01Selected case studies
Systems I untangled
Six deep dives into enterprise workflows, consumer products and the design systems that made them ship.
B2C · Sports BettingNov 2025 — Mar 2026
Horse Racing Ticket Builder
A proprietary Ticket Builder that makes complex multi-race wagers clear for experienced bettors, with A-B-C tiering and visible cost.
In-houseReplaced a licensed third-party tool
ApprovedExecutive sign-off, bettor feedback positive
ResearchStrategyUser InterfaceInteraction Design
B2E · B2BDec 2024 — Mar 2025
Operational Intelligence
A portfolio view that shows a Delivery Director which campaign needs attention today and why, instead of every metric available.
100%Approved
ResearchUser InterfaceMVP
HealthTechJun 2019 — Jan 2020
Medh Healthcare
A greenfield clinic-management SaaS for Singapore clinics, designed around how doctors and clinic staff already work.
8s vs 23sBody map vs dropdown
18 / 20Drug conflict surfaced
ResearchInformation ArchitectureInteraction Design
SaaS · B2BNov 2017 — Dec 2017
Inquiry2Leads
A 0→1 lead-management system that routes every enquiry in real time, so each lead is owned, contacted and followed up.
40% → 60%Conversion rate
0→1 DesignResearchLead Management
B2E · B2BNov 2018 — Dec 2018
Coolpx
Turned a 5–6 hour, multi-tool case-study process into one structured form with consistent, branded web and PDF output.
5+ → 1Tools used
0 of 10Brand inconsistencies
Internal ToolERPWorkflow Design