18 years, three disciplines, one sequence.

Art director, creative strategist and UX/UI designer, working across eCommerce, fintech, logistics, medical, food, enterprise platforms and newer digital ecosystems.

I direct the visual work customers see, and I understand the experience around it well enough to know what that work has to do for them. Those two things are usually split between different people. Keeping them together is the whole point.

Most of my career has come down to two jobs at once. Get the craft right, and make it repeatable. Setting a standard is one job. Holding it steady when a lot of people are producing work across markets, formats and devices is a different job, and it is the one I have spent the most time on.

How I work

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.

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. Marketing without a strategy behind it is just spend.

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 the work lives in, and the psychology of the person on the other side of it.

Across all three

What holds when the work scales.

Design systems

Built and grown so quality holds when a lot of people are producing work at once, and so direction survives without me in the room.

Evidence

Production data, the errors that keep coming back, and how people actually behave. Fix the pattern, not the same problem twice.

AI in creative production

My current research is on AI and human interaction, and it goes straight into how I set references, prompts, limits and standards for AI assisted work. A machine will produce whatever you are willing to accept, so the standard has to exist before the speed does.

Photoshop, Illustrator, InDesign, Acrobat, Figma.

Hands on every day, on Mac

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. I mentor, run training, and work at getting reviewers to judge the same way. I take part in hiring and portfolio reviews.

Experience

2025–present: Senior UX/UI Consultant, Artefact Dubai, United Arab Emirates · Remote On Qiddiya Investment Company, a Public Investment Fund programme inside Saudi Vision 2030. Interface and experience design at national programme scale.
2019–2025: Lead, Creative Strategist and UX/UI, Wissend Consultancy Services Chennai, Tamil Nadu Nearly six years across client work, taking brand and business strategy through to shipped product. Art direction on the output in both print and digital, so the positioning and the thing people finally saw were the same argument.
2015–2019: Senior User Experience Designer, Decathlon London, United Kingdom Experience design for a large sports retailer across ecommerce and mobile. Creative and art direction on product launches, campaigns and community work, with brand and identity alongside it.
2012–2014: Senior Creative Designer, Royal Images Chennai, Tamil Nadu The ecommerce site end to end, design through to HTML and CSS, plus email campaigns, the monthly inserts carried in bank credit card statements, and a twenty page catalogue out to customers every forty five days.
2011–2012: Web, Apps and UX, Verizon Chennai, Tamil Nadu Simplifying the shopping flow to cut bounce, and experience design for the Verizon iPad app.
2009–2011: Web, Graphic and UI Designer, Mobius Knowledge Services Chennai, Tamil Nadu Web, graphic and interface design across client work, with logo and identity design running alongside it.
2007–2009: Web Designer, Contempo Technologies Chennai, Tamil Nadu The first years, on the tools every day. Web design, logo work and typography.

Education

2014–2015: MA Future Media Birmingham City University, United Kingdom Advertising agency method, content production and digital strategy, taught practice first with the theory applied to the work rather than sat beside it. The year between Royal Images and Decathlon, full time in the UK.
2003–2007: BE Mechatronics Kumaraguru College of Technology, Coimbatore An engineering degree before any of the design. It is where the habit of treating a system as a system came from.

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