Background
Experience
💻 User Experience Designer (UXD) | 📍 Singapore
Hi, I'm Felicia Chua, a Product Designer passionate about transforming complex systems into intuitive experiences. Over the past five years, I've designed products across fintech and the Singapore public sector, partnering closely with product managers, engineers, business stakeholders, and users to solve real-world problems.
I'm currently a User Experience Designer at GovTech Singapore, where I design internal platforms that support public officers serving millions of citizens. My work involves conducting contextual research, facilitating service blueprinting workshops, and designing end-to-end workflows that simplify complex operational processes while ensuring solutions are technically feasible and scalable.
Before GovTech, I was a Product Designer at DBS Bank, leading design initiatives across the Investment and Insurance businesses. I worked on improving customer acquisition and post-purchase journeys, balancing business objectives with customer needs while delivering consistent experiences through the design system. Managing multiple product streams simultaneously taught me how to navigate ambiguity, align diverse stakeholders, and deliver meaningful outcomes at scale.
Earlier in my career at YouTrip, I designed both B2B and B2C financial products, including YouBiz, where I helped shape payment and remittance experiences from concept to launch. It was here that I developed a strong appreciation for user research, usability testing, and iterative product development in fast-moving startup environments.
My background in visual design continues to influence my work today, but what motivates me most is understanding people, uncovering problems worth solving, and crafting experiences that create measurable impact for both users and businesses.
Outside of work, I'm constantly exploring new ways to improve my craft—from experimenting with emerging AI tools to learning about product strategy, behavioural psychology, and systems thinking. I believe great design happens at the intersection of empathy, collaboration, and continuous learning.
GovTech Singapore
User Experience Designer, Aug 2025 – Present
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DBS Bank
Product Designer (Investment & Insurance), Jul 2023 – Aug 2025
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YouTrip, YouBiz
Product Designer, Aug 2021 – Jul 2023
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Challenger Technologies
Marketing Designer, Jul 2016 – May 2017
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Prime Minister's Office, Public Service Division
Design Intern, Apr 2015 – Aug 2015
My Journey
Aug 2025 – Present
Designing products for Public service
I joined GovTech to work on products that improve how government officers serve citizens. My work goes beyond UI design - I conduct field research, facilitate service blueprint workshops, and design complex internal workflows that balance user needs, operational requirements, and technical constraints. Working alongside product managers, engineers, and policy stakeholders has strengthened my ability to navigate ambiguity and design for large-scale public services.
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Jul 2023 – Aug 2025
Scaling product experiences in Fintech
At DBS, I designed customer experiences across the Investment and Insurance businesses, from onboarding journeys to post-purchase servicing. I learned how to balance business goals with customer needs while collaborating across multiple teams and managing parallel workstreams. This experience deepened my understanding of designing within large organisations where stakeholder alignment is just as important as interface design.
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Aug 2021 – Jul 2023
Learning product design in a startup
Joining YouTrip introduced me to the fast-paced world of startup product development. I designed end-to-end payment experiences, contributed to YouBiz, conducted usability testing, and worked closely with engineers to ship features quickly. It was where I learned to iterate rapidly, validate ideas through research, and appreciate how small design decisions can influence business outcomes.
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Before Product Design
From visual communication to product thinking
My journey started in visual design through internships and marketing roles. While I enjoyed crafting visuals and campaigns, I found myself increasingly interested in understanding why users behaved the way they did. That curiosity eventually led me into UX and product design, where I discovered that solving problems - not just designing interfaces - what I truly enjoyed.