Ling Lee

Ling Lee

Digital Product Designer — UI/UX & Brand Identity, 7+ yrs, Singapore

Designing digital products and brand experiences for startups and tech companies across Singapore and Southeast Asia. 7+ years turning complex problems into intuitive, beautiful interfaces."

About

Ling Lee is a Singapore-based Digital Product Designer with 7+ years of experience crafting user interfaces, brand identities, and design systems for startups, agencies, and tech companies across Southeast Asia. She believes great design sits at the intersection of aesthetics and function — where every pixel has a purpose. Her work spans fintech dashboards, e-commerce platforms, SaaS products, and brand identity systems. She's particularly passionate about designing for emerging markets and making complex financial products accessible to everyday users. Ling started her career at Zendesk Singapore as a Junior UI Designer before moving to Grab's design team, where she spent 3 years shaping the GrabPay merchant experience. She then joined Aspire — the Singapore-based fintech unicorn — as a Senior Product Designer, leading end-to-end design for their business banking platform. Currently, she's the Lead Product Designer at Endowus, Singapore's leading digital wealth platform. She holds a Bachelor of Arts in Visual Communication from LASALLE College of the Arts (Singapore) and a UX Certification from the Nielsen Norman Group.

Pendidikan: Diploma — LASALLE College of the Arts grad, fintech/SaaS design focus

Experience

  • Lead Product Designer — Endowus - Singapore

    2024 – Present

    Lead the design team (4 designers) for Endowus's digital wealth platform serving 500K+ users across Singapore and Hong Kong. Redesigned the onboarding flow, reducing drop-off rate by 35% and improving time-to-first-investment from 12 minutes to 4 minutes. Launched Endowus Income — a retirement planning tool that grew AUM by $80M in the first quarter. Built and maintained the Endowus Design System (Figma) used across Web, iOS, and Android. Introduced weekly design critique sessions and user research cadence adopted across the product team. Collaborated with engineering, product, and compliance to ship 20+ features in 18 months.

  • Product Designer — Grab — Singapore

    2018 – 2024

    Part of the 8-person design team focused on GrabPay's merchant experience across 6 Southeast Asian markets. Redesigned the GrabPay merchant dashboard — order management, settlement reports, and promotional tools. Led the design for GrabPay QR payment integration across 50K+ merchants in Singapore and Indonesia. Designed the merchant onboarding flow — reduced setup time from 7 days to 2 days. Collaborated with the research team on street-intercept studies with warung owners in Jakarta and market vendors in Bangkok. Shipped 12 major features across Web dashboard and GrabMerchant mobile app.

  • Junior UI Designer — Zendesk — Singapore

    2016-2018

    First design hire in Zendesk's Singapore office — supported the APAC product marketing team. Designed landing pages, email templates, and event collateral for Zendesk's APAC marketing campaigns. Created localized UI mockups for key SEA markets — adapted Zendesk's interface for Japanese, Korean, and Thai language users. Built a reusable component library for marketing landing pages, reducing campaign launch time by 30%. Won Zendesk's internal "Designer of the Quarter" — Q2 2017.

Skills

  • Figma
  • Design Systems
  • UX Research
  • Webflow

Projects

  • Endowus Income — Retirement Planning Tool

    Product Design, UX, Fintech

    Endowus

    Lead Product Designer

    Endowus wanted to launch a retirement planning product targeting Singaporeans aged 35-55 — a demographic that traditionally finds financial planning intimidating. The existing wealth platform was built for sophisticated investors, not everyday users planning for retirement. The challenge: make CPF, SRS, and investment projections feel approachable without dumbing down the data.

    • Conducted 25 in-depth interviews with users aged 35-55 across income brackets ($4K-$20K/month) • Created 3 user personas: "The Anxious Planner," "The Ignorer," and "The Maximizer" • Ran a 2-week design sprint with product, engineering, and compliance stakeholders • Prototyped 4 interaction models for income projection — tested with 50 users in unmoderated Maze tests • Iterated based on feedback: switched from complex projection tables to a simple slider + milestone timeline • Designed 40+ screens across Web and Mobile — full design system documentation in Figma

    • Launched in 12 weeks — fastest product launch in Endowus history • Onboarding completion rate: 78% (vs. industry avg 45%) • $80M AUM growth in first quarter post-launch • NPS score of 72 — highest among all Endowus products • Featured on The Straits Times and Fintech News Singapore

    Tools: Figma, Miro, Protopie, Notion, Hotjar

  • GrabPay Merchant Dashboard Redesign

    Product Design, UX, Payments, Localization

    GrabPay

    Product Designer

    GrabPay's merchant dashboard was built as a quick MVP and never redesigned as the product scaled. By 2019, it served 50K+ merchants but the interface was inconsistent, settlement reports were hard to read, and merchants in Indonesia and Vietnam couldn't navigate it in their local language. Churn rate among small merchants (warungs, food stalls) was 30% within the first month.

    • Led design research trips to Jakarta, Bangkok, and Ho Chi Minh City — interviewed 60+ merchants face-to-face • Discovered key insight: small merchants didn't need complex analytics — they needed 3 things: "How much did I make today?", "When will the money arrive?", and "Is there a problem?" • Redesigned dashboard with a "Daily Digest" card as the hero — simple income summary, settlement status, and alerts • Introduced visual-first design — icons, colors, and illustrations instead of text-heavy tables for low-literacy users • Worked with localization team to support 6 languages with proper RTL and text expansion handling • Launched in phases: Singapore → Malaysia → Indonesia → Thailand → Vietnam → Philippines

    • Merchant churn reduced from 30% to 11% within 3 months • Dashboard load time improved by 60% (from 8s to 3s) • Merchant satisfaction score: 4.3/5 (up from 2.8) • 10K+ new merchant signups in Indonesia within first month of redesign • Adopted as GrabFin's standard for all future merchant products

    Tools: Figma, Sketch, Miro, Maze, Lookback, Google Analytics

  • GrabPay

    GrabPay's merchant dashboard was built as a quick MVP and never redesigned as the product scaled. By 2019, it served 50K+ merchants but the interface was inconsistent, settlement reports were hard to read, and merchants in Indonesia and Vietnam couldn't navigate it in their local language.

  • ZenDesk

    Adapted Zendesk's interface for Japanese, Korean, and Thai language users. Built a reusable component library for marketing landing pages, reducing campaign launch time by 30%.

  • Sakura Collective

    Conducted a full-day brand workshop with the founders — defined mission, values, target audience, and brand voice • Explored 3 creative directions — "Modern Minimalist," "Rustic Botanical," and "Playful Pop" — tested with 20 target customers

Contact