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 and travel experiences with 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

• 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 the website revamp, shaping a more intuitive digital experience for the social enterprise.
• Housing Development Board (HDB). Service Journey Lead for renovation permit journeys, identifying friction and refining resident touchpoints.
• Frasers Hospitality. UX Research & Design for digital audit and recommendations across key guest interactions.
• Travel & Hospitality Tools. Developed a custom heuristic evaluation tool tailored for the industry.

Favourite part of her job as an ice cream flavour

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

On what keeps her curious

Everything. But especially what makes people tick. The stories, motives, and little triggers behind their choices. She loves thinking about how to turn discoveries into better lives and better experiences.