Case Studies
skill tags
My work spans strategy, systems, craft, and leadership and each project focuses on different skills & strengths
Conversational UX: AI Persona & Behavior, AI Safety & Evaluation, Persona Compiler
System Design: AI Persona & Behavior, AI Safety & Evaluation, Persona Compiler, Grab + OVO + Superbank Integration
Product Discovery & Insight: AI Persona & Behavior, AI Safety & Evaluation, Persona Compiler, Revamping Sign-Up Process, Adapting More Variants
Leadership & Influence:Grab + OVO + Superbank Integration, Move Without Authority
UI & Interaction:Revamping Sign-Up Process, Adapting More Variants
Growth & Conversion:Revamping Sign-Up Process, Adapting More Variants
Conversational UX
System Design
Product Discovery & Insight
AI Persona System
Three connected explorations into building an AI system that acts on behalf of a person in conversation, designed to represent their identity, adapt to the situation, and remain within boundaries they control.
How should an AI behave like a person?
01. Persona & Behavior
Designed the behavioral system for an AI persona, using conversational modes, energy, pacing, humor, and behavioral constraints to make the same identity adapt naturally across situations.
How do we keep that behavior safe and measurable?
02. Safety & Evaluation
Designed the safety and evaluation layer for the persona system, defining when behaviors should be available, restricted, or blocked and creating tests for safety, persona fidelity, and conversational naturalness.
How do we derive the persona from real evidence?
03. Persona Compiler
Explored how the persona could be created without relying on hand-written descriptions, deriving behavioral characteristics and examples from real conversations and other evidence.
Outcome
24/24 safety tests passed · 17/17 boundary tests passed · 13/13 coherence tests passed
0 prompt-injection leaks across 21 adversarial conversations · 0.97 task goal-progress score across 3 runs
Other Case Studies
System Design
Cross-Functional Alignment
Leadership & Influence
Superbank + OVO + Grab Integration
Designed the system logic and multi-surface UX for OVO’s savings product, aligning five design teams and multiple stakeholders under tight regulatory and launch constraints.
UI & Interaction
Growth & Conversion
Product Discovery & Insight
Revamping Sign-Up Process
Redesigned the onboarding flow end-to-end to remove friction and clarify requirements, increasing registration success by 2.8×.
Move Without Authority
Moved complex initiatives forward without formal authority by challenging assumptions, reframing constraints, and restructuring incentives across product and organizational systems.
UI & Interaction
Product Discovery & Insight
Growth & Conversion
Adapting More Variants
Scaled the product detail experience to support more variants using a reusable pattern and component updates that preserved clarity and increased add-to-cart performance.