I now lead the design effort for the Growth space at Netflix. My primary focus is on optimizing payments for our growing markets and enhancing member retention. Previously, I designed products for Spotify, the world’s leading music streaming service, where I served as the design lead for emerging markets. Our team played a pivotal role in launching in new markets and reshaping the Spotify product to meet diverse cultural and audience needs. I approach projects with human-centered design that is grounded in user research, product strategy, collaborative problem solving, rapid prototyping and thorough testing. I have designed cloud-based web and mobile applications using the Lean UX and Agile design frameworks. Designing a streamlined and rewarding user experience is my guiding principle.
Born and raised in a small, rural village, I moved to the US in 2009 to pursue an advanced degree at UC Berkeley. The culture shock I experienced by moving to a Western nation inspired a deep curiosity for the people, places, and attitudes that shape our communities and create our world. With only a meager budget, tattered maps, a smile, and a sense of adventure, I have traveled to 90 countries on six continents, documenting and sharing my adventures with a community of followers. People are my passion, and I strive to make a positive contribution to the world and those around me.
We are building a web-based version of the world’s most successful computer-aided(CAD) software, that targets young professionals who need tools to draw, edit and share their designs. This represented a unique challenge to transform the legendary and complex desktop AutoCAD software into a lightweight, cloud-based application with a sharp, modern UI.
Understanding global audiences and creating products that address different needs. To address cultural differences in untapped markets, product offerings have been reshaped and tailored to distinct customer needs. We have launched in new markets, and our vision for delivering product-market fit has been honed.
Travel Genie is an all-in one vacation-planning tool. The app draws on several publically accessible data feeds/APIs from across the web and integrates them into a seamless, simple and visually cohesive user interface. Users can plan and organize their trips before they depart and manage their trips from within the app while traveling.
We designed, updated and maintained the AutoCAD Marketing Site. It shows how we presented the value of the product to consumers and help them to understand the features. This is also an example how we build a responsive design that supports different devices and languages .
Around 200K monthly active users request a password reset each day, and many of them have a negative experience with the reset flow. To address this, the password reset flow process has been streamlined so that it is more straightforward and offers users an opportunity to sign back in to the product as smoothly as possible through password-less authentication.
File Manager, a tool that helps professionals to organize, store and share their files through the cloud storage, working cross-platform, supported by multiple applications. I led the redesign the entire user interface.
"A Good Place to Sit"
I like my pillow, my fancy bed, my cat tree and the bathroom sink. Each has its time and fills a need, but a box is best when I want to think.
Many users continue to track the music charts and use these as a reference when it comes to explore new songs. Ignoring the opportunities that are inherent in the charts could mean that valuable chances to connect with audiences are missed. There is a requirement to develop strategies by which it is possible to deliver an innovative chart experience that inspires trust and supports primary and repetitive consumption behavior.
Developed a design guideline for a consistent brand experience across multiple products. A unified design can also help to reduce the user cognitive costs and deepen the impression of the product. I collaborated with developers and other designers to ensure that the style guide addressed the needs of professionals across the company and customers around the globe.
Effective user experience starts by understanding users deeply. Researching what people need is the first step of my design process. I immerse myself in other people’s world, looking for an opportunity to innovate. I gather information through ethnographic research including stakeholder interviews, contextual inquiries, etc. At the same time, a case study of existing systems would be conducted.
After collecting sufficient data, the second phase is to translate research into actionable insights. This includes conducting thoughtful analysis, framing the problems, defining target users, and developing a product strategy and roadmap. For complex design challenges that require long-term investment, it is critical to carefully plan and set priorities at this stage.
At this stage, I produce design solutions and conduct user tests to verify hypotheses. I create a variety of assets with varying degrees of fidelity, including paper prototypes, interactive prototypes, and design mockups. This phase also includes intense collaboration and brainstorming with all stakeholders.
This stage sees the creation of high-fidelity of assets, including a detailed specification, animations, transitions and a user interface guideline to ensure proper focus and direction for long-term projects. Close communication with software engineers ensures that designs are built precisely according to plan.
The software development process has no end-point. It is a process of evolution. A variety of measurements and data analysis validate the design solutions. This is followed by continuous improvements and product updates with plans for the next iteration.
