Potato Head – Website Revamp

Potato Head is a Bali-based hospitality brand built around sustainability, creativity, and community — running beach clubs, restaurants, and accommodation across Bali, Hong Kong, Singapore, and Jakarta. As part of a full-platform digital relaunch, I was seconded to their headquarters in Bali for six weeks to work directly with their brand, F&B, and digital teams on rebuilding the online presence from the inside out: from eCommerce through to restaurant reservations, every digital touchpoint was treated as an extension of the brand rather than a utility bolted on.

My role was hybrid — equal parts digital consultant and embedded producer. The engagement opened with a discovery workshop run by the UX agency we'd brought in, which I facilitated alongside our Managing Director and UX colleague to align on the direction for the new platform. From there, I continued the work independently from Bali — consulting on web architecture decisions, managing the third-party development partner, and managing the UX workstream through to launch. The secondment model meant operating without the day-to-day support of an agency office, which sharpened how I structured decisions, communicated with remote stakeholders, and kept multiple workstreams moving without losing the brand's point of view.

The relaunch delivered a 5× increase in online bookings, 3× growth in returning users, and a 9.7/10 rating in post-launch user experience testing.