Aaron's story

Aaron is drawn to novel approaches and human-centred ways of solving problems.

What makes him unusually complete in his UX craft: he can lead research, turn findings into insight, generate viable options, and test what works — all while getting stakeholders on board.

His interest in consumer behaviour and decision-making first took shape during his years studying psychology at the University of Michigan. But it didn’t stop there. Before PSYKHE, he helped sell Japanese antiques thorough online and live auction houses, and it’s where his skills found great use.  

These foundations have shaped how he approaches UX design at PSYKHE: seeing products as experiences, and users as people with context.

Standout chapters

• DBS Trade Finance. Experience Design Lead for a 24-month digitisation programme, guiding a blended team across research, design, and testing.
• DBS IDEAL. Led research design, planning, and execution to shape the next generation of the IDEAL product experience.
• MOH HealthHub. Experience Design Lead for the mobile app revamp under HealthierSG, redesigning journeys across key public health behaviours.
• MOH Health Kaki. Experience Design consultant for an AI-powered health assistant providing personalised guidance for Singaporeans.
• Unravel Carbon. Led research and CX work for a fast-growing sustainability start-up, shaping early product direction and user insight.

Favourite part of his job as an ice cream flavour

Salted caramel, hands down. The rich sweetness lifted by that touch of salt? That’s the balance he chases in his work — data and insight on one side, human nuance on the other.

On what keeps him curious

He’s fascinated by how two people can experience the same thing in completely different ways, whether it’s a product, a service, or a single moment. Understanding what shapes those differences and all the nuance in between is what keeps him going.