I build the trust layer between
AI and the person who has
to sign off on it — and I still
design the pixels myself.
Product & UX Design Leader with 20+ years across enterprise B2B SaaS, e-commerce, FinTech, ERP, and industrial systems in the US, Europe, and India. I led UX for Merlin, Zycus's AI layer across 15+ Source-to-Pay applications, and shipped Merlin's conversational AI and ANA, an autonomous negotiation agent live with enterprise customers across banking, telecom, consulting, and logistics.
Strategy begins where the roadmap ends — with the question the brief never asks: what does the organization actually need to believe?
I connect adoption, dev velocity, and NPS to that gap in belief. When both the business case and the human trust problem are clear, the path between them is the strategy.
What's worth doing?
I use data, user needs, and business context to decide where to invest. For GenAI, that means starting with real workflow pain — not novelty for its own sake.
What solution are we building?
I influence stakeholders with PoCs and data points grounded in industry benchmarks, then drive modular, framework-based design to cut dev rework before it starts.
What value will it provide?
I measure success through iteration count, usability, adoption, productivity, NPS, and CSAT — metrics that can stand up to a leadership review.
Six commitments that helped raise the UX bar across the organization.
Good process catches problems early, before they become bigger problems. I've followed this principle throughout my career and helped strengthen UX practices across Zycus through a two-year UX maturity initiative.
My UX Maturity Playbook
See what each commitment changedStrategy & outcome for all six
Mentor on Purpose
Rolled out peer critique rounds and individual skill ladders across the team.
Enforce the Craft Bar
Introduced QA checklists and Design Acceptance Criteria before any handoff to engineering.
Test Before You Trust
Institutionalized usability testing for every Critical, High, and Medium project — no exceptions.
Estimate by Weight, Not Time
Adopted S/M/L effort tagging based on complexity, cross-functional coordination, and depth of thinking required — not time estimates.
Sync Before You Drift
Weekly design-syncs, an embedded designer model, and cross-product work allocation, plus short videos capturing design decisions and tradeoffs.
Prototype the Decision
Built an AI-driven NPD framework combining rapid prototyping, early stakeholder alignment, continuous validation, and structured decision checkpoints.
Six moments where a design decision changed what shipped.
Each started with a brief. The interesting part was the design decision underneath it — tap a project to see what changed.
AnvayaIQAutonomous Negotiation Agent (ANA)
Led AnvayaIQ from hybrid chat + web to a conversation-first agentic sourcing experience, aligning Product and Engineering around a new interaction model.
"The buyer with twenty vendors to negotiate and no realistic way to compare them all before the deadline — until the agent started running every negotiation at once."
What shipped
Shipped AnvayaIQ as a hybrid of chat and structured web UI — then let usage data drive the shift to conversation-first, winning buy-in across product and engineering to unwind and rebuild what had already shipped. Now live at various companies across telecom, banking, and relocation services.
- The structured UI wasn't retired in the shift — it became a read-only system-of-record, auto-populated by conversation data.
- Three personas — Buyer, Supplier, the Anvaya AI agent — negotiate turn-by-turn in one unified chat canvas.
Anvaya IntakeConversational Procurement (Merlin Intake)
Led the shift to a conversation-first procurement experience — holding the design direction against the pull toward familiar form-based UI.
"The business requester staring down a form built for every kind of request just to buy a laptop, ready to just text a colleague instead of finishing it — because the old screens never earned enough trust to open."
What shipped
Pushed back on carrying the Anvaya suite's structured screens into Intake — insisted the entry point stay fully conversational instead of a scaled-down version of the existing product. Early testing validated the call: users explicitly preferred the conversational approach to the old screens.
- Twelve contextual inquiries surfaced six pain points — cognitive overload, workflow mismatch, opaque feedback, and more.
- Mapped an intent model across five domains — Purchase Requests, Purchase Orders, Contracts, Sourcing, Vendor Management.
