Headline

Design Coach | Building Design Capability & Impact Frameworks | Service, Experience, and Behavioural Design

About

I work at the intersection of behaviour change, service design, design strategy, and systems thinking. My practice focuses on translating user insight and behavioural understanding into scalable services within complex institutional environments. I’m particularly interested in how human-centred design influences not only products and experiences, but also organisational decision systems, governance, and long-term strategy. Over the years, I’ve built and led cross-disciplinary design teams, shaped end-to-end service architectures, and embedded human-centered design (HCD) into delivery models across growth stages — from early experimentation to multi-country scale. My work often brings together research, operations, technology, and leadership to align experience design with measurable impact. I care about design that moves beyond artefacts — design that strengthens systems, clarifies trade-offs, and enables organisations to deliver better outcomes consistently.

Location

Bengaluru

Work experience

Director, Program Design and Development at Noora Health, Mar 2024 - Apr 2026 · 2 yrs 2 mos, Bengaluru, Designing sustainable evidence-based programs for behaviour change in the public health space - across India, Bangladesh, Indonesia, and Nepal. Leading and mentoring cross-functional design teams across multiple geographies

Director - Shared Program Design & Development | Noora Health at Aurora Health Innovations LLP, Jan 2023 - Mar 2024 · 1 yr 3 mos, Bengaluru, Karnataka, India

Associate Director - Design | Noora Health at Aurora Health Innovations LLP, Oct 2021 - Dec 2022 · 1 yr 3 mos, Bengaluru, Karnataka, India, In this role at Aurora Health, I led a team of creatives to strategise, design, deliver, and improve services and programs in public health for sustained behaviour change, applying principles of Human Centered Design, Systems Thinking and Service Design.

Senior Design Lead | Noora Health at Aurora Health Innovations LLP, Oct 2019 - Sep 2021 · 2 yrs, Bengaluru

Senior Design Strategist at TinkerLabs, Apr 2018 - Jul 2019 · 1 yr 4 mos, Mumbai Metropolitan Region, As a core team member at TinkerLabs, my work included end-to-end Design and Innovation Consulting Projects, Crafting and conducting Design Research for Social Impact, designing and facilitating Design Thinking Workshops, Communication Design for Project Strategy, and supporting Change Management for behavior change projects within organisations. Worked closely with clients like PATH, The Leprosy Mission Trust, The Oberoi Group, SKF, and academic institutes like IIM Indore, IIM Udaipur, MICA, IMT, TAPMI, IITD–DMS, SPJIMR, IIM Sambalpur.

Design Strategist at TinkerLabs, Apr 2017 - Mar 2018 · 1 yr, Mumbai, Maharashtra, India

Design Strategy Consultant at Self-Employed, May 2015 - Apr 2017 · 2 yrs, A way to follow my passion projects and continue to support new ideas and businesses. I'm always available for consultations and conversations! Keeping the HCD principles at the center of it all, have worked with multiple start-ups in retail, tech, education, food, and fashion, to - design brand strategies, - conduct user research activities, - create product features, - support service launches, - create design research and training models, - help create the service and brand ecosystem.

Category Manager - India Brands at TridentGroup India, Sep 2014 - Apr 2015 · 8 mos, Ludhiana Area, India, End-to-end Product lifecycle, and Brand Calendar planning, for Trident Group's key towel brands in the Indian market. Product Design and Development, Production planning, Sales Strategy, New Product Launches, Domestic Events and Point-of-Sales activities, in coordination with Design, Sales & marketing and Production teams Coordination with external Branding agencies for product branding, Social Media campaigns, POS events, Domestic event partnerships etc. Launched Trident Play, Trident Indulgence and Trident Organica in the Premium/ Luxury segments, along with smaller launches of seasonal brands for specific MBOs and retail portals

Corporate Strategy Manager at TridentGroup India, Jan 2014 - Aug 2014 · 8 mos, On-site, Incorporate Design Thinking and Design Strategy into core corporate processes, under the Chief Strategy Officer. Projects: 1) Sales Force Automation and Optimization: Process optimization with SalesForce.com, between the Sales-Marketing-Production departments, using the Design Thinking approach (external partner: EY) 2) Customer Centricity: Improving the Customer (/Client) Query resolution process, and internal communication between Marketing, Production and Customer Relations teams 3) Organisation Restructuring 4) Business Process Management

Education

Master of Arts (M.A.), Applied Imagination in the Creative Industries, Central Saint Martins, University of the Arts London

M. Des, Strategic Design Management, National Institute of Design