How I work

Curious about the problem first. Tools second.

I build product and research capabilities that compound — embedding evidence and user understanding into how teams make decisions, not just how they report up.

At SP Group I work across national grid operations, consumer energy platforms, and enterprise SaaS — anywhere AI and IoT meet messy, high-stakes reality. At PropertyGuru I drove product strategy across four Southeast Asian markets. At Commonwealth Bank I worked on financial products in emerging markets where nothing came with a playbook.

I speak at CDAO Singapore on data governance and AI adoption — not because I have all the answers, but because the questions are worth asking out loud.

Product & Strategy

0-to-1 product creation, regional market expansion, subscription models, enterprise product design — across PropTech, energy, and financial services.

Research & Data

Ethnographic research, hypothesis testing, Voice of Customer systems, PowerBI dashboards — building the feedback loops that actually change what gets built.

AI in practice

GenAI adoption across operations and training. IoT-integrated SaaS for national infrastructure. The unglamorous, genuinely useful end of AI.

Agile & delivery

Set up SP Group's agile and product practice — 14 MVPs in 12 months. $600K annualised savings in year one. Small squads, real constraints, shipped things.

Experience

Where I've been.

May 2022–Present

SP Group

Agile and Product Lab Head & Head of Experience and Research

  • Set up agile and product practice in SP Group — delivered 14 MVPs in 12 months (vs. projected 12–24 months); $600,000 annualised savings in first year.
  • Lead end-to-end product, UX, and insights strategy across B2E, B2B, and B2C platforms for a top-tier utilities and energy company in Asia Pacific.
  • Spearheaded GenAI adoption in operations and training, achieving 20% improvement in workforce efficiency.
  • Directed enterprise SaaS platform for national grid operations, integrating IoT and AI — cut operational costs by 25%, delivering 5-year payback.
  • Oversaw digital platform growth for EV charging, smart buildings, and energy storage.
  • Maintained 4.6 App Store rating and strong MAU growth on B2C SP mobile platform.
May 2017–May 2022

Space Ltd

Director, SP Digital

  • Grew monthly active users from 80K to 800K out of 1.4M households; app rating improved from 2.4 to 4.6.
  • Spearheaded enterprise-wide digital transformation across B2B, B2C, and B2E platforms.
  • Delivered new digital revenue streams through sustainable energy and enterprise design thinking consulting — NPAT positive within 4 years.
May 2015–May 2017

PropertyGuru NYSE: PGRU

Head of Product and User Experience

  • Led product and UX across 4 Southeast Asian markets (SG, VN, MY, TH).
  • Launched agent subscription products delivering 25% CAGR; contributed to Series D valuation increase.
  • Achieved 40% YOY revenue growth from new product initiatives.
  • Scaled platform to 2.7M listings, 45K active agents, 24M MAUs (50% growth).
  • Reduced listing approval time from 3 days to 1 day through automation.
Dec 2013–May 2015

Commonwealth Bank of Australia

Associate Director, Product and UX

  • Designed and launched top-ranked financial products for businesses in Indonesia and Vietnam.
  • Launched 4 financial products with up to 10% conversion rates, outperforming legacy loan products.
  • iOS top-ranked finance app; opened new revenue streams across Asia.
Dec 2011–Dec 2013

First Advantage Nasdaq: FA

Product and Operations Platform Lead

  • Owned product and operations platform delivering background screening across 200+ countries, 29 offices, 6,400+ staff.
  • Led global product strategy across EMEA and APAC markets.

Capabilities

What I work with.

Leadership

Stakeholder Management, People Development, Cross-Functional Team Building, OKR Frameworks

Product & Design

UI/UX Design Systems, Prototyping, Design Ops, System Design, Information Architecture, Service Design

Research & Data

Ethnography, User Interviews, Surveys, Hypothesis Testing, Dashboard Reporting, PowerBI

Technology

SaaS, Mobile Apps, Admin Portals, Enterprise Platforms, AI/IoT, Lean Startup, Agile/Scrum

Thought Leadership

Speaking & recognition.

Speaking & Media

  • Chief Data & Analytics Officer (CDAO) Singapore, 2023–2024
  • Keynote — CHIUXID (UX in Energy & Utilities)
  • Mind the Product — Stakeholder Management Interview Series
  • DesignUP — Future of UX Panel
  • UXSEA — Research & Insights Facilitator
  • International Women's Day: Priscilla Liu on Taking a Leap of Faith
  • Purpose-Driven Tech: Meet the UX Designer on a Mission to Help the Planet
  • IxD Session: A Conversation with Priscilla Liu, PropertyGuru
  • MindtheProduct — Stakeholders: How to Bridge the Gaps

Awards

  • Omni-Experience Innovator of the Year — 2018
  • United Nations UNLEASH — 2018
  • Mob-Ex Awards — 2016

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