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ABOUT PEIYI

In today’s digital services, the product is no longer just an interface—it is the entire customer journey. I work at the intersection of product management, service design, and customer experience, shaping digital products from discovery to delivery so that every touchpoint contributes to adoption, trust, and long-term value.

My approach is guided by 3 principles:

Experience-First Strategy: I start with the customer journey before the feature list. By mapping the emotional and functional moments across the lifecycle, I define an experience roadmap that guides product priorities and ensures every capability solves a real customer need.

De-Risking Through Discovery: I apply service design and customer research to validate problems early, aligning user insight with technical feasibility. This reduces product risk, prevents wasted engineering effort, and accelerates confident decision-making.

Conversion Through Craft: I treat interaction quality as a growth lever. From voice response latency to onboarding clarity, I optimise the micro-interactions that influence trust, adoption, and subscription conversion.

My experience spans AI assistants at BMW and digital services at JLR, where I translate customer insight into scalable product strategies that drive adoption and subscription growth. I aim to transform complex technology into seamless services that integrate naturally into customers’ lives, creating products people not only use, but rely on.

hello@peiyicho.com / LinkedIn / Currently based in Reading, UK