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Our Team


Reuben Png

Founder and CEO

Reuben founded IndegoX as a service design consultancy that brings positive transformation to enable users and organisations to fulfil their purpose.

His extensive experience across diverse industries provides him with a highly specialised and unique skillset for traversing cultural, political, physical and digital environments. What also sets him apart from others in the field of innovation is that he also has extensive experience in seeing projects all the way through from strategy to product delivery. 

In his previous role at Dentsu Aegis Network’s Global Data Innovation Centre he was Director of User Experience and Interface, overseeing the experience design of artificial intelligence systems. Prior to that, he held management roles in digital content analytics, interior architecture, service design, medical research and policy development.

Reuben has been on the adjunct faculties of the National University of Singapore and Nanyang Technological University, but currently teaches as part of DesignSingapore Council's School of X, where he regularly trains and coaches organisations in service innovation design and digital transformation.

Apart from advising several startups, he is also an entrepreneur and co-founded a cafe that supports the arts community in Singapore.

Reuben holds a Master of Commerce and Economics (International Business) and a Bachelor of Industrial Design (Hons) from the University of New South Wales, Australia.

He is also accredited by TÜV SÜD PSB as an Expert Singapore Certified Management Consultant (SCMC-1911-E0034).


JoAnne Sim

Design Director

JoAnne is an experience design lead with a deep understanding of human behaviour and a passion for translating it into design. Her experience spans several countries and a variety of fronts in service and experience design, giving her a unique blend of analytical thinking, strategic vision, and design expertise across visuals, UX, and physical interaction. She uses this expertise to create lasting and commercially-sound solutions that answer the needs of users in both digital and experiential products.

All about “real solutions for real people”, JoAnne believes that design has the power to add value to the lives of customers, the organisation, and industries. Her goal is to create designs that resonate with users on a subaqueous level and have a positive impact on their lives.

Her professional experience ranges from branding to product and service design, and project management, to design team management and leadership. 

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Claire Yeo

Research Manager

As a specialist and team lead in conducting interviews, Claire has extensive experience conducting oral history interviews. She brings to IndegoX her collaborative skills and her attention to detail. With a background in History and Social Work, she not only possesses strong research skills, Claire is also an active listener.  Coupled with an inquisitive mind, she is in a good position to help individuals uncover insights to perceived problems.


Her 15-year career includes being a key member of the secretariat team for government consultative groups. She has also conducted training sessions and facilitated oral history workshops targeted at varied groups, ranging from students and educators, to professionals in overseas archives.


Xin Yi Ng

Design Researcher

Whether it is trend and colour forecasting, creating brand and business strategy or designing user experiences, research has been an important tool for Xin Yi to understand the “why” of design - the needs, motivations, and aspirations of people. Over the past 10 years, she has worked with companies such as Dulux, Changi Airport Group, Everbest, and Social Service Agencies such as SINDA, Playeum, Care Corner to create strategies and experiences that resonate with their stakeholders.

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Dr Kate Lazarenko

Designer & Facilitator

As a strategic designer, Kate's purpose is to assist organisations to frame the right problems in order to design the right solutions; to help them focus on 'what', then on 'how’. In order to achieve that, she draw on human-centred design, creativity, empathy, collaboration, and, ultimately, co-creation. 


Over the span of her career, Kate worked with a number of clients across industry, government, and public sector on a wide range of projects using human-centred and participatory design methods to help frame problems and work on delivering customer and business value. To her, impact-driven innovation starts with connecting the dots between customer needs, business, design, and, more often than not, technology.


As an educator, she continues her work as a lecturer, commercial champion, mentor, and advisor to start-ups. Being able to share her knowledge and experience with others, and learn from them in return, is Kate's continuous source of inspiration.

Partners & Collaborators

(People we really love working with)
The Design Abode

The Design Abode

Strategic Architecture Partner

The Design Abode is an award-winning environmental design studio that delivers honest & unpretentious spatial solutions unique to each situation. They value thoughtful spaces that respond to their environment & occupants, built upon the fundamentals of context, culture and craft.

The Design Abode seeks to bring authentic hospitality experiences whether it’s a home for a single family, an office for a corporate organisation, or a hotel for the global community. They adopt an integrated approach to environmental design, from the external landscape, to the built structure, to the interior fittings.

Their award-winning work includes The Canopi, Lattice80, WorkCentral, Spinelli, Saybons, YTC hotels, UOB Tech Innovation Hub, as well as many residential projects.

IndegoX has been partnering with The Design Abode across numerous projects to bring a user-centred and data-driven approach to architecture and hospitality, redefining traditional business models through digitalisation and content strategy.

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Mark De Winne

Brand Design, Type Design, Photography

A multi-faceted Creative Director, Mark believes in bringing forth every brand's story in the most beautiful way possible. Balancing commercial sensibility with aesthetic depth, Mark has served over 50 organisations across lifestyle, commercial, government, arts & culture, media, technology and community bodies in their branding and communication needs.


Dr Stephen Hunt


Steve has been an executive, scientist, engineer, infantryman, manager and construction worker. For about 15 years Steve has supported humanitarian work inside and outside the US. A guru and dear friend of IndegoX, Steve has been helping keep us centred amidst the complexity that we work in. He has recently incorporated an environmental science company,

AI Partner

Winimy builds and orchestrates AI-engineered bespoke customer engagement technologies. Together, we developed the digital user experience for an AI chatbot that helps clients create webpages and reservations via text chat on mobile devices.

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DesignSingapore Council

School of X

Reuben is a founding team member of the School of X at the DesignSingapore Council. Tackling social issues with a focus on using design to achieve maximum impact, the School of X has worked with numerous organisations to bring breakthroughs to very challenging situations, and continues to raise design capabilities across the public and private sector.

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