As Chief Product Officer at Naluri, Tiffanie Ong is at the forefront of digital health innovation, leveraging AI-augmented coaching to transform mental health and chronic disease care. With a Ph.D. in Cognitive Psychology from University College London and a background in strategy consulting at A.T. Kearney and Accenture, she applies behavioral science and data-driven insights to design scalable, personalized interventions that improve health and workforce performance.
Under Tiffanie’s leadership, Naluri has expanded across 5 core markets in South East Asia, forging strategic partnerships with insurers, employers, and healthcare providers to drive engagement and outcomes. She has pioneered the integration of predictive AI models—such as Hope AI—to proactively identify and support individuals at critical moments, increasing early intervention success. As a leader in the product community, she is passionate about customer-centric innovation and scaling digital health solutions to maximize impact.
A recognized thought leader, Tiffanie helps business leaders leverage evidence-based behavioral science to optimize workforce productivity, engagement, and resilience. She has developed and conducted training programs on mental health advocacy and workplace well-being and advises senior leadership teams on empathetic leadership, psychological safety, and building resilient, high-performance cultures.
Beyond corporate leadership, Tiffanie is a mentor within various communities, including Lean In, where she has provided training and coaching to empower professionals—particularly women—in leadership, career growth, and resilience.
Tiffanie is a frequent speaker and panelist at high-profile events in Malaysia and Singapore, including HRD Corp’s National Human Capital Conference & Exhibition and Human Resources Online’s Total Rewards Asia. She has been featured in BFM Radio, discussing digital health innovation, and in The Star and The Edge Malaysia, sharing insights on designing holistic, wellness-driven communities with Gamuda Land.
Talking Points
The Right Help at the Right Time: Anticipating Customer Needs Before They Do
Customer-centricity isn’t just about providing more choices or better data—it’s about understanding how real people make decisions. Cognitive science shows that customers don’t always act rationally; they are influenced by biases, emotions, and timing. The most successful companies aren’t just reactive; they anticipate customer needs before they even arise.The Right Help at the Right Time: Anticipating Customer Needs Before They Do
Key Themes & Takeaways:
Why Customer-Centricity is Harder Than We Think – Businesses assume customers make logical choices, but psychology proves otherwise. Case studies include:
- Google Glass (Failure) – Ignored human discomfort → flopped.
- Apple iPhone (Success) – Designed for emotion and ease → changed the world.
The Hidden Power of Timing in Customer Decisions – Being there at the right moment can be the biggest driver of engagement.
- Naluri Example: Users ignored health coaching until they had a major health event, then engagement tripled.
- Walmart Case Study: Predicted pregnancy before customers knew, allowing them to time offers perfectly.
- SEEK Relevance: What if SEEK could predict when someone is emotionally ready to change jobs—before they even start searching?
How to Design for Real Human Behavior (Instead of Idealized Rationality)
- Loss Aversion: People fear losing what they have more than they desire gaining something new.
- Choice Overload: More job listings aren’t always better—too many choices lead to decision paralysis.
- Mental Shortcuts: Customers don’t always say what they want, but their behavior reveals insights.
