Dec 2021 – May 2022 · 5 mos

• Led design for the top of the funnel for Cars24 India.
• Developed feature innovations that increased user engagement by 15%
• Optimised website and app user flows and funnels for better conversion

Jan 2021 – Dec 2021 · 11 mos

• Led the design of the entire Bikes24’s B2C digital product across Website, M-site and App.
• Created the Bikes24 B2C product from 0-1. Created a culture of buying bikes fully online through enhanced User Experience in a change resistant traditional market
• Led all design processes - Qualitative and Quantitative consumer research, user testing, product requirements with stakeholders, reviewing of the Design team, wireframing and prototype, Grooming and UAT with tech team developers.
• Practiced data driven discovery and analysis of problems, with qualitative interviews to derive insights into product performance and Funnel optimisation
• Managed and groomed a team of 3 designer reportees

Aug 2020 – Jan 2021 · 5 mos

• Created the Bikes vertical E-commerce within Cars24 from 0-1
• Designed and launched the 360° Virtual Tour which revolutionised the vehicle evaluating experience for users
• Conducted extensive research to identify opportunity to change business model from Classifieds to E-commerce. Aided by this research the business converted its business model.

Mar 2019 – Aug 2020 · 1 yr 5 mos

• Category Design Lead for Laundry machines in India.
• Co-working with the design, marketing and engineering teams - leading laundry projects through Research, Design development, Usability testing and Product development till Go to Market
• Leading the new development of Vertical Axis washers - Complete redesign for Mass and Mass Premium models while managing complete Cost Optimization - accounting for 80% of the Vertical Axis market in India.
• Led the development of the new Whirlpool Global Brand Language design for washers and the Mass Premium line of front load washers called Supreme Care to be implemented across EMEA, India, China and NAR, after extensive research across regions.
• Led the development of an innovative disruptive futuristic invention in laundry. Managing global Front-load design team in collaboration with advanced engineering, so far till functional prototype.
• Part of the team that redesigned the Maytag Brand language, as well as a major contributor to Maytag future components and accessories, for the USA/ Canada market.

May 2018 – Mar 2019 · 10 mos

• Category Design lead for Single door refrigerators - the largest selling category in India.
• Managed several model line refreshes and technological upgrades.
• Managed the conversion of UI interfaces from existing analog to digital UI interfaces.
• Introduction of cross platform hybrid innovation in the Whirlpool single door portfolio
• Acted as a liaison between global brand, UX, global graphics teams, global platform team, local marketing, engineering and manufacturing.
• Managed research initiatives and concept validation for the Single door category.
• Managed the design execution from suppliers and factory outputs, to local CFM coordination.

Jun 2016 – May 2018 · 1 yr 11 mos

• Designed and launched the entire Whirlpool Double Door Refrigerator category in Mexico, USA/Canada - biggest Global Refrigeration platform of the Whirlpool brand, the Top Mount and Bottom Mount refrigerators with 10 different SKUs.
• Defined the new Whirlpool Brand language design for refrigeration, implemented across all products globally. Brand language developed for external as well as internal elements of the refrigerators.
• Several new innovative internal components, features and functionalities developed based on usability studies across USA/Mexico/LAR, which provide a superior user experience.
• As the Primary Designer on this project I was responsible for all of the design delivery, while communicating with marketing, project planning and UX in USA and Mexico, platform team in Italy, and engineering in Poland and India. It defined the Brand language, aesthetics, feature list as best in class compared to other products in the price range in their markets. This also became a foundation standard for all Whirlpool fridges henceforth.

Jun 2014 – May 2016 · 1 yr 11 mos · Bangalore, India

• Led design team through 5 projects
• Leading creative team for development of new products for specific market segments
• Handling brands ranging from mass market to very niche and elite
• Creating Unique Value Proposition and distinguishing brands from competitors through Strategic Design Intervention
• Overseeing research and analysis for all market study
• Using discovery-driven planning and also planning for discovery/learning
• Leading the Design process from Concept phase, through Design development and Prototyping
• Overseeing construction of math models and prototypes
• Promoting the culture of innovation through our own organization and that of clients
• Training new recruits and guiding them along the design process,

Jun 2013 – Nov 2013 · 5 mos · Osaka, Japan

• Designed a 3 door hatchback flagship concept to re-position Daihatsu as a trendy brand in North America, aimed at young urban female buyers who are fashion conscious, self expressive and socially competitive. The concept, through frequent micro-purchases allows the user to display a variety of patterns and textures of various fashion brands on the car as skins.
• The concept promotes exhibition of car body styles and patterns among women as a new fashion statement.
• It also acts as a new medium for fashion brands to advertise and publicize their brands.
• Executed project from :
• >Concept research and business plan,
• >Product Study - Studied design trends and design cues of fashion and apparel brands popular among the target market segment in order to get design directions appropriate for the target,
• >Ideation through Sketching
• > Design development, 3D CAD
• >1/4th scale clay model.

Jun 2012 – Aug 2012 · 2 mos · New Delhi Area, India

• Market Research
• Investigated Honda's drop in market share, by analyzing the changing purchase priorities and perceptions of the urban market towards the Honda cars brand, and the emerging consumer trends and expectations in the market, through Primary Market research and Data analysis using Conjoint technique.
• Identified changes in market perception around the brand
• SWOT analysis for Honda cars incorporating results of the research
• Suggested new positioning for each of the models in the lineup to better suit purchase priorities

Aug 2010 – Jul 2011 · 11 mos · New Delhi, India

• Marketing communication and media planning strategy for new product launches
• Product launch for Dr.Oetker's Vitalis Muesli;
• Product launch for Mr.Clean's Clean Bold Magic Eraser;
• Media planning, communications, advertising, placement
• Hitachi - market research, mystery shopping, dealer evaluation, data analysis, market perceptions, market positioning