Well seasoned of user centered design experience, with visual & creative design experience. Yeah, a Full-Stack Designer (many hats* job)

As a Product Designer or as a Lead UX Designer, I pride myself – for successfully bridging form and function with focus on data driven design.

* including my first real cowboy hat

Current Domain

Supply Chain

Since 2019, working as a Sr Staff UX Designer at Blue Yonder. I build solutions for digital supply chain and omni-channel commerce fulfillment. A typical, day-in-life, is designing solutions that aims to accelerate problem-solving for a compound enterprise system.

These applications by design are complex and data-intensive – hence the dependence on user experience and design thinking becomes a key differentiator.  Focus on data-driven design. Areas of my expertise and ownership – pivot & complex data tables design, newer UI Patterns, BOM Viewer, Situation/Planning Room, IBP, Data/Proces/Planning Modelling.

Role & Responsibilities

Enterprise UX

My current role is as a Lead Product/UX Designer for all planning segment offerings with solutions like Luminate Planning, Demand Planning, Supply Planning, Inventory Optimization, Allocation, S&OP, S&OE, Network Design

Also I am a key contributor to Design System, platform component, icon library, design review gate. I share my design experience mentoring designer and training Figma tips & tricks. I lead the visual team at Blue Yonder, working closely with branding & marketing team.

Guiding principle

Design Process

Data-driven design, making design decisions based on Data. And collecting and analyzing this data is key to creating better product designs and user experiences. Strength in numbers parsing the qualitative and quantitative data into design facts and pointers, shapes the design process and it’s outcome.

My design process is Discover, Design, Validate, and Iterate. 4 questions are important:

  1. What is the problem I am trying to solve?
  2. Do I have data showing problem magnitude?
  3. Do I have metrics to support the new solutions?
  4. What is the success measure?

Designing is my me time, I love what I do

Because only a few people get paid for their hobby/passion – I am lucky.

Est. 2000

Design Journey

My journey was not linear at all (many forks on the way) – from engineering to design. It was obvious to me at least – designing was my thing, wanted to be a creative space.

Graduated with Computer Science Engineering degree major (at school I loved doing computer graphics using code  & Microprocessor, RDBMS). Later got Fine Arts & Graphic Design diplomas. Since then I am in love with typography, custom types, iconography, hard core design.

Love working on print, web or digital – each of the medium has its constraints as a designer you solve the problem creatively using design principles.

“Beings hands-on” and “can do” has propelled my in design and creative space. Obsession with design, aesthetics, balance, autonomous, pride and ownership – is my personal & professional traits.

I started at the bottom, as a graphic design – cleaning photos in Photoshop 5 for my Art Director, learn a lot. I left the same after 4 years as Lead Visual Designer. All credit is the place and people who nurtured talent and offered opportunities.

While working on print, art direction and digital, I was drawn more web design & human computer interaction and got into emerging stream – UX. The transaction was so smooth and seamless. I love the aspect of it being a good mix of analytical and creative.

In print/adverting –you work is very objective, focus is on the client needs. While in UX – which is more subjective, focusing on the customer, user, their experience and not much on the clients or customer.

Inner me

Few things that brightens me


its music & rhythm – teaches me to be unique and consistent


clever hack videos – inspires me to think differently


random act of kindness – shows how to be humble

Shaping + nurturing


In my off hours, you can find me on cricket fielding either playing Cricket League or coaching younger cricketers around Frisco area. I proudly skill share with faith based non-profit with their creative design work & as a Sunday Art teacher.

Unconsciously, I have been using iterative design principles to my students at the cricket academy, I found that the ‘scaffolding’ technique is parallel to iterative design principles. Sports coaching much like design is a product that never finishes! You always have to iterate lessons, much like having to iterate designs.

Defines me

Some days I wish I could go back in life. Not to change anything, but to feel, to do, to experience it again. Like the first time.

Texas is HOME.  Can’t believe it’s been 13 years in the Lone Star State.

Vegetarian Thai Food makes me happy and buffet happier.

Cricket is a teacher – love playing and coaching younger talents.


  • UX Design
  • Design System
  • UI pattern & page layout
  • Branding / Visual Identity
  • Typeface & Custom Type
  • Visual Design
  • Illustration
  • Logo Design
  • Marketing
  • Graphic & Web Design


  • Banking: World Bank, Raymond James, Citi, Exchange (retailer in U.S. Army and Air Force)
  • HiTech & Telecom: AT&T, Verizon, Intel,
  • Pharma: Glaxo Smith Kline, RS Medicals
  • IT Services: Hinduja Group, WSN Global, Baar Norway, Editage, Tyco
  • Auto: Autoliv, Mahindra & Mahindra,
  • Media: Optimystix Films & Productions,
  • Consumer: Skora, Unilever, Nestle, Heineken
  • Hospitality: Courthouse Kempinski UK,
  • Non-Profit: KSHT, ISKCON, Harvard Club of Dallas, Frisco Moms Care, Frisco Fastpacs, DCL, McKinney PD


  • 2020 – Best Design Award – Blue Yonder
  • 2020 – Blue Gem Award – Blue Yonder
  • 2010 – Star Excellence Partner Award for eSupport AT&T
  • 2008 – Star Player (Citi-Satyam)
  • 2008 – Satyam Star Player Award for Excellent Quality & Customer Delight
  • 2008 – Winner of the Logo Design Contest – Florida Cricket Association
  • 2007 – Special mention for India Design Festival Logo Design
  • 2008 – Satyam Star Player Award for Excellent Quality & Customer Delight
  • 2006 – Satyam-GSK Most Valuable Team Member Recognition
  • 2005 – Finalist at Satyam Logo Design Contest – Aurora
  • 2003 – Winner of the Miss Mumbai Logo Design