From shipping AI features to 400M+ Excel users, redesigning a telecom app for 100 million people overnight, and building two startups from zero — one funded, one with 85% retention. Across 12+ years in enterprise software, consumer apps, B2B SaaS, e-commerce, and advertising, I've learned that the work isn't the design. The work is the decision-making behind it.

Every project below includes the business problem, my specific role in solving it, the hard tradeoffs I made, what shipped, and what moved. This is how I think, how I frame problems, push back on briefs, and deliver under real constraints — with a team, on a deadline, with incomplete information.

Projects

UXAIAgentic AI

Excel Charting: Chart Design Recommendations

Copilot reads your data, infers intent and suggests 4 story-first chart options on every insert.

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Product DesignUXCase Studies

Microsoft: Copilot Excel Wiki Agent

An AI agent gives Excel designers instant, cited answers on craft and handoffs. Onboarding fell 40%.

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UXCase StudiesProduct Design

Excel Charting: Auto-Generated Chart Insights

Copilot surfaces trends, anomalies and comparisons the moment a chart is inserted. Retention up 15%.

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StartupStrategyUX

ThinkPlanty.com: Building a Plant Gifting Brand

Built an online plant gifting brand from idea to fulfillment. 1000+ orders, 85% retention, 4% MoM growth.

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UXStrategyDesign System

GoodWorker: Design System and Tokens

Built a token-based design system from zero across the Worker and Employer apps at GoodWorker.

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UXProduct DesignStrategy

Airtel Thanks 2.0: Redesigning the Loyalty App

Led UX for India's telecom loyalty app, used by 100M+ people. Zero critical incidents at launch.

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StartupStrategyUX

Watchlyst: A Founder's Case Study

50K users with zero paid marketing and $40K from Facebook Accelerator. Why it still failed.

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BootcampStrategyCapstone

GrowthX Capstone: Hotjar Case Study

Led a team of 7 through 8 weeks of growth work on Hotjar's real acquisition and retention gaps.

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StrategyBootcampCase Studies

GrowthX Bootcamp Case Studies

Weekly assignments over 8 weeks covering acquisition, activation, retention and revenue.

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BehanceMore work

More Work on Behance

12 years of campaigns, brand work, illustrations and experiments, from before product design.

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