Singtel (2014-2015)

Boyd de Groot


Singtel is Asia’s leading telecommunications group.
Singtel provides a diverse range of services including fixed, mobile, data, internet, TV, infocomms technology (ICT) and digital solutions.

With its headquarters in Singapore, Singtel has more than 130 years of operating experience and played a pivotal role in the country’s development as a major communications hub for the region.

The Digital Experience (DX) team

During 2014-2015 the DX team was part of Group Digital Life (GDL), one of the three divisions within the Singtel Group next to the Consumer Group and Group Enterprise.

“GDL drives the Group’s efforts to be at the forefront of the digital space. It focuses on opportunities in digital marketing and data analytics, among other areas. It aims to create and seize opportunities that add value to the offerings of the core business, while helping customers discover new and amazing experiences through digital services”. (, 2015).

Although part of GDL, the DX team also devoted much of its time and expertise in supporting projects of the two other divisions, especially of the Consumer Group.

My role

As Interaction Design team lead I was responsible for the creative delivery and development of my team.
Together with the Director and 3 other team leads for Business, Visual Design and Tech Innovation, I have also worked on improving the DX process and Way-of-Working.

Next to my management and development tasks a large part of my time went into my own design project responsibilities entailing interaction design consultancy for the core Singtel services platforms and My Singtel app.

My role was an interim role, temporarily replacing the permanent Associate Director who was on extended leave.