Lay Hiang's Portfolio | Resume
Lay Hiang's Portfolio
lay hiang, li xiang, resume, portfolio
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2010 May

Nanyang Technological University
Bachelor of Fine Arts (Honors) in Visual Communication

2004 July

Singapore Polytechnic
Diploma in Multimedia Technology


2016 April to 2020 February

Paktor Pte Ltd
Head of Design
As a lead product designer my key responsibilities include:

  • Iterating features in an agile manner aligning to our quarterly business goals
  • Prioritising features to make a significant impact on revenue, DAU and MAU
  • Present design solutions through UX and UI after conducting user and market research
  • Identify features that require experimentations with the data team and propose variant designs
  • Conduct overseas user interviews and testings
  • Work out essential metrics for a feature to be successful

I need to collaborate with other stakeholders in the company:

  • Working closely with product managers to tailor different user journeys between our male and female users
  • Communicate with product team through daily product standups and feature calls to sync up on ideas and technical feasibility
  • Conduct feature walk-thru with stakeholders like marketing and customer service team
  • Collaborate with visual designers to work out graphics and animations needed in the app
  • Ensure the design is accurately delivered with Quality Assurance team

As a managerial role, I lead the Design team which consist of product and visual designers:

  • Prioritising their tasks for the weekly sprint
  • Brainstorming ideas and directions for app store optimisation and digital advertising
  • Approvals for designs
  • eriodically conduct show-and-tell sessions to share what are the industry design trends

2013 January to 2015 October

GOODSTUPH Private Limited
Art Director
My key responsibilities include:

  • Conceptualising and executing creative briefs
  • Create pre-production mood boards for shoots
  • Cast talents to work with, for example, illustrators, photographers, videographers, programmers and product designers
  • Art directs photo and video shoots
  • Establish brand tonality through social media contents and microsites
  • Design visuals and renders for on-ground activations
  • Design and produce event invites, direct mailers, collaterals and take-away gifts
  • Ideate and design merchandises and packaging for The Damn Good Shop
  • Leads the creative team

Brands that I’ve worked with:

  • Balvenie
  • Castlery
  • Electrolux
  • Hewlett Packard
  • Glenfiddich
  • Monkey Shoulder
  • Reyka
  • Sailor Jerry
  • Sephora
  • Spa Esprit
  • The Straits Times
  • The Damn Good Shop
  • UOB

2010 June to
2012 June

First Food Industries Pte Ltd
Visual Designer
My key responsibilities include:

  • Reinforce corporate branding
  • Revamp older packaging design
  • Design and conceptualise new product packaging
  • Revamp Glico gift packs annually
  • Photograph and document products for the company website
  • Design catalogue for the marketing team
  • Maintain and update website
  • Liaise production with printers

2004 July to
2006 June

Alexander Forbes (Singapore) Pte Ltd
Visual Designer
My key responsibilities include:

  • To reinforce and standardise corporate branding across the Asia Pacific region
  • Coordinate and adapt global materials for Asia Pacific markets through corporate brochures, advertisements and training materials

2004 January to
2004 May

Pixal Pacific Pte Ltd
Intern as Visual Designer
Responsibility include:

  • Layout and design chapters for Chinese idiom comic books for publications

2020 January

Global Dating Insights: GDI Power Book 2020
Featured in Global Dating Insights’ Power Book 2020. Representing Paktor in shaping the achievements in the online dating industry.

2019 September

Mediacorp: 交友程序上“刷”到良缘,怎么做到?
Featured in Mediacorp Channel 8’s Frontline interview (前线追踪). I represent Paktor as a Product Designer to share our success matching rate and steps taken to make dating app a safer environment for our users.

2019 August

Paktor: Paktor 6th birthday: How do we become a popular dating app?
Featured as one of the Paktor Ambassadors in the corporate video for our 6th birthday. I shared the little magic we do to make starting a conversation easier.

2019 May

GDI Singapore Dating Conference 2019: One size fits all? Designing product for multiple markets.
Speaker on GDI Singapore Dating Conference 2019. Sharing how Paktor app copes in multiple markets with design and localisations.


Nanyang Technological University: Nanyang Technological University Alumni’s talk
Share the working culture in a startup and what I do as a Product Designer in Paktor to the Alumni of Nanyang Technological University.

2014 March

The Design Society Journal
One of the selected magazine covers featured and published on The Design Society Journal Issue 1

2009 March

Photographers’ Stories
A photography showcase in both Ang Mio Kio Public Library and Central Public Library


World Skills Competition
Represented Singapore Polytechnic in preliminary round of graphic design competition



Korea Premium Brand Awards

  • Best Premium Brand of 2019 (Dating Category)



Google Play Annual Seminar

  • Paktor Korea successfully penetrated the competitive Korean Market



Corphub Most Outstanding Enterprise Award

  • Most Trusted Matchmaking Consultancy Service of the Year



Google Play

  • Best Dating App of the Year


The Valley of the Deer

Marketing Events Awards 2015

  • Best Event Production – Gold
  • Best Event Ambience (Consumer) – Gold

Marketing Excellence Awards 2015

  • Excellence in B2B Marketing – Gold


Glenfiddich Love, Lineages & Legacies

Marketing Events Awards 2014

  • Best Venue Experience – Bronze


The Glenfiddich Experience

Marketing Events Awards 2014

  • Best Venue Experience – Silver


The Elite Assembly

Marketing Magazine’s Agency of the Year Awards 2014

  • The MARKies: Best Idea – Direct Mailer
  • The MARKies: Best Idea – Business Events

Festival of Media Asia Pacific Awards 2014

  • Best Targeted Campaign


The Elite Assembly

Marketing Magazine’s The Marketing Awards 2013

  • Best B2B Event – Bronze
  • Best Event Ambience (B2B) – Bronze
  • Best Digital Integration (B2B) – Silver

Marketing Magazine’s Marketing Excellence Awards 2013

  • Excellence in Integrated Marketing (B2B) – Silver


Sephora Hot Wheels

Marketing Magazine’s The Marketing Awards 2013

  • Best Pop-Up Shop – Silver



  • Sketch
  • Zeplin
  • InVision
  • Abstract
  • Lottie


  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe After Effects