Crafting intuitive, scalable experiences ✨ leveraging AI workflows to drive efficiency and outcome-oriented design.
A User Experience Designer with 15+ years of experience across SaaS, enterprise, and AI-driven products working across research, strategy, and design to solve complex problems in a simple, human way. I also bring AI into my UX workflows using tools like Figma Make, ChatGPT, Claude, and Gemini to speed up ideation, streamline processes, and make better design decisions.
Recent Works
ZZAZZ - Content Economy, Redesigned
Designing a dynamic pricing ecosystem for the open content economy - Terminal, Publish, and Signal powered by LPM.
UX ResearchProduct DesignDesign SystemPrototyping
SalesX - AI-Powered CRM
Designing a simplified AI/ML-based CRM that eliminates data entry friction for modern sales teams.
UX ResearchVisual DesignDesign SystemPrototyping
Airbus - Aircraft Ground Operations
Mission-critical interface design for A350 and A380 aircraft maintenance and authorisation systems.
ZZAZZ is building the infrastructure layer for the content economy - a system that replaces today’s broken creator monetisation model with one that’s dynamic, fair, and friction-free on both sides. Three products form the ecosystem: Terminal (consumer discovery and access), Publish (creator publishing and analytics), and Signal (a lightweight embeddable widget). Powering all three is LPM - a Large Pricing Model that sets real-time access prices based on demand, engagement, and context.
My role was to translate this ambitious technical vision into product experiences that felt natural to use, from the first search query to the first payout.
01Context & Challenge
Team & Tools
The product team comprised 3 PMs and 4 Product Designers.
Tools used across the project:
Figma
Claude
ChatGPT
Gemini
Jira
Confluence
Notion
AI-Integrated Workflow
AI wasn't a finishing tool here — it was embedded into how decisions were made, validated, and shipped across every phase.
Figma Make · Design versioning & A/B testing
Generated 3 widget variants from a single prompt — each in under 15 min vs. ~2 hrs manual.
Shared variants in a prototype for beta reader preference testing before any code was written.
Explored Signal widget edge states (hover, locked, post-purchase) rapidly without manual iteration.
Make's version history replaced manual file naming as a built-in design changelog.
Claude · PRDs, MCP automation & handoff
Turned raw interview notes into structured PRD sections — user stories, edge cases — within hours.
Connected via MCP to Jira and Confluence — tickets and docs auto-populated as frames moved through review.
Drafted QAP pricing engine API specs, bridging design intent and engineering requirements.
Eliminated ~1 full day of manual handoff documentation per sprint.
Gemini · Research synthesis & market study
Batched competitor teardowns and paywall UX studies into a single long-context sweep.
Compressed a 2-week research phase into 3 days — micropayment data, WTP thresholds, content categories.
Live market scans on article-level vs. subscription sentiment, segmented by content type.
Outputs piped into Claude — clean Gemini → Claude research-to-spec pipeline.
End-to-end flow
01
Research — Gemini synthesised competitor data into a structured opportunity brief.
02
Spec — Claude converted outputs into PRD drafts and user stories within hours.
03
Design — Figma Make generated testable variants the same afternoon the spec was approved.
04
Handoff — Claude via MCP auto-populated Jira tickets and Confluence docs from approved frames.
05
Iteration — Beta feedback into Claude closed the loop to the next sprint in under 24 hours.
The Problem
The content economy is broken in two directions at once. Creators are locked into subscription-or-free binaries that leave money on the table - most readers bounce before committing to a monthly plan, regardless of how good the content is. Consumers face an exhausting web of paywalls: each publication demands a separate subscription, so following even a handful of independent writers means managing five or more recurring bills.
Neither side wins. Creators under-monetise. Readers over-subscribe or disengage. The market needed a new pricing primitive.
Where the System Breaks
Creator side
All-or-nothing monetisation: free or full subscription
High reader acquisition cost with poor trial-to-paid conversion
No visibility into which content actually drives willingness to pay
Platform dependency - algorithm changes wipe out distribution overnight
Consumer side
Subscription fatigue: too many recurring charges for occasional reads
No way to discover and pay for a single article without committing
Inconsistent access experiences across publishers
No unified identity or reading history across platforms
The ZZAZZ Approach
ZZAZZ introduces a dynamic pricing layer - the Large Pricing Model (LPM) - that sets per-access prices in real time based on content demand, reader engagement history, and context signals.
