HI, NICE TO MEET YOU.
HI, NICE TO MEET YOU.
Hi! I am Felicia.
I’m a Product Designer based in Singapore, passionate about turning complex problems into simple, intuitive experiences. Currently designing products for Public Good at GovTech, I’ve also had the opportunity to shape user experiences at DBS and YouTrip. I’m driven by the challenge of creating solutions that make a real impact. Let’s chat!
WORKS
Structured Products is a financial platform offering customized investment solutions tailored to individual client needs. As a product designer, I focused on designing user-friendly interfaces that simplify complex financial concepts, making it easier for clients to explore and manage their structured investment portfolios.
Company
DBS Bank of Singapore
Platform
Web, Mobile App
Role
Product Designer
Year
2023 - 2025
YouBiz is a fintech platform that simplifies expense management for SMEs, offering a multi-currency corporate card, 1% cashback, and seamless accounting integration. As a product designer, I focused on creating intuitive interfaces and streamline global financial management.
Role
Product Designer
Year
2021 - 2022
Company
YouBiz, a product of YouTrip
Platform
Web, Mobile App
HDBCC is a cloud-based contact centre platform supporting HDB's frontline operations, replacing a legacy on-premise system with an integrated, AI-ready workflow. This project is driven to consolidate fragmented agent workflows into a single interface and designing for AI-driven capabilities like real-time call summarisation to improve overall call centre efficiency.
Role
User Experience Designer
Year
2025 - 2026
Company
Housing & Development Board
Platform
Web
Experience
User Research and Product Strategy 🧍🏻
Understanding user needs, aligning them with the product is essential. I've designed products and services from the ground up, taking them from 0 to 1. Technology is powerful, but it’s only meaningful if the people it’s built for can actually use it.
User Experience and Design 🎨
Good UX and design build trust, enhance usability, and drive loyalty. A seamless, user-friendly experience sets products apart, ensuring users achieve their goals effortlessly and keep coming back.
Prototyping ✍🏻
I’m a firm believer in validating major assumptions with prototypes. Begin with small experiments, fail quickly, and learn from each step. These lessons will guide us toward the next great idea.
Design Systems ⚙️
A design system is essential for maintaining consistency, improving efficiency, and ensuring scalability across products. It streamlines workflows, fosters collaboration, and helps create cohesive, high-quality user experiences.
Background
Experience
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
│
YouTrip, YouBiz
Product Designer, Aug 2021 – Jul 2023
│
Challenger Technologies
Marketing Designer, Jul 2016 – May 2017
│
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.