Performance Design Consultancy
Remember the last time you "almost" applied?
Your customers are leaving for the same reason. We redesign the architecture that breaks the flow.
AI-Assisted · Fintech, Banking & Insurance · Singapore
The 30-second version
What “almost” costs
Problem
You can see where they leave. You can’t see what made them.
Your analytics show the drop-off. They don’t explain it. The problem isn’t on the surface—it’s in the structure.
- abandon mid-journey (source: Baymard Institute)
- 70%
- higher to acquire (source: Bain & Company)
- 5×
- leave due to poor usability (source: Forrester Research)
- 42%
[1] Baymard Institute · [2] Bain & Company · [3] Forrester Research
Where It Breaks
01
Owned in parts, broken as a system
Product owns the product. Marketing owns the funnel. Growth owns activation. Nobody owns the journey. Every handoff is a gap. Gaps compound.
02
Built for the review, not the user
Most flows are designed to pass internal sign-off. The person who just arrived and has no idea what comes next wasn't in that meeting.
03
The fix is structural, not cosmetic
Forty percent abandonment isn't a copy problem. The decision path has a gap that requires redesigning the structure, not adjusting the surface.
The Difference
Designed, not assumed.
Solution
Three layers. One system.
Revenue is rarely lost in one place. We redesign across product, funnel, and journey — because fixing one layer in isolation optimises it at the cost of another.
Services
Start where the problem is.
Each engagement is scoped around a specific problem, timeline, and outcome. You know what you’re paying for.
Outcome-aligned fees
For select engagements, we reduce upfront fees and tie part of our fee to your results.
Approach
How we work. Why it compounds.
We work inside platforms where the stakes are high and every fix builds on the last. These are the things we don’t compromise on.
Structure over surface
Not the button. The logic behind it. Where users move, pause, and decide is where performance lives.
Outcomes over outputs
We agree on what success looks like before we start. Then we measure whether we got there. No ambiguity on either end.
Senior expertise. Direct delivery.
The person who diagnoses your problem is the one who solves it. No senior pitch, junior delivery.
AI accelerates. Humans decide.
We built our own diagnosis platform. Every engagement starts with an AI-assisted flow audit — real screenshots in, prioritised friction map out, in under 30 minutes. Currently in private use only.
Embedded, not adjacent
Inside daily decisions alongside product, growth, engineering. Not at the end of a briefing chain.
"Kamil and his team diagnosed where our journeys were breaking and redesigned them end-to-end. The travel insurance work was the clearest example — real conversion improvements across both Singapore and Hong Kong. They embed fast, move at product speed, and the impact sticks."
"They redesigned our platform with a genuine focus on conversion. Embedded across the whole organisation: product, growth, engineering, analytics. Each fix compounded the last. That cumulative impact is what you're hiring for."
Leadership Team
Experience that ships. Leadership that compounds.
KG
Kamil Gottwald
Founder & Managing Director
Twenty years designing, fixing, and scaling digital products across fintech, insurance, and regulated platforms in APAC and beyond...
AVC
Alexa Von Charles
Head of Delivery
Eleven years leading design across Meta, PropertyGuru, and OnlinePajak. She has redesigned journeys that drove measurable revenue ...
CY
Chin-Han Yu
Head of Growth
Fifteen years in growth and strategy. Co-founder of UNCANNY, Singapore's Specialist Agency of the Year 2025. Former APAC Growth Le...
Work
Regulated industries. Real outcomes.
Where every drop-off has a direct cost. Every case here improved the number that mattered.
Most platforms already have the traffic. The problem is what happens to it.
Performance Design Insights
See All10
Perspectives•7 min
Your Org Chart Is Filtering Out the People You Need Most
Multidisciplinary talent breaks hiring systems built for specialists. In the AI era, that structural blind spot is a competitive liability m...
Mar 30, 2026
Perspectives•6 min
What Is Performance Design (And Why It's Not UX)
Performance design isn't UX with better metrics. It's a different discipline. What it is, how AI changes it, and what shifts when you start ...
Mar 27, 2026
Let's Talk
Where are your users getting stuck?
First call is always diagnostic. You describe where the numbers feel wrong — most of the time, we can identify the cause before we’ve seen the product.
Not a pitch. A look at the problem together.