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“I’m a UX and Design Researcher from NIFT Bengaluru, who loves a new challenge. I transitioned into UX design because I recognize the need for both qualitative and quantitative research. I believe that understanding your users and acknowledging their needs and frustrations is the key to improving functionality, ease of use and enjoyment.”

Tools Illustrator Photoshop InDesign MS Office 3Ds Max AutoCAD

Research Statistical analysis Usability testing Survey Comparative analysis

Design Persona Storyboarding Wire framing

1. Pensaar Design:GoDaddy 2. Cleanlabel

1. Kantar IMRB: Wardrobe Study 2. Sustanibility System Design

Identification of business opportunities that help scale SMBs

For an Premium Internet domain provider Go Daddy , we helped in Ideate new avenues to become integral to SMBs which are trying to establish themselves online. With this study we were able to identify and define synergies across various dimensions of the SMBs to identity trends and patterns that go daddy could explore. The study ended with clear identification of opportunities that would help SMBs scale and grow their business. We used a collaborative human-centered approach to reach our project objective.

I with the team at Pensaar design conducted qualitative research to study the approach and penetration of digital technologies as drivers to generate business growth in this segment. The research focused on SMBs in Tier 1 and tier 2 cities across India. After mapping SMB behaviors across the entire business growth lifecycle and the landscape in which they function we were able to unearth culturally diverse behaviors, mindsets, unmet needs across North, south and west validate the qualitative research findings and uncover new insights we were commissioned to conduct a qualitative survey across 12 cities(tier 1 & tier 2) with 1500 participants.




We focused on SMBs who were actively trying to attract new customers & engage existing customers. Our focus was to validate existing JTBD framework, identify jobs that were relevant to Indian context and identify unmet needs.

I conducted a competitor analysis to better understand the landscape. The analysis involved a variety of different online portals. I also researched product reviews to evaluate the strengths and weaknesses of each marketing tool.

FOLLOW-ME-HOMES/ 1:1 INTERVIEWS Deep qualitative interviews in the customer’s natural environment




Observe SBOs & stakeholders in their natural ecosystem to study their habits & rituals behind their behaviors

A technique that allows us to identify true behaviors from the spoken word. It captures evidence by way of images or videos to help us uncover surprises & differences.

Mini focus group format with two SBOs where the two participants validate the JTBD framework








An affinity tool that allowed us to understand attitudes across tasks, jobs and needs.

Created JTBD cards that were used interactively to dig deep into participants’ pain points, mental models motivations in their journey to acquire new customers.

Understanding the affinities, real behavior of marketing tools used by SBOs learning about their perception and adeptness of the various marketing channels

ABOUT THEIR CUSTOMERS Customer definition: Neighborhood consumers, mostly young who - Need something printed or mobile phone recharged, Need mobile accessories (headsets is his best selling product), Want to rent a downloaded movie. Buyers of mobile accessories across the city CUSTOMER ENGAGEMENT ACTIVITIES: Repeat business: movie downloads, mobile recharge that people come back multiple times a week Fulfills end to end needs: He has internet in his shop so people can have him go to the web find the content they are looking for and then print it. He not only prints resumes, he will help you create it as well FEARS / MOTIVATIONS / BEHAVIORS Fears : stagnation of his business (customers and products) Motivations : larger store, expanding products/services to meet end-to-end needs of his regular customers Coping Mechanisms : He is not worried if he has a bad month. His family has other business income and his father will take care of the monthly expenses


Offline, has done online activities

Predominantly Predominantly offline, has online acquired customers CUSTOMER ACQUISITION ONLINE/OFFLINE MIX: online Low free, low transaction amount

Low freq, high High freq, low transaction transaction amount amount

High freq, high transaction amount


PAINPOINTS Job 1 : Set goals to attract new customers : He needs to invest more, to be able to sell electronics online on e-commerce platforms like amazon. OLX is unpredictable - cannot determine how many new customers he might acquire Job 7 : Determine customer acquisition channel : Figuring out which online marketing channel he should use to advertise his products (headphone-high margin products) initially was difficult. GROWTH ASPIRATIONS He desires to grow just like any other business. He understands he needs to move beyond his neighborhood and stock more expensive products that have a higher margin. He wants to be perceived as a high class retailer and wants to build a showroom. Basically he is a low margin, high transaction frequency retailer that wants to go up-market

