I believe design belongs at the table.
12+ years of turning pixels into revenue.
// Projects
Selected projects that show how strategy, structure and craft come together into products people actually use — with numbers that moved.
Nykaa · 2023 — 2025
The journey doesn't end at 'Buy Now' — how I made the case for a ground-up rebuild of post-order, got the buy-in, and led it.
Cactus · 2019 — 2022
A website revamp designed to cater to researchers across the world — built on trust, clarity and market-specific craft.
// Writing
What it actually takes to hold a design org together when the people, the pods and the priorities sit in different rooms — and different cities.
A lightweight programme to make an entire product org sit with real customer problems — and the reason it changed more behaviour than any research readout.
How to stay close enough to the work that your team trusts your judgment, without becoming the bottleneck they route around.
Most design goals are written in January and quietly abandoned by March. A format that holds up when the roadmap moves.
// About
I've spent twelve years across Nykaa, BookMyShow, Coverfox, and Cactus — leading product design across e-commerce, fintech, and consumer tech. I build teams with sharp product instinct and clear structure. The work I care about sits at the intersection of conversion, craft, and compounding small bets into real revenue movement.
Today, I'm also rethinking what design leadership looks like when AI reshapes the toolkit — less time pushing pixels, more time on the judgment calls that actually differentiate a product.
Read more about me →
