I make complexityfeel effortless.
Work that
moved things.
Impact: Generated over 60% of the company's revenue by helping users invest smarter with personalized strategies.
Make investing feel personal, goal-oriented, and trustworthy — even for users who aren't finance experts.
+20% increase in Genius subscriptions
This article will discuss how redesigning the insurance buying journey can help a company grow three times faster.
Nine
years of
earned
opinions.
Each role changed how I see the problem. Fintech is a school in designing under constraint — where getting it wrong costs people real money.
- Leading Fintech Product Design & Growth at ET Money.
- Driving design strategy across the full product suite.
- Scaled the design team from 3 to 7 members.
- Redesigned the app home page, driving a 22% increase in revenue.
- Designed a gamified P2P lending product that significantly boosted transactions.
- Redesigned ET Money Genius, resulting in a 30% improvement in the portfolio buying journey.
- Led design for ET Money Genius, now contributing 70% of ET Money's revenue.
- Built and mentored a two-member team.
- Scaled the product from launch to 10K paid subscribers on Day 1.
- Redesigned the insurance buying journey, leading to a 3x increase in revenue.
- Envisioned and executed credit card products from the ground up.
- Designed doctor and health coach platforms, increasing appointment accuracy by 78% and enhancing patient engagement by 24%.
- Translated user requirements into flows, wireframes, mockups, and prototypes.
- Collaborated with cross-functional teams to optimise product usability and user satisfaction.
- Worked closely with hotel staff for user research, designing websites and software tailored for specific target groups, ensuring a user-centric approach.
Points of
view.
Beyond
products.
Writing on AI design, fintech UX, design systems. Honest takes, not LinkedIn content.
Read essays →I mentor designers in fintech and AI. Talks on design systems and building design culture.
See sessions →Small tools and design experiments I build when an idea won't leave me alone.
See work →