Design Cross-Section

The transformations didn't just change products. They changed how I design.

View Experience · LinkedIn

  1. Making Things Real (Since 2000): Curiosity → Making. I used to think: Ideas live in your head. What changed it: As a kid I built a working hydraulic excavator from cardboard, syringes and tubing. It only moved once I understood why the pressure pushed the arm. Building was how I understood it. Now I believe: An idea isn’t real until I’ve made it. Where: B.Des, IIT Guwahati · Industrial design internship, Royal Enfield.
  2. Designing Experiences (Since 2017): Objects → Experiences. I used to think: Design is the thing you make. What changed it: As Head of Creatives for Alcheringa, IIT Guwahati’s festival, I led a 50+ member team designing for 120,000+ visitors. Posters, stages and signage only worked when they added up to one walk through the festival. Now I believe: People remember how it felt, not what we delivered. Where: Head of Creatives, Alcheringa · 2019–20. See it in Cyberpunk 2077.
  3. Designing Understanding (Since 2019): Visuals → Narratives. I used to think: Good design is design that looks right. What changed it: I did brand and product work for Toni & Guy, Story Digital and Oright, and made motion pieces and films on the side. The work that landed was the work that explained something. Looks got attention; the story is what people understood. Now I believe: Clarity is a form of empathy. Where: Freelance & internships · 2018–21. See it in YONO by SBI.
  4. Designing Behavior (Since 2021): Screens → Journeys. I used to think: A screen is done when it’s clear. What changed it: At 99acres I owned search for 15M+ monthly users. I rebuilt it around how buyers narrow their intent instead of around the form. In A/B tests, conversion rose 38% and bounce fell 23%. The win came from a better path from search to results, not a better screen. Now I believe: Every interaction nudges a decision, so design the path, not the page. Where: UI/UX Designer, Info Edge · 2021–23.
  5. Designing Products (Since 2021): Features → Systems. I used to think: Better features make a better product. What changed it: 99acres had grown by bolting every new feature onto patterns never built to scale. I met the same problem at LinkedPhone, across 20+ modules and 1,000+ screens. Both times the fix was the foundation, not another feature. Now I believe: A product is a set of relationships. Change one thing and something else moves. Where: 99acres Revamp · LinkedPhone Platform Redesign · 2021–present. See it in Auto Attendant.
  6. Designing Operations (Since 2023): Interfaces → Operations. I used to think: Design ends at the interface. What changed it: When new 10DLC messaging rules hit, the whole company became support. I redesigned the work behind the screens as guidance, validation and AI-assisted review. Support tickets fell 92% and the team saved about 150 hours a week. The same thinking let design own and publish a 500+ page website without engineering. Now I believe: The biggest leverage is often behind the interface. Where: 10DLC Compliance · Website · 2023–present. See it in Website Transformation.
  7. Designing Alignment (Since 2023): Opinions → Shared language. I used to think: If the design is right, people will agree. What changed it: As LinkedPhone grew, every team had its own definition of the product. Before redesigning anything, I ran a company-wide workshop to agree on its personality, values, archetype and principles. That shared language shaped the product, brand and design decisions that followed. Now I believe: Teams move faster when they’re solving the same problem. Where: Design lead, partnering with the founders · hiring and mentoring designers · 2023–present.
  8. Designing Intelligence (Since 2025): Automation → Teammate. I used to think: Automation’s job is to take work away. What changed it: Business owners weren’t looking for AI. They needed someone to answer when they couldn’t. Designing Lisa meant designing trust first: her character, her guardrails, and a rollout from missed calls to all calls. Lisa is now bundled into every LinkedPhone plan. Now I believe: Good AI makes people more capable and keeps them in control. Where: Lisa · Call Intelligence · 2025–present. See it in Lisa – AI Receptionist.