USER EXPERIENCE IS THE NEW BRAND
ABOUT ME
I'm a UX strategist + researcher who obsesses over being customer and society centric. With hybrid skills across strategy, research, design and marketing, I'm able to uncover insights and turn them into ideas and prototypes.
Years of work, across global markets like India, China and the US have made me more curious and empathetic. This helps me in working with interdisciplinary teams and accepting diverse perspectives.
I prefer outcomes over output. This prioritization helps in staying goal oriented.
I have received top honors for effectiveness in marketing communication design, and won WPP’s coveted
Atticus award, for thought leadership in marketing services.
Some of my work has also been published in AdAge, Campaign, WARC, Financial Times, among others.
In 2012, I published my first book 'Turbo Chinese,' which chronicles my experiences of learning a new language.
I'm curious and love to observe culture masquerading as human nature. I'm also interested in futurology, both of which are rich sources of insight.
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MY EXPERIENCE
FROMROOTS LLC
SENIOR EXPERIENCE DESIGN RESEARCHER
October 2019 - Present
UX STRATEGIST + RESEARCHER
January 2017 – Present
"Enabling a 100-year company become user centric"
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Researching, strategizing, ideating and designing for more persuasive web design (5x brands)
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Moving from brand centric content to user centric content and interaction
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Measuring experience design by putting user goals at the center of measurement
CHINA
PLANNING LEAD / PLANNING PARTNER
August 2007 - March 2016
"Putting users first, creating better products and driving growth"
Work with clients across diverse industries to:
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Identify user needs and lay out a framework for user centric growth
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Support creative brainstorms and design sprints
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Engage and manage diverse stakeholders
Industries: Healthcare; Passenger cars; Ride hailing apps
INDIA
INSIGHT MANAGER /PLANNING DIRECTOR
August 2003 – July 2007
"Turning insights into design ideas"
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Qualitative consumer research to understand the impact of socio economic changes on consumption and purchase decisions.
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CX and communication strategy for multinational and Indian clients.
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Finalist at Marketing Research Society of India annual paper presentations (“The value of adaptive research)”
Industries: Insurance; Consumer Packaged Goods;
Pharmaceuticals and Healthcare
"Integrating design solutions + learning and leading in a new culture"
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Led and integrated planning across Ogilvy group companies
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Grew Ogilvy’s share of revenue with key clients
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Grew the strategy and planning team from 7 to 11 planners
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We were recognized as the most effective experience agency, three years in a row.
Industries: Enterprise cloud; Consumer Packaged
Goods; Lifestyle/ Sports Apparel + Accessories
EDUCATION
POST GRADUATE DIPLOMA IN BUSINESS AND ADMINISTRATION, ALL INDIA COUNCIL OF TECHNICAL EDUCATION (AICTE)
MASTER'S IN HUMAN COMPUTER INTERACTION AND DESIGN (MHCID), UNIVERSITY OF CALIFORNIA, IRVINE
September 2018 - September 2019
MHCID @ UCI is a top-5 master's program in HCI. It prepares working professionals for the world of UX by diving deep into human-centered research, design and technology.
May 1998 - May 2000
Master's program in business management (equivalent to MBA). The program prepares graduate students to become leaders in management, marketing and global business.
BACHELOR'S DEGREE IN COMMERCE, DELHI UNIVERSITY
May 1995 - May 1998
Delhi University's bachelor's degree in commerce imparts foundational conceptual knowledge of subjects such as commerce, economics, business organization, communication and financial accounting.
WE ARE IN THE GOLDEN ERA OF PRODUCT-LED GROWTH
Software products tell us a lot about how users use them. We have the opportunity to grow these products by interpreting such usage data. Interpreting such data, and making the right assumptions + hypotheses can help in informing our qualitative research. Such use of mixed methods can help us deeply understand our users and their expectations. All this can help us in improving the product and ultimately help people in getting things done.
By using mixed methods, asking the right questions of data and from users, I help in improving products and making them more useful.
MY SKILLS
UX RESEARCH
Asking the right questions, listening to what users are saying, understanding what they mean and drawing implications for business and design
Research has been reshaped by cloud-based research tools. What used to take months and weeks to do can now be accomplished in a matter of days and hours, and at a fraction of the cost. By combining my knowledge of human motivations and experience in utilizing all kinds of technology tools, I'm able to spot unique insights rapidly and cost effectively.
UX STRATEGY
The vital link between business and UX
I understand business and marketing goals and help translate them into behavior change mandates. As products evolve into outcomes, marketing, too, needs to evolve from being brand driven to being experience driven. For this to happen, both marketing and product teams need to work closely together.
With my background in branding and years of experience working with marketing teams, I can think and lead at the intersection of product and marketing. I can help teams focus on user needs and integrating efforts for better outcomes, both for users and for the business.
