From shipping AI features to 400M+ Excel users, redesigning a telecom app for 100 million people overnight, and building two startups from zero — one funded, one with 85% retention. Across 12+ years in enterprise software, consumer apps, B2B SaaS, e-commerce, and advertising, I've learned that the work isn't the design. The work is the decision-making behind it.

Every project below includes the business problem, my specific role in solving it, the hard tradeoffs I made, what shipped, and what moved. Demonstrating how I think, frame problems, push back on briefs, and deliver under real constraints — with a team, on a deadline, with incomplete information.

Projects

Microsoft: AI-Powered Chart Design Recommendations

Excel had a ~30% chart deletion rate — users deleted charts they'd just inserted. The problem wasn't chart types, it was trust. Shipped AI that auto-surfaces 4 story-first options on every insert. Drove 9% of total Excel Copilot usage.

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Microsoft: Copilot Excel Wiki Agent

Built an internal AI agent for the Excel design team — answers questions on craft, process, accessibility, and handoffs instantly, without digging through docs. Cut designer onboarding time by 40%. Saves 3+ hours per designer per week.

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Microsoft: AI powered insights on chart insert

Copilot feature that auto-generates chart insights — trends, anomalies, comparisons — the moment a chart lands in Excel. No prompt. No extra steps. Just context, immediately. Part of the work that drove 9% of total Excel Copilot usage at launch.

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Planty™ - The Brand, Product and Strategy

Built a D2C plant brand from zero — brand identity, product UX, and fulfilment ops. 4% MoM growth in a market that had never moved online. 85% customer retention. What building this taught me about design outside Figma was worth more than any brief.

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GoodWorker: Design Guide, System and Tokens

Built GoodWorker's design system from zero: tokens, components, documentation, adoption across two apps. Led as design manager while staying hands-on with the craft. 12% conversion improvement followed. You can't fix broken products with better screens alone.

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Airtel Thanks 2.0: Redesigning Airtel Thanks Program

Redesigned the reward and tier system for India's second-largest telecom — and increased monthly engagement by 6%. 100M users. One launch window. No second chances. The Airtel Thanks 2.0 redesign wasn't about pixels — it was about what happens when your design decisions become irreversible at scale.

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Watchlyst — Founder's Case Study

My first startup. Solved content discovery across OTT, TV, and live venues before the market got crowded. 50K downloads, $40K from Facebook Accelerator, zero paid marketing. The product worked. The business didn't. The case study is honest about both.

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GrowthX®: Hotjar | Capstone Project

8-week growth bootcamp capstone. Team of 7. Task: double Hotjar's annual revenue. Three-week sprint covering acquisition, activation, monetisation, and retention loops. A learning exercise — not shipped work, but the thinking was real.

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GrowthX™ case studies

Weekly assignments from an 8-week product growth bootcamp. Frameworks for acquisition, retention, and monetisation applied to real products across multiple sprints. Learning context — not shipped products, but real analytical work.

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Excited to see more work?

12 years of advertising, digital campaigns, brand work, illustrations, and experiments — all before product design became the main focus. The full archive: award-winning campaigns, digital installations, and the work that got me here.

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