A Senior Designer at Proctor & Gamble in Singapore and a part-time Masters student at Hyper Island shares her thoughts on her passions in the digital world.

Hi Eunice, could you share a brief introduction about your professional background?

I spent the early part of my career at the public sector in various capacities planning and strategising how Singapore can leverage design as an enabler of a country’s growth. What seem like a natural progression for me to “practice what you preach” was to then work in the private sector to actually use design as an enabler of business growth. I now have the privilege of working in Procter & Gamble, using design to instill creative energy to create brand experiences for some of the world’s most recognisable brands, touching and hopefully improving lives of billions of consumers across the globe.

What are you passionate about?

I am passionate about how design is about exploring possibilities. It’s a relentless pursuit of finding a better way to make all aspects of life easier, more pleasurable. One can imagine that would cover large scale solutions like city planning to smallest details like quality of print, to organisational mindset changes to enable such impact, and yes, I am want in on all aspects!

Could you share some insights on future trends in the FMCG industry?

While we were in the midst of our start-up module, I was reminded again that the FMCG industry is being disrupted in an unprecedented rate by many specialised start-up brands with online direct to consumer business model.

The belief that a business would need established and proven products, strong relationships with retailers and manufacturing assets no longer holds true.

Dollar Shave Club became #2 shaver brand in US within 3 years with none of the above, yet was able to build brand affinity through only digital means. This is only the beginning. Consumers are seeking better products, at with better value and brand messages that they resonate with. I believe the model of one product to many will be trumped by technology innovation that will enable consumers to create their own customized products from the comforts of their home.

In your opinion, what is the biggest need that people have to address in today’s changing and digital world?

As much as digital technology brings about many exciting opportunities, a lot of it is “noise” that distracts us from being fundamentally connected as humans – not just reduced to a “swipe” or a “like”. There is a need to develop better consciousness on how to live with technology, not let technology lead our lives. I resonate a lot with the work of by Time Well Spent, a non-profit movement to reclaim our minds from the race for attention.

If you were to reflect on your learning journey so far, has anything within you/your mindset changed? How so?

As expected, I’ve started to develop a digital mindset. What I did not expect was how HI have honed my critical thinking ability, which was emphasised through the journey. It’s definitely a lifelong learning skill that will continue to help me grow. I have learned a lot about myself, including my tenacity for learning. No matter how hectic work have been, I look forward to my monthly classes at HI!

Could you share a quote on your learnings here?

Be curious, embrace the discomfort, enjoy the ride!

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Article updated on: 30 May 2024