Portrait of Jolin Toh in a black floral dress against a dark backdrop
Jolin Toh · Product designer
¹ probably sketching a sitemap in her head
About

Hi, I'm Jolin. I design from how people actually think.

I trained in communication design at the Glasgow School of Art, Singapore, and spent my early years making identities, pitches and events land for clients like GovTech, NLB and MUFG.

At Tangible, as Senior Brand Designer, UX/UI, I led projects end to end, from brand to sitemap, interface and launch. I also owned the agency's digital work: UX/UI, websites, testing and Google Analytics.

Along the way I added a specialist diploma in UX and digital product design and became a Certified Scrum Product Owner. Now I'm studying applied psychology and behavioural insights, because the best interfaces start with understanding behaviour.

Download résumé ↗ LinkedIn ↗

How I work

Four habits behind every project.

01Start from the outcomeI name the result first, then the jobs people need done, then what to build. For Kaban that meant one outcome, three kinds of guest, and every page tracing back to them.See Kaban → 02Test the riskiest bet firstBefore polishing anything, I check the assumption the whole design leans on. For POSB it was whether seniors trust raised buttons. Five home visits said yes.See POSB → 03Cut what doesn't earn its placeEvery case has a list of things I chose not to build. In the SCDF sprint, testing showed paramedic tracking and a "lives saved" counter got in the way, so they went.See SCDF → 04Ship it, then measure itI work with developers through to launch, then watch the numbers. For Aboitiz Foods I ran four rounds of UAT with Kvy, and every case ends with the signals I'd track.See Aboitiz Foods →

Experience

From graphic design to leading digital.

2022–2026
Senior Brand Designer, UX/UI
Tangible · Singapore

Led projects with consultants and stakeholders, and oversaw Tangible's digital offering of UX/UI, websites and testing, using Google Analytics to drive client goals.

Projects led, full cycleHealthy Building Consortium · Kaban Hotel & Casino · Boracay Central · Woh Hup · NUS The Ridge · Knight Auto · All Eights
Website (desktop & mobile), IA & testingAboitiz Foods · LifeLong Learning SG · BCA · Pacific International Lines
2021
Design Researcher
Chemistry Team · Singapore & Amsterdam · Freelance

UX research into design schools across countries, looking at economy, history, education and politics. It fed into the launch of the Singapore Design 2035 Masterplan.

2018–2019
Graphic Designer
OTWO · Singapore

Rebranded OTWO's corporate identity, including a full website overhaul, and delivered projects for clients such as MUFG and Lagardère.

2017
Junior Graphic Designer
Eureka! Campaign Associates · Singapore

Won competitive pitches including ASEAN MTWG 2017 and the STB Travel Agents Forum, and ran accounts like GovTech, NLB and Novartis.

Education & credentials

Design, product and behaviour. Still learning.

2026–nowSpecialist Diploma in Applied Psychology & Business InsightsTemasek Polytechnic
2023–2024Specialist Diploma in UX & Digital Product DesignSingapore Polytechnic
2019–2021BA (Hons) Communication Design & Applied ArtsGlasgow School of Art, Singapore
2025Certified Scrum Product Owner®Scrum Alliance
2026Advanced Digital Marketing Analytics (Google Analytics)Equinet Academy

Kind words

What it's like to work with me, in other people's words.

All on LinkedIn ↗

What differentiates Jolin is the depth behind her design thinking. She is highly resourceful and consistently grounds her work in research and technical understanding.

Alyna TangDesign Director, Tangible
Different team · Feb 2026
Read the full recommendation

I've known Jolin since the very beginning of my journey at Tangible. She was one of the first to onboard me, and even then, her generosity and willingness to guide others stood out. Watching her grow from a junior creative into a Senior Designer has been incredibly rewarding.

What differentiates Jolin is the depth behind her design thinking. She is highly resourceful and consistently grounds her work in research and technical understanding. She has a natural curiosity for how things work, why decisions are made, and how structure shapes outcomes. This analytical mindset strengthens not just the aesthetics of her work, but the logic and intention behind it.

Jolin is thoughtful and methodical, with strong attention to detail. She actively seeks feedback, values diverse perspectives, and integrates insights with maturity. In discussions, she contributes meaningfully and brings clarity to complex ideas, often helping the team think more structurally about problems and solutions.

Her commitment to continuous learning is also evident. She proactively upgrades her skills and explores new tools and methodologies, especially in areas related to research and systems thinking. It is clear that she is not only refining her craft as a designer, but also expanding her capabilities in ways that deepen strategic and user centred thinking.

I'm proud of how far she has come and excited to see her continue evolving into roles that combine creativity, research, and structured problem solving.

Jolin is an all-round designer with strong strategic thinking, technical capability, and a warm, generous spirit. Any team would be lucky to have her.

Cat Phuong TranSenior Brand Designer
Same team · Feb 2026
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I've had the pleasure of working closely with Jolin over the past 2 years. She is not only an incredibly capable Branding and UX/UI Designer, but also one of the best teammates I've had at work.

Jolin is deeply research-driven and thoughtful in her approach. She takes the time to truly understand her clients and their industries, often uncovering insights that others might overlook. This depth of thinking translates into work that is both strategic and beautifully executed.

When it comes to website projects, her strengths in UX/UI and Google Analytics allow her to bridge design thinking with real digital performance, creating outcomes that are not just visually strong, but meaningful and effective to our clients' needs.

What I admire most is her quick-thinking and confidence. She articulates her thoughts clearly, and presents her ideas well to both team members and clients.

Beyond her skills, Jolin is proactive, collaborative, and incredibly supportive. She asks the right questions, aligns the team before moving forward, and openly shares knowledge to help everyone work better. She is also very thoughtful and always looking out for the team's well-being.

Jolin is an all-round designer with strong strategic thinking, technical capability, and a warm, generous spirit. Any team would be lucky to have her.

She proactively initiates discussions to share insights from her research, which really helps in improving the quality of our work.

Tiffany MokData, insights & CX strategy
Different team · Feb 2026
Read the full recommendation

I've had the opportunity to work alongside Jolin on several projects, and I've seen her consistently demonstrate her depth of curiosity and commitment to doing the work meticulously.

Jolin brings strong diligence to her work, taking the time to deeply understand both the immediate project context and the broader industry landscape. She proactively initiates discussions to share insights from her research, which really helps in improving the quality of our work. She is also receptive to feedback and always willing to refine her approach to strengthen outcomes.

Above all, Jolin demonstrates strong ownership of her projects, a genuine eagerness to learn, and a commitment to delivering quality work — often going the extra mile to meet deadlines.

Beyond her work, Jolin is also considerate and supportive of those around her. She cares about her teammates, steps in to help when needed, and is a valued member of our team!

I recall her providing sound recommendations based on brand positioning. Jolin is easy to work with and truly a master of her craft.

Edgardo (Jay-R) Patron Jr.Digital marketing & engagement
Client · Aboitiz Foods · Jul 2026
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I had the opportunity to work with Jolin on the branding efforts behind Aboitiz Foods, particularly on our corporate website and digital channels. I recall her providing sound recommendations based on brand positioning—exemplifying strategic as much as technical expertise. Jolin is easy to work with and truly a master of her craft.

Off the clock

When I'm not designing, I'm still making things.

Gouache paintingFlat, opaque colour and no undo button.
Film photographyThirty-six frames teach you to choose.
CookingTesting recipes like prototypes.
RunningReaching for my first half marathon.21.1 km