Selected Work

Four problems worth solving.

Each of these documents a structural problem in full — the constraints, the tradeoffs, and the reasoning behind every decision.

  1. Points are easy. An economy is hard.

    Skillsoft Percipio rewarded finishing things but nothing accumulated. I designed an XP economy for a corporate learning platform — monthly active learners rose 6.92% in organisations that turned it on — and read the results honestly enough to see which half of my thinking survived.

    +6.92%monthly active learners in organisations that turned xp on

    GamificationEconomy DesignEnterprise SaaS

  2. How I Redesigned MoEngage's Menu and Cut Support Complaints by 50%

    Here's the story of how I turned MoEngage's cluttered menu into a business growth lever.

    −40%navigation time

    Information ArchitectureEnterprise SaaSUser Research

  3. MPL Rummy — The 7-Day Retention Journey

    Led UX research, competitor analysis, and behavioral design to build a 7-day task-based reward journey for new MPL Rummy users — lifting Day 7 retention 12.7% over a control group, from a stagnant 25% baseline, within a 4-week sprint.

    +12.7%d7 retention, test vs control

    Behavioral DesignUX ResearchRetention

  4. Cricket Betting — Conversion Redesign

    Revamped the cricket betting decision funnel. Found in Tableau that the biggest loss came before anyone committed to a bet — cognitive overload at match selection, not intent mismatch. Conversion went 8% → 32% in a controlled A/B test.

    8% → 32%conversion at match selection

    ConversionBehavioral DesignRMG