Hey!
I've been designing systems and solving problems for as long as I can remember. While I didn't jump out of a tree hoping to reach orbit, I did dive into the messy, fascinating world of interfaces and interactions early in life, obsessed with how things worked and how they could work better.
Over the last 15 years, that curiosity has taken me through a wide spectrum of design challenges across B2B, B2B2C, and B2C domains. I spent 7 deeply formative years at Amazon, designing for everything from Amazon Pay and Distribution to Alexa's conversational experiences, Global Mile, and even live video commerce. Before Amazon, I was part of the early journeys at Ola Cabs and Punchh.com, the latter eventually being acquired for half a billion dollars.
Today, I'm Director of Design for Payments at Pine Labs and Head of Design at Setu, where I lead both strategy and execution: crafting intuitive, scalable financial experiences and building the team of seven that makes them. My focus is on making fintech not just functional, but genuinely user-centered, and pushing the boundaries of what design can enable in India's financial landscape.
What drives me is still that same early instinct: the joy of making something better, and the belief that thoughtful design can move industries forward.
What I've led
Pine Labs
Director of Design, Payments · Head of Design, Setu
Dec 2025 — present
Design for the Instore and Online payments verticals and for Setu, with a team of seven. Promoted to Director in April 2026.
- A 13-merchant POS benchmark that put 31 fixes into the roadmap; Omni, the unified merchant dashboard; QFix for 5,000+ merchants.
Setu & Fave (Pine Labs)
Head of Design
Apr 2025 — Dec 2025
Built and led the design team across Account Aggregator, identity verification and Bridge, on the leadership team that took Setu from ₹6 Cr to ₹100 Cr.
- Ran Setu's AI initiative and company-wide hackathon, revamped the brand, and set up design planning, intake and a stakeholder newsletter.
Amazon
Senior UX Designer
Feb 2018 — Apr 2025
Seven years across Amazon Pay, Amazon Business, Global Mile, Alexa shopping and Seller Experiences, with teams in six countries.
- Sales Event Planning — $78M, $283M and $353M in incremental OPS across three regions; a delivery app that onboarded 1M sellers; Remote KYC for 4.1MM users.
- Feet on Street — orders up 20%, credit depth 25% → 58%.
- Alexa Smart Basket — cart building from 30–60 minutes to seconds.
Ola
Product Designer, New Initiatives
Jul 2015 — Feb 2018
Shuttle, Rentals, Outstation and Share Express from the ground up — together, 40% of Ola's revenue.
- Ola Shuttle
- Ola Outstation
- Motion prototypes — ride cancellations down 70%.
Punchh
Founding designer
Jul 2012 — Jun 2015
Rails engineer turned first designer; built the design team of four, the design system, the responsive site and 10+ white-label apps. Later acquired by PAR for $500MM.