Hello
I am Evelyn So
UX & Strategy Consultant
ABOUT ME
I work with teams
A Strategist Rooted in
User-Centric, Business, and Systems Thinking
I help product and innovation teams cut through complexity, uncover opportunities, and align efforts across users, technology, business, and operations – so they can move forward with confidence.
With 20+ years of cross-functional experience spanning pivotal shifts in technology – from the early days of web development, online banking, and streaming content to today’s AI-driven product development – I bring structured thinking to fast-moving, high-uncertainty environments.
Having helped Fortune 500 companies and industry leaders navigate complex digital challenges, I apply the same systems thinking to ambitious teams at any stage of growth.
I specialize in assessing the big picture, connecting the dots, and defining the right approach and framework to tackle the challenge.
Working closely with engineers and designers, I help turn strategy into user-centred, business-aligned solutions.
Clients: 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
Example Engagement Models
Every team is different.
Every project is unique.
I offer fractional, flexible, and 100% tailored services.
To get a sense of what it’s like to work with me, check out one of the sample scopes of work below.
STRATEGY & FRAMING
Big-picture thinking that reveals what needs attention.
I help teams step back and make sense of complexity in order to pinpoint gaps and opportunities.
- Map out the current ecosystem
- Clarify goals and align stakeholders’ priorities
- Craft custom frameworks to make complex problems actionable
- Identify success metrics
CUSTOMER DISCOVERY & INSIGHTS
Understand users to mitigate risks.
I help teams uncover user insights to guide better product and business decisions.
- Map out user journeys
- Conduct user interviews
- Test concepts and products
- Synthesize and prioritize insights to direct actions
BUSINESS & MARKET ANALYSIS
Gain a clear understanding of the market landscape.
I help teams evaluate where they stand by analyzing competitors, trends, and organizational strengths.
- Conduct competitive and market landscape analysis
- Gain all-round clarity through SWOT assessments
- Extract best practices
UX DESIGN & DEVELOPMENT
Turn visions into usable, lovable products.
I help teams create end-to-end experiences that meet user needs and deliver business value.
- Facilitate design workshops
- Produce guiding blueprints
- Work hands-on with engineers and designers
DESIGN THINKING & INNOVATION
Facilitate creative problem-solving and innovation.
I help teams apply Design Thinking principles to explore challenges and innovate new opportunities.
- Custom-design work sessions using the Design Thinking approach
- Facilitate workshops
- Capture outcomes to inform next steps
I write
Product Design
Service Design
Design Thinking
User Experience
… plus more
Subscribe to
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 🔆
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?
ABOUT ME
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.
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.
Coming up in April 2025, I will host a new bi-weekly pod “Design Thinking for Startups”.
I initiated and host a Master Mind group within a professional expert community.
I advise
Board Member
I am honoured to support the young and energetic team of change makers at DiverseMinds.
Speaking
I took a break from speaking engagements to attend to family needs.
I restarted speaking (neurodiversity in the workplace) in 2024 and am open to future speaking opportunities.