A designer is an emerging synthesis of artist, inventor, mechanic, objective economist, and evolutionary strategist. - R. Buckminster Fuller
Who am I?
My path into customer experience work wasn't linear — but looking back, it makes complete sense.
I started out in interior design, studying at Kingston University in London and working on retail and residential projects across the UK and India. What I was really doing in those years, though I wouldn't have called it this at the time, was learning how spaces shape behaviour - how the way something is organised changes how people move through it and feel inside it. That instinct never left me.
From there I moved into marketing and communication design, eventually becoming the sole person responsible for that function at a small-medium business in Germany. No template to follow, no predecessor to learn from. I built the role as I went, using feedback, data and a lot of careful observation to figure out what was actually needed. That experience taught me something I've relied on ever since: when you're the only one looking at the whole picture, you get very good at finding the things others haven't noticed yet.
Over time, that work pulled me naturally toward user experience - not as a departure from what I'd been doing, but as a more deliberate version of it. I completed a UX Design certification at CareerFoundry and have been working at the intersection of customer experience, research, and organisational decision-making ever since.
I grew up in India, studied in London, and have been building a life in Germany for the past decade. Navigating different cultures and languages - sometimes simultaneously - has given me a particular sensitivity to context. I notice quickly when something isn't quite landing, whether that's a piece of communication, a customer journey, or a room.
Outside of work, most of my creative energy these days goes into keeping up with a daughter whose energy is quite shocking. She's also become my most demanding -and most rewarding - audience.
HOW I do What I do
Methods & practice
Customer Experience Design · Service Design · Systems Thinking · User Research · Journey Mapping · Jobs-to-be-Done · Persona Development · Experimentation & CRO · A/B Testing · Qualitative & Quantitative Research · Wireframing & Prototyping
Tools
Figma, Adobe Creative Cloud, Miro, GA4. Econda, AB Tasty
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What I do well
Finding where the problem actually lives.
Not where it appears to be, not the version that's easiest to talk about - the source. Most of my most useful work has started by questioning the brief, or by looking one layer deeper than what was asked.
Making sense of imperfect information.
I rarely have clean data to work with. I've learned to triangulate across incomplete sources, be explicit about what I know versus what I'm assuming, and move forward anyway - without pretending the gaps aren't there.
Building frameworks where none exist.
When there's no established process, no template, no predecessor - I build the structure needed to make better decisions. That includes research frameworks, experimentation processes, and ways of mapping customer experience that teams can actually use.
Helping organisations change direction without losing the room.
I've learned that the best solution means nothing if you can't bring people with you. Getting stakeholders to see a problem differently - without making them feel wrong for not seeing it before - is as much a part of the work as the design itself.