Design Automation InitiativeCodifying Design Judgment
Built an AI-assisted design-to-prototype workflow using Claude Code, Cursor and Figma MCP, reducing prototype cycles from days to hours.
"A designer waiting three days for a prototype that should never have taken an afternoon — and a review cycle flagging the same three mistakes every time."
What shipped
A component library tells you what to use. This tells an AI agent when, where, and why — so it builds like a senior designer would. Design infrastructure, not tool adoption.
- 200+ design principles — nothing invented — encoded as machine-readable Cursor Rules.
- JIRA story + screenshot in, working prototype out — live in a shared catalog within minutes.
Agentic RGM PlatformReimagining Revenue Growth Management
Designed a multi-agent revenue growth platform where six AI agents disagree in the open and the CFO decides knowingly.
"Every growth decision creates tension. Ignoring it is the real risk."
What I designed
A concept, information architecture and clickable prototype for a Revenue Growth Management platform that surfaces trade-offs instead of hiding them behind one metric. Authority stays with people; AI supplies options, confidence and reasons.
- Three personas with asymmetric controls: CFO approves, Pricing Manager iterates, Analyst validates without a veto.
- Agent alignment shown as a tension signal, with confidence beside every outcome.
- One decision loop that repeats every quarter inside an annual plan, reachable from cards, a command bar or chat.
Next-Gen Mortgage OriginationTavant (URLA Digitization)
Led digitization of US mortgage origination — 35% faster completions, 40% fewer support tickets, used by 300K users.
"A borrower on hold with a call center, repeating information they already typed into a web form an hour earlier."
What shipped
Led a 10-person design/developer team to turn the 10-page Uniform Residential Loan Application into a modular, adaptive digital experience — friction down for borrowers, conversion up for lenders, 100% URLA compliance held.
- Real-time decisioning and document intelligence cut 120+ static questions into one personalized flow.
- Benchmarked against Blend, Rocket Mortgage, and Chase — research found ~60% of users overwhelmed by financial jargon.
MedEaseB2C Medicine Delivery (PharmEasy)
Self-directed, clickable prototype applying B2C checkout psychology to Indian medicine delivery: urgency signals, a cheaper-substitute prompt and a savings ladder, across 11 screens from splash to order confirmation.
"Someone who needs medicine today shouldn't have to work through a long browsing journey — every unnecessary step makes checkout easier to abandon."
What shipped
A self-directed, clickable prototype of a medicine-delivery app, built solo to test how modern B2C checkout psychology, the same friction thinking behind real production work like PharmEasy's browse-to-delivery journey, fits Indian pharmacy. It runs end to end in 11 screens: splash, mobile-number login, OTP, home, search, product listing, product details, cart, payment, processing and order confirmation.
- Live urgency signals on the listing: "47 people viewing right now", "Only 6 left" and "12 added today", plus a flash-sale countdown on home.
- A 3-tier savings ladder (12% at ₹999, 15% at ₹1499, 20% at ₹1999, coupon PE2020) shown on home and again in the cart, nudging order value upward.
- A "same composition, cheaper" prompt that offers a branded substitute (8.63% cheaper) in search results and on the product page.
- A reorder row ("Previously bought"), recent searches with type-ahead, and a sticky cart bar so a repeat purchase takes a few taps.
- A product page with a same-day delivery countdown, a PLUS extra-credits offer and "1,247 bought this week" social proof.
- A checkout with a savings summary and a wallet-first payment screen (wallet, PhonePe, Google Pay, saved card with no CVV), ending in an order confirmation with delivery ETA, amount saved, a referral and a rating prompt.
Beyond the pixels, I write — about where AI meets the person still accountable for the decision.
A running point of view on what changes, and what doesn't, when the interface starts thinking back.
Feels Right, Finishes Right
An Agentic Experience Framework for designing experiences that feel satisfying while still getting the job done.
