Digital disruption through
  •  ISO 9001 Certified Company
    ISO 9001
    Certified Company
  • New Entrepreneur Award Winner 2019
    New Entrepreneur
    Award Winner 2019
  • Fastest Growing Company (2019)
    Fastest Growing
    Company (2020)
We are energetic, smart


In 2013, Decision Science was founded to bridge a gap in the digital industry primarily dominated by two types of agencies: design agencies with their beautiful craft on one end, and system integration companies with their high focus on integration only.

We wanted to create a new generation, where customer journey is taken care in a seamless manner. At a time when UX and UI first started to develop its grip on the industry, Decision Science kick-started and adopted data as the drive behind efficient interfaces – and therein onwards many great partnerships with our clients took form.

Our Philosophy

Tech Abilities

Competency & comprehension

Relevant tech stack

Right People

Selection and recruitment

Performance review & dismissal

Training and KPI management


Profit and loss tracking

Teamwork and efficiency

Timeliness of deliverable

Best Quality

Documentation and tracking

Customer satisfaction

Reliability and managed rework

Our Beliefs

Listen Actively to Empathize

Towards our clients and staff, we welcome open conversations as the first step to success is to listen actively, and the second step is to empathize and learn from each other

Pay it Foward

The folks at DS are no stranger to CSR events and often find time to participate in events by Red Cross, volunteering has helped our staff appreciate and share our blessings

Employees First

As a core company value, each managerial leader is tasked with the mandate to care for each employee – birthdays, seasons are often celebrated with everyone

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We believe in the combined power of

analytics and creativity


Our working team is trained in agile and scrum methodology to collaborate and deliver efficiently

Customer Experience

We focus on multi-channel and

cross channel customer experience

to support the desirable customer experience

Data Driven

Provide strategic solutions based on data

analysis and interpretation to improve

efficiency of digital marketing operations

Design Thinking

Our team is trained to use Design Thinking as a human-centered approach to innovate solutions for our clients

Our clients and partners

 to our success

Decision Science has been awarded Adobe Partner of the Year in South East Asia and is recognized as an Adobe Experience Manager Specialized Partner in the Asia-Pacific region.

OUR Technology Partners
Online Store

Of our many digital projects done for StarHub, StarHub Business Online Store was commissioned to solve a very unique challenge before going to market. Due to the high level of complexity within enterprise solutions, the Enterprise Marketing team identified that a high level of transformation is needed for its current selling model in order for the products to go to the online marketplace. To achieve that, DS was brought in as the digital expertise to discuss, diagnose and develop a digital solution to help StarHub Enterprise Marketing team create an online marketplace that appeals to SMB/SME start-ups who very often seek fast to market solutions.

Digital Marketing Transformation

Since 2016, Aviva has partnered with Decision Science to transform its marketing operations and build an omni-channel digital solution. In order to speak to individual customer, we brought together data across channels as customers move across web, mobile, email, and offline channels. This helped Aviva build a 360-degree view of how customers interact with digital campaigns and experiences. In addition, we built a unified customer profile so that precise targeting drove high conversion rate. Lastly, we transformed Aviva marketing operations from a manual and time-intensive process to a highly efficient and campaign management that is fast enough to capture demands in a timely manner as well as able to provide real-time decisioning and reporting.

Great Eastern

A smart digital assistant using machine learning technology, inbuilt into the app helps the agent to maximize their time and secure the best possible leads. Specially targeted to reach out to their existing clients and re-establishing relevant conversations. Ability to track their sales performance and schedule follow up on the go. Saving time and manual effort for tracking and monitoring. Seamless daily activity planning via the GreatPlanner provides greater efficiency and productivity. A single digital application replacing the need for multiple tools and devices. With lead management on the go, advisors are no longer desk bound to follow up on real-time sale opportunities sent by notifications to their mobile.

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Managing Director

Winner of New Entrepreneur 2019


Managing Director

Winner of New Entrepreneur 2019

Decision Science Agency (DS), started by Collin Ang in 2013, helps companies to improve the efficiency of digital marketing operations by focusing on digital strategy, usability and analytics. DS has steadily grown from 2 staff to 50 by the end of 2018. Despite its humble origins, it has snagged numerous projects from government agencies and Multinational Corporations alike. DS is on a growth path, averaging an annual revenue growth rate of 35% from 2013-2018. Staff strength has also been increasing steadily by an average 6-7 headcount every year from 2013-2018. In 2019, DS was ranked 25 th in Straits Times Singapore’s fastest growing companies’ rankings.

Under Collin’s leadership, DS has grown from strength to strength from every project implemented, and customer satisfied. Through past projects with different customers especially in the financial services domain, DS has managed to create Intellectual Properties which can be productised. DS’s business strategy is now entering a higher and challenging phase of productisation of some of their bespoke design into ready products.


