PRODUCT DESIGNER · SINGAPORE
Hi, I'm Sufyan. I've spent eight years designing products in messy, high-stakes situations. From delivery logistics, to digital banking, and now government tooling, I thrive on making hard things easy.
Currently
Open Government Products
Previously
Grab · GXS Bank
Reconciliation that took 10 days a month now takes 3 hours.
I drove two strategic pivots, from payments to reconciliation to procurement, using research and stakeholder discovery to make the case for each change of direction.
| Tags | Product design · Strategy · Government · Fintech |
| Timeline | Jan 2024 – Mar 2025 |
| Status | Shipped |
80% of customers approved in under 3 minutes.
The flow every customer passes through, designed across GXS, Grab, and Singtel. Fewest clicks of 13 banks benchmarked; the same patterns carried 200,000 FlexiLoan loans.
| Tags | Product design · Strategy · 0 to 1 · Banking · Fintech |
| Timeline | 2021 – 2023 |
| Status | Shipped |
Fewer failed deliveries for millions across Southeast Asia. +$215k a month.
I redesigned how GrabFood users manage delivery addresses to reduce failed and incorrect orders. Conversion up 0.7 points; saved-places usage up 3%.
| Tags | Product design · UX research · Food delivery · Maps |
| Timeline | Jan – Jun 2020 |
| Status | Shipped |
I rebuilt how I work three times in 2025. Think deeper, move faster, rally teams around working prototypes.
70+ research codes across 16 categories with Claude. Five prototypes for one feature. An 8-person team building Charts in one month, greenlit under Data.gov.sg. Three stories about what that looks like in practice.
| Tags | AI tools · Workflow · Process |
| Proof | Charts: 4.1/5 satisfaction, 12 officers, 7 agencies |
| Status | Ongoing |
“Sufyan is an amazing lead designer and one of the best I've had the chance to collaborate with.”
“His insights are never disappointing, and even inspire the entire team.”
“He also creates a collaborative environment within the team, where everyone feels comfortable sharing their ideas and feedback!”
“He always displays a deep understanding of user needs and creates designs that are intuitive and easy to use.”
“The delivered work is always beyond expectations and well considered.”
“What left the deepest impression was his openness to in-depth and frequent collaboration with content design.”
“Three ways to describe him are, Good Communicator, Good Designer and Innovative”
“Sufyan's attention to detail and unwavering commitment to quality enabled him to succeed.”
“Sufyan is proactive and enthusiastic in his work, communicates smoothly and considerately, and strives for excellence in his designs.”
