Design-forward partner for early-stage ambitious startups.
Hi, I’m Andrew, product designer & generalist with a knack for code. I help startups launch fast and scale through design.
Let’s chat?
About
I’m Andrew — a product designer who works across strategy, design, and code. I partner with startups and small teams to turn uncertain ideas into thoughtful products, from the first prototype through launch.
With 15+ years across design, frontend engineering, and product building, I bring both design judgment and the ability to build. I help founders connect the dots, explore ideas quickly, and carry the details from rough sketch to shipped product. Along the way, I work closely with engineers to turn prototypes into working experiences and establish design practices that grow with the team.
My career took shape in Singapore’s startup scene. I started as a frontend engineer at Viki, became the first designer at Saleswhale (YC S16), and later joined Taskade (YC S19) as a product designer.
Most recently, at Emotive, I led onboarding and billing redesigns, improved lead capture by 25% through SMS automation, and supported the company through its acquisition by Privy in mid-2025.
Today, I run Make Shiftr, my independent practice for product strategy, design systems, and hands-on design and development. Based in the Philippines, I partner remotely with teams in Singapore, the US, and beyond.
How I work
- whatever-it-takes builder
- simplicity as a principle
- design through code
- rapidly build, test, refine
- validate with users
- vision over mockups
- lead with intuition
What they say
Curious who I am at work? The colleagues, managers, and peers I’ve worked with can tell you far more about me than I ever could myself.
Andrew is a calm force of nature in product design, turning complexity into clarity, rallying global teams, and delivering thoughtful, user-first solutions with infectious positivity. He brings structure to ambiguity and ensures design decisions align with both user needs and business goals.
It's rare to see someone take on work from one end of the product cycle to the other, from customer interviews, data analysis, design, and product specifications to implementation, deployment, and quality assurance.
I still remember our first whiteboarding session, Andrew took a complex concept (AI Reply Automation) and distilled it into a beautifully simple, visual canvas that completely blew me away. Five years and one successful acquisition later, customers still rave about our UX and remains a standout.
Andrew was our Senior Product Designer at Emotive. He brought a user-first mindset, worked across product, marketing, and tools, and delivered value quickly and thoughtfully. Calm under pressure and highly collaborative, he's the kind of teammate any startup would be lucky to have.
What I value most about Andrew is how he challenges design ideas with thoughtful feedback from tech, user, and business views. He listens, adapts, and goes the extra mile in code to improve UX. We were fortunate to have him on our web team.
