About the Team

What we believe, how we work and introductions

Priority Playbook

Inspired by Jon Lax’s article, and his metaphor of sports "plays", we wanted to share our own Priority Studios Playbook - the "rough architecture" of how we do our work.

Our Mission:

Relevant Design

Relevant is timely, useful. Something that matters to people, or an individual.

Revelance, for us, is the highest measure of a designed entity:
Will they be thankful it was created?  Will it be a regular or persistent part of their lives?

The best-designed products become integrated in human day-to-day behavior. You can’t get to that level without a desire to problem-solve and intimately understand how people behave.

It isn't "UX" Design without knowing your user.

In-Context Trumps In-Office

Particularly for: Products or Teams entering a new space

When doing innovation projects, the key is for the management team, the design team -- the solutions-finders -- to get a feel of what's happening on the ground, to design better solutions.

We always communicate to the teams that we work with, that the value is in the observation.

Thick Data

Particularly for: Existing services seeking to redesign

We plot design solutions, coming from each data stream available.  Companies / Organizations already have measurable data on-hand, and because design research is highly qualitative, it needs to be interpreted and cross-validated with the other types of information you can get about your users. 

Performance data is particularly important to the work we do, because it lets the team understand what design solutions are actually "moving the needle" for your users and your business.

We believe in bridging understanding between the guardians of the business objectives, the different types of users and the product creators and engineers.

A Design Process is just theory if it isn't made viable.


Whatever we do, whether wireframing, design recommendations or UX research, is directly linked to the objectives you need.

We have systems and documentation in place, for content planning, user stories and interview guides that we will show you so we can have an aligned understanding of what we want to achieve through the project.

This also allows us to check for how we want to benchmark the design solution.  Usability and User Experience are about palpable improvements to solve a design problem, so without a clear gap to solve, we won't be able to see whether the solution was effective.

Experience Design needs to work with Product Management

We don't breeze through the planning stage.  The teams who choose to go through a whole design process with us, know that we will go through user stories, a rough content plan, user flow creation, wireframing and a sitemap. 

(Ginagawa namin kasi kailangan.)

Having said that, we're also believers in "minimum viable" (coming from Minimum Viable Product, or MVP).  Over the years, we've learned the level of documentation that a) gives the team enough information to define the product they'll build together while b) fitting into a lean, iterative workflow.

We've also learned that cyclical, iterative workflows definitely need more readily available documentation (sitemaps, content audits, user stories, style guides) than one-way waterfall. needle" for your users and your business.

"UX" Design is a team sport.

There is no one-size-fits-all experience design workflow.

Unicorns aren’t necessarily the answer.  Cooperation is.

User Experience (for digital products) is a combination of many fields, that are commonly clustered into four (4): 

  • - Behavioral insighting
  • - Visual Design
  • - Interaction Design and Prototyping
  • - Content and Information Architecture

There is always an “analyst" side (someone who helps facilitate and process user understanding) and a “builder” side, someone who knows how best to create in the medium needed (digital product, physical product, service or business).


No one ever said teams needed to have these skills all in one person.  What’s important is that they understand what each discipline needs from another.  This is, more often than not, the tricky bit.  (One reason: practitioners of analysis, interface design and web development usually know that they’re introverts).

Because each team is composed of individuals with unique skill sets, we first assess and work with the existing skills and strengths of the teams we work with.  Some teams have talented visual designers who aren’t fans of research facilitation.  Some have savvy developers, but need help with doing interaction design.  Some have strategists, but would need research specifically with a design perspective.

The Team

This is our way of sharing what we’ve learned from over twelve (12) years of working on digital products.

Why did we do this?

We’ve worked in large, small, medium companies. We’ve launched a lot of products by now, and have been part of many business decisions. We pretty much witnessed the difference between products and services with varying levels of love for the people who’ll use them.

At some point, we realized that the best way to create change and help more organizations in the wider community was to spark the change yourself. And that, sometimes, it can be unfair to organizations when you wait for them to build your dream for you. That if we really wanted to do design work that was always informed by real human insight, we might need to build it ourselves.

This belief sparked the beginning of Priority. Which we hope to be part of a bigger movement for relevant, useful products and design.


Because local relevance (in data, content and design) is important to us, and to our mission as researchers and designers, we will regularly express ourselves in the languages commonly spoken in our context, Metro Manila — English and Tagalog. Design competence shines when it authentically relates to the people it serves, and we hope to live out that value through the work we do.

Angela Obias-Tuban

Angela is a teacher in Ateneo De Manila University and the Certified Digital Marketer Program, teaching Foundations of Digital Business, Technology Venture Planning and What Works on The Web. 

She is the design researcher of Priority Studios.  She was formerly a product design mentor for the Ideaspace Foundation, Associate Planning Director at McCann Worldgroup, Head of Digital Strategy for Nuworks Interactive Labs and ABS-CBN Corporation.  

She founded and led ABS-CBN’s User Experience and Interaction Design team, and created a User Experience course plan for On-Off Design (regional design agency).

B Tuban

B teaches User Experience Design in Ateneo De Manila University and is the Product Design lead of Priority Studios.  

He conducted content optimization and 3D modeling workshops at ABS-CBN, during his time as an Interface Designer.  

He has designed interactions and interfaces for various types of responsive websites, and mobile applications (transactional, content publishers; user-generated content websites, multi-brand catalogues, and radio, FinTech, ticketing and inventory apps).  

He graduated with an Industrial Design degree from the University of the Philippines, Diliman and is now focusing on applying data-driven design to digital products.