Selected work · 2024—2026
Education
The Hong Kong Polytechnic UniversityM.Sc. Innovative Business DesignSelected work & collaborations
I turn complex markets, services and technologies into clear stories — and clear stories into decisions.
Core capabilities
00Project index
A direct route through seven selected cases.
01—02Live strategy cases
012026Interactive strategy case
An audience-led growth strategy that turns open-ear technology into a clear category position for North America.
Category dynamics → audience priorities → message architecture → growth roadmap
022026Interactive strategy case
An evidence-led Bangkok entry strategy balancing local taste, cultural relevance and channel reality.
112 respondents → localisation priorities → launch sequence → KOL matrix
03—07Selected project stories
Each story has been rebuilt for the web: one problem, one strategic move and one tangible outcome.
2025 · Insurance innovation
How might pet travel become one trusted, continuous service — instead of a chain of disconnected providers?
DISCOVERMarket analysis
The original research connected mobility, emotional attachment and category growth - then identified the accountability gap around international pet transport.
China pet market · CNY bn
of people in China’s cities own pets
of surveyed pet owners wanted pets with them when relocating
unowned journey across airlines, logistics, clinics and insurance
DEFINEStrategy architecture
Pet owners move through airlines, logistics, clinics and insurers, but no one owns the whole experience.
Research implication: the opportunity was not another isolated policy, but an ecosystem that could own trust from preparation to arrival.
Commercial model: trip-based protection, partner revenue-sharing and a digital service layer extend value beyond a single journey.
Original project material
Four selected frames · edited for clarity
2025 · Brand community
How can a luggage brand create a recurring community experience around identity, connection and circular materials?
DISCOVERResearch synthesis
Competitive mapping positioned LOJEL around durability, sustainability and distinctive design. Lifestyle research then revealed a more specific audience tension: ambitious women seeking independence without losing space for expression and connection.
DEFINEHuman need
A repeatable workshop creates visits, social content, product affinity and a credible circular-design story.
DESIGNRepeatable experience
Original project material
Four selected frames · edited for clarity
2025 · Airport service systems
How can operational signals become passenger confidence at every point of the airport journey?
DISCOVERCurrent-state audit
Desk research, a field trip and 12 user conversations revealed that existing tools often stopped at flight-level status while anxiety came from the invisible baggage process.
“Sometimes My HKG has no information about my luggage status.”
“My Tag Pro is easy to run out of power.”
“I only know the bag is arriving when it is five minutes away.”
DEFINEInformation gap
DESIGNThree focused responses
Turn operational status into timely passenger updates.
Create differentiated care for fragile and high-value belongings.
Design around strollers, children and real movement through terminals.
Original project material
Four selected frames · edited for clarity
2024 · Circular economy marketing
How can one sensory ritual turn mindful eating, local produce and food waste into a participatory environmental movement?
DISCOVERContext research · Shenzhen
“I always work overtime.”
“I rely on email or videos while eating.”
“Sometimes I use eating to release pressure.”
The concept grew from observed behaviour, not a wellness slogan. Oranges became an accessible campaign medium: engaging the senses, giving local produce renewed meaning and translating sustainability into something people could join.
DEFINEMissing the food relationship
People encounter only the finished meal. Without picking, buying, cooking and attentive dining, the ingredient's origin, texture and value disappear — weakening the relationship between people, food and nature.
EXHIBITCreative circular-economy marketing
Only Oranges Know links mindful eating with circular-economy behaviour. Local fruit becomes the medium for a sensory campaign: people slow down, record an experience, share a story and help create new value across growers, merchants and urban communities.
Stakeholders, actions and feedback are connected across one chronological system.
Awareness develops into an embodied ritual, reflection and continued community contact.
Mindful consumption links personal wellbeing with ecological and commercial value.
The model creates room for collaboration, waste reduction and a repeatable campaign platform.
Original project material
Four selected frames · edited for clarity
2024 · Strategic innovation
How can an airport-city balance commercial growth, public value, resilience and sustainability?
DISCOVERMarket drivers
The original whole-view analysis combined passenger recovery, changing consumption behaviour, operational disruption and ESG ambition.
Luxury-led retail was losing relevance; travellers wanted culture, leisure and useful time.
A global airport needed a stronger Hong Kong character and more local participation.
Weather disruption exposed service gaps for stranded passengers and ecosystem partners.
ESG commitments needed visible passenger experiences, not only operational targets.
DEFINESignals → priorities
Opportunities are compared by customer value, ecosystem value and implementation effort — connecting airport assets, local partners, passenger needs and long-term resilience.
Original project material
Four selected frames · edited for clarity
Hong Kong · 202608Profile
My work sits between research, storytelling and relationship management. I translate technical logic into business value, uncover what people actually need, and shape the case for action.
Interviews, surveys, journey maps, competitive landscapes, ANOVA and insight framing.
GTM strategy, localisation, business models, executive narratives and C-level pitching.
Customer lifecycle management, cross-selling, stakeholder alignment and retention thinking.