I am a UX/UI Engineering Lead with 15+ years of experience across graphic design, advertising, art direction, transportation, government, SaaS, and the enterprise product sector.

Strong foundation in visual communication and design thinking, with expertise in upstream problem discovery,
product strategy, lean UX, LeSS, and agile development delivery.

Proven success leading design teams in product design/development and
launches, operationalizing design systems and research practices, and nurturing product thinking within businesses.

A very experienced workshop facilitator and a trained coach skilled in consulting and aligning business goals with user outcomes to deliver user-centered, commercially viable products.

• UX Strategy & Research:
  Conduct diverse UX research methods with user persona profiling, contextual interviews, focus groups, usability testing, heuristic evaluations, ethnographic studies, and out-of-lab research—to gather and analyse user problems and actual data. Distil qualitative and quantitative insights to uncover root causes of experience challenges, anticipate emerging needs or opportunities, and deliver findings that influence stakeholders and product value propositions.
• Customer & Problem First Advocacy:
  Map and analyse user behaviours, service journeys, motivations, touchpoints, and pain points to champion customer-centric decisions. Inspire teams to prioritize business problems, user needs, and drive measurable improvements in utility/usability satisfaction (SUS) and loyalty (NPS) across products and feedback loops.
• Design Leadership & Best Practice Enablement:
  Define and scale UX research and design thinking standards, tools, and frameworks to assess and enhance customer experiences. Partner with Product, Channel, Brand, Data, and Engineering teams to embed best practices and expand organizational UX maturity into the innovation lifecycle.
• Driving Deliveries & Actionable Insights:
  Transform research outcomes into prioritized, actionable recommendations that guide stakeholders, product, and platform development. Collaborate with product owners and agile teams to validate design assumptions via iterations and seamlessly integrate insights into the product roadmap.
• Cross-Functional Collaboration:
  Foster strong partnerships with Stakeholders, Consumer Insights, Research, Innovation, Operations, and Technology teams. Nurturing research-driven insights to close experience gaps, shape engagement strategies, and align decisions with development and business priorities.

My past training tracks for 2018 – 2021:

A General Assembly UXDI Graduate (2018 – Completed)

NN Group UX Certified (July – August 2021 | Completed |  Cert No. #1049102)

My latest training track for 2022 – 2024:

Completed ICF (International Coaching Federation) Credentialed Coach.
(CPLC Module 1 Completed |  Cert No. CPD1-SFC-043-6952)