I’m Assyaraf — a Singaporean product designer with a deep appreciation for systems, stories, and the people they serve.

I spent 6 years at Circles, a Telco-SaaS company, growing from an individual contributor to a design lead and manager. My work spanned new product and market launches, design systems, and cross-market operations — from revamping our core app and building Quests (our first in-app loyalty feature), to launching and co-creating Japan’s Povo 2.0 with KDDI.

I also helped define the Circles X platform — setting up design systems and reference journeys across both CMS and end-user apps. I later led global initiatives like our multi-market launch playbook and design rollout for Onic (Pakistan) and Wim (Mexico).

Along the way, I hired, coached, and supported designers across Singapore, Japan, India, and Mexico. I find joy in mentoring others, scaling culture, and building teams that care deeply about both people and craft.

My approach to design is shaped by five core traits: Coach. Strategist. Empathy. Thinker. Believer. I care about clarity, systems, and the long game — and I believe design, when done right, can quietly move both business and people forward.

Before Circles, I cut my teeth in the agency world designing for clients like Bosch, Ferrari, and TUV Rheinland. That work taught me to move fast, think visually, and solve across disciplines.

Outside of work, I’ve volunteered with The Astronauts Collective and Anthrolab, helping students explore design as a career path. I’m curious by nature — drawn to history, science and emerging tech — and I believe travel is one of the best ways to grow and reconnect. These days, I’m also exploring how AI can sharpen how we work, think, and design.

I’m currently exploring what’s next — looking for opportunities where I can learn, build, and grow alongside teams who care about what they’re making.