At the heart of every great digital product is a human need. And for Mia Bulatao, CEO of Pick.A.Roo, customer experience (CX) isn’t just a checklist of tech features, it’s about serving people in ways that feel fluid, personal and real.
Speaking during an exclusive interview at the CustomerX: CX Unbound, Mia offered a candid look into how Pick.A.Roo continues to evolve alongside the Filipino digital consumer, while staying rooted in a mission that’s refreshingly simple: if it removes friction for the customer, they do it.
Agility Is Not a Buzzword—It’s a Way of Life
“Pick.A.Roo is, first and foremost, an e-commerce marketplace. So naturally, adaptability is part of our DNA.”
Mia describes agility not as a technical goal, but as a natural byproduct of Pick.A.Roo’s startup roots. In a market as dynamic and demand-sensitive as the Philippines, she explains that agility is more than just speed, it’s being deeply responsive to the everyday behaviors and frustrations of the consumer.
That responsiveness was key when Pick.A.Roo grew 400% in 2021, amassing over 600,000 users in Metro Manila alone, offering over 200,000 SKUs from 1,300+ brands  across categories like groceries, pet care, personal essentials and pharmacy (Newsbytes.PH).
Customer Experience Is Not an Add-On. It’s the Core.
Asked about her CX priorities, Mia doesn’t hesitate:
“I have a guiding principle: if it removes friction on the customer side, we do it.”
She walks the talk, ensuring that experience design, service policies and even internal decision-making align around one goal: seamless, fluid experience.Â
That includes everything from intuitive navigation, personalized search filters, quick reordering to responsive support. “We want our customers to feel served, not stalked,” she adds.
Her approach reflects a deeper philosophy: that technology should blend into the background, allowing users to move through their journey with confidence, ease and very little thought.Â
Designing with Context and Care
Mia emphasizes the importance of personalized and contextual features, a nod to the platform’s increasing use of data-driven insights. From relevant product recommendations to tailored promotions, the goal is always the same: make the experience feel like it was designed just for the user.
This aligns with Pick.A.Roo’s recent integration of AI-powered personalization tools via AWS, helping the platform better understand and predict customer preferences (BusinessWorld).
Female Leadership, Redefined by Action
When asked about being a female executive in a tech-driven space, Mia responded in her signature grounded way:
“I don’t think women in tech or women CEOs should matter. You’re just in tech,or you’re just a CEO.”
She believes people should be defined not by gender, but by the contribution and value they bring to the organization. For aspiring young women, she offers quiet but powerful advice:
“Pull up your sleeves. Do what must be done. Regardless of gender.”
Her leadership reflects a culture where what matters is consistency, accountability and the willingness to solve real problems. It’s a powerful message in a space that still lacks visible representation of women at the top.
A Platform That Feels Like A Partner
Pick.A.Roo isn’t trying to dominate headlines. It’s trying to make life easier for people.
Whether it’s a parent ordering baby essentials at midnight, a small business owner restocking before the lunch rush or a busy worker grabbing last-minute groceries—Pick.A.Roo is designed to serve the rhythm of the Filipino lifestyle.
Under Mia Bulatao’s leadership, the brand isn’t just keeping up with digital trends. It’s grounding every decision in empathy and real-life relevance.
Because in the end, the most advanced technology is the one that feels invisible—quietly solving problems while putting the human front and center.Â
Explore more insights from CustomerX: Local at Heart, Global in Vision: How Verint’s Manish Shah Champions Culturally Intelligent CX Automation
