Nov 2021 – Sep 2023 · 1 yr 10 mos · India

• Scaled and led product design at India’s largest gaming company, embedding research-driven design to deliver measurable business and user impact.
• Highlights:
• ⟢ Directed and mentored a 40+ member design organization across product, visual, motion, and research.
• ⟢ Partnered with Strategy, Business, and Product leaders to drive growth initiatives including Play Store RMG versions and US market expansion.
• ⟢ Established lean design review processes, improving quality and reducing release friction.
• ⟢ Created hiring frameworks ensuring timely closure of all design talent needs and backfills.
• ⟢ Embedded research into quarterly planning, aligning design with product and business goals.
• Key Outcomes:
• ⟢ 15% improvement in install-to-login conversion.
• ⟢ 20% reduction in churn for new users.
• ⟢ 18% GPU improvement for top games (Rummy, Poker, Ludo, Fantasy).
• ⟢ 95% goal achievement in quarterly OKRs through research-driven planning.
• ⟢ Successfully launched Striker (NFT product), expanding MPL’s product portfolio.

Jul 2021 – Nov 2021 · 4 mos

Aug 2020 – Jul 2021 · 11 mos

• BUILDING NEWS 2.0
• ⟢ Overseen Android App and PWA growth and engagement for NewsPoint
• ⟢ Led the re-design initiatives TOI.com(India/US), GadgetsNow and various new LOB’s i.e. TOI Auto which has led to significant improvement in overall metrics of the product
• ⟢ Led the design system foundation, with defined UX principals per our user and business needs towards building a robust and scalable design system.
• ⟢ Led the launch of TOI Apps Vernacular experience
• ⟢ Growth initiatives towards, page views, sessions per user, increase logins, repeat users on Web, mWeb & Apps
• ⟢ Design team's mentoring and constant career growth of individuals
• ⟢ Strategising as well as constant planning for design efforts with Product, Tech and Business teams
• ⟢ Evangelising designs role across TOI and how various groups can collaborate for enhanced news experience
• ⟢ Design Talent Hiring across Times Internet verticals

Sep 2018 – Aug 2020 · 1 yr 11 mos

Jun 2019 – Present · 7 yrs · New Delhi, Delhi, India

Nov 2017 – Aug 2018 · 9 mos · Gurgaon, India

• Managed a talented design studio of 20+ designers.
• Oversee the responsive web properties as well as mobile design system.
• Mentor designers in day to day work as well as liaison with product and engineering teams towards project planning.
• Lead and evangelise towards best practices in UX for best product outcomes.

Apr 2015 – May 2016 · 1 yr 1 mo · New Delhi Area, India

• Role and Responsibilities:
• Oversight of all user-facing design efforts for nearbuy.com, nearbuy mobile apps, nearby merchant center and entire internal product suite.
• Collaboration with Business Heads, Product, Business Analysts and Engineering Managers to ensure a seamless product experience for our users both internal and external.
• Day-to-day management of team - including career planning, project coaching and design mentorship.
• Highlights :
• Grew team of designers from scratch into a team of 20+.
• Established and integrated ux process into the product development cycle.
• Implement a design review process, maintaining holistic design across the user experience.
• Conceptualised and Created UI framework for internal and external web and mobile products and fostering one design language across products.
• Initiate user research and user testing for both internal and external products web/mobile
• Organise design workshops and hackathons to solve towards existing user problems as well as visualise future possibilities

Feb 2013 – Oct 2014 · 1 yr 8 mos · Gurgaon, India

• At Expedia I got the opportunity to redesign the entire Things To Do. The final design live in 80 countries was an outcome of:
• Competitive benchmarking
• Persona building
• User stories
• Story boards
• Localisation
• Design iterations and reviews with the design team and product stakeholders
• User testing at in house lab and iterating towards final design based on user feedbacks
• Design based on responsive design strategy towards final delivery
• Contribute towards responsive design framework

Oct 2009 – Oct 2010 · 1 yr

• As a User Experience Lead in this experienced start up I make sure every pixel counts and all web standards are met to their best. Collaborate with technology heads to produce design concepts and interactive experiences that meet strategic goals in an agile environment. Foster communication of concept within internal team and client by creating storyboards, prototypes and engaging in group meetings. Manage multiple role by participating in all phases of the project life-cycle: concepts, design, production, testing, launch, and maintenance.

Feb 2008 – Dec 2008 · 10 mos

Jan 2008 – Oct 2009 · 1 yr 9 mos

• UX for Payment, Transactions, Retail Automation and Loyalty Solutions and Products.

May 2005 – Feb 2008 · 2 yrs 9 mos

Nov 2000 – Nov 2017 · 17 yrs · New Delhi Area, India

• Created experiences for some great products/projects for DuckDuckGo, BSB(Bharti SoftBank), Mobstac, Jabong, Peel Inc., PriceBlink to name a few which have collectively given opportunities to work on a variety of concepts and platforms.
• Highlights:
• Launched Wynk Music with Bharti SoftBank:
• https://dribbble.com/nashatwork/projects/240792-Wynk
• Revamped DuckDuckGo Donations, Ads and Search Listings
• https://dribbble.com/nashatwork/projects/577217-DuckDuckGo
• Revamped Quiklo.com complete online experience
• https://dribbble.com/nashatwork/projects/431772-Quiko
• https://medium.com/@nashatwork/designing-success-for-quiklo-com-6fb76411ae1d
• Launched HROne
• https://dribbble.com/nashatwork/projects/622659-collaboration-tool
• Revamped Jabong.com
• https://dribbble.com/nashatwork/projects/247943-eCommerce