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Product design for the decisions without a playbook.

8 years designing products people use to shop, trade and travel, at Tata CLiQ, Agribazaar and Drivezy. I sweat the details and do my best work when the obvious answer runs out and someone has to make the call.

See the decisions View résumé

Skills: strategy (product thinking, growth and business impact, design leadership), craft (interaction design, research and benchmarking, design systems) and AI-first (AI workflows, shipping with AI, AI-native UX).

Selected work

Decisions, not deliverables

Each project is told around the moment the obvious answer ran out: the fork in the road, the call I made, and what it did to the numbers.

01 · Systems for behaviour

The nudges framework: one system instead of a dozen one-off banners

Teams kept shipping one-off nudges (cart reminders, low-stock flags, filter prompts) with no shared logic. More noise, duplicated engineering, diminishing returns.

The forkKeep shipping nudges on request, or pause and build the framework first?

  • 1.9× listing → product page clicks
  • +27% cart additions
  • 3.2× better conversion rate
Tata CLiQ product listing and product pages showing contextual nudges

My call

Build the framework first: reusable and configurable, at the cost of short-term feature velocity.

02 · Growth & monetisation

Power Cash: an incentive designed to protect margin, not burn it

CLiQ needed a brand-funded incentive, but every discount pattern on the platform was eroding margin. The louder the discount, the more carelessly it got used.

The forkPromote it everywhere, or show it only where the purchase decision happens?

  • 2× checkout initiation
  • ~1.8× order value vs. regular users
  • Lower discount burn

My call

Scope it to the product page and cart, tied to brand-funded offers: it shows up at the decision point, at the cost of some visibility.

03 · Agentic AI

TARA: a shopping assistant with no pattern to copy

An AI shopping assistant with no existing UX pattern to copy, designed while the model itself was still being defined.

The forkA search bar with a chat wrapper, or a real agent that asks before it answers?

  • ~2× cart additions & pages per visit
  • 1.7× session length
  • Fewer irrelevant-search exits

My call

A genuine conversational agent: it asks clarifying questions, holds context and narrows intent over several turns. Higher risk, higher ceiling.

Also shipped

Other work

PLP Quick View modal on mobile and desktop

Inconsistent hierarchy, overused tags and no quick way to check product details. I led an audit and a revamp, plus new features like a quick-view modal we validated with an A/B test.

Tata CLiQ · Product listing

A PLP that clicks: the listing page revamp, including Quick View

  • 14.4% add to cart from the modal
  • A/B tested, then 100% rollout
Tata CLiQ homepage built from modular components

The homepage ran on makeshift components that broke across screen sizes. I designed 10+ modular components with dev and creative guidelines, so every sale could get a fresh look without layout bugs.

Tata CLiQ · Homepage

Homepage components the creative team could actually own

  • +15% mobile homepage engagement
  • 10+ modular components

What I bring

Skills that show up in the numbers

Craft matters most when it’s pointed at a real problem. Here’s what I bring to a team, and where it has already paid off.

I find the fork in a project, make the call, and own what happens next. It’s the difference between shipping more and shipping what matters.

In practicePaused feature work to build a nudges framework first: 1.9× click-through from listing to product page.

I simplify complex flows so people reach the outcome faster, whether they’re buying a product, booking a rental or placing a trade.

In practicePLP Quick View at Tata CLiQ (14.4% add to cart from the modal); a simpler trade creation and bidding flow at Agribazaar.

I ground decisions in audits, competitor benchmarks and what users actually need, not just what they type.

In practiceBenchmarked 50+ apps and websites for the PLP revamp and 25+ for the homepage.

I build systems that scale: tokens, components, even rules for behaviour, so teams move faster without the product getting noisier.

In practiceDesign tokens library, 10+ homepage components (+15% mobile engagement), nudges and tags frameworks.

I design with the business model in view, so conversion goes up without quietly eroding margin.

In practicePower Cash: 2× checkout initiation and ~1.8× AOV, with lower discount burn.

I make design teams faster and more focused, and help designers grow into problems nobody has solved yet.

In practiceTwo-week design sprints on a dedicated JIRA board that cut design turnaround; mentored 3 designers.

My Projects

Problems I didn’t leave alone

Small, everyday annoyances I designed my way out of, built with AI and shipped end to end. Apps people can install and use.

6 apps, 2 live on the App StoreiPhone, iPad, Mac and Android Open My Projects

Point of view

Most of what makes product design hard isn’t the interface. It’s deciding what to do when there’s no pattern to follow and no time to wait for one.

I’ve spent the last few years leading design through exactly that: a nudge system with no framework to inherit, an incentive system in tension with finance, an AI assistant with no UX precedent. I’d rather be judged on those calls than on a gallery of polished screens.

Three things I’ll happily argue about in an interview

  • Most design-systems work stops at components. A system for behaviour is the harder, less-discussed half. From the nudges framework
  • Visibility and legibility aren’t the same thing. Conflating them is how platforms train users to ignore every banner. From Power Cash
  • Most “AI features” bolted onto e-commerce today are search bars wearing a chat costume. From TARA

Experience

8 years, three very different products

Off the clock

What I do for fun

I Design

Not just for work. Some of it lives on Behance and Dribbble.

Behance Dribbble

I Vibe Code

Turning ideas into small, working apps myself, instead of stopping at the mockup.

See what I’ve built

I Capture Memories

Through a camera lens. The favourites end up on Instagram.

@vanishingfocus