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I started my journey in the world of pixels and empathy as a Product Designer,
where I learned that a great product begins with understanding the human on
the other side of the screen.
As I built more complex B2B and SaaS tools, I became obsessed with the "Why" behind the features, leading me to pivot into Product Leadership. Today, I combine that design intuition with a degree of MSc Management in Data & AI to turn raw data into actionable roadmaps that don't just look good, but drive measurable ROI.
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CASE STUDIES
UX Research | ERP | Fin-Tech | Logistics
BioFuel Networking Platform- Agro Trade
BioFuelCircle is a pioneering B2B marketplace connecting biomass producers, traders, and buyers across India's emerging biofuel ecosystem. As the sole designer, I owned the end-to-end UX, from discovery and user research through information architecture, prototyping, and final delivery. The core challenge was designing for 4 very different user types simultaneously: rural agro-producers with low digital literacy, and sophisticated corporate buyers needing data-rich trading interfaces. The result is a platform that bridges that gap, making complex supply chain transactions feel simple on both sides of the marketplace.
Legacy | SaaS | Inspection Service | AI Integration
Report Writing Tool For Inspections
World Inspection Network's inspector-facing mobile app had significant friction in reporting and job management workflows, costing professionals time on every single job. I led a full end-to-end redesign of the SaaS App, grounding every decision in behavioural data from heatmaps and user sessions via Hotjar and Smartlook. This transition from Legacy to SaaS reduced task execution time by 20 hours per week across the inspector base and drove a 63% increase in conversion rate.
Research | Redesign | Fin-Tech
Standard Bank's
E-wallet Redesigned
A speculative redesign of Standard Bank's e-wallet product for the Southern African market, exploring how to simplify multi-service financial transaction, bill payments, tax contributions, daily expenses, and QR scanning, into a single cohesive mobile experience. The project focused on reducing cognitive load for users navigating multiple financial systems, with particular attention to accessibility and low-bandwidth contexts.
Consumer | Blog | Service
Highline | An Emerging Adventure Sport
The purpose of this was to highlight the burgeoning realm of extreme adventure sports both in India and worldwide, emphasizing their intense and thrilling characteristics. It aimed to illustrate the various initiatives undertaken across the country and the intricacies involved in terms of services and technical aspects.
