💻 Jul 2024 - Present, Web Acquisitions & Growth
• Increased web sign-up rate by +1.20% and sign-in by +1.06% through re-designed communication of first-order incentives on landing and RLP pages, validated via A/B testing across 4.48M users.
• Improved registration start page loads by +7.5% by redesigning Sign-Up and First Order Incentive messaging across RDP and Sign-Up pages; validated through A/B testing on 4.77M users and funnel-wide behavioral analysis.

🥕 Mar - June 2024, Marketplace & Quick Commerce
• Integrated Pickup into pandora-DH’s food delivery ecosystem, streamlining UX across cross-flows with a unified pattern system that drove measurable impact at scale. It boosted net orders/user by 0.12%, reduced menu exits by 0.7%, and lifted conversion by 0.35% across 93M+ users via A/B testing on RDP.

👔 Sep 2022 - Feb 2024, foodpanda/foodora for Business (APAC & EU)

• Designed intuitive user flows and UI solutions, increasing Corporate account activations by 6.33%, leading to a $1.2M boost in GMV
• Contributed to a $7M Corporate GMV in APAC, through redesign of allowance utilization, account activation, and communication flows that improved business and user outcomes.
• Launched usability-tested features, including the Allowance Reminder, achieving a 2.91% lift in push notifications and engagement, impacting 1.5M users through A/B testing and iterative design updates.
• Launched Allowance Reminder feature that drove a +1.57% GMV uplift and contributed to a 21% QoQ growth across APAC & EU, improving recurring user engagement with timely spend nudges.
• Integrated Gift Card purchase into B2B corporate flow and redesigned the Corporate Web experience across APAC & EU, unlocking wallet-based partial redemption via Qwikcilver integration and positioning Gift Cards as a new revenue stream.

⚙️ Sep 2021 - Aug 2022, Nutcracker (Fintech) Design System
• Scaled 4 atomic design systems with 60+ components used by 10+ squads, accelerating design-to-dev handoff and cutting delivery time by 40%.
• Approved 100+ UI components as design system gatekeeper, reducing visual QA issues by 35% through strict atomic design enforcement.
• Integrated 12+ end-to-end flows (e.g. login, KYC, transactions) into the system library, cutting implementation time by 50% across key squads.

💰 Aug 2021 - Aug 2022, Money Transfers & Value Added Services
• Led 0→1 design for core money movement and bill pay features, validated via 20+ usability tests and 6 user interviews across 3 squads.
• Shipped B2B admin panel UX for merchant listing and offer config, enabling internal tooling scalability through systemized patterns.
• Launched a 4-stage design QA framework, resolving 85+ issues pre-dev and reducing staging inconsistencies by 40%.
• Built a Figma-based event tracking system for 100+ screens, improving analytics accuracy by 60% and replacing manual documentation workflows.

• Cut developer configuration time by 50% and reduced production errors by launching a low-code, drag-and-drop Data Grid Form View for web main pages.
• Reduced setup time by 40%+ and minimized implementation bugs by redesigning module-page linking with real-time navigation previews.
• Improved reusability and cut JSON editing time by 30–40% by revamping the Page Editor with object-level rule and query insertion.
• Accelerated page delivery by 60% and lowered engineering overhead by building a drag-and-drop Web Page Builder for non-technical users.
• Reduced workflow iteration time by 40% and boosted developer adoption through UX overhaul of the Workflow Simulator with live previews and save controls.
• Cut context-switching and onboarding time by 35% by reorganizing platform IA and navigation based on usability insights.
• Executed 30+ user interviews and 20+ usability tests across 6+ tools, leading to design improvements that increased developer efficiency by up to 60% and shortened onboarding time by 35%.

• Scaled sticker library from 500 to 15,000+ assets across 35+ languages, increasing expressive content for 70M+ users, driven by hands-on execution and cross-functional collaboration with 10+ global creatives.
• Curated and shipped 15,000+ static and animated 2D stickers, localized for 35+ Indian languages, directly enhancing user engagement through culturally relevant, high-frequency content design.
• Built a globally distributed creative pipeline by onboarding 8 freelance artists, 8 animation studios, and managing 2 in-house illustrators, streamlining IP-compliant content production through continuous design reviews and creative direction.
• Developed a 32-page design system playbook to standardize visual style, tone, and animation guidelines, ensuring brand consistency and legal integrity across all sticker outputs.
• Guided localization of content across 100+ Indian events and festivals through focus groups and 1:1 testing, refining sticker expression with granular checks on dialect, spelling, and cultural nuance.
• Led & curated 12,000+ sticker submissions via the Great Indian Sticker Challenge across 8 Indian design colleges and individual creators, combining grassroots outreach with scalable creative onboarding for future content production.

• Improved personalization for 4M+ users by redesigning Love Cycles with emotion and symptom tracking, informed by 65+ in-depth user interviews and behavioral insight synthesis.
• Enhanced stylus writing UX in JusWrite through 50+ TestFlight Usability Tests and guerrilla + corridor testing, leading to measurable gains in user flow and reduced drop-off during note creation.
• Delivered consistent cross-platform UX across Android, iOS, and Windows Surface by designing and shipping 3 portfolio apps, applying responsive layout systems and platform-specific UI patterns.
• Won 1st prize in a Samsung developer challenge by building WiHi, an experimental Wi-Fi–based messaging app using the new Samsung SDK, demonstrating technical innovation and UX agility.
• Executed research-driven product design for 3+ mobile apps, combining usability testing, wireframing, and high-fidelity prototyping to validate MVPs and improve investor pitch traction.
• Collected direct stakeholder input at 7 tech conferences through live demos and usability walkthroughs, using real-time feedback to iterate product features and align UX with investor expectations.