One Product Strategy, Many Markets
One roadmap across five markets — not five versions of the truth. Current role.
Read case study →Selected case studies.
The business challenge, how I led, and what it changed. Each opens a full write-up. A lot of my work can't be shared publicly due to NDA constraints — get in touch to discuss specific engagements.
Running a Design Department Like a Business
An 18+ person department with full P&L — manager of managers, player-coach on Nissan.
Read case study →The World's First Cross-Border API Marketplace
Pitched, won, and launched at Singapore FinTech Festival — orchestrating MAS, AFIN and BCG.
Read case study →Research-Led Product Strategy Through a Bank Merger
The research behind TTB Touch, serving eight business units through the TMB–Thanachart merger.
Read case study →Building Trust in Open Banking
Designing the confidence users needed to adopt an unfamiliar way to pay — cutting 10%+ drop-off toward under 2%.
Read case study →The $5MM Question Nobody Was Asking
Found in the field, not the dashboard — $5MM a year in savings.
Read case study →From 30 Days to 14: Merchant Onboarding for Hypergrowth
Onboarding rebuilt around the merchant. Live in 14 days, down from 30.
Read case study →One Design System, Four Companies, Half the Cost
One system across four group companies — 50% lower build cost, live in three months.
Read case study →Making a Fortune 500 Company User-Centric
100% of customer-facing teams adopted human-centred design in four months.
Read case study →How a Hotel Photo's Emotion Drives the Booking
A non-verbal, emotion-based method to decode how hotel photos make people feel — and choose.
Read case study →The Booking Form That Never Stopped Improving
Research-grounded A/B experiments for Incremental Bookings Per Day — four wins, one instructive loss.
Read case study →Where Bangkok's Designers Finally Found Each Other
1,700+ members over 10 years — one of SEA's longest-running design communities.
Read case study →
Leadership Introduction
Leadership Introduction
Career overview, domain depth, and leadership philosophy