Hello!
I am a design leader with a passion for creating simple, clean, and intuitive digital experiences that are deeply informed by user insights.
I am currently a Design Lead at Fractal Analytics, focusing on digital B2B products where I have managed teams of UX designers on enterprise-level projects spanning supply chain management, financial services, and digital advertising dashboards. This experience has sharpened my ability to translate complex user needs into business-centric solutions, bridging the gap between enterprise users, consumers, and business objectives. I am adept at partnering with cross-functional teams, including product owners, engineers, and designers, to ensure our solutions are not only user-centric but also technically feasible and adaptable across various markets
My career began in urban planning and policy research within the social development sector, where I conducted quantitative surveys and data analysis. It was during this period that I discovered design research through a project for Wikipedia, sparking my transition into the field of user experience.
As a design researcher and strategist at Future Factory, I worked on physical B2C products, enhancing my understanding of how users’ aspirations and belief systems influence behavior. Collaborating closely with industrial designers and engineering teams, I developed strategies that informed product design and development, ensuring alignment with user needs and business goals.
I am committed to fostering an environment of inclusivity and impact-driven design, creating solutions that make users feel respected, valued, and heard.
My strength in managing projects with precision and strategic focus has been demonstrated through leading an account of six designers, establishing streamlined documentation and interaction protocols, and coaching the team in client and stakeholder management. This effort contributed to a 30% increase in revenue through strong client partnerships.
Work
Jan 2020- Present
Design Lead,
Fractal Analytics
Remote
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Established a reputation for excellence with clients due to consistent high-quality work output increasing engagement opportunities by 3x with clients across North America, Europe and APAC.
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Led a team of 6 UX designers in Consumer Product Goods (CPG) and Tech sector, being the liaison between the Engineering, Business and Design verticals, to align on methodology, scope, feasibility, dependencies and deliverables.
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Led multiple in person and digital user immersions and workshops with CXOs, Managers and analysts to understand contextual needs, stakeholder dynamics and user insights.
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Built a design system with developers for a multi-national corporation to help them embrace a consistent visual language across their enterprise solutions for both Power Bi and React JS to decrease development timelines by 15%.
Apr 2017- Dec 2019
Asst Lead - Research & Strategy,
Future Factory
Mumbai
Jun 2015 - Feb 2017
Research Associate, Citizen Consumer and Civic Action Group
Chennai
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Interviewed over 500 respondents through Qualitative and Quantitative methodologies across 10+ Indian cities
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Facilitated development of research methodologies, led a team of 3+ researchers and managed on-field recruitment with agencies.
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Enhanced team productivity by 20% through implementing efficient workflow processes and skill building through training sessions.
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Facilitated participatory methods of research by working with communities and local government on urban transport issues. Led teams 30+ persons per group through primary research.
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Co-authored articles and research reports on urban sanitation, transport and waste management issues, including reports for the Economic and Political Weekly, and World Resource Institute.
Design Principal
Madonna worked closely with me in building the design practice ground-up for a key client and capability within Fractal. One of her key strengths lies in breaking down the problem to its granularity and then charting it out.
She has the ability to articulate her thoughts clearly and comprehend stated and unstated needs. She is an over-communicator and this skill works very well for a multidisciplinary team - she leverages it by proactively communicating with all involved.
A very active listener, I've seen people get very comfortable around her very quickly such that everyone voices their opinions freely because they feel heard. She usually appears 'in control', masks her emotions well in high-pressure situations and holds her ground, keeping the overall vibe upbeat.
Business Principal Consultant
Madonna is the very definition of an enthusiastic person. I know very few people with her drive and zest for perfection, going detail oriented and magical capabilities of marrying behaviors and unstated needs into highly adoptive opportunities.
I've had the privilege of working with Madonna on multiple Design research engagements and she has been extremely prompt, reliable and creative when it came to leading an e2e design engagement for mutliple of our Supply chain transformation initiatives.
She is very well thought-out and thorough, with not just creativity in understanding user behavior but also intelligence and design sense. She's bright and persuasive, but she's also a class act both personally and professionally. She gets behind ideas she believes in, but won't push something if she knows it's not in the client's best interest.
She is a therapist that every business needs, as she excels in getting out unstated business needs through her thoroughly crafter user interviews.