USER EXPERIENCE IS THE NEW BRAND
MY RECENT RESEARCH + STRATEGY WORK
"HOW MIGHT WE DESIGN TO SIMPLIFY HOTEL SEARCH?"
(Product Analytics + Session Recordings + Qualitative + Quantitative Research)
"HOW MIGHT WE REPLACE IN-PERSON INTERACTION WITHOUT LOSING ONE-ON-ONE CONVERSATIONS?"
(Business Objective Analysis + Qualitative Research + Design Exploration)
"HOW MIGHT WE MEASURE THE QUALITY OF 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 DIABETES CARE 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 including US, China and India have made me curious, empathetic and open to diverse perspectives.
Over the years, I have received top honors for effectiveness in advertising design, and won
Atticus, WPP's global award for original thinking in marketing services, multiple times.
Some of my research and strategy 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.
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WE ARE IN THE GOLDEN ERA OF PRODUCT-LED GROWTH
Software products create extensive usage data. 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 motivations and inspire focused experimentation. This helps in improving the product and leads to measurable business outcomes.
By studying product analytics, and asking users the right questions, I make recommendations that make products more useful and businesses more successful.
MY OUTLOOK
FEEDBACK FROM MANAGERS AND PEERS
SKILLS
RESEARCH
Asking the right questions, drawing implications, and telling compelling stories
Research has been reshaped by cloud-based software tools. What used to take months and weeks 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 my experience in utilizing various research tools, I'm able to spot actionable insights.
UX STRATEGY
Linking user experience with measurable business outcomes
I understand business and marketing goals and help translate them into behavior change mandates. As products evolve into outcomes, business and marketing also need to evolve from being brand-centered to being product + experience driven.
My experience in business and marketing, helps me think and lead at the intersection of product and marketing.
I have helped diverse teams focus on user needs and integrate efforts for better outcomes.
EXPERIENCE
SENIOR UX RESEARCHER
June 2020 - Present
SENIOR EXPERIENCE DESIGN RESEARCHER
October 2019 - June 2020
"HOW MIGHT WE USE PRODUCT ANALYTICS STRATEGICALLY?"
(Linking Product Analytics with Product Strategy and Business Goals)
"Advocating for customer-centered and product-led growth"
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Analytics strategy to measure what matters.
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Customer personas to crystallize the design target.
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Applying mixed methods to scale insights, influence roadmaps and showcase impact.
FROMROOTS LLC
UX STRATEGIST + RESEARCHER
January 2017 – Present
"Enabling a 100-year old 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.
INSIGHT MANAGER > DIRECTOR > PLANNING LEAD
August 2003 – March 2016
"Putting users first, creating better products and driving growth"
I work with clients across diverse industries:
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Identifying user needs and laying out a framework for user centered growth.
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Supporting creative brainstorms and design sprints.
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Engaging and managing diverse stakeholders.
Industries: Healthcare; Passenger cars; Ride hailing apps
"Mining insights and integrating marketing design"
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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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Qualitative research to understand the impact of socio economic changes on consumption decisions.
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CX and marketing design strategy for multinational and Indian clients.
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We were recognized as the most effective experience agency.
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Finalist at Marketing Research Society of India annual paper presentations (“The value of adaptive research)”
Industries: IT/Cloud; Consumer Packaged Goods; Sports Apparel; Pharma and Healthcare
EDUCATION
MASTER'S IN HUMAN COMPUTER INTERACTION AND DESIGN, UNIVERSITY OF CALIFORNIA, IRVINE (UCI)
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 ALONE 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.]
STRATEGY IS NOT IMPORTANT, WHAT GETS EXECUTED IS
[Action over intention.]
RESEARCH IS NOT IMPORTANT, THE OUTCOME THAT IT ENABLES IS
[Outcome over output.]
