If you want to build a product that is relevant to folks, you need to put yourself in their shoes and you need to write a story from their side.
Jack Dorsey, CEO, Twitter
In recent years, my focus has been on product and experience strategy. As a Product Manager/Owner, I work closely with business, design, and engineering teams to conduct in-depth research, prioritize functional requirements, and define a clear design vision. I also develop business cases, identify success metrics, and propose product roadmaps to support Agile development.
Leveraging Design Thinking methodologies, I facilitate cross-functional product team workshops that help organizations take a holistic approach to business, customer needs, and technology. My goal is to enable the development of innovative business models, products, and services that create meaningful value for both customers and stakeholders.
My Involvement
Industry Research ⎜ Competitive Assessment ⎜ Market Segmentation⎜ Persona Development ⎜ Customer Journey Mapping ⎜ Storytelling ⎜ Design Thinking Workshops ⎜ Product Strategy and Roadmap ⎜ Business Model Canvas ⎜ Rapid Prototyping and Validation ⎜ Agile Product Development ⎜ Governance and Change Management
Latest Work
Transforming vSphere into a multi-cloud, modern-application ready enterprise SaaS platform
The vSphere Transformation Initiative evolved VMware’s flagship product into a cloud-connected, modern application-ready SaaS platform. As Senior Director and Principal Product Designer, I led a 25+ member team, driving user research, design strategy, and execution to enhance scalability, management, and cloud integration.
Changing the culture: Product acceleration team
The Product Acceleration Team drove customer-centric innovation and Agile transformation by streamlining decision-making and product development. As the initiative leader, I led framework design and execution, scaling innovation across Wealth Management, Personal Finance, and Home Equity.
Strategy and design of a digital platform for women entrepreneurs
The Pathways for Women Entrepreneurs platform connected women business owners with resources, mentorship, and financial tools. As Product Owner, I led user research, design, and MVP development, ensuring business alignment. Launched in 12 months, it enhanced engagement and financial inclusion.
Redesigning onboarding journey for Small and Medium Enterprise (SME) customers for a bank
The Small Business Onboarding Redesign cut onboarding time by 40% and drop-offs by 22%, enhancing efficiency and customer experience. As Customer Journey Lead, I led strategy, design, and execution, aligning key stakeholders.
Designing API portal for open banking for one of the largest bank in the US
The Open Banking API Portal enabled seamless integration, driving adoption and innovation. As Executive Design Director, I led research, design, and prototyping, creating a developer-friendly experience that streamlined API access and onboarding.
Enterprise mobile strategy and app design for a global auditing firm
The Enterprise Mobile Strategy for Ernst & Young explored mobile solutions to enhance the audit process and drive digital transformation. As Executive Design Director, I led user research, prototyping, and roadmap development, aligning mobile innovations with business and technology needs.
Designing health information exchange for coordinated patient care
The Health Information Exchange (HIE) platform for Siemens Healthcare streamlined patient data sharing across hospitals, clinics, and labs. As Executive Design Director, I led user research, design strategy, and prototyping, ensuring a user-centric, interoperable solution for coordinated patient care.
Re-imagining sales and service experience for the largest auto-dealership in the US
The Toyota Dealership Redesign improved sales efficiency and customer engagement, boosting vehicle sales by 30%. As Executive Design Director, I led research, UX strategy, and prototyping, integrating key dealership tools.
Redesigning contact center experience for the largest online marketplace in the world
The eBay Contact Center Redesign improved agent productivity and customer experience by streamlining case resolution. As Experience Design Director, I led research, UX strategy, and prototyping, enhancing efficiency for 2,000+ agents globally.
Global product strategy and design for vehicle diagnostic system
The Bosch Vehicle Diagnostic System Redesign enhanced troubleshooting and repair workflows for automotive technicians across handheld, tablet, and PC platforms. As Design Director, I led user research, UX strategy, and prototyping, ensuring a streamlined, user-friendly interface for global markets.
Digital Experience Strategy for a leading Pizza Chain in the US
The Papa John’s Digital Experience Redesign enhanced online ordering and loyalty program engagement by streamlining the website and mobile app experience. As Executive Design Director, I led user research, UX strategy, and prototyping, improving usability, conversion rates, and customer retention.
Transforming CRM experience for the largest auto insurance and travel club in the US
The AAA CRM Redesign improved agent efficiency and customer service by modernizing the Member Relationship Management (MRM) portal. As Design Strategist, I led user research, UX strategy, and prototyping, streamlining workflows for agents serving 15 million members across North America.
User Research on Interactive TV Banking in Emerging Markets
The RBS Interactive TV Banking Study explored the feasibility of banking services via digital TV in India and Southeast Asia. As Research and Design Director, I led user research, prototyping, and market analysis, uncovering key adoption drivers, security concerns, and user preferences to inform RBS’s digital banking strategy.
Featured Case Study
Strategy and design of a digital platform for women entrepreneurs. Watch a customer story:
See Experience Design work
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