economies · systems literacy
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Drawing & bullet journaling
Away from screens, drawing and bullet journaling are my reset. Some of my illustrations live over in the Work tab, and my bullet journal is usually within arm's reach, tracking life, work, and an ambitious number of game backlogs.
Illustration · analogue systems · therapy
Fun & foundations
The play behind the practice.
Before the enterprise systems, there was a kid who drew constantly and rerouted every problem into something to build. This is the earlier ground — student projects, starter work, side quests and the illustration habit that started it all. Less polished, more honest.
Past works
Earlier ground: student work, diploma projects, and the drawing table.
Projects from my Specialist Diploma in User Experience & Digital Product Design, my earliest UX studies, and the illustration work that never left.
Specialist Diploma · UX & Digital Product Design
Singapore Polytechnic, 2021–2022. Graduated with a 4.0 GPA, self-funded and part-time alongside full-time work.
