Choong Ching, Teo
(CC)

AI product data platform that helps retailers automate how they onboard, enrich, and manage product information at scale. Joined as the second hire. Promoted from Senior Product Designer. Sole designer for most of the past five years.

Designed the initial B2B marketplace for SME suppliers and distributors, then led the product pivot into PIM (Product Information Management) and DAM platforms as the team explored product-market fit. Built from zero.

Launched PIM beta in March 2023. Onboarded early POC customers across Singapore, with 950+ products imported per day within months of launch.

Designed and shipped bulk product import, AI data enrichment, and image enrichment workflows for enterprise retailers processing 30K+ SKUs per month.

Delivered workflows that cut Vallen Asia's product onboarding from 2 weeks to 2 days. David Jones refreshed 73 brands (8,000 SKUs/week) with 12–52% higher product detail page engagement.

Championed AI-assisted prototyping tools (Claude Code, Cursor) across the product team for faster exploration and ideation. Shortened the design-to-delivery cycle by about a week.

Validated shipped features through Microsoft Clarity and Hotjar session reviews, identifying usability issues that informed multiple design iterations post-launch.

Led design hiring: defined candidate criteria, scoped profiles with recruiters, and created the design exercise and assessment process.

Built and maintained Trustana's marketing site on Webflow: layout, content, art direction, and GTM launch support.

YC-backed AI conversational platform for Marketing and Sales teams. Joined when the company raised its Series A. Three-person design team.

Designed the AI assistant's core workflows: email outreach configuration, lead classification, and conversation management for B2B marketing teams.

Moved the team from Sketch to Figma and set up Saleswhale's first shared design library. Streamlined collaboration between two designers, PMs, and developers, cutting handoff friction and speeding up screen production. Introduced the design process, OKRs, and hired our junior designer.

Ran Google Design Sprints (AJ&Smart certified) for major features: the platform's first Dashboard, the Reveal lead funnel view, and the Salesforce integration that synced lead status updates for sales teams.

Piloted Research Ops v1.0 and introduced user research practices to PMs and Customer Success managers, embedding research into the product development cycle.

Video streaming platform for Asian drama fans worldwide. Joined as the second product designer post-acquisition. Team grew to four designers.

Designed fan channels, subtitling tools, and community features for Viki's 40M+ monthly viewers. Led the platform redesign after the Rakuten acquisition.

Ran qualitative research (live interviews, usability sessions) to shape community features, a Korean language learning app, and subscription streaming experiences. Findings fed directly into design iterations across releases.

Maintained and updated Soompi's website (acquired by Viki, 7M users) and launched fan voting and poll features for the Korean entertainment news portal.

Validated design decisions through A/B tests via Optimizely, partnering with data and engineering teams on experimentation and feature rollout.

Partnered with the UX researcher on qualitative and quantitative studies: user interviews, usability testing, surveys, session analysis, and research planning.

UK-owned online travel agency, hotel booking for Asia. First full-time in-house UX role.

Redesigned the AsiaRooms booking flow across web and native mobile (iOS and Android), working directly with developers on implementation.

Designed localization UX patterns across ASEAN markets (Thai, Vietnamese, Indonesian Rupiah) while sharing design systems with sister company LateRooms in Manchester.

Optimized booking conversion flows through A/B split tests and Crazy Egg heatmap analysis on key form pages.

Boutique design agency in Singapore. Embedded consultant with banking clients: OCBC Bank, UOB Singapore, and ANZ Singapore.

Designed OCBC's digital banking interfaces across iOS, Android, iPad, and responsive web, embedded on-site at OCBC HQ.

Designed and shipped OCBC's native mobile banking app and the first iPad internet banking app, featured in OCBC's official news announcement.

Contributed to the UI design of OCBC Money Insights, Singapore's first online banking tool for automated expense tracking and budgeting. Reached 60,000 active users within two months of launch.

Supported the design styleguide refresh for UOB's enterprise web banking platform, standardizing UI patterns across the application.