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
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.
[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.