I've always been more interested in the why than the what.
I think in systems, go deep before I go wide, and don't build things that don't need to exist. Consumer products across sports, growth, and payments.
User Experience
Strategy
User First
Usability Testing
FanCode Match Detail Page
The brief was to fix two components. The real problem was the whole page. Rebuilt the MDP for new cricket fans — conversion lifted 80%.
Conversion
+80%
Transactors
3X
FanCode Match Detail Page
The brief was to fix two components. The real problem was the whole page. Rebuilt the MDP for new cricket fans — conversion lifted 80%.
Conversion
+80%
Transactors
3X
FanCode Tennis Experience
A bet on tennis in India, made against the clock — FanCode's first tennis experience, shipped in 3 weeks for Roland Garros with two new features: Stream Switcher and Tournament Draw.
FanCode Tennis Experience
A bet on tennis in India, made against the clock — FanCode's first tennis experience, shipped in 3 weeks for Roland Garros with two new features: Stream Switcher and Tournament Draw.
Fixing Discovery on FanCode's Mobile Web Homepage
FanCode's homepage was full of content but gave users no clear way to find what they wanted. I led the end-to-end UX strategy and redesign — restructuring the page
Conversion
4- 5.5%
Home -> MDP
65%
Fixing Discovery on FanCode's Mobile Web Homepage
FanCode's homepage was full of content but gave users no clear way to find what they wanted. I led the end-to-end UX strategy and redesign — restructuring the page
Conversion
4- 5.5%
Home -> MDP
65%
Decoding Engaged Cricket Fans
Applied Persuasion, Emotion & Trust (PET) Research — a structured methodology rooted in Gestalt psychology — to uncover the deep drives and blocks behind cricket fandom in India. Output: 9 emotional archetypes and a framework that informed FanCode's product strategy.
Decoding Engaged Cricket Fans
Applied Persuasion, Emotion & Trust (PET) Research — a structured methodology rooted in Gestalt psychology — to uncover the deep drives and blocks behind cricket fandom in India. Output: 9 emotional archetypes and a framework that informed FanCode's product strategy.
Users interviewed
16
Emotional Drives
4