Designer, strategist and explorer.
Focused on strategy and UX planning — bringing structure
to complexity and purpose to scale.
Previously at Cyware, PhonePe and Great Learning
Career so far
Cyware
Alert Creation Improvements
Transformed the alert creation experience from a fragmented data-entry task into a strategic, sequenced workflow. By aligning the UI with the analyst's mental model, we reduced creation time by massive ~65% while effectively eliminating distribution errors through a deliberate verification pause.
BeBetta
Scaled BeBetta from less than 1M to 6M+ users, reaching #3 on the Play Store. The overhaul centered on a high-velocity 'Bet coin' economy facilitated by tactile 'Slide to Place Bet' mechanisms and live match synchronization that converted 5.5M+ viewers into players. Replacing legacy bidding with brand-infused mini-games drove a 3x surge in DAU, while competitive 'Rematch' hooks and tribal loyalty features secured a 68% D1 retention and a 57% increase in average play time.
PhonePe
Mutual Funds 2.0 Enhancements
Enhancements focused on simplifying decision-making and reducing post-selection drop-offs. Comparison, personalization, and transaction setup were brought into a single flow — fewer scattered screens, less cognitive load. This helped users move from browsing to actually setting up SIPs with less friction. Engagement improved with personalized MF packs, and SIP starts went up by around 27%. Reimagined the entire scrip page information hierarchy for stocks and even Mutual Funds.
Demat Account Opening & User Onboarding
Reordered verification steps, eliminated redundancies, and established cross-platform consistency — enabling smoother completions & reducing confusion during KYC stages. As of April 2024, over 1.1 million active Demat accounts rely on this flow — proving that usability & regulation can coexist without compromise.
Digital Gold & Other Projects
Strengthened the gold purchase journey with real-time transparency and strategic decision hooks. Launched for the Dhanteras season, integrating Caratlane—alongside MMTC-PAMP and SafeGold—unlocked a unique digital-to-physical redemption path. Strategic refinements successfully migrated existing users and converted new ones, driving a 28% AOV increase within six months.
Great Learning
Learner Experience Improvement
Transformed Great Learning’s 'Digital Campus' into an active learning ecosystem by integrating content with real-time mentorship. Streamlined navigation and proactive tracking drove 4.5x higher completion rates via multi-device paths.
Archive & Other projects
Ola Electric
South Asia Launch Website
Orchestrated the end-to-end digital presence for Ola's international expansion. Designed the global GTM campaign websites, balancing premium visual storytelling with the technical requirements of multi-region deployment to establish Ola's global brand identity.
Ola Electric
Accessories Ecosystem & Purchase Flow
Architected the complete accessories purchase ecosystem, integrating high-intent conversion points directly into delivery tracking and post-purchase journeys across various order states (Pre-ordered, Purchased, Ordered). Developed complex configuration logic for helmet selection (optional vs. compulsory) and extended warranty modules. Designed a dedicated accessory store experience with strategic ingress points on the scooter purchase page, ensuring seamless transitions between purchase, fulfilment, and delivery tracking.
USA Basketball
Licensing & Membership Management System
Designed a unified digital ecosystem that simplifies the high-stakes journey from national certification to court-side eligibility. By consolidating fragmented workflows—coaching education, SafeSport compliance, and membership management—into a cohesive, user-centric dashboard, we transformed a complex regulatory process into a seamless professional growth path for thousands of USA Basketball members.