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Work

Nine years, three businesses, one way of seeing.

Three stories in full, then shorter notes. Most of it is luxury online shopping, where feelings decide and numbers keep score.

Hands holding a phone showing a redesigned luxury watch product page
Case study 01

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

A request to redesign two pages. I asked why first. The answer rebuilt how India buys luxury watches online, and brought TimeVallée to India.

Role
Lead Product Designer
When
2021–2023
Company
Tata CLiQ Luxury
Craft
Research, strategy, systems
  • +30% conversion
  • +80% add-to-cart
  • iOS 4.2 → 4.8
  • Richemont exclusive
Read the case study
The redesigned Tata CLiQ Luxury app homepage on a phone
Case study 02

In e-commerce, less can sell more.

Every team wanted space on the homepage, and it kept getting longer. The data showed what people actually wanted first. We rebuilt around that, with parts the business can run on its own.

Role
Project lead, UX & UI
When
2023
Company
Tata CLiQ Luxury
Craft
Data-informed design, components
  • +31% conversion
  • +200% clicks/visit
  • −50% bounce rate
  • +300% brand store engagement
Read the case study
The design system components on a laptop
Case study 03

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

A new brand called for "slow commerce". Three designers turned that feeling into rules anyone could follow, in the middle of a rebrand and a tool switch, built to extend across all three businesses.

Role
Vision, strategy, system lead
When
2022–2023
Company
Tata CLiQ Luxury
Craft
Design systems, DesignOps
  • 500+ components
  • 40% faster turnaround
  • 9 months, 3 phases
Read the case study

The archive

More work, in brief.

Open one for the short story, or ask me for the long one.

2024

Earning a 140-year-old maison's trust

Brand experience · Tata CLiQ Luxury

A 140-year-old maison doesn't hand over its brand lightly. We redesigned the homepage, navigation and store-in-store to their global standard, and earned Bvlgari's first digital boutique in India.

  • Bvlgari's first digital boutique in India
Ask for a walkthrough →
Bvlgari digital boutique homepage with jewellery categories
2020 – 2021

Taking the anxiety out of paying

Checkout journey · Tata CLiQ Luxury

Paying is the moment people doubt. I owned checkout, payments, seller portal and onboarding, redesigned checkout and payments end to end, and led junior designers through delivery.

  • +28% cart conversion
Concept

Designing for trust and adoption

Autonomous campus buses · Award-winning user journey

Driverless buses on a university campus only work if people feel safe getting on one. I designed the whole 360° experience around that feeling, and the user journey story I wrote for it won an award in the competition.

2021 – 2023

Building social commerce from zero

0 → 1 product · Palette

A research-led social commerce platform for beauty, built from zero on the Beauty research I led in 2020. Building a product from nothing, with a team, taught me more about product judgement than almost anything since.

Journal

Case studies show what shipped. The journal shows how I think: things I take apart, patterns I notice, ideas I'm still testing.

All journal entries →
A bone china cup on a windowsill, beside a book
Essay · Sep 2026 · 4 min readEmotional design

The joy of drinking from a good cup.

Someone told me recently that there is a particular joy in drinking tea or coffee from a good cup. I nodded, thinking they meant a good cup of tea. They didn't. They meant the cup itself, and that the cup mattered more than what was in it.

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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

Side projects · updating soon

Industrial design school projects, things built by hand, and small experiments. I'm putting the best of them together.

Ask me about them →