User centred design
Every decision traces back to something a customer said or did. Research, prototype, test, ship, then keep watching, so the answer comes from behaviour rather than from the room.
Art begins, the moment you visualise it. Direction, Strategy and Experience realise it.
- Art direction
- Creative, business & marketing strategy
- UX / UI
Research says what the problem really is. Strategy says who we are selling to and what the work has to return. Art direction makes it land.
18 years
eCommerce, fintech, logistics, medical, food, enterprise platforms and newer digital ecosystems. Based in India, working across markets.
Worked with
Selected work
Fleet management for Indian truck operators. Brand, business model, design system and an AI co-pilot held to a written standard.
Giga-project, Saudi Arabia, 2025. Five verticals, a platform per business, one standard underneath.
Sports retail, United Kingdom, 2015 to 2019. Store research, a rebuilt shopping experience, campaigns across print and digital.
How I work
Three disciplines, one sequence.
01
UX / UI
Start with the customer
I research, study how people behave, find where the real problem sits, and turn the answer into screens they can actually use.
02
Creative, business and marketing strategy
Know who we sell to and what the work has to return
Who they are, how they buy, and what comes back. Creative that does not pay for itself cannot be repeated, and what you cannot repeat you cannot build on.
03
Art direction
Make it land
Something people want to look at and act on, across print campaigns and digital. That takes an understanding of the medium, the space it lives in, and the psychology of the person on the other side of it.
Principles and process
Lean business model
Build the smallest version that tests the idea, put it in front of real customers, and spend on what comes back. Learning early costs less than launching fully and finding out the same thing.
Design systems
Quality holds when a lot of people are producing work at once. Direction others can execute against when I am not in the room, and a written check so a standard survives without me applying it.
before
process
Tools and automation
I work with product and engineering on the tooling behind creative, so an improvement holds instead of depending on people remembering it.
Mentoring and training
Direction designers, retouchers, editors and outside partners can act on. A standard only I can apply is not a standard, so I train, and I get reviewers judging the same way.
AI in creative production
My current research is on AI and human interaction. It goes into how I set references, prompts, limits and standards for AI assisted work.
Hands on
Photoshop, Illustrator, InDesign, Acrobat, Figma. Every day, on Mac.
What the work returned
- 0 Conversion at Decathlon, 1.8 per cent to 2.7
- 0 Engagement, on the same rebuild
- 0 Campaigns art directed, print and digital
- 0 Conversion across seven Qiddiya platforms
Measured against the versions each replaced. The case studies carry the detail.