USER EXPERIENCE IS THE NEW BRAND
RESEARCH + STRATEGY
"HOW MIGHT WE DESIGN TO SIMPLIFY HOTEL SEARCH?"
[Product Analytics + Session Recordings + Qualitative + Quantitative Research]
"HOW MIGHT WE MAKE HOTEL WEBSITES MORE USER-CENTRIC?"
[Product Analytics + Remote Unmoderated Product Testing + Design Evaluation] 4x Brands
"HOW MIGHT WE NUDGE CAR BUYERS TO REQUEST A QUOTE ONLINE?"
[Survey + Remote Unmoderated Research + Information Architecture]
"HOW MIGHT WE TURN A MARKETING CLAIM INTO A USABLE PRODUCT FEATURE?"
[Product Analytics + Session Analysis + Qualitative Research + Design Exploration + Evaluation]
"HOW MIGHT WE REPLACE IN-PERSON INTERACTION WITHOUT TAKING AWAY THE BENEFITS OF ONE-ON-ONE CONVERSATIONS?"
[Business Objective Analysis + Qualitative Research + Design Exploration]
"HOW MIGHT WE MEASURE THE QUALITY OF OUR EXPERIENCE DESIGN?"
[Analysis of current measurement practices + Industry best practices + Goal-setting + Devising a user-centric measurement system + A/B Testing]
"HOW MIGHT A PROFESSIONAL NETWORKING PLATFORM HELP PEOPLE IN TIMES OF HISTORIC JOB LOSS?"
[Generative Research + Design Exploration + Evaluative Research]
"HOW MIGHT WE DESIGN FOR THE WAY DIABETICS ACCESS HEALTHCARE IN EMERGENCY SITUATIONS?"
[Business Objective Analysis + Literature Review + Generative Research + UX Strategy + Design Sprint + Demo Prototype]
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 user insights and turn them into product concepts and prototypes.
Years of work, across global markets like the US, China and India have made me curious, empathetic and open to learning. This helps me in working with interdisciplinary teams and accepting diverse perspectives.
I prefer outcomes over output. This prioritization helps teams in staying goal oriented.
I have received top honors for effectiveness in advertising design, and won
Atticus, WPP's award for original thinking in marketing services, multiple times.
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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WE ARE IN THE GOLDEN ERA OF PRODUCT-LED GROWTH
Software products create a lot of data about how people use them. Interpreting this data, and making the right assumptions can inform qualitative and quantitative research. Such use of mixed methods can help us in understanding user expectations. This helps in improving the product and leads to better outcomes for users, and for the business.
By studying product analytics, and asking users the right questions, I help in designing improvements that make products more useful and businesses more successful.
MY OUTLOOK
SKILLS
RESEARCH
Asking the right questions, listening to what users are saying, what it means, and drawing implications quickly
Research has been reshaped by cloud-based tools. What used to take months and weeks can now be accomplished in a matter of days and even hours + at a fraction of the cost. By combining my knowledge of human motivations and experience in utilizing various research tools, I'm able to spot actionable insights.
UX STRATEGY
The vital link between User Experience and business
I understand business and marketing goals and help translate them into behavior change mandates. As products evolve into outcomes, marketing also needs to evolve from being brand driven to being experience driven.
With my experience in business and marketing, I can think and lead at the intersection of product and marketing. I can help diverse teams focus on user needs and integrate efforts for better outcomes.
EXPERIENCE
SENIOR EXPERIENCE DESIGN RESEARCHER
October 2019 - 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
FROMROOTS LLC
UX STRATEGIST + RESEARCHER
January 2017 – Sept 2019
"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
CHINA
INDIA
PLANNING LEAD / PLANNING PARTNER
August 2007 - March 2016
INSIGHT MANAGER /PLANNING DIRECTOR
August 2003 – July 2007
"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
"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
EDUCATION
MASTER'S IN HUMAN COMPUTER INTERACTION AND DESIGN, 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.
MASTER'S IN BUSINESS AND ADMINISTRATION (AICTE)
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.
MY UX PHILOSOPHY
BUSINESS IS NOT IMPORTANT, WHAT IT DOES, FOR THE CUSTOMER AND THE SOCIETY, IS
[Customer is the only business that we are in.]
PRODUCT IS NOT IMPORTANT, WHAT IT HELPS USERS ACCOMPLISH IS
[User before the product.]
DESIGN IS NOT IMPORTANT, WHAT IT DOES FOR THE USER IS
[Easy above fancy.]
People don't want to engage with products, they want to get things done.
Design your product to help people in getting things done, and work tirelessly to improve this experience.
THOUGHT LEADERSHIP
LET'S CONNECT
RESEARCH IS NOT IMPORTANT, THE OUTCOME THAT IT ENABLES IS
[Outcome over output.]
STRATEGY IS NOT IMPORTANT, WHAT GETS EXECUTED IS
[Action over intention.]