Summary. Muaban shifted 23 years of legacy audiences from print into digital, but faced serious problems: high churn rates and terrible MAU. They brought my team in to revamp the entire UX and product experience. Then a 4-month lockdown hit at kick-off. User interviews were off the table, we went fully remote, and the platform itself had very little room to change. I led the team through it, shipped on time, moved the key metrics, and Muaban has held #2 in Vietnam's classifieds market since. Here is how I managed it.