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Work

Eight years, three businesses, one way of seeing.

Three case studies told in full, then shorter notes on the rest. Most of it is luxury ecommerce, where emotion and commerce meet.

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

The watch was never the product

A request to redesign two pages became a research-led rebuild of how India buys luxury watches, and the reason TimeVallée entered 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

Redefining luxury at first glance

A homepage that kept growing longer and working less, rebuilt around what people actually do in the first two folds: context-based navigation, immersive brand stores, and modular components 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

How do you systemise a feeling?

A luxury design system built by a team of three during a Sketch-to-Figma migration and a full rebrand, turning "slow commerce" into tokens, atoms and components. It was designed 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.

Shorter notes on other work. Open any one for the story, or ask me for a full walkthrough.

2024 →

TARA, an AI that asks better questions

AI experience · Tata CLiQ Luxury & Fashion

Most people don't prompt well. So we designed TARA, India's first AI-powered luxury shopping assistant, to ask for what it needs instead of waiting for the perfect question. It works more like a good shop assistant than a search bar.

I defined the interaction model, the conversational architecture and the emotional register. The hard part was restraint as much as capability: knowing when an assistant should step back.

  • India's first luxury AI shopping assistant
Ask for a walkthrough →
TARA recommending wedding outfits in a conversational interface
2024

Earning a 140-year-old maison's trust

Brand experience · Tata CLiQ Luxury

A 140-year-old maison handed over its brand world. We redesigned the homepage, navigation and store-in-store experience to global luxury standards, and that work secured 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 – 21

Taking the anxiety out of paying

Checkout journey · Tata CLiQ Luxury

I owned the core transactional experience: checkout, payments, seller portal and onboarding. I redesigned checkout and payments end to end, won stakeholder buy-in and led junior designers through delivery.

  • +28% cart conversion
2021 – 23

A zero-to-one bet in social beauty

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 the thinking behind it: experiences I've taken apart, patterns I keep noticing, and ideas I'm still testing.

Essay5 min

Document to scale, not just to ship

Deep research is an organisational asset. Most teams treat it like a receipt.
Open the journal

The curiosity shelf

Before the job titles, there was the making.

Science came first, then industrial design school, where I learned to think with my hands. The side projects taught me the rest. This is where my range comes from.

Being dusted off

Products, spaces, brands and small experiments

Industrial design school projects, things built by hand, and experiments that taught me how physical and digital things really get made. I'm putting the best of them on this shelf. Until then, ask me for the stories.

Ask about them →