What is Master Data Management?

Lexagle is a contract lifecycle management (CLM) platform for legal teams across Asia. The same entities — companies, counterparties, registration numbers — appear across hundreds of contracts. Master Data Management gives teams a place to hold that reference data in structured "master tables," maintain it once, and connect it to contracts, so the data is entered a single time and reused everywhere it's needed.

The same data, re-entered everywhere.

Without a master source, every contract meant re-typing the same company names, registration numbers, and entity details by hand. It was slow, and worse, it was inconsistent — the same counterparty spelled three different ways across three contracts. That inconsistency quietly undermines trust in the repository and makes reporting unreliable. The job was to give legal teams one authoritative, reusable source for their reference data.

One module, three phases.

I designed the MDM experience end-to-end across three build phases — from getting data in, to maintaining it, to connecting it back into contracts. Each phase lowered a different barrier to adoption.

From an empty workspace to data at scale.

A walk through the core flow — getting data in, shaping it, managing it, and finding it.

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1. 1Import table — migrate existing data by uploading a CSV, so teams start from what they already have.
2. 2Create new table — configure attributes from scratch for a brand-new dataset.
3. 3Guided empty state — a clear first action instead of a blank screen.

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1. 1Field label — name each column in plain language.
2. 2Format — single or multiple choice, text and more, so data stays structured.
3. 3Choices & colours — predefined options keep records consistent and scannable.

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1. 1Add column, record or import — grow the table however suits the team.
2. 2Active / inactive records — retire data without deleting it.
3. 3Per-column actions — edit, sort, filter, deactivate or remove, right where you're looking.

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1. 1Condition builder — "Where [field] is [value]" filters that read like a sentence.
2. 2Condition groups — stack and nest rules for precise queries across large datasets.
3. 3Multi-select values — pick several matches at once from a searchable list.

Designing for data integrity.

A baby book, built into the app parents already use.

SeriousMD powers clinics across the Philippines, and its patient app, NowServing, is where families book and attend doctor visits. BabyBook is a dedicated space inside NowServing for a child's health journey — a personalised dashboard of the child's health, growth charts against WHO percentiles, an immunization record that flags which entries a doctor verified, milestone tracking, health reports, and a full history of consultations, prescriptions, and lab requests. Because it plugs into the same records the pediatrician uses, parents and doctors share one source of truth — and parents never have to re-enter clinical data.

A child's health history is scattered.

Between paper immunization cards, printed prescriptions, lab results from different providers, and half-remembered advice from the last visit, a child's health record lives in a dozen places — and none of them talk to each other. Parents carry the anxiety of the gaps, and continuity of care suffers when history can't travel with the child. The goal: give parents a calm, trustworthy home for their child's health that stays in sync with their doctor.

One calm home for a child's health, designed for tired parents.

I designed the BabyBook experience end-to-end within NowServing — the dashboard, growth charts, immunization record, consultation history, records, and the empty states a brand-new baby book starts from. The guiding principle throughout: reduce cognitive load and anxiety. Lead with reassurance and the next step, keep medical information legible at a glance, and let the doctor's records do the data entry.

The feature set, surface by surface.

Every surface of BabyBook, straight from the design deck — one calm home for a child's health.

A trusted space for a child's health.

Scent was disconnected from the decision.

Scents are a primary purchase driver for Purdy & Figg — but the scent-discovery block sat below the buybox, outside the initial mobile viewport. When shoppers switched between products, the scent details updated below the fold, where they'd never see them. The result was a broken cause-and-effect: "I selected this product" never connected to "these are its scents," weakening product understanding and confidence right where it mattered most.

Following the attention, not the layout.

Heatmaps and session recordings told a consistent story: engagement clustered tightly on the buybox product-selection cards, then fell off a cliff inside the scent block — most elements under 0.30%. Users simply weren't scrolling down to validate a scent change they couldn't see. Three problems stood out.

