UX LEADER — DESIGN STRATEGIST — PRODUCT THINKER
Embedding UX into product strategy across fintech, proptech, ed-tech, and commerce.
20+
Years in design
13+
Years shaping UX strategy
15+
Years leading teams
Before my MBA at ISB I was pixel smart. After it I was business literate.
A design leader on why sitting in a board meeting and understanding nothing was the moment that changed everything. What an MBA at ISB taught that fifteen years of design could not.
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Automate the mundane. Design the rest.
A design leader with no technical background building AI pipelines, Figma chatbots and research synthesis workflows. Not a story about tools. A story about what happens when you stop waiting for an engineer.
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AI is the open door. The hesitation is the story.
The real reason designers are not adopting AI is not about the tools. It is about what happens when their employer finds out. An honest look at the calculation most designers are quietly making.
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You don't have a design problem. You have a systems problem.
Most design problems aren't craft problems, they're systems problems. Here's how to tell the difference, and what to fix instead.
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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.
Chapters So Far
2025 - Present
Head of Design & Research
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
– 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
2005 - 2014
Previous Experience
Brentwoods · Paytm · India Today · Horizon Print
What I'm exploring next?
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.