[BACK]

00: Starting Again

A senior in the industry once told me he closed his business because of the stress from overhead, not the work. I nodded at the time. I am only starting to understand what he meant.

It’s been three years (unofficially) since I started Underscore, one year with full-time hires. People ask me why I started it. The reason was simple at the time: I wanted to design landing pages the way I believed they should be done. Nice things. Beyond ‘good enough’.

The gold rush

The stress showed up in year two, when I started hiring. Having a team is something I genuinely value. The trouble isn’t the team. It’s needing to bring in enough every month just to keep them paid and the lights on.

Somewhere in that pressure, my judgement clouded. The priority quietly shifted from doing the work the way I wanted to bringing in money so the doing could come later.

When the AEO and AI search wave hit, I chased it. I set aside what we’d built and pivoted the entire agency into marketing. Everyone was in it. As the phrase ‘gold rush’ suggests, that’s exactly what it was. I gave it my best shot. The landscape turned out to be different from the one I expected.

What I learned was this: running an agency is not my cup of tea. I have seen how project-by-project quoting turns into a price comparison, where decisions stop being about what’s right and start being about what’s affordable. It is such a waste. I would rather embed in a business and see things through.

The return

I have been learning AI search for eight months. Deepdown, I have been finding my way back to design.

Underscore will still be here, running quietly as an AEO support studio. I am detaching my identity from it. Underscore the business and me the operator are two different things. I am learning to hold them separately. It’s a strange place to sit. It’s also honest.

The future of design will be shaped by designers with real foundations and real AI fluency. That’s the intersection where I think I can contribute most.

So in May 2026 I’m joining a team again. Bringing design, business sense, strategic thinking, and AI search experience with me.

If you’re building something where design matters beyond ‘good enough’, I’d like to hear about it.

1

Senior product designer with 6+ years across Singapore fintech and consumer.

2

Most recently ran my own design & dev studio, shipping for StraitsX, Hypotenuse AI, Mito Health and various startups.

3

Last led design for insurance at MoneyHero Group (NASDAQ: MNY).

4

Build and ship AI-native products end-to-end, with Claude Code, Codex, and Figma.

5

Open to senior or lead product design roles in Singapore.

Skills & Tools

Product Design / Design Systems / Design Leadership / UI/UX Design / Systems Thinking / Business & Design Strategy / Design Ops / AI-Native Workflows / AI Search (AEO) / SaaS

Claude Code / Codex / Figma / Webflow / Flora

Familiar with JS / HTML / React

Effectively bilingual in English / Chinese

Find me at

Email: zhiliang.work@gmail.com
LinkedIn: linkedin.com/in/czhiliang