Before
Ask readers to subscribe - or read nothing
ZZAZZ
Pay only for what you actually want to read
Before
Two levers: free or paid
ZZAZZ
A full pricing spectrum, tuned in real time by the LPM
Three interconnected products make this work in practice:
Product 01
Terminal
Consumer-facing search and discovery. Readers find content across all ZZAZZ publishers, see real-time pricing, and pay per piece - no subscription required.
Product 02
Publish
Creator-facing publishing dashboard. Writers manage their catalogue, configure pricing ranges, monitor earnings, and view audience analytics in one place.
Product 03
Signal
An embeddable website widget that publishers drop onto existing sites. Signal surfaces real-time pricing and enables one-click access without redirecting readers away.
02Research
Research Plan
Given the novelty of dynamic per-article pricing, research needed to probe both behaviour and mental models - not just what people do, but what they believe about paying for content. I ran four parallel tracks.
01
Stakeholder Interviews
Align on business goals, constraints, and the core value proposition of LPM with founders and product leads.
02
User Interviews
Depth interviews with independent writers and frequent online readers to understand their relationship with content paywalls and payment friction.
03
Competitive Analysis
Audit of Substack, Medium, Patreon, YouTube Memberships, and news paywalls to map the existing monetisation landscape.
04
Survey
Quantitative validation of attitudes toward micropayments, subscription fatigue, and pricing transparency across a broader reader sample.
Stakeholder Interviews
5 sessions were conducted with founders, product leads, and a publisher partner - each 45-60 minutes, structured around business goals, technical constraints, and open questions about what success looks like from each stakeholder's vantage point.
Theme 01 · Pricing legibility
"Users need to understand why a price is what it is - not just accept it. Opacity kills trust faster than a high price does."
The founding team's core concern was that dynamic pricing, if unexplained, would feel arbitrary or manipulative to readers. The design imperative became: surface the signal, not just the number.
Theme 02 · Creator control
"Creators won't onboard unless they feel like LPM works for them, not on them. They need a floor, a ceiling, and visibility."
Product leads flagged creator anxiety around pricing autonomy as the primary onboarding risk. The Publish dashboard needed to put price range controls front and centre - not buried in settings.
Theme 03 · Publisher integration
"For Signal to be adopted at scale, it has to be a one-line embed. Publishers won't accept anything that touches their layout or slows their page."
The publisher partner (a mid-size independent news outlet) was clear: integration friction is the adoption killer. This directly shaped Signal's non-intrusive widget-first approach and embed-first architecture.
Theme 04 · North star metric
"We're not optimising for clicks. We want a reader to pay for something once, have a frictionless experience, and come back."
Stakeholders aligned on repeat access rate - not conversion - as the primary health signal. This reframed the design goal: reduce friction at the point of re-access, not just at first purchase.
User Interviews
10 participants were recruited across two segments - 5 independent content creators (writers, podcasters, independent journalists) and 5 frequent online readers who actively pay for at least two content subscriptions. Sessions ran 50-60 minutes over video call, using a semi-structured guide covering current monetisation habits, paywall experiences, pricing expectations, and comfort with dynamic pricing.
Creator segment · 5 participants
Finding 01
Platform fatigue is near-universal
All 5 managed 3+ platforms simultaneously — juggling dashboards, analytics, and payout cycles was their top operational frustration.
Finding 02
Subscription conversion is painfully low
Free-to-paid conversion estimated at 1–3%. Readers who'd pay per article won't commit to a monthly fee.
Finding 03
Pricing autonomy is non-negotiable
4 of 5 resisted AI-set pricing — not the concept, but the lack of override. "I need a say in what my work costs."
"I've tried Substack, Patreon, and Medium. Every platform takes a cut, gives me almost no data, and then changes the algorithm. I just want to get paid fairly for what I write without rebuilding my audience every year."
Independent writer · 4 years experience · ~8,000 subscribers
"My podcast has 12,000 monthly listeners. I made ₹4,200 last month. The platform keeps the rest. I have no idea which episodes people actually value enough to pay for - I'm just guessing and hoping the numbers go up."
