I am a user and brand experience strategist with more than ten years of experience in user experience design, user experience audits, user research, usability analysis, interactive brand strategy, information architecture, creative leadership, team management, creative program management and delivery spread across Mobile, Web and Social Media.
Across last three organizations, I have contributed substantially to set up user experience team and creative operation from ground up; in the process understanding users and usage, gathering insights to build experiences, defining creative delivery processes, mentoring the team and providing thought leadership. I have directed and delivered user experience and interactive projects spread across Indian, Middle-East and North American market and have served clients like Samsung, GSK, Electroulx, Tupperware, ITC Welcom Group, John Players, Nokia, HT Media, Maruti Suzuki, SKF, NikeiD, TD Canada Trust and Coca-Cola over the last decade.
With Sapient as part of the experience marketing team, I helped set up the interactive and experience practice in India by understanding and customizing Sapient’s global creative production and project processes for the Indian market. I also provided the creative leadership to deliver Sapient India's first interactive project HTMedia.in and Sapient Interactive first eCommerce iPhone application, NikeiD iPhone App .
Before Sapient I was part of Interactive Avenues and was directly responsible for setting up and owning the web development team & department. I provided vision, business direction, industry and user insights to the web division and mentored a strong team culture contributing to business acquisition and managing delivery of interactive projects. During my earlier stint with other organizations in the early stages of my career, I was creative consultants to partners like LOWE and JWT.
My multiple roles across organizations have enabled me to operate at strategic, creative and team level. It has also enabled me to define and deliver solutions that leverage the power of design, interactivity and content to achieve branding and user experience goals.Over the years, even though I have played multi dimensional roles, I believe my success lies in consistently making 'experience creation' the center of the creative and production process across teams and organizations.
The other areas of my interest are semiotics, emotional design, culture, environment and I am currently probing the role of emotions in social media.
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