Becher Ku
Design leadership, hands-on design, AI infrastructure
I lead a team of 6 designers, researchers and localisation specialists across Singapore, Vietnam and China. 14 years in, from agency art direction to design systems to multi-market B2C and B2B products. I believe the best design leaders keep making things after they start managing.
Right now most of my effort goes into AI-native design practice. I lead a cross-disciplinary AI infrastructure team, build with AI, and run automation pipelines that change how the product team works, supporting the whole product org's transition to builders.
Work
Product Design Manager, ShopBack2024 – Present
Product Design Manager, ShopBack2024 – Present
Design AI infrastructureEnabling non-designers to design
Team leadership6 across design, research and l10n
Travel Planner0 to 1 launch across 12 markets
Mission ControlSaves 900+ man-days a year
Senior Product Designer, Design Systems, ShopBack2022 – 2024
Senior Product Designer, Design Systems, ShopBack2022 – 2024
ShopBack Design SystemScaled adoption from 30% to 80%
Product Link ConverterSaved 60% of ~S$8M at-risk revenue
Experience Designer, Consultant, Thoughtworks2021 – 2022
Experience Designer, Consultant, Thoughtworks2021 – 2022
Healthy 365Fitness goals for 140k users
Senior Experience Designer, SP Digital2018 – 2021
Senior Experience Designer, SP Digital2018 – 2021
GreenUPLoyalty programme, +40% MAU
Tengah counter experience90% sign-up rate
Digital Art Director, MRM//McCann and Cheil Worldwide2012 – 2018
Digital Art Director, MRM//McCann and Cheil Worldwide2012 – 2018
MastercardPayments
MicrosoftSoftware
SamsungConsumer tech
CitibankBanking
Disney Channel SEABroadcast
Unilever Food SolutionsFood service
Fox SportsBroadcast
Speaking
- We put AI into every stage of our design process. Here is what we had to unlearnBeyond the Prompt 3.0, Aug 2026
- Design Systems: My Unexpected MentorInto Design Systems, Sep 2024
- Design System Team of OneHaloDesigners, Aug 2023