Independent podcaster · 2 years experience · 12,000 monthly listeners
Reader segment · 5 participants
Finding 01
Subscription guilt is real
Avg. 3.4 active subscriptions — actively using only 1–2. "Cancelling feels like losing access to something I might need."
Finding 02
Paywall abandonment is habitual
All 5 bounced paywalls weekly. None had paid per article — not for price, but because the process felt too heavy.
Finding 03
Willingness to pay exists - friction doesn't
4 of 5 would pay per article if it took under 3 taps and 10 seconds. The barrier is account creation, not price.
"If I could just tap once and read the article for 20 pence, I'd do it all the time. But every paywall wants my card details, my email, and a monthly subscription. It's never worth it for one article."
Frequent reader · 3 active subscriptions · Bounces paywalls 3-4x per week
"I follow maybe 15 writers across different newsletters and blogs. I'd happily pay a small amount per piece for the ones I actually read. But I'm not paying 15 separate subscriptions. So I just don't pay any of them."
Tech professional · 4 active subscriptions · Follows 15+ independent writers
Competitive Analysis
The existing landscape locks creators and readers into one of two models: fully free (ad-supported) or fully paywalled (subscription). No major player offers granular, per-access dynamic pricing at scale.
Feature
Substack
Medium
Patreon
YouTube
HTTOI
News Paywalls
Monetisation model
Subscription
Subscription / metered
Membership tiers
Ad + membership
Hard paywall / subscription
Per-article access
✗ No
Partial (metered free)
✗ No
✗ No
Rare / limited
Dynamic pricing
✗ No
✗ No
✗ No
✗ No
✗ No
Creator pricing control
Fixed tiers
Platform-set
Tier-based
Limited
Editorial-set
Cross-publisher reader identity
✗ Siloed
✓ Partial
✗ Siloed
✗ Siloed
✗ Siloed
Embeddable widget
✗ No
✗ No
✓ Yes
✓ Yes
✗ No
Content Monetisation - Platform Positioning Map
Based on 5 stakeholder interviews + secondary research · n=10 user interviews · Q1 2025
No existing platform combines high creator pricing control with flexible per-access reader experiences. The top-right quadrant is entirely unoccupied - that gap is ZZAZZ's core opportunity.
Survey
A structured survey was distributed to validate qualitative findings at scale. 142 responses were collected across two segments - content creators and frequent online readers - using a screener that filtered for people actively monetising content or paying for at least one digital subscription.
142
respondents - 68 creators, 74 readers across India, UK, and US
76%
of readers hold 3 or more active content subscriptions but actively read fewer than 2
83%
said they've abandoned a paywalled article at least once in the past two weeks
61%
of creators earn under ₹10,000/month from content despite spending 15+ hours/week creating
54%
would pay ₹5-20 for a single high-quality article - if the process took under 10 seconds and required no sign-up
71%
of creators said they'd be open to AI-assisted dynamic pricing if they retained the ability to set a minimum floor price
89%
of readers said they'd trust a pricing system more if it showed them why a price was set - not just what it is
03Analysis & Convergence
Key Research Insights
Five insights emerged consistently across all four research methods and shaped every subsequent design decision.
Insight 01
Subscription fatigue is real and growing - but it’s not about money, it’s about commitment.
Readers aren’t unwilling to pay - they’re unwilling to commit to another recurring charge for content they might only read occasionally. The willingness to pay per-piece is significantly higher than subscription conversion rates suggest.
Insight 02
Creators don’t want more configuration - they want better defaults.
Independent writers are already stretched thin between writing, publishing, and growing. Adding a complex pricing interface would be dead on arrival. The LPM needs to work “out of the box” with minimal manual input.
Insight 03
Dynamic pricing is only trustworthy if readers can see how and why the price was set.
When price feels arbitrary or opaque, even small amounts create psychological resistance. Transparency - even a brief explanation like “trending topic this week” - dramatically reduced hesitation in concept testing.
Insight 04
The widget (Signal) is the highest-risk and highest-opportunity touchpoint.
Readers first encounter ZZAZZ on a publisher’s own site via Signal. If that experience is jarring or feels like a third-party intrusion, the whole funnel breaks. Signal must feel native to the publisher’s brand, not ZZAZZ’s.
