I’m Yu Sheng, a product designer who loves solving complex problems.
I love mentoring younger designers. I’m probably much older than you think 😝
9+ years design experience
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B2B SaaS
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Consumer products
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Web & App
In the last few years, I took time off to build Heckin’ Unicorn🦄, a queer brand. I’m open to jumping back into the amazing world of tech if an idea excites me.
Unicorn (2019–Present)
Heckin’ Unicorn🦄 is a queer brand that sells LGBTQ-themed accessories such as enamel pins, socks, backpacks, and earrings. We also advocate strongly for LGBTQ+ equality in Singapore and give back to the community.
As the main (only) unicorn, I design, create, and market these products to raise awareness of LGBTQ issues to a global audience. Hit me up if you’re keen to collaborate!
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Head of Design (2022)
Scenius is an early stage start-up in the NFT gaming space that allows the rental of gaming NFTs between owners and renters via a marketplace.
As Head of Design, I built the foundations of the design system, mapped out key user problems and user flows, and worked closely with developers to launch the product.
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Product Designer + Product Manager (2017–2019)
Carousell is a mobile-first C2C marketplace for buying and selling new and secondhand goods.
I joined the team as a product designer, then transitioned to a product manager role. I’ve worked on a variety of user journeys, including monetisation, growth markets, and seller experience.
Ask me out for coffee or beer if you wanna know more about what I do at Carousell!
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Product Designer (2014–2017)
ReferralCandy is an online SaaS product that runs refer-a-friend programmes for ecommerce stores.
I’m involved in the entire design flow, from user research, data analysis, interaction design, to metric tracking and even pushing code to production.
I also worked on CandyBar, a digital loyalty card programme for brick-and-motar stores.
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Rebranding and Website Redesign (2017)
Mothership is one of Singapore’s largest non-mainstream media company. Their witty content and tone of voice earned them massive followings on social media, but their brand and website design were starting to look dated. They wanted to refresh their looks to captivate not only their audience, but also potential business partners.
We knew that Mothership had to look both professional to their business partners, but yet also retain the playful vibe that they’re known and loved for.
We retained Mothership’s iconic blimp logo, but put a modern spin to it. The hidden smile in the logomark further preserves the brand’s playful spirit.
On their website, we let the content speak for itself. We chose layouts and font pairings that are clean, and that maximises readability.
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Microsite for The Straits Times (2016)
The Straits Times, Singapore’s largest news agency, wanted to celebrate the nation’s 51st year of independence. They approached us with an idea for a microsite: 50 objects to represent Singapore’s history, and 1 new object — to be voted on by their readers — to represent the nation’s future.
We had to showcase a staggering 55 objects to the agency’s attention-starved online readers.
We sliced the first 50 objects into 5 distinct eras of Singapore’s history. By framing the objects into sets, their context in history becomes more firmly rooted. Readers could also easily find the years of their childhood and adulthood, making some objects more intimate and relevant to them. The hand-drawn illustrations add salience to the entire collection.
In less than a month’s time, over 9,000 people voted for what they think best represents Singapore’s 51st year of independence.
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Microsite for Mothership.sg (2015)
Every five years, Singapore holds its general election. In 2015, Mothership.sg — the nation’s most popular digital news site — approached us to help them create a microsite for the nation's 17th general election.
Time was, in many ways, really tight. We had only 2 months before the election season kicked off. On top of that, we had very short turnaround time to update the site during Nomination day (when candidates for all parties are revealed) and Election day (when votes were counted and announced).
We met up with key stakeholders early in the process, to nail down the direction and objectives of the site. With that in mind, we designed a microsite that visually stood out and was easy to update, and devised workflows that fit into their writers’ existing workflows.
Our striking visual direction and tone allowed Mothership.sg to stand out from their peers during the election season. Their GE2015 coverage earned them praises and boosted their reputation as the nation’s favourite digital news site.
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