I'm a designer and strategist who shapes vision into end-to-end experiences, and complex problems into measurable business outcomes.
I shape the vision into end-to-end experiences, and complex problems into measurable business outcomes. I'm committed to uncovering real value for users, understanding what they need and why.
Currently, I'm a Senior Product Designer at Swapfiets - a bike subscription company operating across Europe. My work spans member-facing product, the tools our customer service teams use, and the systems that keep front-line operations running, which means I spend as much time on business trade-offs and cross-team alignment as I do on interaction design. I lead teams through ambiguous, cross-functional problems, partnering closely with product managers, engineers, and stakeholders across the business, and keep things moving.
I grew up in Mumbai, a city that never quite stops moving, loud, layered, and visually relentless. It's where I first fell for art, visual design, and branding, and studying Communication Design there was learning to see: how color, type, and image carry meaning in a place with this much going on at once. Growing up surrounded by both beautiful craft and everyday broken systems gave me an instinct for noticing what works and what doesn't, long before I had the language to call it design.
New York is where design became strategy. Studying at Parsons pushed me past craft, toward the why behind a decision: systems thinking, understanding real user needs, and seeing how a design choice actually moves a business. The city fed that shift, ideas, talks, people, everywhere, at once, and I came out of it thinking less like someone who makes things look right, and more like someone who figures out how to solve it using design.
Amsterdam handed me a new language, literally, Google Translate got me through more grocery runs than I'd like to admit. But underneath the calm is a city that runs on quietly deliberate systems: more space for bikes than cars, infrastructure that just works because someone decided it should. That same instinct is what drew me to Swapfiets, where I now own, lead, and manage teams building the systems behind a bike subscription business.
I'm always open to new challenges. reach out to see how can we collaborate
Growing up in India 🌱
I was born and raised in Mumbai, India - where I studied visual and communication design. My brain has been attuned to express itself using design. Having being raised in a chaotic and emerging city, I noticed cases of bad design. Understanding cases of bad design and its consequences made me want to work towards creating better designed solutions that make a real impact.
Design Strategy in New York 👩🏻💻
Moving to New York to study Strategic Design & Management at Parsons School of Design seemed like the right next step. NYC had a lot of design inspiration to offer. Right from innovative startup ideas to museums and architecture. I soon became obsessed with applications and platforms that seamlessly enhanced everyday life, and I wouldn’t settle for anything less.
On a personal note, it's safe to say that I am the quintessential audience for innovations like ZocDoc and Gorillas, embodying the very essence of their target demographic.
Currently Living in Amsterdam 🚲
I've recently settled into a new city, and let me tell you, Google Translate has become my trusty sidekick during grocery runs at Albert Heijn. One of the coolest things? The traffic lights here actually favor bikers and pedestrians over cars. It's a small yet empowering reminder of how this city wholeheartedly embraces human-centered design principles.
QUESTION DRIVE DESIGN
Embarking on a journey to understand and resolve complex problems can be a daunting task. That's where 'Question-Driven Design' steps in as your indispensable decision-making process. This approach harnesses the inherent power of inquiry, channeling it into a dynamic strategy for unraveling complex problems.
The toolkit illuminates the pathway to comprehensive problem-solving, emphasizing key stages such as research gathering, stakeholder comprehension, and information synthesis. At every juncture of this process, the art of questioning takes center stage, enabling you to capture and prioritize vital insights.
With 'Question-Driven Design,' you'll unlock the potential to dissect complexity, identify critical factors, and craft effective solutions.
