NK

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NK

Work

Writing

Career

Now

Connect

NK

Work

Writing

Career

Now

Connect

Nishant Kaku

UX Leader | Design Strategist | Product Thinker

Designing outcomes. Leading teams. Shaping high-performing products for people and businesses alike.

19 years in design and 13 years in leading teams. Embedding UX into product strategy across fintech, SaaS, and commerce.

Selected Work

Merchant Onboarding & First Transaction Enablement

Cashfree Payments · Fintech · 2025

Too many merchants signed up but failed to complete KYC or make their first transaction — causing revenue leakage and poor activation health. Led the UX strategy end-to-end — identified funnel friction, mentored a designer, and contributed hands-on to solution design and GTM alignment. Drove clarity across teams by shifting the focus from “activation” to “value.”

• 17% uplift in Signup-to-KYC conversion • 3.5% increase in Activation-to-Transaction • 46% reduction in support tickets

Available on Request

Merchant Onboarding & First Transaction Enablement

Cashfree Payments · Fintech · 2025

Too many merchants signed up but failed to complete KYC or make their first transaction — causing revenue leakage and poor activation health. Led the UX strategy end-to-end — identified funnel friction, mentored a designer, and contributed hands-on to solution design and GTM alignment. Drove clarity across teams by shifting the focus from “activation” to “value.”

• 17% uplift in Signup-to-KYC conversion • 3.5% increase in Activation-to-Transaction • 46% reduction in support tickets

Available on Request

Merchant Onboarding & First Transaction Enablement

Cashfree Payments · Fintech · 2025

Too many merchants signed up but failed to complete KYC or make their first transaction — causing revenue leakage and poor activation health. Led the UX strategy end-to-end — identified funnel friction, mentored a designer, and contributed hands-on to solution design and GTM alignment. Drove clarity across teams by shifting the focus from “activation” to “value.”

• 17% uplift in Signup-to-KYC conversion • 3.5% increase in Activation-to-Transaction • 46% reduction in support tickets

Available on Request

Domino’s Home Experience Revamp

Jubilant Foodworks · B2C · 2022

Led redesign of Domino’s homepage to improve personalisation, reduce friction, and support upsell flows. Reimagined it as a dynamic canvas — adapting by city, store, campaign, and time — to simplify decisions and evoke appetite.

• INR 20 CR conversion uplift • Lifetime high app ratings (4.7 App Store, 4.2 Play Store)

View Case Study

Domino’s Home Experience Revamp

Jubilant Foodworks · B2C · 2022

Led redesign of Domino’s homepage to improve personalisation, reduce friction, and support upsell flows. Reimagined it as a dynamic canvas — adapting by city, store, campaign, and time — to simplify decisions and evoke appetite.

• INR 20 CR conversion uplift • Lifetime high app ratings (4.7 App Store, 4.2 Play Store)

View Case Study

Domino’s Home Experience Revamp

Jubilant Foodworks · B2C · 2022

Led redesign of Domino’s homepage to improve personalisation, reduce friction, and support upsell flows. Reimagined it as a dynamic canvas — adapting by city, store, campaign, and time — to simplify decisions and evoke appetite.

• INR 20 CR conversion uplift • Lifetime high app ratings (4.7 App Store, 4.2 Play Store)

View Case Study

Domino’s Cart & Payment Experience

Jubilant Foodworks · B2C · 2022

Revamped the payment flow to minimise drop-offs from low-uptime banks and reduce manual input friction. Introduced intelligent failure handling, cart-level validations, and automated OTP reading to streamline checkout and improve reliability for repeat users.

• Reduced payment failures • Smoother repeat experiences • Lower manual effort at checkout

View Case Study

Domino’s Cart & Payment Experience

Jubilant Foodworks · B2C · 2022

Revamped the payment flow to minimise drop-offs from low-uptime banks and reduce manual input friction. Introduced intelligent failure handling, cart-level validations, and automated OTP reading to streamline checkout and improve reliability for repeat users.

• Reduced payment failures • Smoother repeat experiences • Lower manual effort at checkout

View Case Study

Domino’s Cart & Payment Experience

Jubilant Foodworks · B2C · 2022

Revamped the payment flow to minimise drop-offs from low-uptime banks and reduce manual input friction. Introduced intelligent failure handling, cart-level validations, and automated OTP reading to streamline checkout and improve reliability for repeat users.

• Reduced payment failures • Smoother repeat experiences • Lower manual effort at checkout

View Case Study

Domino’s Location & Address Revamp

Jubilant Foodworks · B2C · 2022

Streamlined address input to fix drop-offs and manual entry issues during onboarding. Introduced GPS detection, POI-based search, and one-click address recall to ease reordering and reduce delivery errors.

• 20.3% uplift in new user conversion • 46.5% uplift in store pickup conversions

View Case Study

Domino’s Location & Address Revamp

Jubilant Foodworks · B2C · 2022

Streamlined address input to fix drop-offs and manual entry issues during onboarding. Introduced GPS detection, POI-based search, and one-click address recall to ease reordering and reduce delivery errors.

