Jin is a design strategist and practitioner executing simplicity and beauty in financial services. Her belief is that design is not a field of specialists, it is a powerful tool for organisations to deliver a superior customer experience in the digital era.
She is currently a VP in Group Customer Experience at OCBC Bank, a leading Singaporean bank. She drives business success through establishing the user- centred design process in the bank’s top priority initiatives for the retail banking, premier banking, and wealth management businesses. She is passionate about power of simplicity and the business impact of design in the financial services industry, and cultivates ‘design’ as a capability across the organization.
Before joining OCBC Bank in 2010, she spent 10 years in Switzerland. She was a senior manager in customer experience at Credit Suisse setting customer experience strategy in key markets and designed customer experience across critical channels and key processes of the private banking business.
Over 15 years of experience in customer experience strategy and design, she is a top rated speaker in conferences, companies and universities in Europe and Asia. She is a publisher of Designful.Co a thought-leadership publication on customer experience and design for financial services. She majored in Visual Communications and Product Design, in Handong University South Korea, studied Change Management in INSEAD.