Sandra’s story

Sandra thinks in people-patterns  — shaped by a background in Social Anthropology and Politics, sharpened by years designing within highly regulated, enterprise, and public-sector environments.

She brings an ethnographer’s sensitivity to context, paired with a product designer’s discipline for structure, feasibility, and delivery. In practice that means modernising large-scale consumer apps, untangling complex banking workflows, and designing enterprise platforms that need to work across teams, systems, and policies.

From leading UX on CapitaStar’s core app revamp to driving structural redesigns for DBS enterprise platforms, Sandra specialises in making complexity navigable.

Outside of work, she continues her long-standing practice of observing humans in the wild.

Standout chapters

• CapitaStar. UX Lead for app revamp. Modernised core journeys, validated via usability testing, aligned with business goals.
• Trade Finance Initiation & Connex. UX Lead on redesigns. Drove digitisation, MVP scoping, and usability validation.
• HDB. UX Lead for service blueprinting. Facilitated cross-functional workshops, mapped end-to-end journeys, uncovered service gaps for services.‍
• DBS Bank. UX Lead for Trade Finance initiation digitisation and the DBS Connex redesign, driving research, synthesis, and prototyping.‍
• University of Edinburgh. Conducted independent ethnographic research on social media as a digital archive for memory and meaning.

Favourite part of her job as an ice cream flavour  

Passionfruit sorbet. Bright, sharp, and deceptively complex - cutting through layers to get to what really matters.

On what keeps her curious

How large systems quietly shape behaviour. How norms, rituals, and invisible rules shape how people interact with technology. And how people adapt, work around, and redefine tools to fit their lived realities.