Hello

I am Evelyn So

Strategy Consultant


ABOUT ME


I work with teams

A Strategist Rooted in

User-Centric, Business, and Systems Thinking

When teams are stuck in complexity, I bring structure and clarity.

Maybe you are juggling competing priorities, unsure what your user data is really telling you, or frustrated that users, tech, business, and operations are not aligned.

I will map out what is going on, make sense of the mess, uncover gaps and opportunities, and help you align, decide, and move forward with confidence.

With 20+ 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.

I start by assessing the big picture, connecting the dots, and defining the right approach and framework to tackle the challenge. Then I work alongside your designers and engineers to turn that 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


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

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

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

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

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

I write

Product Design

Service Design

Design Thinking

User Experience

… plus more

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.

🔆 Try this App 🔆

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.

🔆 Read the story 🔆

Daily Thinking Notes (Notion template)

The result? An instantly less-cluttered mind, and a collection of notes you can revisit and reflect on whenever you want.

🔆 Get your copy 🔆

🔆 Read the story 🔆

Notes & Quizzes (Notion template)

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.

🔆 Get your copy 🔆


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.

From April-July 2025, I host a bi-weekly pod “Design Thinking for Startups”.

I advise

Board Member

I am honoured to support the young and energetic team of change makers at DiverseMinds.

Speaking

I restarted speaking in 2024 (neurodiversity in the workplace) and am open to future speaking opportunities.