SELECTED WORK
Work that shipped.
Not just slides.
A short list of engagements across banking, healthcare, financial services and innovation ecosystems — delivered across India, the Gulf and the broader Global South. Client names withheld; the work speaks for itself.
INDEX · 06
PROBLEM · APPROACH · OUTCOME
- 01
AI × Customer Experience
An AI-led banking concierge.
Only 1% of the brand website was actually used by the majority of visitors. Task-based, information-seeking journeys, with the answers buried deep inside the IA.
- AI × Design
- Customer Experience
- GenAI
What changed
- →Faster path to product information
- →Higher quality applications from informed customers
- →Reusable conversational pattern across the bank
BankingKSA / GCC2024 - 02
Conversational UX
Conversational mobile banking.
How do we bring conversational banking into an existing mobile app without breaking the trust customers have built with it?
- AI × Design
- Mobile Banking
- Conversational UX
What changed
- →Single PoC validated across five high-intent journeys
- →Shorter task completion vs. classic IA
- →Pattern library for future AI-led features
BankingGCC2024 - 03
Service Design
Healthcare service redesign.
Referral-to-diagnosis cycles stretching to 12 weeks for a population that often cannot afford the wait — or the travel.
- Service Design
- Healthcare
- Operations
What changed
- →Referral-to-diagnosis from 12 weeks to 7 days
- →Higher throughput per clinician hour
- →Pattern replicable across satellite centres
HealthcareIndia2022 - 04
Product Design
A modern mobile trading platform.
A trading experience that hadn't kept up with the new generation of retail investors — slow, dense, and costly to maintain across channels.
- Product Design
- Trading
- Design System
What changed
- →35% reduction in operating costs
- →~80% uptake of mobile by web visitors
- →Consistent experience across web and app
Financial servicesIndia2021 - 05
Mobile Banking
Tier-one mobile banking.
Build a modern mobile banking experience for a tier-one Saudi bank — usable across languages, channels and customer segments.
- Mobile Banking
- Product Design
- Localisation
What changed
- →Award-winning mobile banking experience
- →Recognised across the GCC for usability
- →Foundation for the bank's later digital roadmap
BankingKSA2019 - 06
Content & SEO
Startup ecosystem — digital front door.
A growing startup ecosystem needed a digital front door that could attract founders, capital and partners — and reduce the cost of serving its community.
- Website
- SEO
- Content Strategy
What changed
- →~30% uplift in enquiries via best-practice SEO
- →Reduced cost to serve the founder community
- →Editorial system owned by the in-house team
Innovation ecosystemUAE2023
…and confidential engagements across banking, retail, mobility, education and healthcare.
SELECTED OUTCOMES
What changed.
90% reduction
Referral-to-diagnosis time reduced from 12 weeks to 7 days through healthcare service redesign.
70% straight-through processing
Digitised banking journeys using eKYC and modern APIs.
35% lower operating costs
Redesigned mobile trading experience and customer journeys.
30% uplift in enquiries
Improved onboarding and SEO through digital redesign.
Enterprise DesignOps
Helped establish design systems, governance and capability across banking organisations.