Royce Cheng

UX Strategist / Designer

I bridge the gap between design and business.

I have 10 years of experience in user experience (UX) and web design. Started as a humble freelance web designer in 2007, I have since worked with more than 100 organizations, ranging from startups to MNCs. During my free time, I actively volunteer for Make-A-Wish Foundation as a Wish Granter.

personal information

Full Name
Cheng Kuan Soon, Royce
16 Sep 1987
+65 9754 7690
English, Chinese, Sign Language


  • Project management
  • Consulting
  • Empathy
  • User Research
  • Adobe Photoshop
  • Adobe Illustrator
  • Sketch
  • Wordpress Development
  • SEO
  • Google Adwords
  • Microsoft Office

work experience

Associate UX Designer

Government Technology Agency
  • Design, develop and maintain for NDI Developer & Partner Portal.
  • Design and develop MyInfo Business Microsite.
  • Miscellaneous design works such as MockPass UI, sample apps UI, consent page UI, EDM, SC slides, etc.

Founder, Lead UX Strategist / Designer

Puzzle Hive Pte Ltd
  • Assist companies to define their digital strategies and design the user experience.
  • Provide web/UI design and development services.
  • Help companies to solve business problems using user-centric thinking.
  • Bridge the gap between strategy conceived and strategy executed.
  • Provide consultation for social media and search engine strategy.
  • Manage a team of four.

Computer Aided Manufacturing (CAM) Automation Engineer

Micron Semiconductor Asia Pte Ltd
  • Involve in automating the manufacturing equipment in the fabrication plant.
  • Work with process engineers to implement new recipe.
  • Manage and trained a team of technicians to support the fabrication plant 24/7.

A.I. Research Intern

DSO National Laboratories
  • Involve in the project on Artificial Intelligence (AI).
  • Create C/C++ programs for reinforcement learning, intelligent planning and behaviours with smart reasoning.

IT Intern

DHL Supply Chain Singapore Pte. Ltd
  • Involve in the project to major upgrade their supply management system.
  • Work in a global team through conference calls daily.

Customer Officer / Admin

Convergys Pte Ltd
  • Work closely with clients (NTU OHR and NUS OHR).
  • Process and file claims received monthly.

Freelance Web/UI Designer & Developer

  • Self-taught during National Service.
  • Assist businesses to design and develop their website.
  • Provide consultation to business owners.


iTutor Agency
  • Developed a tuition portal for3 user groups (Tutors, Coordinators, Admin).
  • Manage a team of 5 freelance coordinators to handle the pairing of tutors and assignments.
  • Manage and optimize Google Adwords campaign.
  • Ended this business to focus on University studies.

Aerial Cargo Rigger / Finance Clerk
(National Service)

Singapore Armed Forces (SAF)
  • Pack cargo parachutes
  • Did procurements for events’ requirements.
  • Accounting of funds.
  • Assist in infrastructure projects and matters.
  • Work closely with the logistics officer and finance officer.

Road Show Marketer / Telemarketer

Righteous International Subscription Services
  • Roadshows and telemarketing to promote magazine subscriptions.


Bachelor of Engineering (Computer Engineering) with Honours

Nanyang Technological University (NTU)

Minor in Entrepreneurship

Nanyang Technopreneurship Center (NTU NTC)

Cambridge ‘A’ Level with Distinctions in Mathematics and Physics

Yishun Junior College (YJC)

Cambridge ‘O’ Level with Distinctions in Mathematics and Additional Mathematics

Fuchun Secondary School (FSS)

Highlights of my portfolio


Reimagine portal to have a better user experience and encourage users to purchase more reports.


UX/UI Design
Nov 2016
Dun & Bradstreet (Singapore) Pte Ltd

Dun & Bradstreeet wanted to revamp their old portal to stay competitive with their competitors. We were tasked to study their current user flows to propose a better user experience and encourage their users to purchase more reports.


Access to all the promotions and discounts around you!


UX / UI Design, Web Design
29 Mar 2017
MR Digital LLP

Blurbes is a tech startup that aims to provide a platform where user can access all the promotions and discounts around through a mobile app. There is no electronic payment or POS system for merchants to learn, users will only need to flash the discount coupon image on the app to enjoy the promotion.


  • VISA
  • Dun & Bradstreet
  • The Economist
  • MOE
  • SMU
  • A*Star
  • A*STAR
  • Accntax Consultancy
  • Alma Contract
  • Alpha Bright Distribution
  • Altimate Auto & Accessories
  • Amabel & Associates
  • ANA Marine Safety
  • Asia Credit Bureau
  • Bambini Childcare
  • Canvas Craft
  • Cheng Hong Siang Tng
  • Clearstate
  • Code With Kids School
  • Dabao Trading Enterprise
  • Dun & Bradstreet
  • East Manhattan
  • Exploit Technologies
  • Hopplers
  • IMPACT! Brand Communications
  • Inizio Studios
  • IPS-Lintec Group
  • J.Artisans
  • JJTango Electronics
  • KOHUP Sports
  • Lintec & Linnhoff Holdings
  • Lipid Global
  • Lotto Carpets Gallery
  • Merlin Gallery
  • Mile High Motorsports
  • Millward Brown International
  • Ministry of Education
  • Nanyang Technology University
  • National Volunteer & Philanthropy Centre
  • Northstar Advisors
  • novaHEALTH
  • Novox Inc
  • NSI Ventures
  • Pivotal Asia Ventures
  • Pratt Design
  • Roboshop
  • Singapore Commercial Credit Bureau
  • Singapore Management University
  • Singduct
  • Solution Aircon & Engrg
  • Speedy Scalable Solutions
  • St Hilda’s Church
  • SumoStory
  • Techno Marine Group
  • The Economist
  • TONI-3
  • Topgear Overclocking Technologies
  • Triwell Optics
  • UC Fit
  • Usenza International
  • Visual Momentos
  • Welltime Derma International
  • Winchester Infant House And Play Club
  • Yen Leng Goh Clan Association
  • Yunnan Jiu Tian Investment Holdings Group
  • Zeemart


Keith Tan Chief Product Officer, Zeemart Pte Ltd Ex-Co-Founder, Comwerks Pte Ltd

"We worked with Royce to develop our website. He was very responsive and offered ready solutions whenever we encountered any problems or constraints. Will definitely recommend Royce to anyone who wants a good job done, without the fuss!"

Melissa Lim Manager, Thought Leadership at Economist Intelligence Unit

"Royce helped turned our site into a mobile responsive one, and also worked to enliven the earlier site layout. Service is attentive, and generous with suggestions to improve design. Valuable partner from start-to-end to launch final product."

Christabel Chan Business Development Executive, IPS Group

"I worked closely with Royce on the development of our Corporate website, and he was very accommodating to all our requests despite some being very last minute. Royce was very fast and efficient in the development phase of the project, and even after the project was completed, he still followed-up on it. He was also clear and detailed during his training program, ensuring that we were clear on how to use the CMS. Thank you again Royce, for the excellent work!"

Jeffery Leong Marketing & Communications Executive, Novox Inc Pte Ltd

"Royce is not just skilled in his craft but also to his customers. Even after when Novox Inc. had finished its project with Royce, he would not say no but he would help in little ways possible when we seek technical advice from him. His foresight has also helped my company avoid a lot of potential problems. I would truly recommend Royce and Puzzle Hive's services to anyone if they need anyone to develop their websites."