Impact Stories
Org: BYJU'S
b2c
EdTech
Challenge: Develop a highly engaging, live online tuition digital platform in response to COVID-19.
Intervention: Built and led a 25+ member multidisciplinary design team, driving the 0-to-1 journey from research to execution across four integrated products.
Impact: Scaled to 100K+ paid learners to become BYJU'S top revenue generator.
Attendance improved by ~20%
Watch Time increased by ~33%.
Established as the world's largest live tuition platform
Most transformative outcome
Org: TravelTriangle
#b2c
Travel Tech
India’s Leading Marketplace for Holiday Planning · B2C
Challenge: Holiday planning overwhelms amateur users due to blind spots and excessive choices, leading to decision fatigue and low conversion rates.
Intervention:
Restructured the browsing journey with elimination tactics and motivation-led communication.
Optimised agent-facing products through faster, clearer communication.
Conversational UI with preset messages to support browsing and score-qualified leads
Impact:
Lead volume increased ~1.4x
Activation to Conversion increased 80-110 bps
Collective design efforts nearly doubled L2C rates.
Org: TravelTriangle
b2b
Travel Tech
Gamification that Boosted Partner Performance and Net Revenue · B2B2C
Challenge: Low-performing agents showed high churn, low motivation & weak digital adoption.
Intervention: Implemented gamification, milestone progression, targeted rewards & nudges.
Impact: Net Earnings saw a 40 bps monthly uplift
Activation-to-Conversion rate doubled
Dashboard usage increased by 33%
Reminder usage rose by 220%
Greatest revenue impact
#co-founder
D2C
Health Tech
A Glimpse into My Entrepreneurial Journey · D2C
After years in startups, SugarStrings in 2023 was my closest experience of building a business from the ground up and the most demanding phase of my career.
It placed me at the centre of driving a vision, wearing many hats, and pushing progress forward through uncertainty.
Org: Licious
#d2c
Food Tech
Elevating the Online Meat Buying Experience for Licious · D2C
Opportunity: Design a premium digital meat destination for Licious that mirrors the richness of traditional buying while addressing pricing friction, digital trust, and product discoverability.
Outcome:
Guidelines to elevate perceived value by reinforcing premium cues to increase willingness to pay and support price elasticity.
Identified key UX levers to boost engagement by creating pragmatic, emotionally resonant, and trust-building design that strengthens user connections.
Org: TravelTriangle
#b2b
Travel Teach
Ledger System Redesign Reducing Issues by 50% · B2B2C
Challenge: Users struggled to process complex interfaces overloaded with numerical data, leading to confusion, decision paralysis, and weak engagement.
Intervention: Progressive disclosure and clear visual hierarchy reduced cognitive load and improved comprehension.
Impact:
Reduced payment-related complaint tickets by 50%
Quicker service turnaround time increased customer satisfaction.
Significantly reduced workload for the finance grievances team.
Most strategic contribution
