Sisu

Sisu was a Thailand-based startup building a consumer Android product. I led the design team and partnered closely with engineering to take the app from concept to launch.

Context

Android-first, single-region launch, lean team. The product had to earn its place in a category where users churn fast — repeat opens are the only thing that compounds.

What I designed

The interaction model and the daily flow patterns. Native Android conventions where they helped, custom patterns where the convention got in the way. Information architecture tuned for repeat use rather than first-impression novelty. The kind of design that earns its place only after enough people have actually lived with it.

What it changed

The bet was that retention would follow daily-flow design rather than launch-week novelty: open it without thinking, find what you came for, finish without friction. Repeat use, not first impression. Designing for the second open and the seventh, not the first.

Role

Lead Product Designer. Led design direction and the team’s day-to-day execution alongside the development team.