Product Designer — Strategy + Systems
12 years across advertising and product design. I work backwards from business outcomes — not forward from wireframes. Based in India, open to the world.
Currently tinkering with AI-native design workflows
Move your cursor · Click to ripple
Harnessing AI to help IDFC First Bank's marketing team generate compliant, on-brand content at scale — without sacrificing creative quality.
View Case Study →Redesign and optimisation of a mobile banking app in collaboration with BCG — improving UX, adoption rates, and building a scalable component system.
View Case Study →Designing a meditation experience for Apple Watch — helping users manage stress and practice mindfulness anywhere, with warmth and clarity.
View Case Study →Good UX starts before the wireframe. I want to understand what success looks like for the business — not just the user. The two should align. When they don't, the product eventually fails, quietly and for reasons nobody can quite name.
A button is easy. A decision framework that scales across 40 components and two brand identities — that's a design system. Handoff without a system isn't handoff; it's technical debt wearing a Figma file as a disguise.
Real users don't want features. They want to feel capable, confident, or seen. Twelve years in brand communications gave me the ability to find the human truth beneath the use case. That instinct is my sharpest design tool.
Mid-game thinking is design thinking — constraints, trade-offs, and the move you didn't see. I lose more than I win. The patterns stick anyway.
Sheet to sculpture, one fold at a time. It's patience training disguised as a hobby — and a reminder that precision is a form of care.
Pedal-assisted exploring through Dehradun's trails and hill roads. The best product thinking happens at 25 km/h with no screen in sight.
A Kindle always within reach — currently somewhere between design strategy and whatever rabbit hole the last book opened.
Now Form / BCG
Senior UX Designer
2021 – Present
Converting strategy briefs into end-to-end design deliverables for fintech, banking, and healthcare clients. Leading UX for IDFC First Bank, athenahealth onboarding, and internal AI tooling — embedded directly with BCG project teams.
MullenLowe Lintas Group
Brand Director
2018 – 2021
Led brand strategy and campaign execution for Uber Moto across India — contributing to measurable growth in brand visibility and product adoption. Managed cross-functional teams delivering campaigns at national scale.
Leo Burnett
Brand Associate
May 2016 – Aug 2018
Managed marketing initiatives for Thums Up — including TVC production and promotional campaigns. Navigated brand ambassador transitions while maintaining campaign momentum and Coca-Cola strategic alignment.
Ogilvy & Mather
Account Supervisor
Aug 2011 – May 2016
Led strategic communications for HT Mint, growing audience engagement. Managed campaigns for Pizza Hut, Fever 104 FM, and Max Life Insurance — collaborating across creative and planning teams to exceed campaign objectives.
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