Malaysia’s 1st UX Strategy Agency is changing the way businesses drive revenue growth

Paperballad, Malaysia’s first UX strategy agency, is leading a new wave in digital innovation, helping local businesses connect with users in meaningful, impactful ways.

Founded by Casimir Yong, the agency focuses on strategic, human-centered solutions that go beyond aesthetics to redefine how brands engage their audiences.

Our team at BEAMSTART had the opportunity to sit down with Casimir, the visionary behind Paperballad, to discuss the agency’s journey, its role in reshaping Malaysia’s digital landscape, and the bold strategies that set it apart.

With a mix of cultural insights and global UX expertise, Paperballad is more than just an agency — it’s a movement, challenging businesses to prioritize user experience as a driver of growth and lasting impact.

1. What is your business about?

At Paperballad&Co., we believe brands should create lasting connections, not just chase quick wins. That’s why we’re Malaysia’s 1st agency to integrate UX strategy into branding, blending storytelling with data-driven insights to craft meaningful experiences that inspire loyalty. Our team of experts is dedicated to building sustainable, impactful growth for our clients, helping them not only stand out but set the standard in their industries. Clients come to us when they need social media marketing, SEO, and branding services for better online presence.

2. Why did you start this business? What were the problems you noticed that lead you to do this?

Paperballad&Co. was born because of the belief that good communication can change the world. Sharing my own experiences and learning from the stories of others changed my life. And when my content started attracting big names and sustaining my business, I wanted to bring that same impact to other companies. Especially to brands who really care about their customers. 

But what other alternatives are there to sustainably close this gap? A proper strategy that considers the uniqueness of the brand and the audience. We aim to be this bridge.

3. How's the business doing today? 2 - 3 key metrics

Today, Paperballad&Co. is on track to make a name for itself with a growing revenue of 200% per annum for the last 2 years. And increased brand engagements to as much as 500% per month.

4. How did you fund your business in the start? Was it expensive to kick start?

In the service business it's great that we virtually need 0 ringgit to start. But because I jumped out of employment right away, I had a lot of living expenses to cover. I was lucky enough to have a few posts generate interest and secure clients to sustain the life I was living. It was bootstrapped.

5. What strategies/tactics did you use to achieve what you achieved today?

In technical terms, we went with a differentiation strategy. Serving mainly clients in the healthcare, F&B, and tech space, we learned a lot of technical nuances that separated us from the rest. We also doubled-down all profits on service quality and training for the in-house staff. And we're doing the same today. Because when we think about what we're doing, we're treating every project as our last dance. And people can feel that.

6. What were some mistakes/setbacks you encountered along the way and how did you overcome them?

It's been a roller coaster ride as UX Strategy is still a very foreign term in Malaysia. The main setbacks when we started was not investing enough in the right talent. I think hiring is a skill that's to be admired, hat's off to all great recruiters out there! The best hire is always in the future, when we understand what good talent means or how they actually look like. It's still a learning curve for me, but we can see the team growing in healthy ways. Pro tip: When hiring, always ask "would this hire increase the overall IQ of the company, or decrease it?" Stray away from the latter.

7. Where do you see the future for your industry? What sort of trends / opportunities do you notice developing?

I think the future will be full of exciting innovation that make work less time-consuming and organised. However, the fundamentals of marketing and consumer psychology will remain. What we need to learn is to ride the wave where it makes sense and always stay true to our roots.

8. What advice would you give to other founders seeking to dive into the world of entrepreneurship?

Get feedback, always. Strategy is always about getting outsized outcomes by investing disproportionately in the right things. And the faster we learn what's wrong or right about the business, the faster we get to double down on what's working and cut-off that which is not.