Panel of Consultants

Tai Lee Siang, President, Design Business Chamber of Singapore


Mr Tai graduated with honours from the National University of Singapore (NUS) in 1987 and has practiced as architect and urban planner since 1990. His key projects won both local and international awards and was featured in an URA exhibition, “20 under 45”, in March 2004.

He held the position of President of the Singapore Institute of Architects (SIA) from 2007 to 2009, and consolidated the institute’s “Blue Print” to establish numerous firsts.

On the design front, he led the inauguration of ARCHIFEST, a festival which promotes architecture excellence among the professionals and general public. He then pioneered the first Practice Convention 2009 – a strategic forum to address practice concerns of Singapore architects. In the same year, Mr Tai also initiated the establishment of Architecture Professional Course to prepare young graduates sitting for their Professional Practice Examination.

In 2010, Mr Tai chaired the formation of DesignS, an alliance comprising of nine design-centric associations to promote Singapore design brands.

On the sustainability front, Mr Tai was appointed as Chairman of REACH, Environmental Sustainability Committee in 2008 – a committee to provide feedback to the Inter-Ministry Committee on Sustainability Development. Mr Tai then formed the SIA Green Committee, leading to the first collaboration on Green product exhibition with BEX Asia 2009 and International Green Building Convention with BCA.

He is the Immediate Past President of Singapore Green Building Council, a key body for the promotion and advocacy of Green Buildings in Singapore. He is also the Chairman of the Campus Planning Committee for Singapore University of Technology and Design (SUTD), Ministry of Education.

Currently, Mr Tai is the Group Managing Director of Ong & Ong Pte Ltd, a multidisciplinary consultancy firm that provides 360o solution encompassing Urban Planning, Architecture, Engineering, Landscape Architecture and Interior Design.

As of April 2013, he is the President of Design Business Chamber Singapore (DBCS), a multidisciplinary design organisation which promotes design excellence and good business practices.

Kristin L. Wood, Professor, Engineering and Product Development (EPD) Pillar Head, & Co-Director of the SUTD-MIT International Design Center (IDC)

Kris' Photo (Color) copy

Dr. Kristin L. Wood is currently a Professor, Engineering and Product Development (EPD) Head of Pillar, and Co-Director of the SUTD-MIT International Design Center (IDC) at the Singapore University of Technology and Design (SUTD). Dr. Wood completed his M.S. and Ph.D. degrees in the Division of Engineering and Applied Science at the California Institute of Technology, where he was an AT&T Bell Laboratories Ph.D. Scholar. Dr. Wood joined the faculty at the University of Texas in September 1989 and established a computational and experimental laboratory for research in engineering design and manufacturing, in addition to a teaching laboratory for prototyping, reverse engineering measurements, and testing. During the 1997-98 academic year, Dr. Wood was a Distinguished Visiting Professor at the United States Air Force Academy. Through 2011, Dr. Wood was a Professor of Mechanical Engineering, Design & Manufacturing Division at The University of Texas at Austin. He was a National Science Foundation Young Investigator, the “Cullen Trust for Higher Education Endowed Professor in Engineering,” “University Distinguished Teaching Professor,” and the Director of the Manufacturing and Design Laboratory (MaDLab) and MORPH Laboratory. Dr. Wood has published more than 350 refereed articles and books, has received more than 25 national and international awards in design, research, and education, and is a Fellow of the American Society of Mechanical Engineers (ASME).

Nigel Smith, Group CEO, DIA Brands

NS bio pic copy

Nigel has been in the branding and design industry for more than 35 years. He studied design at the Southampton Institute UK from 1971-75 and was a Group Director of the Penta Communications Group for 6 years before joining DIA in London in 1983. After 12 years as a director at DIA London he moved to Singapore to establish DIA’s Asia consultancy. Today DIA is a leading brand consultancy in Asia, headquartered in Singapore with offices in Malaysia, Indonesia and Australia.

Nigel is a recognised expert in branding and design innovation and is a regular speaker at conferences in the region. He has been involved in the development and implementation of many of the world’s leading corporate, consumer and retail brands and over the past 20 years DIA has undertaken branding and design programmes for many of Asiaʼs top companies, governments and non-government organisations.

A Fellow of the Designers Business Chamber (DBC – formerly Designers Association Singapore, DAS), Nigel served as President from 1999 to 2003, during which time he led many initiatives to help develop the Singapore design industry. He was a member of the IDF conference committee (Singapore International Design Forum) from 1996 to 2004 and was a founding member of the Marketing Council of Asia (MCA). He was Chairman of the judging committee for the Singapore Promising Brand Awards from 2003 to 2005 and a member of the Advisory Committee to Temasek Design School. He was the founding publisher of Designer Magazine, a leading independent Singapore design journal.

