Previous work

Country: The Philippines
Team: Design, Product, Insights
The client has partnered up with a Telco company in the Philippines to encourage subscription via mobile payments (direct carrier billing) as this is one of the most widely used methods in this country. The key objective for this project was to validate the design concept produced by the client’s design team for this journey (from notification to sign up to download to payment and reload). The team walked away not only with a clear direction on how the design could be improved, but also equipped with unique local insights that enable further innovation for this product.

Country: Japan
Team: Growth (Product, Insights)
The ultimate end was to identify product features (digital media) which could be enhanced for the Japan market and to explore innovation opportunities. To achieved that, we looked deeper into the Japan market especially around media consumption and entertainment, as well as how the culture influences the consumers’ behaviours and needs (through diary study and user interviews). We also created some concept ideas and validated them with the participants as the interview progresses. Since the project, new features were developed which not only a hit for this market, but some of them were also be expanded into other Asian markets which share similar behaviours in certain aspects.

Country: Kenya and Rwanda
Team: Product, Research, Medical Expert
The project was funded by Gates Foundation with collaboration of medical tech company, Babylon Health. The end goal was to come up with a sustainable product/service to support the journeys of patients with HIV, TB and Mental Health (and their family). We gained a full view about the life and medical ecosystem of these countries through in-depth ethnography research, visiting their home in urban and rural areas and speaking to medical professionals in the countries. The outcome includes a solid product concept which is to be further developed with further funding.

Country: Hong Kong
Team: Product, Marketing, Design
The client (in financial services) was looking into introducing a product (which they are already offering in their other markets) to their consumers in Hong Kong on top of their existing products. Working collaboratively, leading the effort, we validated the proposition of the new product in this market, explored how the product could fit into the country’s financial ecosystem and produced a clear direction on how it should be marketed, positioned and designed, alongside with other products they offered in Hong Kong.

Country: Saudi Arabia, UAE, Egypt, Poland, Russia
Team: Subscription Growth, Design
The growth teams in these regions wanted to explore ways to increase conversion growth without introducing a new proposition. We helped them answered the questions specifically on: How they can better communicate with the customers in these countries (e.g. emphasising what locals care most, showing the appropriate and non-offensive marketing materials, using the most efficient channels, etc), if they should explore to provide payment methods which they might be missing, forms of partnerships they could have with specific companies which will have a positive impact to the business and types of promotions which are enticing to the locals. These projects brought great values to the clients and we continue to work with them for other markets (e.g. Turkey, Morocco, Algeria).

Country: Latin America
Team: Subscription growth, Proposition, Design, Insights
With the business has already been doing pretty well in this region, the teams wanted to explore new innovations to bring it to another level. They came up with a new proposition (where they were going to invest a lot of effort and money to develop and execute) based on their initial understanding about this region (e.g. salaries are paid daily or weekly, instead of monthly, expensive mobile data). The project involved various levels of research and co-design sessions. The output not only informed that their proposition idea was not worthwhile pursuing (not an attractive offer to the locals) but also came up with a series of actions that they could take to grow subscriptions.

Country: China
Team: Product, CEO
A recruitment software start-up was looking into launching in China. Along with market analysis research, the ultimate aim was to enable the company (and their investors) to make informed and confident decisions on their proposition (product, price, business, customers group) in China, to not only ensure a successful launch and to stand out in the crowded market, but also to have a sustainable business. We spoke to HR personnel (from state- and private-owned companies, local and international, various sectors). We put together the insights and data which subsequently have given the business a clear direction on how to approach their launch in China, and when.

Country: Sub-Saharan Africa
Team: New Market, Insights
[In-progress] The client looks into launching in their untapped Sub-Saharan markets. With their fundamental secondary data, we identified key markets for further exploration. Through expert research and expert interviews, we provide them with cultural insights, insights about how to have a successful launch and to have a sustainable business model in selected markets within this region. The output of this research is multifold (e.g. to identify underlying opportunities for these markets, to inform spend prioritisation and target setting, to shape the focus of next phase user research for deeper insights).

Country: Global
Team: Digital
The client (in e-commerce) oversees and is responsible for setting the strategic direction across all their digital channels globally (except the UK and US). We provide ongoing support and consultancy to the team - e.g. act as their sounding board in defining and prioritising their global digital strategy, help gathering local insights so they can make informed decisions and assist them in executing their digital initiatives for each market.