Frank Chen

Senior UX Design Leader

I help organisations navigate complexity by turning difficult business problems into intuitive product experiences.

Enterprise Products

15+ years of experience designing complex enterprise software for global markets including China and Japan.

Systems Thinking

Designs not just interfaces, but the entire product experiences.

Product Strategy

Helps shape product direction by uncovering product opportunities and reframing problems.

Design Leadership

6+ years of building and leading design teams through hiring, coaching and mentorship.

Portfolio Highlights

Guiding AI Exploration for Product Selection

ideation & concept development problem definition product strategy user research

Tasked with exploring how AI could improve product selection, I grounded the exploration in validated user needs and defined principles for evaluating ideas, shaping a direction that combined structured filters with AI-powered selection using nuanced, natural-language concepts.
Turning an MVP into a Coherent Platform

design systems systems thinking UI Design

I partnered with a Product Director to turn an MVP of a developer platform into a full-fledged product — defining its core experience architecture and establishing a systems-based design process that developed reusable patterns and components alongside key app experiences.
Designing for Trust in Japan’s Tax Filing

interaction design localization problem reframing user research

I translated Japan’s complex consumption tax requirements and accounted for local accounting practices to design a tax filing workflow that automated much of the process while preserving the familiarity and control Japanese accountants needed to trust the results.
Creating an International Design Playbook

design leadership design system internationalization

I led the creation and adoption of practical guidelines for designing globally ready features, ultimately influencing our parent company to incorporate key recommendations into shared design components.

Career Highlights

The Trade Desk

UX Senior Manager

Sep ’23 – Jul ’26

Led UX in APAC for the world’s largest independent DSP, managing a team of 3 designers while hands-on designing key platform features including creative management workflows and agentic AI-powered targeting.

Oracle Netsuite

UX Manager (Japan & APAC)

Jan ’19 – Sep ’23

Led UX in APAC, managing a team of 5 designers across Singapore and Hyderabad. Delivered localised solutions for the company’s core Enterprise Resource Planning (ERP) product.

Standard Chartered Bank

UX Consultant

Sep ’17 – Jul ’18

Drove innovation and design of digital products for HR transformation initiatives at the Bank. Also led research, design, and delivery of a customised HR support portal.

DSTA Singapore

Head Digital Innovation

Sep ’16 – Aug ’17

Engaged stakeholders across the Ministry of Defence and the Singapore Armed Forces to identify digital transformation opportunities for National Service. Led the team behind “My NS Buddy” – a chatbot prototype featured in the Straits Times.

Let’s talk.

Open to senior UX roles and select freelance engagements.

Resume