Product Design Leader

Over a decade leading product design end to end — from founding my own studio, to building a design team from zero, to running design as the head of function at a fast-growing edtech company. I care about the systems that let good design happen consistently, and about the specific pixels and decisions inside them.

See selected workGet in touch

Selected work

Archive is being rebuilt — updating regularly
LabelNovatr101
Landing Page Conversion Rate Optimisation
Total conversion, unique usersTarget100806040Feb 24Feb 28Mar 3Mar 7
↓ 7.31%↑ 52.7%↑ 7.33%
0%Conversion improvement
Product StrategyBehavioral DataCross-functional Leadership

Designing for Confidence: A Data-Informed Redesign of Novatr's Flagship Course Page

How behavioral data — not more traffic — became the difference between hesitation and conversion on Novatr's highest-revenue product page, and how that changed the way four teams made decisions together.

Read the case study →
Cover art pending
0%Drop/dispose rate after the rebuild
Product Strategy0-to-1Interactive Prototype

Rebuilding OMS: A v3.0 Retrospective

Novatr's entire sales org ran on a tool engineering had built with no product or design input. The product-and-design-led rebuild that replaced it — with a live, click-through prototype you can try yourself.

Read the case study →
Cover art pending
Case study in progressProduct StrategyDesign Systems0-to-1

Building the Novatr LMS

A 0-to-1 platform build, design systems, and cross-functional leadership behind Novatr's Learning Management System.

Read the case study →
Cover art pending
Case study in progressTeam BuildingHiringDesign Leadership

Building a Design Team from Zero

The Novatr team-building story — hiring, structure, and design leadership from the very first hire.

Read the case study →

About

I'm a Gurugram-based product designer and design leader. Most recently I was Product Design Manager at Novatr (previously Oneistox), where I led design for a Learning Management System that supported a 4x increase in company revenue, built a unified design system across web and mobile, and ran the cross-functional processes that let design, product, marketing, and engineering move in the same direction. Before that, I built and led design teams at Hapramp Studio and Shyft, and started my career in interaction design at Leo Burnett after a Master's in Interaction Design from Domus Academy in Milan.

I'm currently rebuilding this site and my case study archive after a career break — partly to have a proper home for this work, and partly to get hands-on with AI-assisted design and development again. This site itself is one of those projects: built and deployed with AI-assisted tooling as I go.