My fascination with human ingenuity runs deep. Growing up in India, I was constantly surrounded by traditional disciplines like theatre, film, music and art, thanks to my father's passion projects. At the same time, moving cities every few years exposed me to the many contexts of unexpected creativity with the uniquely Indian flavour of the bricoleur phenomenon. Inspired by how culture and context shapes us and vice versa, I went on to study fashion design, then graphic design, then user experience design– and have worked at the art and science of translating business strategy into successful products for the last 18 years.

Over the years, I’ve had the privilege of working with organisations of various scales and maturity. A few highlights:

Creating the Blinkist Minute, so loved it got its very own farewell note when it was sunset.

Working with content and paid marketing teams at Blinkist during its early, formative days – untraditional for design verticals– to enable them to test and iterate with human-centered methods, and also find symbiosis with product.

Building and growing the design I built the foundations for future growth with global design teams and the design guardrails they worked with. I've worked with tech giants like eBay on redesigning hotbed pages like the eBay Daily Deals taking it from 100 mil page to a billion. I've also worked with agencies and consultancies from creating business value such as for Toyota Part Sales websites to performing ethnographic research to better tackle teenage pregnancies with the UNFPA. In a previous life, I was an apparel designer at Levi's, and brought a 288% jump in sales after I started to work on developing the womenswear line for the junior wear brand Levi's Sykes.
as well as independent change-makers; employing various methods depending on the stage of maturity and translating business strategy into successful creative concepts.

My practice is rooted in people-centered research, insights and storytelling. I love a good challenge, regardless of the medium. Drawing from a multi-disciplinary, cross-functional work experience, I work to put the essence above all; to design whatever object, experience, or system most effectively and appropriately addresses the audience.