Basoli Dhirai.
Basoli Dhirai.
The problem usually isn't where the team is looking
I'm Basoli, a CX and product strategist. For a decade I've worked alongside product and CX teams to lift retention, cut support load, and turn user friction into
measurable gains.
I embed with your teams, look at the whole picture, and find where the gap between what people expect and what the product delivers is quietly costing you.
Because when you are close enough to the product, you are often too close to see why it's not working
In the room with the PMs, finding out it wasn't a product problem.
Teams & products I've worked with
When teams bring me in
REASON 01
You're about to invest in a new product or feature, and want to know it's the right one before you commit.
REASON 02
Something shipped, but it isn't moving the numbers you expected.
REASON 03
Support tickets keep climbing no matter what gets fixed.
REASON 04
The problem clearly sits between teams, touchpoints, or partners and no one owns the whole picture.
REASON 05
Feature requests keep stacking up, but your gut says this isn't really a product problem.
REASON 06
None of these, but something's nagging you.
That counts too. Let's grab a coffee.
REASON 02
Something shipped, but isn't moving the numbers you expected.
REASON 03
Support tickets keep climbing no matter what gets fixed.
REASON 04
The problem clearly sits between teams, touchpoints or partners and no one owns the whole picture
REASON 05
Feature requests keep stacking up, but your gut says this isn't really a product problem.
REASON 06
None of these, but something's nagging you.
Selected work
01 A conversation, no strings
We scope it together first - the situation, where the problem might sit, how we’d work. You leave with a sharper read on your problem whether or not we go further.
02 A plan you can hold me to
A clear scope, a timeline, a defined process, and what the outcome should look like, with an accurate quote up front. You always know what you’re buying.
03 I go where the reality is
Stakeholders, the people on the ground, the users themselves. The full-system view that finds what any single team can’t see from where it sits.
04 The why, not just the what
You get the reason underneath it all - why the problem exists and what’s actually driving it, not just a list of fixes. From there the whats follow : what to build, what to fix upstream, what to stop doing. And because we reach it together, it’s aligned by the time it’s decided rather than sold to your team afterwards.
05 I stay past the decision
I don’t leave at the deck. An engagement through ideation and pilot for as long as it’s useful, then step back once your team is carrying it.