For 12 years, I’ve designed products & built design teams from scratch and led multidisciplinary creative teams.
I still love to make things myself. Leadership has not managed to cure me of that.
I believe usability is where design starts, not where it wins. The products people remember have a point of view, a way of moving, speaking and looking that could not be swapped with the nearest competitor.
My work is rooted in product design, with a particular obsession for craft, character and user delight: turning ambitious ideas into experiences that work, stand out and feel unmistakably their own.
I lead with high standards, radical candour and an inconvenient need to stay close to the work.
These days, that also means exploring AI-native design in practice: understanding code, prototyping quickly and helping designers push PRs & ship alongside engineers.
I’m not a particularly conventional design leader. I dislike vanilla, polite fog and average ideas wearing expensive decks.
I’d rather make something with a spine.
I joined zero to build from scratch. The product, the team and the way we work. I set up Design & Experience, built a 12-person multidisciplinary team, and led the design and launch of our AI-native learning & talent platform for the future. The beta grew a global waitlist of 10,000+ people. ‘Why Zero’ website earned 20+ global recognitions including awwwards. Our designers prototype in code and ship production PRs. That is what AI-native means inside the team.
I spent nearly four years at CRED. My longest run anywhere, and easily the most design-obsessed company I have worked at. I worked across Home, central experiences, Shop and several 0-to-1 explorations, then led a design pool for the Cards revamp. I also led NEOPOP, helped move CRED to Figma, mentored designers and started some of our early AI experiments. CRED gave good taste a seat at the business table.
At cult.fit, I owned the gym experience inside the fitness super-app. I helped launch the vertical, laid the foundations for its design system and redesigned booking, check-in and workout journeys. Completion increased by 12%, retention by 30% and monthly bookings by 19%. This was the job where I stopped treating numbers as somebody else's problem.
Media.net was my crash course in acquisition, onboarding and monetisation. I redesigned M.net and improved top of funnel performance by 47%. I reduced advertiser and publisher onboarding drop-off by 15%, and designed finance and ad-monetisation products for Forbes. The job was funnels, drop-offs and revenue. It made the business value of design impossible to ignore.
At Toppr, I was the initial designer across online and offline experiences. I designed learning products used by more than 1.2 million students, including Doubts on Chat, and gamified the sales team's management app. The scope kept expanding while the product was taking shape, so I had to create enough structure for everyone else to move. I was awarded Toppr Champ, the company's employee of the year award in 2017.
At Toovia, my job refused to stay inside one discipline. I worked across UI/UX, interaction, graphics, visual systems and physical spaces for international luxury lifestyle brands. Screen, story, space and whatever else the brief dragged in. That range still shapes how I design products today.
2025 / zero / product / marketing / brand
I joined zero as the third addition. Since then, I have built a 12-person Design & Experience team and worked across the product, brand language, investor story, launch films, social media, our build in public series and a website that earned 22+ international awards and recognitions. The beta drew a global waitlist of 10,000+ people. The product kept evolving. So did the story, the team and almost every Figma page.
love when we win!22
love design yapping!19
love polarizing folks!20
Hello,
For the sake of my self esteem & your experience. Open this up on a desktop.
