UX strategy · Product design · Singapore
I’m Nicole, a UX Strategist at Singapore Airlines. I combine behavioural evidence, user research and cross-functional collaboration to improve high-stakes digital journeys.
Selected work
I work from the problem through production: analysing behaviour, framing opportunities, testing designs and reviewing real-world outcomes.
Redesigned a fragmented selection flow so users could understand eligibility, choose with confidence and know immediately that their preference was saved.
Outcome: post-launch behavioural struggle decreased by more than half.
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Redesigned Upcoming Flights to surface booking status, flight details and passenger information at a glance, reducing the need to open Manage Booking.
Outcome: rage clicks decreased by 10.92% after the final release.
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Designed a direct, toll-free in-app calling feature and improved the way users returned to an active call.
Outcome: positive survey feedback increased from 78% to 91.3%.
Read the case studyMeasured outcomes
My work connects usability improvements with product and service outcomes, while balancing operational constraints and consistency across the wider experience.
How I work
I move between research, interaction design and delivery, making evidence usable for product teams and turning constraints into clear decisions.
Combine behavioural analytics, feedback and journey evidence instead of relying on assumptions.
Make system status, eligibility and next actions unmistakable, especially in high-stakes moments.
Return to the experience in production and check whether the intended behaviour actually changed.
Let’s connect
Get in touch for UX strategy, product design or research conversations.