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Portfolio 2026
Two decades in design has taken me across print, publishing, web, spatial design and running my own design studio. Last 12 years have focused on building 0→1 consumer products and redefining products through growth and maturity, across payments, travel, talent, beauty, marketplaces and agencies.
That range has taught me to look beyond design, to understand people, evidence and decisions that shape a product.
Root cause before redesign.
Quant + Qual: The what and why.
Comfort zones don't make great products.
The experience doesn't end at acquisition.
Experience Strategy
Research
Service Design
When a support problem revealed a broken journey.
Over 33% of Zoomcar bookings were generating support calls for information. I investigated the journey across pickup, driving, drop-off and payment, and found that users didn't need more features, they needed clarity at the right moment. Trip Buddy turned those fragmented moments into a contextual companion, reducing fee-related calls by 75% and location-related issues by 60%.
Product Strategy
Research
Solution Discovery
What happens when the obvious path is no longer possible?
I started by exploring how PayPal could build a differentiated P2P experience for India. When RBI requirements made the original UPI path unviable, I had to rethink the product rather than the interface, exploring a first-of-its-kind debit-card P2P model. The work ultimately ended when PayPal exited domestic payments in India.
Product Strategy
Research
Product Transformation
When a conversion problem turned into a confidence problem.
Nearly 60% of returning users weren't completing their purchases. I investigated the journey and found the problem wasn't a lack of cashback education, it was a lack of confidence. That reframing led to a contextual Store experience built around customer intent, reducing support calls by 37% and improving First Contact Resolution from 42% to 61%.
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