Making it work for

I'm Nattapad (Om) Salasawadi, Head of Design. I watch how borrowers, lenders, farmers and restaurant owners work, then design products that fit what they do.

Email me Show me the work

Head of Design: ABACUS Digital, since July 2024
Before: Design Lead, IBM Consulting
Certificate: Nielsen Norman Group UX, 2022
Master's: Supply chain, RMIT, 2017

Debt checks and payoff plans for borrowers

Sunny is an AI debt coach on LINE. It helps Thai borrowers see where they stand and plan a way out of debt.

Read the Sunny AI case study

Four Sunny screens on LINE: the introduction before the first question, a tap-only question about borrowing more, a dark-clouds-coming result, and a payoff plan with its end date and each lender's payment

LINE friends in a limited test: 150+
no app and no sign-up: On LINE
ABACUS Digital: Head of Design

Forms and surveys for business teams

Teams write complex forms in Thai, or have AI write them, and launch without waiting for developers.

Read the Tubform case study

Tubform's editor, a Thai form script beside the live form, and a project listing two versions of one form

responses from borrowers: 100,000+
research, ops and marketing: 3 teams
ABACUS Digital: Head of Design

Products for banks and lenders

An API marketplace, a loan system and a bank onboarding concept, in Singapore, Myanmar and Thailand.

APIX Platform

UX/UI Designer

An API marketplace from the Monetary Authority of Singapore, where 100+ financial institutions and 1,000+ fintechs work together.

CSF Loan

UX/UI Designer, Group Lease

A lending system for staff in Myanmar who rarely use computers. Customer numbers grew by 60%.

Bank onboarding

Design Lead, IBM Consulting

A three-week concept, run with IBM Garage, for opening a bank account in an app.

Weather and advice for farmers

FarmGo gives farmers in Thailand and India a forecast for each farm and a community where they ask other farmers and experts.

Farmers5 million in two years
CountriesThailand and India
PlatformsiOS and Android
RoleSenior UX Designer, Yara International

Read the FarmGo case study

Ordering, stock and supply for restaurants

Three FoodStory apps, and two studies from a Thai cafe in Melbourne.

FoodStory Owner
An iPad app for restaurant orders, stock and payments. FoodStory won first prize at SME Tee Tak The Final 2016.
FoodStory Market
Restaurant owners and managers restock online, with a repurchase tool and delivery.
FoodStory Customer
Diners see menus and live table availability and book in one iPhone app.
AiPOS
A study to speed up orders at a Thai cafe in Melbourne, tested on paper and in Pixate.
Inventory Replenishment
Two years of POS sales, analysed in R, to set a stock review policy for the same cafe.

FoodStory Owner iPad screens: tables, menu and orders

Social media and graphic design

A planning and publishing tool for content teams, and graphic and illustration studies.

Kross

Freelance product designer

One place for content teams to plan, create and publish social posts.

Isometric map of the visitor route through a Thai puppet theatre, with Thai text

Graphic Works

Graphic and illustration studies

Magazine pages, posters and architecture drawings.

Nine roles since 2012

Head of Design, ABACUS Digital2024 to now
Design Lead, IBM Consulting2022 to 2024
Senior UX Designer, Yara International2021 to 2022
Lead UX Researcher, Brankas2020
Product Manager, Living Mobile2019
UX/UI Designer, Group Lease2018
Assistant Operation Manager, DCP Dee2014 to 2016
UX/UI Designer, Living Mobile2012 to 2014
Junior Architect, Click4D2012

See the full history on LinkedIn

My CV doesn't run in a straight line. Architecture first, then a master's in supply chain. Agriculture, hospitality, finance. A restaurant to run. UX/UI at a tech startup, then a FinTech firm. Every stop showed me how different people decide, worry, and get stuck. That's the work now: design that fits real people, built on what they actually tell us.

Portrait of Nattapad Salasawadi in black-rimmed glasses

Making it work for people