From Service Arm to Experience Owner
Design largely operated downstream, responding to Product requirements without a shared design language or embedded research capability. Led the shift towards greater experience ownership by establishing the design system, building research into the practice and creating stronger accountability for experience quality across the product.
3 product businesses influenced
0 → 1 unified design language
Ad hoc → Core research capability
Service → Owner design accountability
CASHFREE PAYMENTS
FINTECH
2022-25
Scaling from Enterprise-led Growth to Self-serve Merchants
Cashfree had grown around larger merchants supported by sales, relationship managers and integration teams. As growth shifted towards SMBs, led Design across the move to self-serve, from defining the merchant to rethinking onboarding, integration and the everyday experience after the first transaction.
17% uplift Signup → KYC
3.5% uplift Activation → Transaction
46% fewer support tickets
JUBILANT FOODWORKS
FOODTECH
2020-22
Building a Design Organisation & Transforming Domino’s Digital Experience
Jubilant’s digital ambitions were growing faster than its design capability. Built the design organisation from 1 to 15 while leading the transformation of Domino’s from a functional ordering utility to a more emotional, discovery-led food experience. The capability later extended to launching Popeyes digitally in India from
20.3% uplift in conversion
₹20 Cr incremental annual revenue
1 → 15 design organisation
0 → 1 Popeyes digital launch
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01
Design creates value
I judge design by outcomes it creates, not just by how the interface looks.
02
Research reduces doubt
I use research to challenge assumptions, not confirm decisions I have made.
03
Quality becomes a system
Standards and feedback are woven into a team's work, not judged at the end.
04
Feedback needs closure
Every discussion should only end in a decision, a next step, or a clear no.
05
Ownership beats output
I stay accountable for the outcomes long after a design actually goes live.
06
AI only automates effort
AI clears routine tasks, not judgment, so I focus on decisions that matter.
07
Leaders share judgment
Strong teams grow through ownership, not control, so choices don't need me.
08
Careers grow via judgment
Juniors earn trust through craft, so seniors create value through strategy.
2025 - Present
Head of Design & Research (Director of Design)
Housing.com (REA India Pvt. Ltd.), Gurugram | Proptech
•
Leading Design & Research across Housing.com’s customer journeys
•
Driving UX Strategy, Transformation & Experience Quality
•
Embedding AI into Design & Research Workflows
•
Influencing Product Strategy through Customer Insights
•
Building a Culture of Craft, Accountability & Excellence
2022 - 2025
Associate Director - UX
Cashfree Payments Pvt. Ltd., Bengaluru | Fintech
•
Led UX transformation for the SME merchant journey across Signup, KYC & Integration
•
Revamped core onboarding experiences to enable a more self-serve SME proposition
•
Embedded AI to accelerate microcopy and design decisions
•
Conducted cross-functional workshops to align teams on UX strategy
•
Drove a 46% reduction in care tickets and a 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, Proptech
•
Personalised higher-ed UX, driving 150%+ registration growth
•
Standardised UX across CMS, CRM, and LMS products
2005 - 2014
Previous Experiences
Brentwoods, Paytm, India Today, Horizon Print
With 20+ years in UX and strategy across proptech, fintech, foodtech, ed-tech, and commerce, 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.