Shin’s story

Shin follows her curiosity to the places where people, systems, and decisions intersect.

She’s led experience work across hospitality, public sector, and social impact — from reimagining loyalty journeys for Pan Pacific Hotels Group, to shaping Re:Nue’s digital presence, to redesigning HDB renovation experiences through a more human lens.

Her instinct is always the same. Ask better questions. Follow the threads. Make the experience kinder, clearer, and more intentional.

Outside of work, she channels that same curiosity into travel: collecting people-watching moments across cities, airports, and anywhere life unfolds.

Standout chapters

• DBS PayLah. Leading research with young users to facilitate the transformation of PayLah's product identity and design.
• Pan Pacific Hotels Group. Project Lead for the digital loyalty experience revamp, aligning guest needs with a refreshed end-to-end journey.
• Re:Nue (The Salvation Army). Led their website redesign and build, shaping a more intuitive digital experience for the social enterprise.
• Housing Development Board (HDB). Service Journey Lead for Renovation Permit flow, conducting UX research to identify points of friction and refine resident touchpoints.
• Frasers Hospitality. UX Research & Design for brand website, harnessing data analytics and usability testing insights to sharpen guest digital experiences.

Favourite part of her job as an ice cream flavour

Honey miso. Uncommon, layered, always interesting, it reflects the mix of industries, challenges, and people she encounters every day. Sweet and savoury all at once. And yes, she bites her ice cream.

On what keeps her curious

Everything. But especially figuring out what makes people tick. The stories, motives, and little triggers behind their choices. She thrives on turning understanding into better lives and lasting impact.