• Led and managed the design process for Freo’s finance super app, integrating products across credit, insurance, UPI, investments, and savings into one app.• Designed UX strategies and app architecture to unify above products using
dynamic widgets and server-driven UI.• Created algorithms to render personalised home screen layouts based on user intent.• Created frameworks to minimise Day 0 churn by improving cross-discovery of products with similar affinity.• Improved offer CTR by 400% and achieved 260% net conversion growth by changing the credit rejection story to an ‘approval’ flow, enhancing cross-sell efforts.• Redesigned credit disbursal flow by improving user comprehension and delight, enriched with features for cart-upsizing, cross-sell, and couponing.• Designed and coded an in-app banner CMS to create, manage and deliver dynamic banners into any area of the super app• Improved design management processes, introducing various first principles L&D initiatives across organisation and Design functions.• Devised hiring strategies for the strict goal of inviting only first principles thinkers on the team.• Presently, gamifying the entire Freo experience by identifying key habit loops and creating solutions to increase retention.

I owned the experience for the MoneyTap (credit line) pod. During this tenure, I:• Enhanced the repayments experience, improving EMI pre-payments by 15% in
the 1st month, stabilising to 35% subsequently.• Productised the credit application curing system using real-time automations to resolve issues in user’s applications, reducing dependency on manual interventions.• Redesigned the credit application flow, expediting the product’s magic moment, reducing onboarding taps from 35 to 8, and reducing application completion time from 36 hrs to 12.5 hrs!• Increased user-engagement with credit disbursal flow by 33% through simple iterations of the UX copy on the key CTA.

Aware World is an L&D organisation enabling Individuals, entrepreneurs and corporates. During my work there, I:• Designed an online learning portal enabling users to discover, enrol, and attend small group coaching sessions.• Designed a Learning Management System (LMS) where mentors could assign and grade personalised, mixed-media tasks that mentees could submit online.• Created an open calendar feature for mentees to self-schedule calls with their mentors.• Developed an ticketing platform for users to book workshop seats, with exit-intent prevention and out-app abandonment flows.

WorkBox Design was my merch-design-studio for startups, corporates, and enterprise gifting. I’ve worked on all areas of the product incl. designed the product philosophy, website, app, branding, print and packaging collaterals etc.

DivaZap (previously 'DivasNow') is a platform connecting women ecommerce entrepreneurs ('diva-preneurs') with shoppers across India. During my tenure there, I:• Led UX design for their web platform and app during its 0 to 1.• Designed key experiences like user registration, product search, vendor store creation, store management, store review systems and on-platform real-time communication (RTC).• Shadowed prospect users to identify product behaviour patterns and create features from primary research.• Developed features for users to self-catalogue products, events, and other entrepreneurs into boards, akin to a Pinterest-like feature.• Designed a WYSIWYG store creator, complete with store management dashboard for vendors to easily create and manage their online stores.• Pioneered the vision for a marketplace platform similar to what Meesho later adopted.

New Movies is a movie reference + streaming aggregator app serving NA and LATAM regions. During my work there, I:• Designed features from first principles viz. streaming aggregator, movie-boards, movie release reminder, etc. to gamify various app experiences.• Created a streaming aggregator allowing users to find content across multiple OTT platforms, with one-tap redirection to stream—ahead of Google’s implementation.• Developed ‘watchlists’ and ‘movie-boards’ for users to self-catalog content,
kick-starting user generated content (UGC) on the platform.• Designed the entire suite of social engagement features, including creating posts and following each other, user reactions, personalising user profiles, pro product tier, etc. enabling community building.• Used UGC and user activity data to analyse user interests and serve personalised content.• Improved DAU to 3x - from 10K to 30K+.

GuestHouser is a platform to discover and book holiday homes. As a graphic designer, I was responsible for:• Designed collaterals for performance marketing campaigns, social media, app push notifications, emailers, etc.• Designed webpages, banners, icons etc. for the mobile app and website.• Conceptualised, storyboarded and illustrated the key branding and other videos.

Worked as an AD for the inaugural season of Dance+, (a dance reality show) on Star Plus (a leading Indian General Entertainment Channel). Other work as an AD pre-production, storyboarding, casting, and auditioning as the AD.

Directed the key branding video summarising CCS’s vision, mission, goals and achievements using stop-motion animation. Also helped re-brand their annual “Jeevika Asia Livelihood Film Festival”, creating digital and print collaterals.

Taught street children at a shelter home and created their profiles to help benefactors know the talent they could sponsor.

Conducted usability testing for the chatting platform

Worked as the Teaching Fellow's assistant teaching underprivileged children. Employed Activity Centred Design (ACD) and created lesson plans for individual attention, particularly towards the academically weaker students.