Work

The $5MM Question Nobody Was Asking

Before: Hotel partners were calling support because the dashboard made no sense to the people actually running hotels.
The bet: Go watch them use it in their own properties, not in a conference room.
The proof: $5MM a year in savings — found by asking, not guessing.

From 30 Days to 14: Rebuilding Trust at Sign-Up

Before: Merchants were abandoning sign-up before they ever processed a single payment. A 30-day onboarding target was already considered ambitious.
The bet: Tear down the process and rebuild it around the merchant, not the back office.
The proof: Live in 14 days — twice as fast as the goal.

What Users Do When They Think No One's Watching

Before: Standard research methods kept missing what people actually did, as opposed to what they said they did.
The bet: Build a new methodology designed to catch behavior nobody would think to mention in an interview.
The proof: Hidden behaviors surfaced that reshaped how the team approached research company-wide.

Teaching 15 Countries to Trust a New Kind of Bank

Before: Open finance asks people to trust a startup with their bank login. That's a hard sell anywhere — let alone across 15 different countries, languages, and banking cultures.
The bet: Design the moment of trust as carefully as the moment of payment.
The proof: A 53% improvement in onboarding completion, across every market.

The Booking Form That Never Stopped Improving

Before: One redesign, however good, only gets you one improvement. Conversion needed to keep climbing, not plateau.
The bet: Build a systematic, always-on experimentation program instead of a one-time fix.
The proof: Continuous conversion gains, quarter over quarter.

Turning a 5,000-Person Company Into Researchers

Before: Product decisions across a Fortune 100-scale company were made on opinion, not evidence — because research wasn't part of how anyone worked.
The bet: Train the company, not just the team — from VPs to individual PMs and designers.
The proof: 100% of customer-facing teams adopted human-centered design within four months.

One Design System, Four Companies, Half the Cost

Before: Four companies under one group, four different design languages, and four times the engineering cost to ship anything.
The bet: Build one design system flexible enough for all four brands — in three months.
The proof: A 50% reduction in design and engineering cost across the group.

The Bar Where Bangkok's Designers Actually Talk to Each Other

Before: Bangkok had plenty of talented designers and researchers — and almost no way for them to find each other.
The bet: Start a monthly bar night. Keep showing up, even when it's just a handful of people.
The proof: 1,700+ members and counting, after 10 years — one of Southeast Asia's longest-running design communities.

Keynote Talk: Employee Inc - Build your career like a business