SPH Media is one of Singapore’s largest media companies, with two to three core products and ten to twelve publications already in market. Nothing could stop publishing while the system came together.
Ten to twelve live publications had each grown their own interface habits, and every change meant separate conversations between design and engineering.
Led design system strategy, introduced tokens as the contract between design and engineering, then moved into subscriptions as product and service designer.
One language underneath every publication without a pause in publishing, and faster handoff across teams.
Schematic screens, not screenshots. The real ones are in the full case study.
The same button could mean three different things across three titles, and each change meant three separate conversations between design and engineering. The ask was a shared language, introduced underneath products that could not pause.
Started with an audit of patterns across the publications: what each title had, what it called it, and where the same component meant different things. Then agreed naming, ownership and the order of migration with the design and engineering leads, so the system had signatures before it had swatches.
Led the design system strategy. Introduced design tokens as the shared contract, so a decision made once could flow to every publication. Unified components and patterns across the core products and migrated screen by screen, without disrupting anything already live.
A change made once could flow to every publication, without a redesign project.
Worked remotely with the design and engineering leads across the publications to agree on naming, ownership and sequencing. Later I moved into the subscriptions product team as product and service designer.
Handoff friction dropped and implementation sped up across teams. In subscriptions, I shipped improvements to existing subscriber lifecycle flows instead of rebuilding them, which is usually the right call for a product that already has paying customers.
add yoursWhat the months after launch looked like: adoption, what the team kept, what was cut, and the follow-up work it led to. Two or three sentences are enough.
add yoursReviewers trust a case study more when it admits a misstep. Name one call that did not land, what it cost, and what you do differently now because of it.
Onboarding that leaks customers. An operations queue that still runs on phone calls. A design team that needs a lead. Tell me which one, and I’ll bring design, AI and twelve years of taking flows like that end to end.
Thirty minutes to start. You describe the product and what is slowing it down. I tell you honestly whether I’m the right person for it, and if not, who might be.