Chua Shan Yi

Head of Operations

Chua Shan Yi

Head of Operations

When Decision Science first founded, Shan was part of the starting team as a project manager. As a former developer, she began to learn the ropes of project management under Collin’s leadership at Decision Science and soon began to lead various projects as the project lead. As the team grew further in size, Shan continued to work across with more project teams and took this opportunity to groom new talents. She began to coach and motivate the many folks at Decision Science to work out their professional challenges, and sometimes even personal challenges as a friend. She is also heading the operations team in managing the BAU operations in DS.

As a working mother of one very active kid, Shan also spends a good amount of time attempting new recipes in her free time. And is currently training her six year old to be a capable sous chef in her kitchen! Her core belief is - there is always an opportunity to learn and improve, and it does not matter what age you are at.


Lynette Leong

Project Director

Lynette Leong

Project Director

Graduated from University of Queensland in Information Technology, Lynette started her career as a developer in the early days. Thereafter, she joined a digital agency to advance her career in project management roles and has never looked back. Having worked in different agencies and handled various digital projects and accounts, Lynette joined the project management team at Decision Science during their founding years.

Lynette is now part of the managing team in Decision Science, together with the Project Director, they lead a team of project managers.


Lee Kok Kay

Project Director

Lee Kok Kay

Project Director

Kok Kay has joined Decision Science as a project manager switching from a software house to venture into the digital domain. He has started off the role being involved in a digital transformation project with one of Singapore renowned insurance companies using Adobe experience cloud solutions. This project has provided him the opportunity to gain a lot of experience and insights in the digital domain and technologies. Since then, he has also headed and implemented several other digital technical and analytics projects with other clients. He is currently part of the managing team and continues to work with other project managers and team members in the project management and delivery.


Tony Tran

Project Director

Tony Tran

Head of Technology and Business Development

In 2001, Tony came to Singapore under the prestigious Singapore Scholarship Programme for promising ASEAN students. He grew to love the country and became a Singapore’s citizen shortly after graduating from Nanyang Technological University (NTU). Since then, he has led numerous large-scale digital projects in both public and private sectors.

Tony met Dr. Collin in 2014 and was immediately inspired by the latter’s vision and kindness. From day one, Tony has been involved in important management discussions, defining and refining the company’s strategic direction. Under Dr. Collin’s guidance, he has led many business initiatives and established strategic partnerships with global corporates and technological leaders. Today, leading a team of solution architects and engineers, he embarks on the mission to solve client’s business problems and improve the way they work through digital transformation and technological innovations.

Tony is known to his colleagues and friends as a workaholic, he rarely has spare time for his hobbies. Many don’t know that he is an avid reader of history and fiction novels. Back in those days in high school, he was a semi-professional gamer. He lives to be challenged. He loves the thrill of the competition. And he is good at games where his strength in decision-making can truly shine.


Hieu Nguyen

Technical Director

Hieu Nguyen

Technical Director

Being a Technical Director in DS, 40% of Hieu's working time is spent on computers and technologies, catching up with the trends. The remaining 60% he uses to understand what people are thinking, what they need and want, and try to bring everyone together in order to achieve the common goals. For himself, he's a technical geek, a solutionist who is obsessed with modern web and cloud technologies, and lastly, just another strong believer in the future of ubiquitous computing.

In a normal day, you will see Hieu busy with a messaging app that has 1000+ unread lines, a mailbox that has 100+ unread emails, a Chrome browser that has 50+ tabs opening for some random research, and maybe also a terminal that has 20+ sub-consoles with various commands running like a hacker movie.

Out of that hectic time, you can find him lying down lazily enjoying a book, a game, a movie or just doing nothing but looking at his kid running around shouting the name of some random superhero.


Cho Lai Win

Deputy Technical Director

Cho Lai Win

Deputy Technical Director

After completing her first degree in Computer Sciences, Cho has accomplished her Graduate Diploma in Systems Analysis from NUS. She has started her career as a full time backend developer for 3 years and then working as a project manager for the next 7 years till date. She joined Decision Science as a technical project manager 2 years ago. She is most passionate about translating the user requirements into technical specifications using her technical background. Currently Cho is working not only as a project manager but also as assistant technical director which is part of the management team in DS. Together with the technical director, she helps to manage the software development team.

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Be part of
Be part of

Decision Science is an award winning independent agency that takes pride in its employees. If you’re looking for a challenge as a project manager, business development manager, a UX designer or a technical developer, come join us to be part of an ever growing team. You’ll be supported in your work and your career trajectory will be a nurturing one. Be part of our growth! We hope to hear from you and discuss how we can support your growth as part of our team!

