Thinker & Co. | Evelyn So (Thinker & Co.) | Substack

Recent posts

Why User Experience Starts Outside Your Product or Service

How a user experiences a product or service is highly influenced by what’s in the marketplace.

Jan 20 • Evelyn So (Thinker & Co.)

From Mobile-first to Mobile-only

Do you work on your laptop or your phone?

Jan 6 • Evelyn So (Thinker & Co.)

The Hidden Cost of Building Everything Users Ask For

I once designed a remote control for interactive TV (see picture above).

Dec 23, 2025 • Evelyn So (Thinker & Co.)

The importance of planning for exception paths in CX

When designing services, it’s tempting to focus solely on the ideal path — the way the experience should work when everything goes right.

Dec 9, 2025 • Evelyn So (Thinker & Co.)

Are you solving the right problem?

Heard an interesting project war story the other day.

Nov 25, 2025 • Evelyn So (Thinker & Co.)

The power of the "Who, What, How, When, Where" framework for project success

I was first introduced to the “Who, What, How, When, Where” thought framework in graduate school.

Nov 11, 2025 • Evelyn So (Thinker & Co.)

Build log #13: A web app for ADHD task breakdowns

It’s been a while since I posted a build log.

Oct 28, 2025 • Evelyn So (Thinker & Co.)

Why Service Design Blueprints Matter even if Process Maps exist

Recently I joined a project with more than 2 years of history.

Oct 14, 2025 • Evelyn So (Thinker & Co.)

Promoting UX in projects - lessons learned

Graduate school did not teach me how to handle a central part of my career: how to justify the need for User Experience (or Customer Experience or…

Oct 1, 2025 • Evelyn So (Thinker & Co.)

Acting on User Feedback

You have collected a lot of user feedback and now it is time to make sense of it all.

Sep 17, 2025 • Evelyn So (Thinker & Co.)

Designing for the Aging Population

Inclusive Design

Sep 3, 2025 • Evelyn So (Thinker & Co.)

Equating UX with UI is missing the point

“UX/UI” is a Misleading Term

Aug 20, 2025 • Evelyn So (Thinker & Co.)

Thinker & Co.

Thinker & Co.

A newsletter for Product and Innovation Teams looking to create user-centred, business-aligned solutions.

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