Currently: Senior Product Design Manager, Tata CLiQ · Remote

Every brief hides a better one. I find it.

Then I lead the team that builds it, as I have for nine years in luxury, AI and online shopping.

See my work Resume (PDF)

9 yearsin experience design
3online businesses, one design system
10designers and interns grown into a team
6Richemont maisons brought online in India
1stluxury AI shopping assistant in India
4.2 → 4.8iOS app rating after the redesign
144mentoring sessions in 12 countries

Selected work

Three stories in full. More on the shelf.

Pick a book to open it here.

Selling luxury online2021 The first impression2023 Materialising a feeling2022 Bvlgari2024 Side projects∞

Bookmarked spines are full case studies.All work →

Hands holding a phone showing a redesigned luxury watch product page

Lead Product Designer

People don't buy luxury. They buy a way to express themselves.

A two-page redesign that became the reason Richemont's brands came online in India.

ResearchLeadershipEmotional design

+30% conversion
+80% add-to-cart

Read the case study

The redesigned Tata CLiQ Luxury app homepage on a phone

Project lead

In e-commerce, less can sell more.

The homepage kept growing and working less. We rebuilt it around what people actually do first.

StrategyData-ledModular design

+31% conversion
+200% clicks per visit
Bounce rate halved

Read the case study

The design system components on a laptop

Design system lead

Turning the feeling of unhurried luxury into a system anyone can use.

A luxury design system built by three designers, in the middle of a rebrand and a tool switch.

Design systemsDesign opsLeadership

500+ components
40% faster turnaround
9 months

Read the case study

Brand experience · 2024

Earning a 140-year-old maison's trust

A 140-year-old maison trusted us with its brand. The result: Bvlgari's first digital boutique in India.

Brand experienceLuxuryPartnership

Bvlgari's first digital boutique in India
Store-in-store

Full case study on request

Read the short version

Things I make outside work

Side projects · Updating soon

The curiosity shelf

Science, then industrial design, then years of making things by hand. That's where the range comes from.

Industrial designMaking

Products
Spaces
Experiments

See what's coming

All work →

How I think

Most people rush from brief to solution. I pause first and understand what's really going on.

01
Understand

What do people think and feel before they make decisions? I start with behaviour and emotions, not a feature list.
02
Connect

I dig beneath the existing experience to find the patterns, systems and root causes. That's where data meets emotion, and business goals meet people's needs.
03
Align

I get teams and stakeholders on the right problem before anyone builds the wrong thing.
Then
Build with conviction

The pause isn't slow. The thinking is done, so the building moves fast.

What I bring

Good work ships. Great work keeps working after I leave.

So I bring three things to every team: clear thinking, people who believe in the work, and systems that hold it together.

Where all three meet

Results that outlast the launch.

The numbers hold, and the team keeps the standard without me in the room. Tap a circlePoint at a circle to see what goes into each.

The range

Expert in emotion and leadership. Fluent in the rest.

I see what connects: how people feel and how screens behave, what the data says and what it leaves out.

I studied science first, then industrial design. Years of making things taught me how physical and digital products should really be built.

Industrial design
AR / VR
Luxury & brand experience
Emotional & sensory design
Research & insight
Systems & design ops
AI prototyping
Design leadership & strategy
Mentoring designers
Human psychology
Phygital journeys

How I lead

I lead with clear direction, and teams that own the answer.

I find the problem worth solving.

Briefs arrive as solutions. I go back to the question underneath, make the case for answering it properly, and start with research, not screens.

ii.

I grow the people around me.

I give designers problems worth their talent and the room to own them. Sales, service, product and engineering help frame the research, so the insight is shared before anyone builds.

iii.

I build for whoever comes next.

Design systems, documentation and research anyone can pick up. If the work only functions while I'm in the room, it isn't finished.

iv.

I tie design to numbers that matter.

Every project starts with what success looks like for the business and for people. When a deadline or a rebrand shifts the ground, I protect what matters and say plainly what can wait.

More about how I work →

On my mind

What I'm noticing, from here.

I take experiences apart, even on my days off: a hotel lobby, a checkout page, a label on a bottle. These are the ones on my mind now.

Things I take apart, even on my days off.

Also in the journal

Open the journal →

EssayEmotional design

Two ways in

Hiring a Head of Design, or stuck on a product problem? Let's talk.

Hiring

Hiring a design leader?

Start with the work, then let's talk.

For hiring teams

Consulting

Need an outside view?

I help businesses grow without losing what makes them special. I'll find what you're missing, and help you build it.

For founders & leaders

Every brief hides a better one. I find it.

Three stories in full. More on the shelf.