As UX Lead at Publicis Groupe Singapore, I guided the experience strategy and research approach for the redesign of Scoot's website, with the objective of improving the customer experience while preserving the airline's youthful, distinctive brand personality. The engagement began with UX research to understand how customers interacted with the existing website, including Asian and expatriate audiences. The research helped identify customer needs, areas of friction and opportunities to improve the online travel experience. I worked with business stakeholders and agency teams through collaborative workshops, bringing together commercial objectives, customer insights and design priorities to establish a shared direction for the new website. The project connected user research, customer journey design and experience strategy, contributing to the website redesign direction and associated digital communications. My responsibility was to ensure that design decisions were informed by customer needs and business priorities, while remaining consistent with Scoot's brand character.