Design around the conversation
Preserve context, timing, and the customer’s language rather than forcing a software workflow into chat.
CHANNEL / CONVERSATIONAL COMMERCE
When WhatsApp is closer to conversion than the website
A product and growth framework for service businesses operating in messaging-first markets across MENA and Southeast Asia.
Discuss this marketTHE OPERATING THESIS
Messaging is not merely a support channel. In many service categories it is where intent appears, trust is established, questions are resolved, and bookings are recovered. The product needs to begin inside that behavior.
WHERE EXPANSION BREAKS
Problems this framework addresses
- Inbound intent lost while staff are busy
- Customers pushed from conversation into unfamiliar forms
- Automation that removes context instead of preserving it
- No clear handoff between AI assistance and accountable staff
FIELD PRINCIPLES
How I approach it
Automate repetition, not responsibility
Use AI for common questions and follow-up while keeping escalation and ownership explicit.
Measure recovery, not message volume
The useful metrics concern response time, qualified intent, completed bookings, and safe handoffs.
MARKET BRIEFINGS
Go deeper on the decision
RELATED PUBLIC PROOF
Projects and decisions
ADVISORY / MENA + SOUTHEAST ASIA