Case Studies
Deep dives into real product work: problems, approach, outcomes, and learnings. From AI and data platforms to marketplace strategy and conversion optimisation.
Professional Work
Products I built at Grab: shipped to millions of users across multiple markets.
Pay with Points
4x points revenue uplift
Reimagined the loyalty redemption experience across 8 countries, unlocking a new revenue stream from points.
Read preview →Catalog Personalisation
~4% conversion uplift
Shipped personalised catalog experiences for 8M+ monthly users, lifting engagement and conversion.
Read preview →Product Thinking
Independent product analyses and strategic exercises: showcasing frameworks, analytical depth, and end-to-end product thinking.
Root Cause Analysis: KYC Pass Rates
81% failures traced to one cause
SQL-driven investigation through six layers of data to isolate exactly why KYC pass rates were declining.
Read preview →Scheduled Rides: Demand-Supply Strategy
17.5% booking uplift · $70M
Designed a scheduled rides feature across rider, driver, and marketplace: solving peak-hour allocation failure.
Read preview →AI Language Assessment: 0-to-1
$30B market · $200M wedge
Full product strategy for an AI-native CEFR testing platform: replacing $250 manual tests with LLM-powered evaluations.
Read preview →Loyalty Program: Driving CLV
40% projected CLV uplift
Designed a points-and-tiers loyalty program for a fashion e-commerce platform: turning one-time buyers into repeat customers.
Read preview →Checkout Optimisation: From 21 Clicks to 4 Steps
21 → 4 step reduction
Flywheel-driven UX audit of an insurance platform: diagnosed conversion killers and redesigned the checkout.
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