USER EXPERIENCE IS THE NEW BRAND
I'm a UX strategist + researcher who obsesses over being customer and society-centric. With hybrid skills spanning UX research, design and marketing, I'm able to uncover user insights and turn them into ideas, prototypes and brand narratives. Years of work across global markets like India, China and the US have helped me become a better lister and with empathy. I'm adept in handling diverse perspectives and working with interdisciplinary teams.
I've received top honors for effectiveness in communication design, and won WPP’s coveted global Atticus award, for thought leadership in marketing services, multiple times. Some of my work also got 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.
UX STRATEGIST & RESEARCHER,
March 2016 - Present
HEAD OF PLANNING
OGILVY & MATHER
February 2014 – February 2016
"Putting users first"
Fromroots is customer experience advisory. We bridge the gap between the brand (the promise) and the user experience (the product). We evaluate user experience and analyze its impact on sales conversion. We also carry out cross discipline workshops and assist diverse client teams to work together and deliver superior customer experience. Industries:
OGILVY & MATHER
January 2010 - January 2014
"Leading strategic minds"
I led a team of design strategists and researchers working across interactive marketing, public relations, events and sponsorships and social media marketing. Integrated planning across functions and innovated for clients across enterprise and consumer businesses. Developed framework for a data integration tool and led a thought leadership initiative showcasing what IoT means for marketing. Industries:
STRATEGIC PLANNING DIRECTOR
OGILVY & MATHER
August 2007 – December 2010
"Solving design problems in a new culture"
I was promoted and relocated from Mumbai in India to Beijing in China. I started work as a communication and engagement strategy planner. The majority of my clients were transnational businesses that were looking to grow or establish themselves in China. Industries:
"Integrating design solutions"
I worked as a customer engagement strategist. My work cut across experience disciplines such as CRM, TV, shopper marketing and public relations. I worked with both Chinese and international clients and partners. Industries:
POST GRADUATE DIPLOMA IN BUSINESS AND ADMINISTRATION, ALL INDIA COUNCIL OF TECHNICAL EDUCATION (AICTE)
CANDIDATE - MASTER'S IN HUMAN COMPUTER INTERACTION AND DESIGN (MHCID), UNIVERSITY OF CALIFORNIA, IRVINE
September 2018 - September 2019
MHCID @ UCI is a master's program that prepares working professionals for the world of UX by diving deep into human-centered research and design.
May 1998 - May 2000
Master's diploma in management (equivalent to MBA), with specialization in marketing.
BACHELOR'S DEGREE IN COMMERCE, DELHI UNIVERSITY
May 1995 - May 1998
Bachelor's degree covering subjects such as commerce, economics, business organization, business communication and fundamentals of accounting.
UX Strategy + Research
For your business to grow, you need to know why people choose or reject your offer. You also need to be on top of the latest developments in technology. When you orchestrate insight-driven experiences that help people in getting things done, they more than just notice you. They love you, they talk about you, and come back for more.
I make this happen. I understand people and what technology can do for them. Through qualitative and quantitative research and human-centered design practices, I help businesses see opportunities and prototype ideas that enhance customer experience, and unlock growth.
The bigger picture, and the vital link between business and everything UX.
Technology is transforming industries, and businesses are undergoing revolutionary change. Content and marketing are not enough to affect behavior change, the product needs to evolve too. Businesses can improve ROI and measure investment outcomes by digitizing products, and services. User experience can be improved through human-centered design practices. As products evolve into outcomes, marketing, too, needs to evolve from being brand driven to being experience driven.
I understand business and marketing goals and help translate them into behavior change mandates for growth.
Interpreting what the users are saying, what it means, and what the business needs to do.
Research has been reshaped by cloud-based research tools. What used to take months and weeks can now be accomplished in days and hours at a fraction of the cost. By combining my knowledge of human motivations and harnessing various online research tools, I'm able to glean unique insights that help businesses grow.