Women to Watch 2025: Faith Lim, Digitas

Faith Lim

Head of UX
Digitas
Singapore

Whether she’s overhauling travel sites or mentoring career-switchers, Faith Lim is quietly reshaping how design gets done—and who gets to do it.

Some designers obsess over aesthetics. Faith Lim obsesses over systems and the way people move through them, how they break, and what it takes to fix them thoughtfully.

Since joining Digitas Singapore in 2022, Lim has redefined UX leadership at the shop. She’s built a strong team and established a Regional Centre of Excellence that creates systems and AI-driven solutions for clients across Asia. One standout project is an innovative email marketing tool that adapts in real-time based on user behaviour, and is currently being piloted by Digitas clients across Asia, and is expected to drive increased open rates and campaign ROI.

Lim’s impact is measurable beyond design. While exact revenue figures remain confidential, project adoption has expanded from two to six markets. Her team now supports multimarket campaigns across categories like FMCG, aviation, finance, and the public sector. Her recent work on a major travel rebrand led to a double-digit increase in site engagement and trip conversions. She’s also supported new business wins for the agency, working closely with strategy and tech leads to embed UX thinking into multimillion-dollar pitches across Jakarta, Kuala Lumpur and Singapore.

Inside Digitas, she’s as focused on people as she is on product. She’s reworked onboarding to halve ramp-up time, mentors interns into full-stack thinkers, and actively recruits from non-traditional backgrounds to build a UX team that’s as inclusive as it is effective. Career-switchers, women in tech, and emerging designers see a path forward under her leadership.

That advocacy extends outside the agency walls, too. Lim advises local polytechnics on curriculum design, conducts accessibility audits for community groups, and co-creates UX training programmes with General Assembly, helping bridge the gap between theory and applied work.

Her approach is calm, methodical and people-first. It’s not just about cleaner interfaces or smoother journeys but rather about building systems, teams and ideas that actually work, scale, and make sense. Colleagues say she makes complexity feel simple. Clients say she asks the questions no one else is asking.

For leading a function that is often playing catch-up in the region, Lim makes a business case for it while showing how inclusive, intentional design leadership can be a growth driver. For that, and for the ripple effects still to come, she earns a well-deserved spot in Campaign Asia-Pacific’s Women to Watch 2025.