Ulrich Schraudolph, Founding Company Director and R & D Director, XentiQ Pte Ltd

ulrich copy

Ulrich Schraudolph is Founding Company Director and R & D Director at XentiQ Pte Ltd, a product development consultancy specialized in early stage Biomed and Industrial productization based in Singapore.

Ulrich has more than 25 years of product design experience, working many years in product design consultancies in France and Singapore, after studies in Germany, Switzerland and the United States, where he attended Art Center College of Design. He also holds a Masters in Human Factors Engineering (Ergonomics) from Nanyang Technical University (NTU).

Client record includes multinational corporations such as Colgate, Unilever in fast moving consumer products, well-known consumer brands in the sports sector like Atomic, Look, Oxygen and Schuberth; Alcatel, Alstom, Sagem, Hyflux, Singapore Technologies in the technology sector; as well as SME’s in fields ranging from electronics and industrial equipment to furniture, optical and medical products among others. A special focus have been high-tech startups such as Spineguard, Curiox, Histoindex, Ecosoft and Sentec

Ulrich has been a consultant with the Korean Institute of Design and Packaging (KIDP) and a lecturer at CREAPOLE design school in Paris, at National University of Singapore (NUS), Nanyang Technological University (NTU) and Singapore Stanford Biodesign (SSB), among other lecturing activities.

Ulrich was appointed as one of the judges for SG Mark 2014 & 2015. He was nominated as the panel of jury for Japan G Mark 2014 and 2015. Ulrich is the Chairman for DBCS’ Industry Committee.

Clement Teo Senior Vice President, Management Services, TÜV SÜD ASEAN

Style: "Neutral"

Mr. Clement Teo is currently the Senior Vice President, Management Service of TÜV SÜD ASEAN. He oversees TÜV SÜD’s Management Service operations in the ASEAN region including Singapore, Indonesia, Malaysia, Philippines, Thailand and Vietnam.

Clement Teo holds a University Higher Diploma in Computing Science from Staffordshire University, United Kingdom. He first started his career in Sibercert Pte Ltd, a subsidiary of PSB Corporation Pte Ltd in April 2001 as an IT Manager. He was responsible for setting up the Sibercert Data Centre, an initiative supported by the Asia Network Forum (ANF) comprising of 5 National Testing & Certification Bodies, namely from JQA (Japan), KTL (Korea), CQC (China), BSMI (Taiwan) and former PSB (Singapore). He was also instrumental in developing the Sibercert Portal ( which provided online RFQ, International Compliance Services (ICS), new regulatory updates for manufacturers, certification officers and agents worldwide and the ANF Portal (, which allowed ANF members to receive information on meeting agendas, minutes of meetings, new regulatory updates etc.

From October 2006, Clement joined the International Compliance Management (ICM) division of TÜV SÜD PSB Pte Ltd and was responsible for promoting ICM services related to electrical and electronics products, radio communications and telecommunications products. He is knowledgeable and well-versed with the requirements of various overseas countries’ marks such as Safety Mark (Singapore), ST/SIRIM (Malaysia), ISC Safety Mark (Cambodia), TISI (Thailand), CE (Europe), TÜV NRTL (USA/Canada), CSA (USA/Canada), CCC (China), PSE Circle/Diamond Mark (Japan), eK Mark (Korea), TÜV GS (Germany), Australia Safety Approval, BSMI (Taiwan), IRAM (Argentina), NOM (Mexico), etc.

In his capacity as an ICM Manager, Clement played a key role in promoting International Compliance Management (ICM) services to both local and overseas customers and at the same time supporting TÜV SÜD ICM channels in Hong Kong, China (Shenzhen, Guangzhou, and Shanghai), United Kingdom, America, Korea and Japan. He has also helped TÜV SÜD achieve the status of being the Asia Pacific Hub for ICM services and developed new ICM services covering ISC Safety Mark (Cambodia), NOM Certification (Mexico), PSE Diamond Mark (Japan) – under JSEPA EE MRA Scheme, Australia Safety Approval – under ASMRA Scheme, TISI Approval (Thailand) – under ASEAN EE MRA Scheme.

In 1st July 2008, Clement has been managing the business operations of PT TÜV SÜD Indonesia. He has also assumed the position of Vice-President of Certification Department in January 2010, responsible for all management system certifications and product certifications of TÜV SÜD.

Lawrence Chong, CEO, Consulus


Lawrence serves as CEO of Consulus, a global innovation and design firm, which specializes in redesigning business and organizational models for higher and sustainable growth. He is a featured keynote speaker at global events such as the World Marketing Summit, World Brand Congress, Business of Design Week, a Featured Columnist on ideas of innovation and design for Asian businesses. His insights appear regularly in regional media such as the TheEdge, Prestige Magazine, Radio938, Marketing, Business Times Singapore, VTC(Vietnam), Ceylon Today, Brunei Times. He is a featured thought leader on LinkedIn, and he served as the 8th President of Design Business Chamber Singapore from 2009 – 2013.