Insight 05
Cross-publisher reading history is a feature readers didn’t know they wanted until they saw it.
Terminal’s unified reading history - showing everything a reader has accessed across all publishers - was consistently rated as the most compelling differentiator in concept walkthroughs, above even the pricing model itself.
Affinity Mapping
142 individual observations from 10 interviews were grouped into 6 primary themes, each representing a recurring pain pattern across creator and reader segments.
Platform Lock-in was the highest-frequency cluster (31 notes)
Identity & Continuity was emergent - not in original screener
04Synthesis & Divergence
Personas
Three distinct user types emerged from the research. Each maps to one or more products in the ZZAZZ ecosystem.
Independent Writer · Publish
Arjun Sharma
Age 28 · Mumbai
Arjun writes a weekly newsletter on Indian startups and tech culture. He left a content agency 18 months ago to write independently, with 8,400 subscribers and earnings that still don't cover rent.
Goals
Earn a sustainable income from writing
Grow paid subscribers without a hard paywall
Understand who actually reads - not just who opens
Frustrations
“Platform + payment fees eat 16% before I see a rupee”
“I can’t go behind a hard paywall - I’d lose my whole audience”
“There’s no middle ground between free and fully paid”
₹2,400
avg. monthly earnings - 64% below what it takes to write full-time in Mumbai
Product Manager · Terminal
Priya Nair
Age 31 · Bengaluru
Priya works in product at a Series B fintech and reads voraciously - newsletters, long-form journalism, niche Substacks. She pays for 4 subscriptions but realistically opens one. Her inbox is a graveyard of good intentions.
Goals
Read quality content without information overload
Support independent writers she values
Avoid being locked out by paywalls mid-read
Frustrations
“I get 40 newsletters a week - I’ve stopped opening most of them”
“Every interesting article hits me with a paywall sign-up”
of paid subscriptions go unread each month - money spent on access, not on reading
Digital Editor · Signal + Publish
Rajesh Pillai
Age 44 · Delhi
Rajesh edits an independent digital publication covering policy and business. AI snippets are eroding his search traffic, and he’s looking for a direct-reader model without a hard paywall.
“We have no signal on which writers are building real loyalty”
41%
drop in organic search traffic in 18 months — pushing toward a direct-reader model
Journey Map
Following Arjun - Independent Creator - from first discovery through to the loyalty flywheel. Six stages mapped across actions, mindset, emotion, product touchpoints, and design opportunities.
How Might We
Five HMW statements focused the ideation phase and prevented scope creep.
HMW 01
How might we make dynamic pricing feel fair and transparent to readers who have never encountered it before?
HMW 02
How might we let creators benefit from LPM without adding pricing configuration to their workload?
HMW 03
How might we design Signal so it feels like a natural extension of the publisher’s brand, not an external overlay?
HMW 04
How might we build a cross-publisher reading identity that feels like a personal benefit, not a tracking concern?
HMW 05
How might we make the first payment moment fast enough that readers don’t abandon at the decision point?
Ideation
Ideation focused separately on each product surface, then converged on shared patterns - particularly around pricing display, identity, and the one-click payment moment.
Prioritisation
05Design & Iteration
Design Principles
Three principles governed every decision across Terminal, Publish, and Signal.
Legible pricing
Every price shown in the system must be accompanied by enough context for the user to understand why it is what it is - without requiring them to seek it out.
Zero friction at moment of payment
The gap between “I want to read this” and “I am reading this” must be as small as possible. Authentication and payment are front-loaded on first use so subsequent access is one tap.
Creator confidence without configuration overhead
Publish should feel like a publication tool that happens to handle pricing, not a pricing tool that also lets you publish. LPM runs quietly in the background with opt-in controls for those who want them.
Information Architecture
Three products - one ecosystem. Each has a distinct structure: Terminal is a reader-facing app, Publish is a creator CMS, Signal is a stateful embed widget.
User Flows
Two core flows shaped the interaction model: the Reader path from discovery to paid access, and the Creator path from signup to analytics. The paywall handoff - where Terminal cedes control to Signal - is the most critical moment in both.
