My Journey

I joined Accenture in 2018, straight out of industrial design school — MIT Institute of Design in Pune, with an exchange in Berlin. Over three years I designed end-to-end for clients across fintech, aviation and e-learning: user research and journey mapping through to tested, high-fidelity prototypes. I redesigned a booking engine for a major Abu Dhabi real-estate developer, applying e-commerce UX to cut friction in the conversion funnel, and led the visual design for Etisalat's B2B portal — establishing a responsive component library adopted by multiple product teams. It's where I learned that design is judged by whether it actually solves a real user's problem, not by how it looks.

At PwC I led product design for a Digital Twin platform — a data-dense product for a Tier-1 smart-city client — from initial problem definition and research through to a delivered MVP. I translated ambiguous BRDs and shifting stakeholder requirements into structured design sprints with clear milestones, managing scope and timelines alongside engineering teams. Designing for a place that barely existed yet completely reset my sense of who “the user” really is — and how much trust a data-dense product has to earn before anyone will act on it.

At SRMG Labs I led consumer-facing product design across the group's publications — Billboard Arabia, Akhbaar24 and Argaam — serving millions of readers across web and mobile. I architected and governed a centralized design system, adopted as the foundational framework across all SRMG brands, which accelerated cross-team shipping and held visual consistency at scale. Alongside it I ran qualitative research and audience analysis, and optimised acquisition and engagement flows against retention KPIs. This is where the real user became the next designer — assembling a title from a trusted library rather than redrawing it.

Now I'm Product Design Lead at AI at Core, shaping product direction from early discovery — bringing customer insight and a design perspective into roadmap conversations before solutions get locked in, owning design end-to-end from problem framing to production-ready output, and setting the patterns and team rituals that keep quality high as we scale. Same obsession as day one; now pointed squarely at the seams between craft, systems and AI. The best work is still ahead.