Seedly was Singapore’s leading personal finance community when I joined, used by hundreds of thousands of Singaporeans to learn about money, compare products, and ask questions. I joined as the early product designer on a small team, and stayed through Seedly’s acquisition into Hyphen Group (now MoneyHero Group, NASDAQ: MNY).

Across two and a half years, I led design across the home feed, the Community surface, and the Seedly Business (Saffron) B2B SaaS platform, alongside design system work that scaled the team’s output. Post-acquisition, I led the design for the rewards system that became one of the platform’s strongest engagement drivers.

Seedly Revamped Home

Led the design revamped for the homepage of Seedly to be a more search-driven behaviour community alongside the new launch Rewards and Community platform.

Alongside with some navigation menu changes to display the community upfront.

Seedly Community

The new community that allows user to browse their favourite community or quick access to their favourite groups.

How a group community page looks like

Starting a discussion interface

Joining community for new/guest as an entry point.

Seedly Business

Seedly Design System

Working as the lead designer to drive design consistency and code efficiency for the Seedly org.

Profile segmentation

A post-launch changes update to segment the profile for a bigger user profiling initiative.

Seedly Rewards

The start of every project. Part of a 5 person product & eng team serving as the design lead.

Example of a rewards catalouge page

Onboarding modal for SeedlyRewards

View from a login user

Different mobile views

Other modals of the SeedlyRewards interface