Crafting digital experiences for complex ecosystems at scale.

A curated collection of product strategy, scalable design systems, and end-to-end web experiences that drive business impact.

UX Research & Strategy

User & Domain Analysis, Archer

Deep stakeholder, expert, and customer research that produced five behavioural personas and a Today-vs-Tomorrow vision to align the business.
Product Strategy

Product strategy for Zerodha

Designing a stock-trading website for one of India’s first discount brokers, turning 95% drop-off into sign-ups with research and a three-field form.
Enterprise UX

Transforming complexity into clarity

Archer’s dashboard redesigned with responsive layouts, cleaner UI, and smarter interactions, lifting NPS 40% and cutting time-to-insight 30%.
Leadership Case Study

Building Archer’s India UX Team

How I grew a 10+ person design team from the ground up, built an operating model that earned Product & Engineering’s trust, and lifted customer NPS 40%.
Mobile App

UGLI, the movie app that learns what you’ll love

A mobile app that studies movie-lovers’ likes and dislikes and recommends the films they’re very likely to love, free of fake and paid reviews.
Enterprise UX

Next generation search experience

Turning Archer’s legacy “Classic Search” into a single-screen discovery tool: 30% faster task completion and a 21.5% lift in CSAT.

Archives

Collection of earlier design work and explorations