Case StudyFrom 14 Dashboards to One Conversation
Designing Anvaya Insights — collapsing fragmented reporting surfaces into a single conversational entry point.
PerspectiveAI in Procurement Isn't About Speed. It's About Smarter Decisions.
Why the value of agentic procurement isn't cycle time — it's the quality of the decision it helps a person make.
PerspectiveForms. Chat. GenAI. Why Enterprise Needs All Three Together.
The case against replacing structured UI wholesale — and for knowing exactly when each mode earns its place.
PerspectiveThe Shift from Screens to Systems: AI-Driven UX in Practice
Even with mature design systems, the bottleneck isn't components, it's decision-making per scenario. A system that encodes UX decisions as rules and uses AI to generate product-ready prototypes.
RecognitionDouble Win at the UBS Forums Awards
Named among contributors in Zycus's double win at the UBS Forums Awards for Agentic AI in Procurement, and recognised earlier by the Dell Patent Committee for enterprise innovation.
Behind the pixels, the numbers.
Business users and specialists using the conversational procurement app.
SUS score on first-time product concepts.
GenAI-powered applications launched in under a year.
Active users on a mortgage servicing app rated 4.8★ on Google Play.
Users onboarded through a white-labeled mortgage origination solution.
Users across India using Quikr Doorstep Escrow.
Design leadership, still hands-on.
20+ years building technology products across enterprise B2B SaaS and B2C, 15+ of them in UX and product design. I led UX for Merlin, the AI layer across Zycus' Source-to-Pay platform, and shipped Merlin Intake and the Autonomous Negotiation Agent (ANA), live with enterprise customers across banking, telecom, consulting and logistics.
Where I add the most value.
Where I've built it.
Zycus Infotech
Jul 2023 – Jul 2026Director, User ExperienceLed design for Merlin, the AI layer across 15+ Source-to-Pay apps. Owned ANA and Merlin Intake from the ground up.
PharmEasy
Feb 2022 – Jul 2023Associate Director, UX DesignB2B and B2C e-commerce UX: payments, checkout, B2B offers engine, warehouse workflows. Payment drop-offs down 20%.
Tavant
Oct 2016 – Jan 2022Senior UX ArchitectLed an 18-member team of senior design managers, managers, and individual contributors across 20+ concurrent programs. US mortgage origination for 300K users; pre-sales for 15 new customers worth $10M+.
Quikr India
Sep 2015 – Sep 2016Manager, UI/UXUX strategy for classifieds, Cars & Homes. Took Quikr Doorstep and Escrow from concept to launch.
Exilant Technologies
Jan 2013 – Sep 2015Product ManagerOwned product and UX for a SaaS ERP for Indian SMB manufacturers.
Dell Technologies
Oct 2009 – Jan 2013Technical Writer AdvisorUX writing for enterprise server management (iDRAC, OpenManage). Filed 3 invention disclosures.
Tata Consultancy Services
Apr 2005 – Oct 2009IT AnalystManaged a 12-member team across product design and information development.
Leonardo Automation
Aug 2003 – Mar 2005Project EngineerMechanical systems and human-machine interfaces for industrial automation.
The work I shipped at each stage, from the oldest role up to today.
Zycus Infotech
Led design for Merlin, the AI layer across 15+ Source-to-Pay apps. Owned ANA and Merlin Intake from the ground up.
PharmEasy
B2B and B2C e-commerce UX: payments, checkout, B2B offers engine, warehouse workflows.
Tavant
Led an 18-member team of senior design managers, managers, and individual contributors across 20+ concurrent programs. US mortgage origination for 300K users.
Quikr India
UX strategy for classifieds, Cars & Homes. Took Doorstep and Escrow from concept to launch.
Exilant Technologies
Owned product and UX for a SaaS ERP for Indian SMB manufacturers.
Dell · TCS · Leonardo
UX writing for server management, a 12-member product design team, and HMIs for industrial automation.