About
I'm a product designer with 12+ years of experience, and I think of myself as a product architect. My work lives at the intersection of design systems, business logic, and user clarity.
I came to product design from advertising — years of award-winning campaigns for YouTube, Google Search, Coca-Cola, and Airtel at Dentsu Webchutney and Toaster (Google's in-house agency). That world sharpened my instincts for storytelling, visual precision, and working at pace. But I kept gravitating toward what sat underneath the work — how things were organized, connected, and scaled — and that pull eventually moved me into product.
Today, I'm most drawn to complex enterprise SaaS, and I'm actively exploring how AI fits into design strategy as a tool for sharper decisions.
Built Mortgage Automator's pattern library from scratch. Standardized components and interaction patterns across the platform, cutting design iteration time across the team.
Led marketing campaigns for flagship Google products — YouTube, Google Search, and Google Photos — at Toaster.
Award-winning brand campaigns at Dentsu Webchutney for Coca-Cola, Airtel, and Maruti. Recognized at Goa Fest and FWA.
Selected for Indianama 2018, a community initiative redesigning the identities of Delhi's micro-businesses. Designed a full storefront identity for a vegetable vendor — logo, illustration, collateral — exhibited at Bikaner House and featured in Business Standard, The Indian Express, First Post, and The Pioneer.
Business logic, user workflows, existing constraints — the system shapes the solution, not the other way around.
Information architecture, component logic, interaction patterns. The parts users never see are what decide whether the product holds up.
PMs and engineers aren't handoff recipients — they're co-authors. Design decisions get grounded, documented, and shipped together.
Pattern libraries, documented rationale, reusable systems. The work should outlast me.
Design infrastructure at Mortgage Automator as the second designer. A full design team and digital wing at Ecesis Group. Greenfield work is where I'm sharpest.
12+ years across advertising and enterprise SaaS means I bring storytelling instincts to systems work, and structural thinking to creative problems. Few designers have sat on both sides.
Small teams, limited research, qualitative signals — I've learned to make metrics-aware calls when hard numbers aren't there. That's the reality of most product environments.