Selected Work

Three problems worth solving.

Each case study documents a real structural problem — the constraints, the tradeoffs, and the reasoning behind every decision.

  1. MoEngage navigation before and after redesign

    MoEngage Information Architecture

    Redesigned a legacy multi-team IA to reduce navigation time by 40%, cut support complaints by 50%, and establish a shared structural standard across engineering and product silos.

    Information ArchitectureSystems DesignB2B SaaS
  2. MPL Rummy 7-day behavioral task journey UI

    MPL Rummy — D7 Retention System

    Designed a 7-day behavioral task journey that increased Day 7 new user retention by 12.7% by engineering a minimum viable habit loop calibrated for early-lifecycle psychology.

    Behavioral DesignRetentionRMG
  3. Cricket betting funnel redesign showing match selection UI

    Cricket Betting — Conversion Redesign

    Revamped the cricket betting decision funnel. Identified that low conversion was driven by cognitive overload at match selection — not intent mismatch. Achieved 2× lift in a controlled A/B test.

    ConversionBehavioral DesignRMG