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I am a business strategist turned user researcher helping teams uncover opportunities and bring new products to life.

I specialize in early-stage product development and mixed-methods research, leveraging my 4 years in strategy consulting to connect user insight with business priorities and accelerate decision-making, with experience shipping over 40 products.

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My work spans diverse domains, including financial wellbeing tools, AI/ML safety platforms for AT&T and T-Mobile, national digital infrastructure projects recognized by the World Bank, and other works with Canon, Microsoft, and Canvas.

Recent achievements

⛳️ Improving onboarding by 67% for a Family Safety App

🚀 Helping 2M+ SMBs launch faster, recognized by the World Bank

🧓 Securing executive buy-in for a new AI-powered flagship product for seniors

I get excited about opportunities where user research, design, social impact and revenue are not mutually exclusive.

Image by Annie Spratt
Featured Projects

For more recent projects, please reach out to pannida.th@gmail.com

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Transforming how 2 million Thai businesses interact with government

Biz
Portal

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Formulating new business strategy for a multinational hospitality company

Growth Strategy

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Improving services and welfare provision for 65 million Thai people

Citizen Portal

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Developing dashboards for proactive opportunity & risks identification

Trade Dashboard

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Examples of Clients & Collaborators
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