2026Transportation / Mobility
Btaxi
Rider, Driver, Admin — designed and coordinated from scope to handoff. Khmer script, no standard banking API, low-end Android. Every constraint was real.
- Ride-Hailing
Productizing Realtime Feedback for B2B SaaS.
From single-tenant internal tool to a self-serve B2B SaaS platform — redesigning the configuration system, admin control center, and onboarding flow end-to-end.
[01]Problem_
An internal tool rigid by design — rebuilt for multi-tenant SaaS.
Every time a new client signed up, a developer had to go into the database and make changes manually. Not because anyone was lazy — because nobody planned for this to be a product.
V1.0 Live
First Release shipped within 12 months
Zero Dev dependency
Clients configure environments independently
V1.0 Live
First Release shipped within 12 months
Zero Dev dependency
Clients configure environments independently
Executive Summary
- The Challenge: Every data structure change or report modification required manual database intervention from developers.
- The Solution: Engineered a flexible configuration layer that allows non-technical clients to build customized workflows.
- My Role: Led the 0-to-1 Product Design for the First Release. Established the core scalable architecture before executing a seamless handoff to Design Leadership for future module expansion.
[02]THE PROBLEM_
THE PROBLEM
RIGID BY DESIGN, UNABLE TO SCALE.
FeedbackMe was built to serve one specific internal environment. When the business shifted to a commercial SaaS model, the product collapsed under diverse client requirements, requiring dev support for basic setups.
[03]DISCOVERY & APPROACH_
DISCOVERY & APPROACH
ARCHITECTURE BEFORE ONBOARDING.
In an early-stage startup environment, polished onboarding journeys are useless if the underlying database configuration is broken. Discovery focused entirely on mapping the data configuration dependencies.
Technical Discovery Steps
- Logic Mapping: Audited legacy tool behaviors to isolate hardcoded fields from dynamic fields.
- Depth Calibration: Interviewed stakeholders to find the balance between infinite customization and system stability.
- Feasibility Sync: Ran continuous architecture reviews with engineering to ensure layouts matched backend capabilities.
[04]KEY OUTCOMES_
KEY OUTCOMES
V1.0 SHIPPED. A SCALABLE FOUNDATION DELIVERED.
Successfully launched the First Release after 12 months of structural redesign. The core objective was met: delivering a stable, multi-tenant architecture that no longer relies on developers for basic client onboarding.
THE IMPORT ENGINE
Excel-Driven Onboarding
Designed a frictionless file import flow that automatically translates client spreadsheets into active database structures.
Cross-Functional Execution
Architected the front-end user journey while collaborating closely with Business Analysts and Engineering to define strict Excel template validation rules.
Impact
Reduced a multi-day manual configuration process down to a 2-minute self-serve upload.
THE IMPORT ENGINE
Excel-Driven Onboarding
Designed a frictionless file import flow that automatically translates client spreadsheets into active database structures.
Cross-Functional Execution
Architected the front-end user journey while collaborating closely with Business Analysts and Engineering to define strict Excel template validation rules.
Impact
Reduced a multi-day manual configuration process down to a 2-minute self-serve upload.
[05]REFLECTION_
REFLECTION
01
Logic Dictates UX: You cannot design a scalable interface until you understand the underlying database architecture.
02
Autonomy is Scalability: True SaaS value comes from eliminating developer intervention in routine client configurations.
03
Constraints Prevent Chaos: Giving users total customization freedom destroys the user experience; guardrails are mandatory.