Ethnographer and observer of everyday rituals. Watches how people move through their worlds and finds meaning in the ordinary.
Rachel’s story
Rachel brings an anthropologist’s eye to experience design: curious, attentive, and endlessly interested in how people make meaning out of the world around them.
She’s shaped work across banking and retail, from leading research and design sprints for DBS’s award-winning ITAS Workbench to reimagining the ION Orchard digital experience and co-creating future-of-work initiatives.
Her approach is grounded in a simple belief: good design research distils complexity into clarity, turning nuance into decisions teams can actually use.
Outside of work, you’ll find her making things – cooking, printmaking, leatherwork. If her hands are busy, she’s happy.
Standout chapters
Favourite part of her job as an ice cream flavour
Fior di latte. Just pure quality ingredients, uncomplicated and honest. Good design research works the same way stripping noise away until the real insight stands on its own.
On what keeps her curious
She’s fascinated by the moment where humans meet the designed world — how objects, images, and spaces quietly shape how we feel, act, and imagine. It’s the dance between what we create and what, in turn, creates us.