How the best brands carry detail.

I audited seven leading brands across cleaning DTC and premium fragrance. Every one treats the buybox as a layered system: a few decision-critical facts by default, with supporting detail tucked into labelled drawers directly beneath the CTA. Purdy & Figg was the outlier — a flat quick-add modal with no drawers, leaving its strongest asset, scent, under-told. NEOM's scent-led "Smells Like" drawer became the north star: keep the buybox short, and lead the detail with scent.

Bring scent up to the buybox.

Rather than rearrange the page, I moved scent-discovery up next to the kit selector — where the decision actually happens — and pushed the long blend copy into a popup users can opt into. Three new surfaces, all within reach of the buybox.

Tested live, 50/50, for two weeks.

PF611 ran as a Split URL A/B test on the Spring Seasonal LP from 9–22 May 2026, 50/50 mobile traffic. Because both windows were the same length on parallel-split traffic, share and per-day click rates are directly comparable. The read: the new scent surfaces route scent-curiosity clicks up toward the decision zone — without cannibalising the path to purchase.

FAQ engagement rose materially (+3.5pp) — users weren't exiting in confusion, they were continuing to research. The duplicate transformational-scents section mid-page lost the equivalent attention (−7.4pp), confirming the "visual disconnect" hypothesis: with scent now near the buybox, users no longer scrolled to find it.

Move the value to the decision.

Materials Recovery, made community-driven.

MARE! (short for Materials Recovery) is a community-focused app that streamlines operations in local Materials Recovery Facilities (MRFs) across the Philippines. It simplifies the collection, sorting, and delivery of recyclables — especially plastic waste — by connecting communities directly with a network of women recyclers. By providing jobs and livelihood opportunities, MARE! empowers these women while driving inclusive environmental impact, and supports barangays with educational campaigns, segregation tools, and ongoing technical assistance.

Recycling that falls through the cracks.

In many communities across the Philippines, waste segregation and recycling stay inefficient and inconsistent — held back by a lack of education, tools, and systematised processes. Local MRFs rely on manual record-keeping, with little connection between households, barangays, and recyclers. The women who do much of this work remain under-recognised and underused in the recycling economy. The result: recyclable materials end up in landfills or waterways, and livelihood opportunities are missed.

Listening to the people who keep recycling running.

To understand current habits, pain points, and motivations, I ran 8 in-depth interviews with community members, barangay officials, and women recyclers; observed workflows at 2 local MRFs; surveyed 30+ households on recycling awareness and app openness; and reviewed secondary reports on plastic pollution, MRF operations, and women's roles in the sector.

One app, three kinds of people.

Mare connects the community around a single recycling loop — Community Members (households), Waste Warriors (women recyclers), and Sustainability Admins (barangay officials). The experience is built to educate, motivate, and coordinate, so responsible disposal becomes the easy, rewarding default.

A warm, optimistic identity.

Alongside the product, I built the "mare!" brand and a full design system — typography (TT Commons), components, and a set of custom illustrations. The palette carries meaning as much as mood.

The concept, made real.

A walk through the key surfaces — from first launch to the recycler's daily tasks.

Onboarding — a clear, friendly intro to the app's purpose: get started, log waste and earn rewards, learn and grow.

Account setup & personalisation — users are onboarded by role (Community Member, Waste Warrior, Sustainability Admin) and location.

Dashboard & Daily Schedule — a personalised home with waste status, community location, and gamified progress (Seedling Saver level).

Request Pickup — schedule pickups for specific recyclable materials, with waste-type tracking and clear coordination with recyclers.

Leaderboard & Learning Hub — points, levels, and education keep users motivated and informed.

My Tasks — Waste Warriors manage and reassign pickup assignments, giving informal work structure and flexibility.

Every screen, end to end.

The complete MVP flow — onboarding, account, home, pickups, rewards, learning, and the recycler's task management.

A concept ready to pilot.