Work

Enterprise UX at scale

Case studies and teardowns from 17 years of shipping products for millions of users.

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Case Studies

IndiGo Booking Ecosystem 22% revenue ↑ · Conversion & CRO CrewPal Operations Platform 25% satisfaction ↑ · Enterprise Ops Gamified Loyalty Program 40% retention ↑ · 500+ user tests Enterprise Design System 40% delivery velocity ↑ · Systems

UX Audits

Zomato Checkout Audit 12 friction points identified Swiggy Onboarding Audit Heuristic breakdown · Redesign suggestions

Featured

IndiGo Holidays Marketplace

Personalized bundling that drove 22% ancillary revenue growth.

↑ 22% Revenue
All case studies → All audits → IndiGo Innovation Award 2023
Available for senior UX leadership roles

Field Notes

Writing from the front lines

Essays, war stories, and frameworks from 17 years of shipping real products.

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Stories & Essays

The Redesign Nobody Asked For War Story · 5 min read The 44px Tap Target That Cost ₹2 Crore War Story · 5 min read Dark Patterns Work. That's Why They're Dangerous. Unpopular Opinion · 6 min read The Single Word That Changed Conversion Quiet Win · 4 min read

Behavioral Design

Loss Aversion in UX Why users fear losing more than gaining Social Proof Mechanics How trust is manufactured at scale Dopamine Loops in Product Design Variable reward and engagement patterns
All psychology articles →
All essays → Psychology articles → War Stories →
11 published · Updated monthly

Lab

Experiments & explorations

AI-UX experiments, interactive prototypes, and frameworks I'm actively testing.

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Active Experiments

AI-Assisted UX Research Using Claude + Gemini in synthesis workflows Heuristic Scoring System A quantified audit framework prototype Zomato Checkout Teardown 12 annotated friction points Swiggy Onboarding Analysis Behavioral design critique
All experiments → AI + UX thinking →
Work in progress · Updated continuously

SELECTED WORK

Real work.
Real outcomes.

Every case study here is grounded in a real problem, shaped by real research, and measured against real business outcomes. No hypotheticals.

IndiGo Booking Ecosystem
2022 – 2024
AIRLINE COMMERCE

IndiGo Booking Ecosystem

Redesigning a 50M-user booking flow for conversion, clarity, and scale.

Conversion Optimisation UX Strategy Design Systems
22% Ancillary Revenue
18% Drop-off Reduced
50M+ Users Annually
1 Innovation Award
CrewPal Operations Platform
2022 – 2023
ENTERPRISE APP

CrewPal Operations Platform

Simplifying high-stakes operations for 8,000+ IndiGo cabin crew.

Enterprise UX Operational Design Information Architecture
25% Crew Satisfaction
18% Scheduling Errors Down
8K+ Crew Members
14 Screens Reduced to 4
Enterprise Design System
2021 – 2024
DESIGN INFRASTRUCTURE

Enterprise Design System

One system powering 10+ IndiGo products and a 15-person design team.

Design Systems Figma Component Library
40% Faster Delivery
200+ Components Built
10+ Products Using It
60% Design Debt Reduced
IndiGo Holidays Marketplace
2023
MARKETPLACE

IndiGo Holidays Marketplace

Personalised hotel bundles driving 22% ancillary revenue growth.

CRO Personalisation E-commerce UX
22% Revenue Growth
34% Listing Abandonment Down
2023 Innovation Award
6 Weeks to Launch
Quikr Marketplace Redesign
2015 – 2018
MARKETPLACE

Quikr Marketplace Redesign

Scaling UX for 30M users during India's classifieds gold rush.

Mobile-First UX Growth Design Marketplace
30M+ Monthly Users
18% Support Response Up
20% Email CTR Up
11→6 Listing Steps
Quikr Unified Design System
2015–2017
DESIGN INFRASTRUCTURE

Quikr Unified Design System

Building Quikr's first token-based design system adopted by 5 engineering teams across 5 product verticals.

Design Systems Component Library Design Ops
5 Product Verticals
18mo Time to Adoption
20% Email CTR Up
18% Drop-off Reduced