Low Lay Hiang

Service designer · Financial industry · Singapore

My work always starts with customers.

I'm Lay Hiang. For more than ten years, I've helped teams see their services through the customer's eyes and shape experiences that feel effortless from the first step to the last.

Lay Hiang in a brown blazer, sitting on a tall stool

About me

“A good service feels simple to the customer because it anticipates what they need before they have to ask, and everything behind it works well together.”

I enjoy untangling complex problems, and I design services that hold up as they grow in scale. Much of the complexity comes from working across markets, including China, Hong Kong, Malaysia, Indonesia, Taiwan and Korea. Understanding the habits and expectations of each place helps me design an experience that stays simple for each customer.

Experience

May 2026 – present
Vice President, Group Customer Experience, Global Markets & Business Banking, OCBC Bank
May 2020 – May 2026
Vice President, Group Customer Experience, Personal Banking, OCBC Bank
Apr 2016 – Feb 2020
Head of Design, Paktor Pte Ltd

Skills & expertise

  • Understanding people's needs
  • Reframing problems to make complex ones easier to tackle
  • End-to-end journey design
  • Mixed-methods research
  • Using AI in the design workflow
  • Storytelling
  • Fostering collaboration, bringing people together
  • Mentoring and guiding teammates

Approach

“I look at both sides: what the customer sees, and what happens behind the scenes to make it possible.”

I use design thinking, a clear framework, to help teams work through complexity.

See my design approach →

Case studies