Walk-in customer GROWTH ASPIRATIONS Word Of Mouth Online /Offline Marketing

Share product information

Deliver best experience and maintain quality

Build and Maintain relation

Bigger brand: The need to be seen as a bigger brand - an expensive product retailer

We started by listening to audios recordings of deep qualitative interviews and noted down what they were feeling, thinking, saying & doing. We documented important quotes and key takeaways from the SMBs on post-its to empathize with them.

We used empathy map to synthesize observations from the research phase, to draw out inferences. These inferences started to mold into larger clusters around: Customer Reach, Negotiation & Pricing, Brand Building, WOM, Leads & Tracking, Content, Channel Impact, Personal Relationships

We used the scatter plot to map SMBs against the two dimensions that clearly stood out during our research process. The two dimensions we chose were ‘Customer Acquisition’ and ‘Business growth’ as they played a major role in how businesses adapted to marketing techniques.

There was a correlation that we found between what SMBs do to grow their business and how they acquire new customers. This led to building of 3 personas as a part of our research synthesis.

Under the larger initial clusters several pain-points, insights, mental models and opportunities were identified. As we validated the existing JTBD through our research synthesis, a new JTBD framework was created based on:• The contrast we observed w.r.t Indian context of how SMBs attract new customers • The jobs SMBs found difficult to do, didn’t do at all and did well The new JTBD gave us a critical sense of pain-points & mental models across every need. This helped us develop opportunity areas for GoDaddy.

After noting down the key observation from the three cities, various opportunity areas were discovered for the client within area of communication,reach,lead management,decision making as these areas were identified aa key pain points during JTBD framework. AOO: Enable Right Reach of potential new customers and effect decrease in wastage of time, effort and length of customer conversion cycle, by identifying key levers of marketing and helping them to modify the levers according to dynamics of market and customer needs. INSIGHT: SMBs sluggish growth is a factor of lack of ROI on traffic, decision making about relevant marketing channels and creating channel specific content with a quick turn-around time. SMBs struggle with which lever of marketing to pull and when. Discovering right target customer is a function of being wide spread across several marketing mediums leading to uncertainty and chance

Efficient reach of target customers Low cost solutions that helps businesses choose the appropriate marketing channel and help SMBs position themselves.

Perceived high learning curve of digital marketing channels + lack of time to create content for offline + online channels and desire for content control leaves SMBs in a cycle of one content for all state.

Channel Accurate Content Reliable marketing content partner that focuses on spreading accurate channel specific content, with a fast turnaround

Adopting paid marketing services needs to be matched with clear visibility of benefits.

Identify relevant marketing channel Solutions that compare, analyze and create metrics for maximum customer acquisition with the business domain

No visibility of impact of marketing channels reduces SBO’s confidence in pursuing newer mediums

Evaluate & access impact of marketing channel

Ways that allow businesses to access performance and enable dynamic decisions

Cleanlabel is a new age consumer packaged goods company based out of Bangalore. I joined them as a UX research intern and my role involved conducting qualitative and quantitative research in order to map end-to-end customer experiences, their influencing and decision parameters and draw JTBD for different customer profiles.

I conducted a series of interviews and Wild safaris to better understand the gap, Cleanlabel was attempting to fill. My questions centered on understanding user goals and motivations, the context and frequency of purchase, their decision-making mechanism with respect to consumers food choices. I identified the following primary user groups: Conscious Women: For most of the cases these are responsible for monthly grocery shopping and are well aware about food products in the market. Health Freaks: These people are regular buyers for organic products, they are responsible towards their body and well being. Early jobbers/Students: This group comes into the potential customer base for organic products. This includes young adult professionals who likes to enjoy their life everyday.

Young adult's choice of a particular diet like keto diet is a way to connect and to belong to a certain social group. It gives them a sense of stability in terms of identity and belonging.

A person’s choice of diet is dependent on his early experiences of food.

The lifestyle of a person changes several times, for example for a married person the say of his better half affects what he chooses.

