Ying, founder of Yings Creative Lab, with a pink mug, closed laptop, and decorative white orchids in a vase on the table.

Meet Ying Hui Tan — Singapore's Squarespace & Shopify Expert

Founder of Yings Creative Lab. Squarespace Circle Gold Member. Shopify Partner. Psychology-led web designer behind 60+ websites worldwide.

Hi, I’m Ying Hui, or Ying as some of my friends call me.

Yings Creative Lab started as a passion project. Today, it's a Singapore-based boutique brand and web design studio — and a quiet little obsession of mine: making sure the small businesses I work with don't just have a beautiful website, but actually get found, get cited, and get clients from it.

Prior to starting YCL, I spent over 8 years in a full-time marketing role — Digital Marketing, Product Launches, PR & Media Communications. I also hold a degree in psychology, which (more than the marketing) is the thing that quietly informs everything I design.

I work with solopreneurs and small business owners because I've been there too — that wide-eyed early excitement of starting something of your own, paired with the very specific overwhelm of I have so many ideas in my head, but I don't know how to translate this into a website that actually works.

Let’s Chat ✨
Ying, founder of Yings Creative Lab, wearing gold earrings and a white sleeveless top, leaning against a beige wall, holding several magazines about web design and branding.

My Story -

In 2021, I took a sabbatical from my previous full-time role to find my calling. That's how Yings Creative Lab started — initially as a passion-project side hustle offering web design services.

In working with my first few clients, I quickly came to realise the gap in the market:

  • There are plenty of web developers offering custom-coded websites — but modern founders today want platforms they can actually own and update themselves, long after the designer is gone.

  • Drag-and-drop builders like Squarespace and Shopify make that possible — but most business owners get stuck on the strategic backend: positioning, copy, conversion architecture, SEO, and (more recently) AI search.

Fast forward to 2026, and the gap has shifted again.

You can now ask an AI to build you an entire website in 30 minutes. And on the surface? The result looks fine. Functional. Filled out. Generic-pretty.

But every founder who's tried it has eventually come back saying the same thing: "It just doesn't feel like mine and lacks personality."

AI is brilliant at producing the average of what already exists — which is exactly why the result feels average. It can't sit with you on a discovery call and catch the throwaway sentence that becomes your tagline. It doesn't notice that your industry has been recycling the same three colour palettes for a decade and yours should break that pattern. It produces a pretty decent website really, but just don’t feel quite like yours.

And here's the paradox — those AI-generated sites are also the ones AI search engines are least likely to cite. Because what AI engines look for is exactly what AI builders strip out: original perspective, expert attribution, lived experience, brand personality, and a clear entity behind the words. Generic doesn't get quoted.

So the gap I close today is a different one: strategic, story-driven, human-led design that an AI-built site can't replicate and that AI search engines actually want to surface.

Today, 80+ websites later — across brands from Singapore, the USA, Japan, Thailand, the Philippines and Australia — YCL is a one-stop studio for founders who want their brand, design, copy, SEO, AIO & GEO done together, by a trusted partner who actually understands all five.

Let’s work together ✨
Two laptops on a wooden table with a view of the ocean, lush green hills, and blue sky with clouds in the background. A notebook, sunglasses, and a plant are also on the table. At Yings Creative Lab - we are nomadic and let our travel inspire design.
Ying Hui, founder of Yings Creative Lab standing in a historic courtyard with arched columns in the background.

My Inspirations -

Travel has inspired me in so many ways. I'm Singapore-born and Singapore-roote

✨Amazing work views 

✨Memorable travel experiences 

✨Beautiful people I cross paths with 

✨New design inspirations that I pick up on the road

Over the past 4 years, I’ve enjoyed and sought inspiration to support more than 80 businesses while slow traveling across Thailand, Indonesia, Vietnam, Australia, Turkiye, Portugal, and more. I fondly remember the cities or towns in which I work on each project, and they each add a little touch of inspiration to the work that I do.

Founder of Yings Creative Lab, Ying , with yellow headband sitting indoors, looking out at a scenic view of green hills and lush vegetation under a clear blue sky.
Outdoor café scene with laptop, coffee, and snacks on a wooden table, overlooking a beach with sun umbrellas and trees.
Ying, freelance Singaporean Web Designer and founder of Yings Creative Lab, holding a white card with handwritten text that reads "Fresh site without the OVERWHELM?”.

Your next level deserves better.

Outgrown your brand and DIY site?

Let's co-create a rebrand and website that's built for the business you're growing into — and built to be found, cited and chosen across Google, AI search and everywhere your dream client is already looking.

Book a discovery call below — let's see if we'd be a good fit to work together.

Let’s Chat