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.
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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.
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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%.
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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%.
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UGLI the movie app that learns what you'll love
a mobile app that studies movie-lovers their likes and dislikes and recommends the films they're very likely to love, free of fake and paid reviews.
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Snippets of craft, component logic, and iterative product explorations.
