One of the initiatives at CPC is to help citizens with financial, medical, housing, and education loans/grants. Despite having an existing suite of desktop applications, most of the work was being done manually on paper. Our objective was to find the underlying issues, optimize the UX of the enterprise application, eliminate manual labor, and reduce carbon footprint.
iptiQ's wanted to develop a B2B2C white-label solution for insurance companies. The product had to be configurable and customizable with minimal onboarding effort. This called for creating a robust white-label design system that could power this workflow.
Shipa Freight is a digital logistics venture by Agility. The vision for Shipa Freight was to be the digital quoting and booking part of the freight process while Agility continues to handle ground operations. Post-launch in 2018, Shipa Freight started getting traction, but little-to-no business opportunities were being created. This is when the company decided to invest in UX, learn more about the users and create a better system.
This case study is not public due to the company's privacy policy.
QIB had a mobile app with basic banking features. This app was not scalable and closely tied to the legacy framework. The bank had recently adapted BackBase as the preferred banking solution. Our objective was to redesign the legacy mobile app, maintain all existing features, suggest new features that can help customers, and create an omnichannel experience.
Spicejet is India’s most popular economy airline for domestic travel. While a majority of their bookings were from agent sites, recently, they started noticing a lot of traffic on their official website, and they wanted to leverage this and convert it to a major source of bookings. Our objective was to study the evaluate and improve the existing website to increase the number of organic bookings.
The design system was developed for Shipa Freight. The company had recently gained traction and decided to invest in branding and UX. I strongly advocated the need for a design system and presented the impact it would have on the entire product development lifecycle. In the next 2 weeks, we built the first version of the design system and continued improving it down the road.
Seha is one of the most promising smart home startups in Dubai. Their core focus is on bridging the gap between user needs and what smart devices are offering today. They also plan on introducing their smart device add-ons to enhance the user experience and data quality.
This project is still under development.
With over 10 years of experience in implementing service design initiatives and leading design-driven transformations, I can drive energetic team cultures and processes that support cross-functional delivery within organizations, while ensuring the creative growth of designers.
During graduation, I trained 50+ aspiring developers every month. Later, I turned this training program into a design studio and offered development, designing, and marketing services to startups. After four successful years, I realized that lack of experience and financial stability were blockers in scaling the company.
Then, I joined Xebia and led the design vertical by working with clients like Spicejet, McKinsey&Co., and BCG. My advocacy for design thinking, ability to comprehend development efforts, and quick design iterations, bagged several recognitions globally. I spent a lot of time in the middle-east working with multiple clients for Xebia.
I am currently working remotely as the Head of Design at Shipa Freight and iContainers. I lead a growing team of multi-disciplinary designers who I empower to drive innovation and improvements to our digital platforms, while strategically looking at how to improve team processes, bridge the gaps, and provide a vision for tomorrow.
