Si Yu is committed to creating sustainable social impact by integrating behavioural insights and human-centric design. As the co-founder of The Ubuntu Space, she has positively influenced personal and organizational growth across the public, private, and social sectors.

In her work on behaviour change, Si Yu collaborates with ministries and statutory boards to address prosocial behaviours and social issues. Drawing on her expertise in sociology and psychology, she tackles social and business challenges alongside organizations like Social Innovation Park. Si Yu is known for facilitating meaningful conversations, uncovering valuable insights, and authentically connecting people using a variety of innovative tools.