Wireframes
Lo-fi wireframes defined screen hierarchy before any visual design began. Three critical screens were validated first: the Terminal article view, the Publish editor with paywall placement, and the Signal reader widget.
Mid-fidelity Iterations
Three decisions defined the mid-fi phase: how to surface the price, how to trigger the paywall without blocking the reader, and how to size the Signal widget without disrupting reading flow. Each went through at least two rounds of studio critique before locking.
Design System
06Testing & Validation
Usability Testing
Method
Moderated remote sessions
Think-aloud protocol · recorded via Loom · tasks administered over Google Meet · no facilitator prompting after task brief.
Participants · n = 8
4Independent creators - active writers publishing ≥2 posts/month
4Readers - paid subscribers of at least one creator newsletter
Task Flows · 3 per session
T1"Find and purchase a paywalled article on Terminal without prior explanation."
T2"As a creator, set a paywall break on an article and preview how Signal will appear to readers."
T3"Subscribe to a creator directly from the Signal widget while mid-article."
Success Metrics
Task completion rate≥ 80% target
Time on taskvs. baseline
SUS score≥ 75 target
Error frequencyper task path
87%
Avg. task completion
78
SUS score (Good)
−34%
Time on task vs. V1
3
Critical issues found
T1 · Terminal - Price DiscoveryCritical
Finding
6 of 8 participants missed the price tag on first pass. Most tapped into the article before noticing the paywall, causing frustration at the point of interrupt.
Root cause
Price badge was small grey text inside the article meta row - low contrast, no visual hierarchy signal, same weight as author name.
Fix applied
Promoted price to a coloured pill badge on the article card - visible before tap. Completion rate jumped from 50% → 87% in retesting.
T2 · Publish - Paywall Break PlacementModerate
Finding
3 of 4 creators could not locate the paywall break control in the Publish editor. Two spent over 90 seconds scanning the toolbar before giving up.
Root cause
The paywall control was buried in a secondary "Monetise" dropdown - 2 levels deep, using icon-only affordance with no label.
Fix applied
Surfaced the paywall break as an inline block-level insertion - click the + between paragraphs to reveal it. Discovery time fell from 94s → 18s.
T3 · Signal - Widget TrustModerate
Finding
2 of 4 readers hesitated to tap the Signal widget, describing it as "an ad." One participant dismissed it without engaging, assuming it was unrelated to the article.
Root cause
Widget used a generic "Subscribe" CTA with no creator context in the collapsed pill state. No visual connection to the article being read.
Fix applied
Added creator avatar + name to the collapsed pill. Widget now reads "Follow Arjun Sharma" - contextual and personal. Trust hesitation dropped from 50% → 12%.
07Impact & Learnings
Final Designs
Terminal
Publish
Signal
Impact
120+
Creators onboarded in closed beta
18%
Article view → paid conversion via Signal widget
₹8.4K
Avg. monthly creator revenue at 90-day mark
−52%
Paywall bounce rate vs. modal-based V1
4.6K
Articles accessed via Terminal in first 60 days
+34%
Paid tap-through rate after price badge redesign
78
SUS score post-iteration (Good · up from 61 in V1)
Creator feedback · beta cohort
"I've tried three other platforms for monetising my writing. ZZAZZ is the first one where I didn't feel like I was fighting the product."
- Independent writer, Mumbai · Publish beta user
"The paywall break felt natural - readers don't feel cheated, they feel invited. That framing changed everything for me."
- Tech columnist, Bengaluru · 340 subscribers
Reader feedback · beta cohort
"I subscribed to two writers I'd never heard of because the Signal widget showed up at exactly the right moment - I'd just finished a piece I loved."
- Product manager, Delhi · Terminal reader
"Knowing the price upfront - on the card before I even open it - made me more willing to click paid content, not less."
- Journalist, Chennai · 12 active subscriptions
Key Learnings
Learning 01
Novelty needs scaffolding.
Dynamic pricing was a genuinely new concept for most participants. The design had to do the work of educating users in context - short, inline explanations outperformed onboarding tours and help documentation by a wide margin.
Learning 02
Three products mean three distinct mental models.
Terminal, Publish, and Signal serve fundamentally different user goals. Early attempts to create a unified design language across all three created confusion. The right approach was a shared token system with distinct interaction patterns per product.