Healthy food for people is something that is cooked at home.

Choosing organic products is a step towards making a right choice like doing exercise.

People who choose organic products feel they are responsible for their own well being.

The choice of healthy lifestyle also shows persons motivation to return to natural world.

For some people buying food that reflects their values and lifestyle, helps fulfill their egocentric needs that make them feel good about themselves.

People who decides to eat organic food are more aware of their health, are also concerned about their state of well-being, and are more inclined to know how to improve and maintain their health and quality of life.

Purchasers of organic products highly value attributes such as safety, the environmental impacts, general health and nutrition impacts, freshness, and flavor.

Nutrition was more important to buyers than to non-buyers, as were food safety, healthfulness, and flavor. And the cost of food was more important to non-buyers than to buyers.

The organic food buyers can often be found jogging, biking or speed walking. They want to feel good about themselves.

For regular buyers of organic goods, organic food consumption is a way of life.

Buying organic food isn't only about having a healthy food, but expressing support for a movement or cause.


सतत् is an online portal of kitschy home decor items running on the dire concepts of sustainable development goals. These products will be made out of discarded footwear and will be a huge leap in the field of sustainability by reducing the land fill problem created by dumping recyclable items like footwear into them. I in a group of 5 people concepted and designed this portal from the ground up.


Consumers hardly indulge in extensive research while purchasing a product but they do prefer an eco friendly product over an normal one, if they come across one.


People are not even aware about the true definition of sustainability ,though they are taking basic efforts in their daily life.


As sustainability has become a status symbol, people are willing to buy sustainable products given that they are aesthetically appealing and provided with a proof.

The visuals and logo were created considering the home dĂŠcor products which will be sold on this website. The logo also symbolizes our approach of circular economy.

With a research company named livelabs a research unit of Kantar IMRB, I tried to understand the decision-making mechanism of married couples with respect to their wardrobe choices and also the average age, lifecycle and modes of purchase of different segments of clothing in their wardrobe. The four married people without children within the age group of 29-32 have been interviewed in their natural environment.

Research Preparation Preparing DG, Pilot Immersion Recruiting the right people

Qualitative Synthesis First level insight report and finding the inferences

30 aug-13 sep

23 aug-30 aug

Final Recommendations Stratezing the final recommendation

20 sep-27 sep

27 sep-4 oct

13 sep-20 sep

Qualitative Research 1:1 deep interviews with participants Total of 4

Brand Study Market study of the brand and finding opportunity areas based on the inferences

To apply the appropriate insights to Jabong,I came up with some of the opportunity areas. • Travel journey is an event. People choice of garment is dependent on the mode of travel and the place to visit. • Confirm to conspicuous consumption theory and women are unaware of their wardrobe on the contrary men. • Women become the potential customer for the men section online though they are not the consumer. • People wear clothes based on the environment,they have at least two changes in a day. One is based on the profession/environment of their workplace which is usually a well fitted dress code.Two, when they are in their comfort zone and like to dress carefree in loose fitted clothes.(No family constraints) INSIGHT: People tend to be more concerned about the fit of the garment while buying.The look and feel of the material is one of the reasons for customers to shop offline as they can try before the purchase. • *According to Forbes report returns have long been the nemesis of online retail brands OPPURTUNITY:TRY YOUR WISHLIST An option of trying the garment at their home and paying for only what they like. This will create a win win situation for both the parties as the customer gets to try and see clothes without actually paying for them and the company will be able to reduce the cost of logistics which happen during various returns.

INSIGHT:Traveling is an event. The age group’s(29-32) choice of garment is dependent on the mode of travel, purpose and place of visit. Marriage is an life changing event and a regular trend is Honeymooning abroad. This is an opportunity to dress up to their heart’s content. Women enjoy this more as compared to men, as the restrictions imposed by the Indian, patriarchal society are lifted. This is a freedom of the mind and the body to express and comfort through dressing OPPURTUNITY: TRAVEL JOURNEY ATTIRE An exclusive clothing line for the young explorers for whom journey is as important as the destination.


UX and Design Research Portfolio  
UX and Design Research Portfolio