California, United States
Product designer specializing in turning complex SaaS systems into intuitive, data-driven experiences. At Madhive and Frequence, I led 0→1 design strategies for a $300M Goldman-backed adtech platform, unified siloed flows and built AI-powered dashboards that improved targeting efficiency across varying media channels. Beyond my work in adtech, I founded a regional media network now reaching more than a quarter million monthly active users, blending product design, content strategy and data-driven storytelling to rebuild local trust in news.
● Product Strategy & Vision: Set 0-to-1 product design direction for $300M Goldman Sachs-backed Adtech B2B2B SaaS platform, from AI-based dashboards to automated flows ● Design Leadership: Managed 5-person design team, mentoring designers through changing priorities and workflows. ● Architecture & Cohesion: Unified siloed product flows into a cohesive architecture, improving UX and reducing CSM escalations. ● Data-Driven UI: Elevated targeting efficiency by redesigning UI to surface insights across OLV, CTV, OTT, and display products. ● Process Optimization: Transitioned team from Scrum to Kanban and from Figma Prototypes to FIgma Make
● Performance Impact: Delivered high-impact initiatives contributing to 50% faster load times and more satisfied platform users, pre-merger with Madhive's DSP platform ● Team Development: Lead weekly design reviews, 1:1s and knowledge sharing sessions. ● Design System: Created comprehensive design language, ensuring consistency and enabling a frictionless “happy path” for users. ● User-Centered Strategy: Partnered with leadership to reimagine E2E user journeys through research-backed personas, influencing core product
● Design Systems & Accessibility: Built a WCAG 2.0-compliant design system, replacing off-the-shelf Material UI and establishing documentation that bridged design and engineering handoff for 100+ components. ● Cross-Functional Collaboration: As a people manager, partnered with distributed engineering teams across India and U.S. to implement Lean UX practices, introducing video-based async feedback loops (ZipMessage) that accelerated delivery cycles and reduced QA mismatches by 40%. ● Data-Informed UX: Validated design decisions through multi-persona user interviews and iterative prototype testing, ensuring solutions were grounded in measurable user behavior and real-world feedback. ● Information Architecture: Re-architected platform navigation to eliminate 3-level accordions and create contextual nested panels with breadcrumb logic, improving task orientation and scalability across workflows.
● Accessibility & Efficiency: Lead design for WCAG 2.0–compliant custom design system, Athena, improving UX efficiency by 40% and dev efficiency by 20%. ● Research-Driven Prototyping: Produced high-fidelity prototypes grounded in UX research and aligning stakeholders ● Process Improvement: Align with engineering team to design in Figma, push to Storybook, push to Chromatic, and release to github
● Cross-Functional Collaboration: Led design reviews with product, dev, and marketing, improving LMS experience ● Marketing Ops Enablement: Created modular marketing templates, eliminating cross-team workflow friction. ● Product Marketing Validation: Set up multiple A/B tests to compare and contrast different approaches to marketing product features
● Onboarding Optimization: Designed frictionless onboarding for Addiction.com, boosting new user retention. ● End-to-End Execution: Delivered UX from research to hi-fi prototypes, scaling reusable component libraries across brands. ● Design Patterns: Built first design pattern library, reducing QA cycles and improving A/B testing velocity. ● Accessibility: Achieved WCAG 2.0 compliance, reducing navigation-related support tickets.
● Platform Redesign: Led ground-up redesign of B2B/B2C platforms, enabling $4B+ in processed ticket sales. ● Core Product Innovation: Designed drag-and-drop form builder, now central to GTM self-service. ● Cross-Platform Donations: Built Ionic + Go donation tool, increasing mobile donations while maintaining web parity. ● Marketing Impact: Implemented multi-touch campaign converting 250K prospects through lead scoring.