"Leave this world a little better than you found it" - Lord Baden Powell

"I love maximizing potentials of individuals & businesses by reducing frictions and focusing on things that matter."

Soon-Aik is the chief product officer at Softinn Solutions, a Malacca-based travel startup that provides free cloud reservation system for boutique hotels and homestay. Softinn strives to serve all the hotels and lodges that you might have missed in ASEAN, making it easy for them to manage rooms and improve sales revenue, without heavy IT investment.

At the age of 22, he was one of the youngest UX (user experience) consultants in Asia with Netizen Experience, and has been providing expertise to enterprises in Asia to improve business performance with user-centered design approaches. Main clients: media conglomerates, bank groups, and public sectors.

Project experience include: redesigning the experience of most visited local streaming sites, award winning online banking service, luxury O2O shopping in China, just to name a few. He also spent time assisting public sector: IDA Singapore, TalentCorp, MDEC and nonprofits like TEDxPetalingStreet to improve services via marketing, community & partnership efforts.

He loves working with entrepreneurs and humbled to have shared his learning by providing mentorship to programmes by MDEC, Global Startup Youth, MaGIC, Echelon, DTAC, Startup Melaka & more. Despite having few articles on UX, startup, growth hacking featured by Yahoo and Slideshare editorial team, he is a rookie writer.

Spent 4 years in Kuala Lumpur as consultant, 1 year in South Korea as exchange student, teacher & entrepreneur. Yes, loves Kimchi and can't live without music. Hates coffee but tea. Weekly badminton / basketball. Enjoy outdoor, learning languages and cultures.

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