Here's What Happened After It Shipped.
The numbers didn't happen by accident.
Based in Ho Chi Minh City, with work across PropTech, e-commerce, retail, and ERP, from local Vietnamese platforms to a Dubai-backed retail group. Most teams call a project done at launch. I treat launch as where the real test starts, and I stay in the loop, watching what the data says, until the problem is actually solved instead of just shipped.
Read the full Peg B case study
Case studies
Four case studies documented in full, plus two self-directed research projects on AI governance and graduated autonomy.
Peg B Technology
Resolving a foundational B2C-versus-B2B disagreement with market data, then building the token architecture and testing loop that shipped a luxury retail platform on a compressed timeline.
Read case studyThe Chairman's Dashboard
One of five simultaneous client engagements at Lollypop, and the project that became the origin point of the Graduated Autonomy framework.
Read case studyPizza Hut Vietnam
Fifty user interviews before touching a single screen, then an end-to-end e-commerce redesign that moved sales 15% without a single dark pattern.
Read case studyGamuda Land Vietnam
Building the brand and digital design foundation for the Vietnamese arm of a RM28.5-billion regional developer, during its early expansion.
Read case studyResearch & Frameworks
Separate from client work: self-directed research I run on my own time to think through problems the market hasn't settled yet. No client, no commercial product - just independently produced thinking.
Rethinking AI Chat UX: A Research-Led Framework
A structural diagnosis of three recurring AI chat interaction failures - the prompt barrier, context decay, and trust erosion - and a hybrid interface framework for designing past them.
Read the frameworkGraduated Autonomy
A traceability framework for agentic orchestration. Trust between humans and AI agents has to be earned through evidence - not assumed, not delegated, not hoped for.
Read methodology