We learned this work the Monday after a store switch.

Origin

The practice started after a George Town product group retired a hybrid wrapper and spent a month arguing about a traffic drop that was, in the end, a new identifier. The store figures looked healthy. Every in-app funnel did not. Nobody had written down what the old bridge emitted, so the argument had no artefact to settle it.

We still sit close to that problem. Malaysia’s app teams often carry clients through years of festive campaigns, white-label flavours, and contractor handovers. The event names that survive those years are rarely the names in the original spec. Reconstructing them, in English and in Malay, is the craft.

How we work

One reviewer owns the inventory. A second reader — usually Mei Ling — marks anything that sounds smoother than the evidence. We would rather send a shorter brief with named gaps than a long document that implies the destination build will “cover it”.

We meet in the Patani Road room, in your office, or on a call. Production builds, store links, and the weekly pack are more useful than a strategy deck. If we cannot get read access to the current property, the baseline will say that the reconstruction came from interviews and store figures only.