Open to opportunities

Misfit Wonder

@misfitwonder

Message

I build conversion-focused product experiences, scalable design systems, and brands that drive measurable growth.

Germany

Message

What I'm looking for

I’m looking to build customer-centred product experiences, scalable design systems, and distinctive brands in a fast-moving, mission-driven environment where design can drive measurable growth.

At LYKON, acquired by Lifesum, I owned the Shop experience from product detail page to checkout, lifting conversion by 28%, increasing AOV by 35%, and reducing cart abandonment by 22% across six EU markets. I also led the company’s full brand transformation and built a modular Figma design system that cut production time by 85% and handoff errors by 90%.

Across 15+ years in product design, brand, motion, content, and creative strategy, I’ve partnered with teams including Agoda, Standard Chartered Private Bank, W Amsterdam, Red Bull Music Academy, and Nike. I build mobile-first, data-informed systems and experiences that serve customers, give marketers freedom, and hold accessibility as a creative standard.

Experience

Work history, roles, and key accomplishments

Art Director & Creative Strategist

LYKON

Sep 2019 - Jun 2025 (5 years 9 months)

Led design organisation through full brand transformation, design system architecture and end-to-end product experience for personalised nutrition platform during hypergrowth. Managed design studio, owned hiring and creative strategy reporting to CGO and CMO (now co-CEO).

Figma Design Systems Design Thinking User Research Brand Identity HTML CSS Shopify Plus Liquid A B Testing Design Handoff QA Prototyping GA4 Claude Rive

Freelance Visual Designer & Creative Strategist

Misfit Wonder Pte. Ltd.

Jan 2012 - Dec 2019 (7 years 11 months)

Partnered with established brands, agencies and purpose-driven businesses to increase awareness and engagement through thoughtful creative work across physical and digital spaces.

Brand Identity Design Systems Motion Design Photography Videography Animation Infographics Strategic Design Art Direction Motion Graphics Content Creation

Creative Manager

Crystal Pavilion Marina Productions

Jan 2011 - Dec 2012 (1 year 11 months)

Set brand positioning and creative strategy for LA-offshoot club Avalon and world-renowned luxury bar/lounge, Pangaea. Led junior design team in digital and printed collateral production.

Brand Positioning Creative Strategy Team Leadership Digital Design Print Design Stakeholder Management Production Coordination

Experience & Digital Content Designer

Zouk Club Singapore

Jan 2009 - Dec 2011 (2 years 11 months)

Designed the creative architecture for one of Asia's most internationally recognised cultural destinations, creating multi-sensory experiences where atmosphere was the product. Collaborated with DJs, musicians and labels to create multi-sensory experiences.

2D 3D Design Digital Content Motion Graphics VJing Event Design Vendor coordination Print Production

Creative Executive

Blow Inc.

Jan 2006 - Dec 2009 (3 years 11 months)

Created set design for broadcast commercials and spatial experiences for Nike, Levi's, Peranakan Museum and ResFest. Managed external and in-house design projects from concept to completion.

Set Design Art Direction Project Management Vendor coordination Design Architecture