Feb 2023 – Oct 2023 · 8 mos

• Led a team of 10+ designers spanning product design, visual design and content across consumer and delivery partner apps, team operations, reviews, and evaluations.
• 𝗞𝗲𝘆 𝗣𝗿𝗼𝗷𝗲𝗰𝘁𝘀
• ➊ Drove product re-design strategy to build Licious as a premium digital meat destination that mirrors the richness of traditional buying while addressing pricing friction, digital trust, and streamlining navigation across a diverse product range.
• ➋ Led product communication strategy, product flows for 'Infiniti'; Licious's customer loyalty program.
• ➌ App Install Growth Initiative: Led the strategic overhaul of the mobile web-to-app flow, focusing on notification design and visual hierarchy to better align with user behaviour and brand identity. The initiative drove a ~60% increase in app installs, contributing to higher conversion rates.

Oct 2021 – Jan 2023 · 1 yr 3 mos

• 𝗟𝗲𝗱 𝗗𝗲𝘀𝗶𝗴𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗪𝗼𝗿𝗹𝗱’𝘀 𝗟𝗮𝗿𝗴𝗲𝘀𝘁 𝗢𝗻𝗹𝗶𝗻𝗲 𝗧𝘂𝗶𝘁𝗶𝗼𝗻 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 (𝟬-𝘁𝗼-𝟭):
• BYJU'S Classes- a live learning platform that became the company's leading revenue driver within one year, reaching 100K paid users during COVID-19.
• Managed a 25+ member design team across 𝗮 𝗳𝗼𝘂𝗿-𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺 (student app, tutor platform, CMS, admin dashboard) supporting 100K+ students and 4,000+ daily sessions.

Aug 2020 – Oct 2021 · 1 yr 2 mos

• 𝗞𝗲𝘆 𝗣𝗿𝗼𝗷𝗲𝗰𝘁𝘀:
• ➊ BYJU'S Classes- a synchronous online learning platform:
• 𝗜𝗺𝗽𝗮𝗰𝘁:
• Established as India's largest live tuition platform. Attendance improved by ~20%. Average Watch Time increased by ~33%.
• ➋ Subjective Exam Platform for BYJU'S Classes: Led the design team for BYJU’S first scalable platform for handwritten subjective exams during the COVID-19 Lockdown. The product enabled students to upload written responses digitally, with intuitive navigation, real-time previews, and post-submission feedback.

Feb 2017 – Mar 2020 · 3 yrs 1 mo · NCR-Delhi, India

• 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗲𝗱 𝘁𝗵𝗲 𝗛𝗼𝗹𝗶𝗱𝗮𝘆 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗳𝗼𝗿 𝗜𝗻𝗱𝗶𝗮’𝘀 𝗟𝗲𝗮𝗱𝗶𝗻𝗴 𝗧𝗿𝗮𝘃𝗲𝗹 𝗔𝗽𝗽.
• Managed & scaled the design team to a 10-12 member team, including illustrators and UX-copywriters.
• 𝗞𝗲𝘆 𝗣𝗿𝗼𝗷𝗲𝗰𝘁𝘀:
• ➊ B2C | Redesigned the Holiday Browsing Product:
• A solution that is anchored on user context, inspired by real-world decision models, such as Subway’s order flow, this approach leads to greater clarity, personalisation, and conversion. Subsequent projects included redesigning the dynamic post-sales traveller dashboard experience, revamping holiday listings and detail pages, and crafting targeted email campaigns. 𝙉𝙋𝙎 𝙧𝙤𝙨𝙚 𝙛𝙧𝙤𝙢 <40 𝙩𝙤 60+ 𝙇𝙚𝙖𝙙 𝙫𝙤𝙡𝙪𝙢𝙚 𝙜𝙧𝙚𝙬 ~1.4×
• ➋ B2B2C | Travel Agent Platform Product & Gamification:
• Low-performing travel agents experienced high turnover, low motivation, and poor digital adoption, which negatively impacted their growth. I led the design of a gamification strategy to drive motivation and streamline workflows. Resulted in 2× 𝙞𝙣 𝙘𝙤𝙣𝙫𝙚𝙧𝙨𝙞𝙤𝙣, 33% 𝙗𝙤𝙤𝙨𝙩 𝙞𝙣 𝙙𝙖𝙨𝙝𝙗𝙤𝙖𝙧𝙙 𝙖𝙙𝙤𝙥𝙩𝙞𝙤𝙣,+40 𝙗𝙥𝙨 𝙢𝙤𝙣𝙩𝙝𝙡𝙮 𝙪𝙥𝙡𝙞𝙛𝙩 𝙞𝙣 𝙣𝙚𝙩 𝙚𝙖𝙧𝙣𝙞𝙣𝙜𝙨, ~15% 𝙞𝙢𝙥𝙧𝙤𝙫𝙚𝙢𝙚𝙣𝙩 𝙞𝙣 𝙘𝙤𝙣𝙫𝙚𝙧𝙨𝙞𝙤𝙣.
• ➌ B2B2C | Payment Management Dashboard for agents: Complaints and support activities reduced by 50%.
• ➍ B2B | Led Supply Network Marketplace platform ecosystem design for travel agencies.
• ➎ B2C | Led a phase-aware dynamic interface design(dashboard) strategy to ease the travellers' holiday booking experience and clarity.

Dec 2015 – Jan 2017 · 1 yr 1 mo · NCR-Delhi, India

• Conducted user research to uncover insights and inform design decisions for complex interaction design and product experience challenges.
• Collaborated with technology leaders and product managers to translate research findings into simple, practical, and user-friendly design solutions.
• Designed a new brand vertical for ConveGenius, developing comprehensive guidelines and recommendations across all phases of its development.
• Ensured design consistency and a high-quality user experience across all brand communication touchpoints.

Jul 2014 – Aug 2014 · 1 mo · Greater Los Angeles Area

Jan 2014 – May 2014 · 4 mos · Montreal, Quebec, Canada

Sep 2011 – May 2012 · 8 mos · New Delhi, India

• Developed market entry launch strategies and explored impactful partnership opportunities at Kochi through 100+ on-field interviews with the automobile, bikers community; luxury market, and other associated stakeholders

Jul 2008 – May 2011 · 2 yrs 10 mos · Ahmedabad

• Projects include UI/UX, Interactive digital presentations, Branding, Illustrations and Animated videos (TV ads, Channel promos, Short animated movies, motion graphics, etc.). This has given me a holistic idea about various design disciplines and hands-on experience.

May 2007 – Jul 2007 · 2 mos · Mumbai Area, India

• Projects involved
• Storyboards and visualization: Special effects sequence in a National Geographic documentary.
• Directed and animated a short animated PSA on Anti-Smoking.
• Assisting team in CGI production of TV-commercials

Jun 2002 – Jul 2003 · 1 yr 1 mo · Cochin, India

• Interactive CD-ROM: India's first interactive language tutor product for children.
• Projects
• Malayalam Language Tutor CD-ROM
• Tamil Language Tutor CD-ROM
• Hindi Language Tutor CD-ROM
• We were a six-member team, building a first-of-its-kind digital product (CD) and shipping it to customers across the globe.