Today’s market is inundated with products but new age customers are not just looking for tools to complete their tasks. Instead, they are looking for simple, thoughtful digital products that will add value and joy to their quality of life rather than take away from it. That’s one of the reasons for the shift from Profit Centered Business process to the User Centered Design process in the market.

With detailed knowledge of design and technical know-how, I aim to consistently bring design concepts to life with prototypes and quickly iterating complex interactions. I always strive to unite disciplines within organizations and place focus on user needs through a user-centered approach to design.


The formal education and training in design have given me a holistic view of the domain with specialization in HCI and Social Computing. The courses were spread across interaction design, user research, graphic design, print media, photography and web design.


My three biggest takeaways from the formal design education are (1) design thinking (2) developing design skillset (3) diverse perspective


My three biggest takeaways from the formal design education are (1) design thinking (2) developing design skillset (3) diverse perspective


My three biggest takeaways from the formal design education are (1) design thinking (2) developing design skillset (3) diverse perspective


Masters of Science in Information
GPI: 3.84/4.0 (2009-2010)
School of Information
University of Michigan, USA


Bachelors of Design
CGPA: 8.69/10 (2004-2008)
Indian Institute of Technology (IIT)
Guwahati, India

Work Experience

In the last 14+ years, I have designed experiences on various platforms like Web, Desktop, Mobile, Tablet, TV, Watch for products ranging from consumer to enterprise. I have led, grown, and managed design teams with UX designers, Visual designers, Motion designers, User researchers, Content Strategists and Prototypers.


UPSTOX  |  VP, Head of Design  |  March 2021 to present  |  Mumbai, India

After spending 13 years in the US, I decided to move back home to stay with my family and contribute to an indigenous startup - Upstox. Upstox is the investment platform loved by more than one crore (10 million) customers in India. Upstox offers multiple investment opportunities (Stocks, Mutual Funds, Currency, Commodities, Futures and Options, and more) through its mobile and web platform. My role as a Design head was to ascertain that design contributes to the company's growth, incite product innovation, instill a customer-first culture, build & grow design function, and educate that design is more than aesthetics. The design team grew 7x in less than 14 months and now has a dedicated team for User Experience, User Interface, User Research, and Content Strategists. So far at Upstox, I have launched a few zero-to-one products contributing to the revenue and user growth; revamped Upstox's brand identity to better align with the growth plans and vision; contributed to the readiness for big sponsorship events like IPL and ICC; build a high-performing team spread across the globe.


AMAZON WEB SERVICE  |  Design Leader  |  May 2019 to Jan 2021  |  Seattle, USA

AWS Support is one of the largest and fastest growing business units within AWS. Our team’s goal is to innovate and to improve customer success, trust, and experiences with both AWS products and with AWS Support. Our team has the rare opportunity to support every service and every AWS account, and we are obsessed with creating exceptional customer experiences. My role as a design leader is to build, manage, and grow a team of UX designers and researchers in Seattle, Vancouver, and Cape Town who will innovate and delight our internal and external customers. Responsibilities include working backwards to understand and solve complex customer pain points, hiring and developing a team of world-class UX designers/researchers, delivering UX research to inform strategy, and inspiring the team to create simple, beautiful experiences for customers focused on data visualization, prediction, and behavior change.


AMAZON COINS  |  Design Leader  |  Jan 2017 to May 2019  |  Seattle, USA

Define and implement design strategy for user acquisition, customer retention and optimization of the current product and features across 8 countries and multiple platforms. Work closely with the engineering and research science team to create a scalable and modular design that could be further optimized through a series of experiments. Collaborate across teams to automate and optimize the processes using Machine Learning and design systems to reduce manual manpower in the long run. Plan and conduct user research across marketplaces to stay informed about customer behavior and expectations. Actively engage with the design community in building design teams, hiring contractors, and conducting UX seminars at colleges. Leverage available insights like market analysis, customer feedback, site metrics, and usability findings to drive the design decision.


NVIDIA  |  Lead Designer  |  Dec 2012 to Jan 2017  |  Santa Clara, USA

Led the design efforts for NVIDIA’s foray into consumer electronics i.e. SHIELD TV and Tablet. Worked closely with senior leadership to define, design, and implement the features that resonated with the target audience and helped in user acquisition. Helped define UX strategy and prioritize the overall product roadmap while working closely with the marketing team, visual design/brand team, engineers, and data scientists. Mapped user journeys and design interactions to create interfaces that produce a thoughtful and uniform user experience across the NVIDIA ecosystem. Worked as a design lead for GeForce Experience (GFE) before moving to the SHIELD devices. Responsible for delivering User Experience visions, UI specifications, wireframes and prototypes for GFE.


MICROSTRATEGY  |  UX Designer  |  Feb 2011 to Dec 2012  |  Vienna, USA

Worked closely with the VP and program managers to design, define, and deliver key enhancements to the MicroStrategy product on Apple devices. Led the design efforts to bring feature parity between Android and iOS. Rapidly prototyped and developed user interface features for Business Intelligence platform across mobile, tablet and web. Built the next generation of interactive data applications and visualizations for mobile devices. Worked with offshore engineering team to make MicroStrategy iPhone App as the first 100% accessible BI application on the store including all the graphs and visualizations.


Fair Isaac (FICO)  |  UX Engineer  |  Jun 2008 to Jul 2009  |  Bangalore, India

As a first UX designer in the company, started by evaluating the usability of existing products. Conducted seminars and presentations across various engineering groups to educate about design philosophy and process. Worked with Analysts and program managers to create Information Architecture and task flow for various banking modules including Bankruptcy. Led efforts in the redesign of an FIC enterprise application suite, a project to unite all major legacy products.

My professional journey would be incomplete without the internship and freelance opportunities provided by my mentors at the companies below.

Jayna Packaging, India
Design Intern, 2005

Graphics Communication Concepts, India
Communication Designer Intern, 2006

UE-Management, Germany
Usability Consultant Intern, 2007

Smithsonian Natural History Museum, USA
Usability Auditor & Web Designer, 2010

Ann Arbor Center for Independent Living, USA
Usability & Web Accessibility Resource, 2010

Business Brokerage Company, USA
UX Consultant, 2010

Usability People International, Germany
UX Lead, 2010-2017

Kaspersky Labs, Russia
Usability Auditor and Project Coordinator, 2010

NTT Docomo Communication Lab, USA
User Research Engineer Intern, 2010

Tipping Point Partners LLC, USA
Usability Auditor & UX Eng. Intern, 2010

All About Awareness LLC, USA
Web Accessibility Consultant & Designer, 2010-2017

Jovial Care, India
Design Head and Partner, 2016




Persona Creation
Use Cases Development
Task Flow
Prototyping (Paper/Static/Click-through)
Information Architecture
Focus Group
User Journey
User Research
Content Strategy
Interaction Design


Design System
User Journey
User Stories
Low Fidelity Mocks
High Fidelity Mocks
Visual Design
Pattern Libraries


Adobe Illustrator
Adobe Photoshop
Adobe Dreamweaver
Adobe Indesign
Corel Draw
CMS (Drupal/Wordpress)
3Ds Max