About

I’m a founder and product builder focused on B2B SaaS and modern operations infrastructure. I was born in Korea and built my career between Seoul and Los Angeles. My work centers on streamlining operational workflows—from food & beverage to retail environments.

I began by helping hospitality teams improve their digital operations, which led me to develop a deeper interest in web architecture, developer experience, and workflow automation.

I founded Crave Up to help hospitality operators take orders online without forcing their menus, checkout, and fulfillment into generic e-commerce tools. Today, that infrastructure powers ordering experiences for more than 1 million guests a year across restaurants, hotels, food halls, and franchise groups.

Nomly came from the same operator conversations. Independent caterers were missing orders because calls went to voicemail or quote requests sat unanswered. Nomly gives them an always-on storefront, phone agent, and back-office assistant for quotes, invoices, and menu management.

Beyond work, I love to cook and build stuff. I document my culinary experiments at @choidiningclub.

Technical & Product Contributions

Co-authored a restaurant ordering engine with Umar Farooq, my dear colleague of 7 years, building the front-end components behind storefronts, menu browsing, checkout, and fulfillment flows.
Developed Nomly, an always-on order capture system for independent catering operators spanning storefront ordering, inbound phone calls, quotes, invoices, and menu management.
Developed multi-channel product interfaces including mobile applications, kiosk software, and hardware-connected prototypes.
Created ingestion pipelines, normalization layers, and internal automation tooling for operational analytics and workflow optimization.

Side Projects

Built User Flow Library, an AI-powered documentation platform for product teams to organize user flows, auto-generate Mermaid diagrams from screenshots, and create clickable prototypes with team collaboration and PDF export.