The Challenge

From 1999 to tomorrow.
Initially founded in Norwich UK as a customer research boutique firm, Foolproof evolved organically to offer Product, UX, Service and Strategy design services. With its core studio in London, and a satellite in Singapore, it got acquired by Zensar in 2017. This expanded its service offer to include engineering, platforms and architecture. My role at Foolproof Singapore was to mature its UX Research, Design and Strategy offer.

My Approach

Cross functional meets multi-disciplinary.
Bringing together insight, design, engineering, creative technology and marketing I led the creation of digital products and services that solved complex problems to create business value. Piloting a model where talents from the different FP studios worked in sync, across global time zones, with iterative design processes to explore ideas and deliver the best solution for business problems and customer needs.

The Outcome

Growth through reputation.
This approach brought exposure as well as synergies across all disciplines. Accelerating the team's learning and strengthening the practices. Foolproof Singapore differentiated itself from its competitors by its depth of expertise, speed to value, and its ability to tackle complex business and user problems. This shift from 'autonomy to networked' became the blueprint for Foolproof's expansion into India, South Africa and North America.

Top Skills

Design Thinking • Design Research • Digital Transformation • Design Leadership • UX Strategy • UX Design

Main Clients

Financial Services: DBS • Axa XL
Healthcare: Amgen
Government: Ministry of Education MOE
Commerce: Heineken
Energy: Shell

Key Results 2017-2020

• Matured the practice from 4 interns and 2 juniors to a fully structured team of 6 junior, 3 senior and a deputy principal designer

• Lead designer and strategist for the multi-award winning DBS Treasury Prism financial cash flow simulation platform

• Lead and delivered Foolproof Singapore's first Healthcare Innovation project for Amgen

• Lead designer and client engagement for the Ministry of Education MOE's online learning platform development. Winner of the 2018 IDC Smart City Asia Pacific Awards