• 20.3% uplift in new user conversion • 46.5% uplift in store pickup conversions

View Case Study

Domino’s Location & Address Revamp

Jubilant Foodworks · B2C · 2022

Streamlined address input to fix drop-offs and manual entry issues during onboarding. Introduced GPS detection, POI-based search, and one-click address recall to ease reordering and reduce delivery errors.

• 20.3% uplift in new user conversion • 46.5% uplift in store pickup conversions

View Case Study

Thinking Aloud

Selected writing on design, leadership, and teams.

June 2025

From Pixels to Influence: A Leadership Shift

Leadership isn’t about doing more, it’s about helping others do their best, often silently.

Read →

June 2025

From Pixels to Influence: A Leadership Shift

Leadership isn’t about doing more, it’s about helping others do their best, often silently.

Read →

June 2025

From Pixels to Influence: A Leadership Shift

Leadership isn’t about doing more, it’s about helping others do their best, often silently.

Read →

May 2025

Designers Don’t Disappear—They Evolve

From print to AI — why adaptability keeps design alive.

Read →

May 2025

Designers Don’t Disappear—They Evolve

From print to AI — why adaptability keeps design alive.

Read →

May 2025

Designers Don’t Disappear—They Evolve

From print to AI — why adaptability keeps design alive.

Read →

July 2024

Design for Delight: Crafting Experiences That Excel in Customer Satisfaction

Small interactions. Lasting impact. A look at how delight shapes user perception across products.

Read →

July 2024

Design for Delight: Crafting Experiences That Excel in Customer Satisfaction

Small interactions. Lasting impact. A look at how delight shapes user perception across products.

Read →

July 2024

Design for Delight: Crafting Experiences That Excel in Customer Satisfaction

Small interactions. Lasting impact. A look at how delight shapes user perception across products.

Read →

July 2024

To Be (Pixel) Perfect, or Not To Be

In fast teams, iteration > perfection.

Read →

July 2024

To Be (Pixel) Perfect, or Not To Be

In fast teams, iteration > perfection.

Read →

July 2024

To Be (Pixel) Perfect, or Not To Be

In fast teams, iteration > perfection.

Read →

July 2024

WWH Framework: What, Why, and How

How to diagnose and improve product success using What, Why, and How.

Read →

July 2024

WWH Framework: What, Why, and How

How to diagnose and improve product success using What, Why, and How.

Read →

July 2024

WWH Framework: What, Why, and How

How to diagnose and improve product success using What, Why, and How.

Read →

Chapters So Far

2022 - Present

Associate Director - UX

Cashfree Payments Pvt. Ltd., Bengaluru | Fintech

▍Leading UX across the merchant lifecycle (Signup, KYC, Integration)

▍Embedded AI to accelerate microcopy and design decisions

▍Conducting cross-functional workshops to gain focus from UX Strategy

▍46% drop in care tickets, 3.5% uplift in activation-to-transaction

2020 - 2022

Lead Manager – UX

Jubilant Foodworks (Domino’s, Popeyes), Noida | Foodtech

▍Spearheaded Domino’s first UX overhaul in 15 years

▍₹20Cr revenue uplift, app ratings up to 4.7 (iOS)

▍Scaled UX team from 1 to 15

2014 - 2020

Principal UX Designer

Infoedge India Ltd., Noida | Edtech

▍Personalised higher-ed UX, driving 150%+ registration growth

▍Standardised UX across CMS, CRM, and LMS products

2013 - 2014

Creative Lead

Brentwoods Education Pvt. Ltd., Delhi

2013

Assistant Manager – Graphics

One97 (Paytm), Noida

2008 - 2013

Deputy Art Director

India Today Group, Noida

2005 - 2008

Graphic Designer

Horizon Print Services, Delhi

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What I’m Exploring

With 19 years in UX and strategy across B2B, B2C, and fintech, I’ve focused on embedding scalable practices, enabling insight-led decision-making, and driving product maturity across organisations.

I’m now seeking to lead design at scale, shaping high-performing teams, influencing product direction, and aligning design more deeply with business strategy.

My current interest lies in cultivating cultures of ownership and accountability, designing for long-term value creation, and enabling design to operate as a strategic, decision-driving function within the business.

Last updated: July, 2025

Get in touch

Always open to meaningful conversations around design leadership, product strategy, and scaling teams.

nishant.kaku@gmail.com

Linkedin

Instagram

Behance

x (twitter)

Get in touch

Always open to meaningful conversations around design leadership, product strategy, and scaling teams.

nishant.kaku@gmail.com

Linkedin

Instagram

Behance

x (twitter)

Get in touch

Always open to meaningful conversations around design leadership, product strategy, and scaling teams.

nishant.kaku@gmail.com

Linkedin

Instagram

Behance

x (twitter)