Located at Singapore

Privacy Policy
Decision Science Agency Private Limited (“Decision Science”, “we”, “us”, “our”) takes our responsibilities under Singapore’s Personal Data Protection Act 2012 (the “PDPA”) very seriously. We also recognise the importance of the Personal Data (as defined hereafter) you have entrusted to us and believe that it is our responsibility to properly manage, protect and process your Personal Information. We ask that you read this privacy policy (the “Policy”) carefully so that you know and understand the purposes for which we may collect, use and/or disclose your personal data. As the Data Intermediary (DI) processing personal data on behalf and for the purposes of our Clients, Associates and other organisations pursuant to contract established in writing, we have put in place technical and organisational measures to ensure that we meet the Retention, Protection and Data Breach Notification Obligations of the PDPA


    As used in this Privacy Policy, “Personal Data” means data to any data or information about you from which you can be identified either (a) from that data; or (b) from that data and other information to which we have or are likely to have access.

    Personal Data that we collect from you includes but is not limited to (depending on the nature of your interaction with us):

    1. Full Name;
    2. Contact details (including mailing address, telephone number, email address);
    3. Personal details (Gender, Date of Birth, Nationality, Country and City of Birth, Marital Status, Religion, Race/Dialect, Details of Next-of-Kin);
    4. Personal and professional details contained in your curriculum vitae when you apply to us for a job (Employment references, Professional Qualifications, Training History, Educational Qualifications and Certifications, Salary Information and Bank Account Information);
    5. Background (Disability, Substance Dependence, Criminal records, Financial Status, Bonds);
    6. Performance assessments and disciplinary records;
    7. Facial images/CCTV footage;
    8. Medical Records;
    9. Other information relating to you which you have provided to us in any forms you may have submitted to us, or in other forms of interaction with you.

    We generally do not collect your personal data unless (a) it is provided to us voluntarily by you directly or via a third party who has been duly authorised by you to disclose your personal data to us (your “authorised representative“) after (i) you (or your authorised representative) have been notified of the purposes for which the data is collected, and (ii) you (or your authorised representative) have provided written consent to the collection and usage of your personal data for those purposes, or (b) collection and use of personal data without consent is permitted or required by the PDPA or other laws. We shall seek your consent before collecting any additional personal data and before using your personal data for a purpose which has not been notified to you (except where permitted or authorised by law).

    If you provide us with any personal data relating to a third party (e.g. referral information from existing customers), by submitting such information to us, you represent to us that you have obtained the consent of the third party to provide us with their personal data for the respective purposes.

    Where consent is not obtained, Decision Science may collect, use and disclose personal data pursuant to an exception under the PDPA or other written law when the use is necessary for the following scenario:

    1. To respond to an emergency that threatens your life, health and safety or of another individual
    2. Necessary in the national interest, for any investigations or proceedings.

    Personal information and data may be collected, used or disclosed to third parties where necessary for the following purposes:

    1. To perform obligations under on in connection with the provision of our goods or services to our clients.
    2. To provide ongoing product-related services and support (e.g., Troubleshooting of e-commerce website);
    3. To enforce or defend the rights of Decision Science, its employees and directors;
    4. To contact and/or provide information to employment applicants, and other uses necessary for employment and recruiting activities;
    5. To process all administrative and human resources related matters within our organisation, including administering payroll, granting access to our premises and computer systems, processing leave applications, administering your insurance and other benefits, processing claims and expenses, investigating any acts or defaults (or suspected acts or defaults) and developing human resource policies;
    6. To perform obligations under or in connection with your contract of employment with, including payment of remuneration and tax;
    7. To conduct background screening necessary for providing employee with project clearance;
    8. To provide entry clearance, verify the identity of visitors for security and contact tracing purposes at Decision Science’s office;
    9. For managing and terminating our employment relationship with you, including monitoring your internet access and your use of our intranet email to investigate potential contraventions of our internal or external compliance regulations, and resolving any employment related grievances;
    10. For ensuring business continuity of Decision Science in the event that your employment with us is or will be terminated;
    11. To facilitate any proposed or confirmed merger, acquisition or business asset transaction involving any part of Decision Science, or corporate restructuring process;
    12. To comply with any applicable regulations, code of practice, rules and laws or to assist in law enforcement and investigations conducted by any form of governmental and/or regulatory authority;

    (hereinafter collectively referred to as the “Purposes”)

    Should there be any need to use your personal information and data for any other purposes, Decision Science will notify you and obtain prior permission and consent

    By providing personal data relating to a third party (e.g. spouse, children, parents, referees and/or employees), the individual shall represent and warrant that prior consent is obtained from such third party for the collection, use or disclosure of personal data.

    We may collect, use and disclose your personal data pursuant to an exception under the Personal Data Protection Act or as required/authorised under any other written law.

