Becher Ku
Hands-on design, design leadership, AI infrastructure
I lead a distributed product design team while staying hands-on as an IC, building design systems and design operations that help teams navigate multi-market B2C and B2B complexity at scale. I think the best design leaders do not stop building when they start managing.
The capability I am building most deliberately right now is AI-native design practice. I lead a cross-disciplinary AI infrastructure team, ship code, and build production-grade automation pipelines that change how design scales across an organisation. I do not just advocate for AI adoption. I build the systems myself.
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 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