About Jeremy Tai Abbett

Jeremy Tai Abbett is a strategic advisor, designer, and builder with thirty years of practice at the intersection of design, technology, and organizational change.

Three works from his early practice were acquired by the San Francisco Museum of Modern Art for its permanent collection. In 2018, t3n Magazine named him one of the 100 most important figures in the European digital industry.

Origin

He founded Fork Unstable Media in Hamburg in 1996 — one of Europe’s first interaction design studios. At a time when most organizations were still figuring out what a website was, Fork was building digital experiences for Lufthansa, Daimler, Nivea, and Wired. The work was recognized with a Silver at The One Club, a Clio Award, and the German Multimedia Award, and was featured in several international publications — including ID Magazine, Stern and Zeit.

He was a founding post-graduate at the Interaction Design Institute Ivrea — the institution that defined interaction design as a discipline and shaped a generation of practitioners across Europe.

Career

At Google, he served as Creative Evangelist for four years — working with enterprise leadership teams across Europe, building strategic partnerships with organizations including Zalando, Thyssenkrupp, and major automotive and retail brands, and helping teams understand how creativity and technology shape culture and business at scale.

As Head of Product Innovation at ThoughtWorks, he led the connection between business strategy, emerging technology, and human-centered design across the firm’s most complex client engagements.

He founded Abbett Labs to work directly with organizations that need senior judgment at the point where strategy, design, and technology meet — without the overhead of a large firm.

Selected Work

Shaping Porsche’s Digital Strategy 2025 with a team of 30+ directors. A two-month innovation initiative at Zurich Insurance that contributed to a 28-point increase in internal NPS. An AI platform strategy that reduced enterprise client sales cycles from 18 to 10 months.

Beyond the Work

He is co-founder of Hello, World! — an AI-powered language and learning platform — and co-chair of Kandie Gang, a cycling community built around the belief that culture happens on two wheels.

Born in Vietnam. Raised in the United States. Based in Hamburg since 1996. Working globally.

He takes on a small number of engagements each year.