    By providing us with your personal information and data or by accessing or viewing the website or any of its products/services, functions or contents, it is deemed that you have agreed to each and all the terms, conditions and notices stated in this policy

    The consent that you provide for the collection, use and disclosure of your personal information will remain valid until such time it is being withdrawn by writing in to our Data Protection Officer (DPO). Our DPO can be reached at the contact details provided below.

    Please understand that your withdrawal for all of the purposes necessary to Decision Science fulfilling our contractual duties towards you or facilitating your request or providing our services to you may carry consequences. We will review and inform you on the consequences of the withdrawal prior to processing your request.

    Please note that withdrawing consent does not affect our right to continue to collect, use and disclose personal data a pursuant to an exception under the PDPA or as required/authorised under any other written law.

    Please be noted that should you not consent and provide us with the relevant personal data to fulfil the “Purposes” of collection, use and disclosure of your personal information by Decision Science, it may hinder our ability to continue to interact with you.

    For Job Applicants: We may not be able to make a decision on your suitability for recruitment and employment or comply with the law and therefore, we may not be able to make an offer of employment

    For Decision Science Employees: We may not be able to perform your personal data to fulfil the necessary HR/Administrative requirements for employment or comply with the law and therefore, we may not be able to continue the employment relationship with you.

    For Visitors to Decision Science Office: We may not be able to allow you to enter the office premises.

    For Customers: We may not be able to provide, operate and administer Decision Science products/services and ongoing products/services support.

    When you visit or interact with the websites and services of the Company, the Company and/or its authorised services providers may use cookies, beacons, and other similar technologies for collecting, processing and storing information about how you use the websites and services in order to improve the quality of service provided to you and to provide you with a better, faster, and safer web experience. For further information about cookies visit or

    You can set your browser not to accept cookies and the above websites tell you how to remove cookies from your browser. However, in a few cases some of our website features may not function if you remove cookies from your browser.

    The Cookie Policy forms part of the Singapore PDPA. The Cookie Policy may be updated from time to time and thee Company will provide notice on its website of such updates. It is your responsibility to check back regularly for updates to the same.

    We generally rely on you to ensure that any Personal Data provided by you (or your authorised representative) is accurate and complete in all respects. In order to ensure that your Personal Data is current, complete and accurate, please promptly update us if there are changes to your Personal Data by informing our DPO in writing at the contact details provided below. Until you have informed us otherwise, we will treat your Personal Data (as provided by you or your authorised representative) as accurate and complete.

    Subject to the exceptions referred to in section 21(2) of the Personal Data Protection Act 2012 (No. 26 of 2012) of Singapore (“PDPA”), you have the right to request a copy of the information that we hold about you. If you would like a copy of some or all of your personal information, please write in to our DPO at the contact details provided below. We may make a small charge for this service.

    We want to ensure that your personal information is accurate and up to date. If any of the information that you have provided to Decision Science changes, for example if you change your email address, name or payment details please let us know the correct details by sending an email to or by sending a letter to the DPO at 1 Finlayson Green, #19-00, Singapore 049246. You may ask us, or we may ask you, to correct information you or we think is inaccurate, and you may also ask us to remove information which is inaccurate. Where we are satisfied on reasonable grounds that a correction should be made, we will correct the data as soon as possible, or within 30 days from the date we receive your request.

    We do not sell, trade, or otherwise transfer to third parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, as long as these parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours and others’ rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

    We will retain all information that you give us for as long as it is necessary to fulfil the purpose for which it was collected, or as required by relevant laws according to our retention policy which keeps track of the retention schedules of the personal data you provide us, in paper or electronic forms.

    We will dispose of or destroy such documents containing your personal data in a proper and secure manner when the retention limit is reached. All personal data submitted by you to Decision Science will be subjected to this privacy policy and to know what is the retention limit for your data in our possession, please send in your request to our DPO in writing at the contact details provided below.

    Information that you give us may be stored and processed in and transferred between any of the countries in which we operate in order to enable us to use the information in accordance with this Privacy Policy.


    To safeguard all information that you give us, all electronic storage and transmission of all information collected through our email are secured with appropriate security technologies. Our servers are hosted in a secure server environment that uses a firewall and other advanced technology to prevent interference or intrusion of information. However, no data transmission over the Internet can be guaranteed to be completely secure. As a result, while we strive to protect your personal information, we cannot ensure or warrant the security of any information you transmit to us by email and you do so at your own risk.

    Our Site may contains links to other websites. This privacy policy only applies to this website so when you link to other websites you should read their own privacy policies.

    We keep our privacy policy under regular review. If we change our privacy policy we will post the changes on this page, and place notices on other pages of the website, so that you may be aware of the information we collect and how we use it at all times. This privacy policy was last updated on 7 July 2021.

    We welcome your views about our website, products/services and our privacy policy. If you would like to contact us with any queries or comments please send an email to or send a letter to the Data Protection Officer at 1 Finlayson Green, #19-00, Singapore 049246.