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Becher Ku

Hello, 你好, こんにちは, 哈囉, Apa khabar

Design leadership, hands-on design, AI infrastructure

I lead a team of six 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. The work supports the whole product org's move to builders.

Work

Work

Product design manager, ShopBack2024 – present
Design AI infrastructureLets non-designers design
Team leadership6 across design, research and localisation
Travel PlannerZero-to-one launch across 12 markets
Mission ControlSaves 900+ man-days a year
AI builder, Omoru2026 – present
Side ventureAI and data for a live store
Shopify storefrontFully vibe-coded theme
AnalyticsPurchase funnel in GA4
Senior product designer, design systems, ShopBack2022 – 2024
ShopBack Design SystemScaled adoption from 30% to 80%
Product Link ConverterSaved 60% of about S$8M at-risk revenue
Experience designer, consultant, Thoughtworks2021 – 2022
Healthy 365Fitness goals for 140k users
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
MastercardPayments
MicrosoftSoftware
SamsungConsumer tech
CitibankBanking
Disney Channel SEABroadcast
Fox SportsBroadcast
Unilever Food SolutionsFMCG

Thoughts

Speaking

  • Beyond the Prompt 3.0, Singapore Product Design · Aug 2026

    We put AI into every stage of our design process. Here is what we had to unlearn

    We rebuilt how ShopBack's research, design and localisation teams work around AI. The tools were not the problem. The real blockers were how we collaborate, who owns what and the definition of done.

    A large audience in rows of chairs, smiling and waving at the camera after the talk
    Becher in an orange cap speaking into a microphone on a panel, beside a laughing co-panellist

  • Into Design Systems · Sep 2024

    Design Systems: My Unexpected Mentor

    Most people see design systems as technical frameworks, but they can be much more. My path as a design system designer became the mentor that shaped my design career.

    Becher presenting at a lectern with a microphone, in front of a projected slide
    The Into Design Systems title slide on screen before the event, with emoji characters and a pizza invitation

  • HaloDesigners · Aug 2023

    Design System Team of One

    How we built and governed ShopBack's design system, and what we learned.

    A monitor showing the slide: We have been developing software without design systems for the past 40 years
    Event card for Design System Team of One, with portraits of Naning and Becher