About

I thrive in messy systems

I'm a product designer based in Singapore, focused on translating complex systems into clear, usable experiences. I've spent the last 7+ years working across logistics, banking, and government technology, building products used by millions of people.

Sufyan eating pizza in the rain

At Grab, I designed tools that helped riders deliver food faster across Southeast Asia. At GXS Bank, I built core banking experiences from zero. At Open Government Products, I made AI-enabled tools that government officers could actually understand and use.

I believe software should get out of the way. The best interfaces are the ones people don't think about. They just work. That's what I aim for.

Experience

Open Government Products, GovTech Singapore

Senior Product Designer

August 2023 – Present

  • Led a cross-functional team of 6+ to build Charts — an AI-powered data analysis tool — in one month; greenlit to fold into Data.gov.sg
  • Led design strategy for PaySG — a government payments SaaS — expanding from 1 to 8 agencies and reducing reconciliation from 10 days to 3 hours
  • Drove product-led growth for FormSG — an AI-enabled form builder — organically attracting 14,000 users with 4.69/5 satisfaction
  • Upskilled the entire FormSG team in research and synthesis methods, enabling PMs and ops to run independent discovery
  • Mentored junior designer through structured feedback to successful team integration
  • Participated in hiring panels and portfolio reviews for product design candidates

GXS Bank

Lead Product Designer

Jan 2021 – July 2023

  • Co-led the foundational design system for the GXS mobile app, establishing core flows and patterns from 0 to 1
  • Designed user onboarding and authentication flows achieving <3 minute sign-up time
  • Designed Help Centre with a 7.7/10 early access satisfaction score
  • Unified design language across GXS and partner design systems, improving brand consistency and accelerating cross-team velocity
  • Raised team design quality via weekly critiques and mentorship rituals
  • Participated in hiring panels and portfolio reviews for product design candidates

Grab

Senior Product Designer for Consumer Places Experiences and GeoTools

July 2018 – December 2020

  • Designed mobile location search that grew GrabFood revenues by $250K/month
  • Mitigated multi-million dollar legal risk by designing a compliant location data consent flow, ensuring regulatory adherence
  • Drove cross-department alignment by leading roadmap workshops, unifying strategy for 4 key verticals (Food, Transport, Ads, Pay)
  • Reduced engineering root cause analysis time by 99% (10m to 6s) by designing an internal tool that supports 3,400+ daily ops tasks
  • Designed location selection on the Grab mobile app (iOS and Android) that reduced cancellations by 1.3% and waiting time by 1.4%

Skills

Product design (UX/UI, Research, Prototyping) · Strategy (Roadmapping, Facilitation) · Leadership (Mentorship, Cross-functional Comms) · AI-assisted design & prototyping · Vibe-coding

Tools

Figma · Adobe Design Suite · ChatGPT · Claude, Claude Code · Cursor · Metabase

Languages

English (Native) · Malay (Native)

Education

National University of Singapore

Bachelor of Arts (Honours), Major in Communications and New Media

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