Andrew Seetoh
AI experience and service designer, and product manager, based in Singapore.
Summary
I'm a systems designer helping organisations get technology working inside and out.
I find where value gets stuck between people, process and technology, then design the system that frees it up. The tool changes, whether it's a programme, a prototype, a workflow or an AI agent, but the job doesn't: get the right people connected and working better. Technology is the facilitator.
My background spans enterprise and government consulting at IBM iX, service design and product management at Singapore Global Network (part of Singapore's Economic Development Board), and creative agency work across Southeast Asia. I hold an MA in Service Design from the Royal College of Art.
Open to
- AI experience and service design: designing human + agent workflows, conversational experiences, and AI-enabled services.
- AI product management: taking AI products from discovery and prototype through pilot and adoption.
- AI deployment and forward deployed strategist roles: working with enterprise customers to scope, deploy, and drive adoption of AI.
Based in Singapore. Happy to work across APAC. English and conversational Mandarin.
Selected work
Camp Companion
IBM iX
Built an enterprise-grade platform from day 0 for a government client: a mobile app and an admin platform, taken from pilot to Release 4. It reached about 10,000 users across 20 units in 3 months with a 4.3/5 rating. User testing led us to pivot it from a productivity tool to an authentication platform, cutting onboarding from 2 months to 2 minutes.
Feedback framework
Singapore Global Network
Designed the feedback architecture for a 290,000+ member global network, turning scattered touchpoints into a structured pipeline for product, programme and leadership decisions. It shaped the organisation's investment in its insights infrastructure.
Kitchen Crew
Personal exploration
A self-initiated exploration of how AI agents can feel human. Three agents with distinct, Singlish-speaking personalities help a household plan meals and shop for groceries, first in a group chat and then on a voice call. Try the chat version or the voice version.
Experience
Product Manager, Digital Experience
Singapore Global Network, EDB · Feb 2026 to present · Singapore
- Leading early-stage product development for SGN's member-facing Community Platform: roadmap, rapid prototyping, and shipping experiences for a 290,000+ member network.
- Turning research and member feedback into product decisions, using AI to surface patterns in data that previously went unanalysed.
Senior Lead Service Designer
Singapore Global Network, EDB · Feb 2025 to Jan 2026 · Singapore
- Mapped feedback journeys across teams and rolled out SGN's feedback framework, turning scattered touchpoints into a structured pipeline for product, programme, and leadership decisions.
- Designed and built three AI agents on Microsoft Copilot (Orochi, Yuki, Kuzu), owning discovery, conversational design, evaluation, and guardrails through a pilot with real users.
- Led workshops and demos that moved non-technical teams onto AI-supported, evidence-based workflows.
Senior Design Consultant
IBM iX · Feb 2021 to Feb 2025 · Singapore
- Led discovery, co-creation workshops, and service blueprinting with enterprise and government clients, turning ambiguous requirements into shipped products.
- Built Camp Companion from day 0, an enterprise-grade mobile app and admin platform, taking it from pilot to Release 4 (see Selected work).
Prototype Builder (Contract)
GovTech · Dec 2017 to Jul 2018 · Singapore
- Built interactive prototypes for future classroom experiences, working with developers to validate feasibility.
Experience Designer
The Secret Little Agency · Aug 2015 to Oct 2017 · Singapore
- Led award-winning regional campaigns that grew Netflix's presence across Southeast Asia.
Co-Founder
Jiak: Masak Masak · Sep 2014 to Dec 2015 · Singapore
- Built an experiential supper club from scratch, running marketing, operations, hosting, and community.
Education and certification
- MA Service Design, Royal College of Art, London, 2018 to 2020
- BFA Design, School of Visual Arts, New York, 2011 to 2014
- Diploma in Visual Communication, Temasek Polytechnic, 2005 to 2008
- SAFe 6 Scrum Master
Skills and tools
- Service and experience design: journey mapping, service blueprinting, design research, workshop facilitation, design storytelling.
- AI: human + agent interaction design, conversational design, prompt engineering, evaluation and guardrails, AI adoption and change management.
- Product and delivery: roadmaps, rapid prototyping, user testing, Agile delivery.
- Tools: Figma, FigJam, Claude, Cursor, Lovable, Microsoft Copilot, Supabase.
Quick answers
- Who is Andrew Seetoh?
- A Singapore-based service designer and product manager who designs human + AI agent experiences and takes them from prototype to adoption.
- What roles is he open to?
- AI experience and service design, AI product management, and AI deployment or forward deployed strategist roles in Singapore and APAC.
- How do I get in touch?
- Email seetohandrew@gmail.com or connect on LinkedIn.