I turn user & customer experience into strategic advantage
1. Clarity
See what’s really happening.
I reveal how customers actually experience your products or services – and where friction, inefficiencies, or missed opportunities exist. This gives you both the big picture and detailed evidence to make smart, confident decisions.
2. Alignment
Unite teams around a shared direction.
I connect customers, business, and technology in order to move initiatives forward with a unified vision.
3. Momentum
Turn insights into confident actions.
I translate recommendations into clear priorities and actionable plans for visible progress.
About me
With 25+ years of cross-functional experience – spanning pivotal shifts in technology from early online banking and streaming video to today’s AI-driven products – I have helped teams, including Fortune 500s, navigate complex digital challenges.
Clients: Sun Life International, CIBC, Bell Canada, CBC, KPMG, United Health Group, Reliance Home Comfort, Johnson & Johnson, Proctor & Gamble, and many more.
Products: Website, Software, Interactive TV, Augmented/Virtual Reality
Case Studies
How I work
Every engagement is unique.
My approach follows a simple idea: understand the experience, align the organization, and enable action.
Sample Engagements
/ Experience Audit & Strategy
Assess your product or service experience and deliver a clear strategic plan with prioritized recommendations.
/ Landscape Scan & Competitive Analysis Understand your market context and identify strategic positioning opportunities.
What this typically includes: Depending on your needs, my work may involve customer and stakeholder interviews, journey mapping, service blueprints, market analysis, competitive research, strategic frameworks, roadmaps, and stakeholder alignment.
Let’s talk about what you need!
I write
Product Design
Service Design
Design Thinking
User Experience
… plus more
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Evelyn So | Substack: Thinker & Co.
Recent Posts
I build mini stuff
Innovation Accelerator (Notion template)
This unique Notion template guides you through a practical Design Thinking framework together with workspaces to capture and organize every idea, insight, and outcome throughout the process.
Moving from your initial rough idea, you will systematically gain clarity towards developing your early prototypes.
🔆 Get your copy 🔆
Nextly
A webapp developed with ADHD folks in mind, Nextly breaks down big goals into smaller, more manageable pieces. Built upon the science of “chunking”, this approach provides structure, reduces overwhelm, and helps keep attention focused on what’s next.
Additional features include project trackers, a print function (for analogue usage), and personalized rewards.
Ink Helper
Ink Helper is a minimalist AI tool that generates SEO-friendly titles and introductions for your blog posts.
TimeWell
Originally designed to scratch my own itch, this webapp is for people who work solo and struggle to focus on important tasks that really move the needle.
Beyond logging activities, this minimalist webapp allows you to reflect on how you spent your time and provides tips to create better habits.
Webapp for a private Facebook group
I face problems and explore solutions I can build.
One example is a Webapp for my Facebook group – it helps members access frequently asked-for resources.
Daily Thinking Notes (Notion template)
Too much chatter in your head?
“Write to think” is a proven way to untangle and organize your thoughts. Done daily, you will enjoy a clearer mind and unearth inner wisdom to guide you towards achieving your goals.
This minimalist template allows you to create organized Thinking Notes at a click of a button, with a built-in AI function to summarize your free-form writing.
The result? An instantly less-cluttered mind, and a collection of notes you can revisit and reflect on whenever you want.
Notes & Quizzes (Notion template)
A simple, AI-powered Notion template for Learning Enthusiasts who want to turn endless learning into lasting knowledge.
Capture Notes in one place – Log insights from books, courses, podcasts, and webinars – all in one organized Notion workspace.
Let AI summarize for you – AI automatically converts your raw notes into concise summaries for quick reviews.
Auto-generate Quiz Flashcards – AI instantly creates custom quiz flashcards based on your notes so you can test your understanding, reinforce memory, and make learning stick.Too much chatter in your head?
I build communities
Neurodiversity Group
As a believer in the power of collective wisdom, I founded a Facebook group in 2017 for 2e families in Canada which has grown to be the go-to space for Canadian parents with 2e children.
2e refers to people who are Gifted plus some form of neurodiversity such as ADHD and ASD.
Professional Group
I hosted two pods (Sept 2024 – Feb 2025) within the global Coralus organization, leading monthly discussions.
From April-July 2025, I hosted a bi-weekly pod “Design Thinking for Startups”.
Starting October 2025, I lead a monthly pod called “Customer Experience Lab”.
I advise
Board Member
I am honoured to support the young and energetic team of change makers at DiverseMinds.
Speaking
My latest talk: neurodiversity in the workplace.
I am open to future speaking opportunities.