My design approach is rooted in a deep interest in user needs & business goals, ensuring that each project not only looks great but also delivers measurable results. I actively engage with users & stakeholders to truly understand their needs & pain points, ensuring our solutions are both effective & meaningful. I believe in paying close attention to every aspect of the design, from typography to micro-interactions, because the small details can often elevate a good design to greatness.

I also believe in bring a social conscience to every project I work on. I remember some years back I worked on a cash-back program for a major US retailer and was asked to design the flow such that the user was required to click a button to get their cash back. The company was counting on a measure of “breakage” (the term they used for people who had cash-back funds waiting for them but never claimed them) to reduce the program’s overall cost. I advocated time and again to make the cash back dispensation automatic but couldn’t convince the product ownership team or the business guys. It felt like a real case of penny-wise, pound-foolish to compromise your brand for a couple extra percent. I eventually left that company, not for that specific reason but in the deeper sense partly because I felt we suffered an moral mismatch. Not a fan of the dark UX patterns, so don’t ask.

Design Principles

User-Centered Design: Crafting experiences that resonate with users through empathy, research, and iterative feedback.

Collaboration: Fostering a team environment where designers, developers, and stakeholders work together seamlessly. This collaborative spirit ensures that we can tackle any challenge effectively.

Innovation: Staying ahead of industry trends and incorporating cutting-edge techniques to solve complex problems.

Adaptability: Navigating the challenges of organizational changes and evolving market demands with a flexible and proactive mindset.

Impact: Ensuring that every design decision contributes to the overall success of the product and aligns with the company’s strategic objectives.