Learning 03
The smallest touchpoint can make or break the product.
Signal is technically the simplest of the three products - a small embedded widget. But it was the most consequential design decision. It’s the first thing most readers ever see from ZZAZZ, and the first impression either builds or erodes trust in the whole ecosystem.
Redesigning CRM from the ground up - eliminating manual data entry through intelligent automation so sales teams can focus on what they actually do best.
ClientSalesX (salesx.io)
Duration13 months - 2020–2021
RoleLead UX Designer
ScopeUX Research, Wireframing, Prototyping, UI Design, Design System
SalesX is reinventing the CRM experience by eliminating manual data entry through intelligent automation - allowing sales teams to focus purely on selling. Traditional CRMs have evolved into systems that demand excessive manual data entry, often shifting the focus of relationship managers from client engagement to administrative tasks.
The goal: create a self-driving CRM that captures, organises, and analyses sales activities automatically, making manual data entry obsolete.
Zero Data Entry & Automated Organisation
Intelligent Meeting Summaries & Smart Follow-ups
Effortless Pipeline Management
01
Understanding the user
User research · Personas · Problem statements
User Research
What we learned in the field.
Our user research revealed that sales professionals struggle with excessive manual data entry, context switching across multiple tools, and inefficient follow-up management. SalesX addresses these pain points by automating data capture, organising interactions intelligently, and providing AI-driven insights to streamline the sales workflow.
8In-depth interviews with sales professionals across different industries
3Companies observed during a 1-week sales team shadowing study
50+Sales professionals surveyed about their daily workflow challenges
1Deep analysis of existing CRM usage patterns and failure modes
Pain Points
Three critical breakdowns in how CRMs are used today.
01
Manual Data Entry Overload
Sales professionals spend excessive time logging interactions, with 82% missing crucial details and 67% delaying note entry, leading to irretrievable information loss.
82%miss crucial details
67%delay note entry
02
Context Switching Disruptions
Managing customer relationships requires juggling multiple tools, causing 73% to lose focus mid-task and 89% to desire automatic activity logging.
73%lose focus mid-task
89%want auto-logging
03
Inefficient Follow-up Management
Manual tracking leads to 64% missing deadlines, 91% wanting AI-driven reminders, and 78% struggling to maintain accurate customer histories.
64%miss deadlines
91%want AI reminders
Personas
Who we designed for.
Enterprise Account Executive
Sarah Chen
Age 35 · San Francisco
Sarah manages large enterprise accounts at a B2B SaaS company, handling deals worth $500K+. Tech-savvy but values efficiency over feature complexity.
Goals
Minimise time on administrative tasks
Track complex stakeholder relationships
Maintain detailed meeting records without manual effort
Frustrations
"I spend more time updating the CRM than talking to customers"
"Important details get lost between meetings"
"Can’t quickly find historical context during calls"
40%
of selling time lost to CRM admin - blocking her $1.5M monthly quota
Sales Manager
David Rodriguez
Age 42 · Chicago
David leads a team of 12 sales reps, focusing on team performance, forecasting, and process optimisation. Data accuracy is his greatest daily blocker.
Goals
Accurate pipeline visibility
Team productivity optimisation
Data-driven coaching for reps
Frustrations
"Can’t trust the data in our CRM"
"Reps don’t update their opportunities regularly"
"Difficult to identify coaching opportunities"
60%
of CRM data is outdated - forcing 15+ hrs/week on validation instead of coaching
System works in the background without user intervention
Information appears automatically when needed
Zero-click information capture
Contextual Intelligence
Smart categorisation of interactions
Automated relationship insights
Predictive next actions
Minimal Interaction Required
One-tap access to key functions
Automated data organisation
Smart defaults based on user behaviour
References
Products that shaped our thinking.
Superhuman & Apple Live Activities
Auto-prioritisation of important emails and seamless interactions. Subtle background updates without user intervention - context-aware recommendations that appear only when needed.
Notion AI & HubSpot
Automatic linking and categorisation of information. Smart relationship tracking and predictive actions. Predictive text and recommended next steps - reducing cognitive load at every turn.
Designing an AI-powered analytics feature that transforms raw call data into actionable intelligence - helping sales and marketing teams make faster, better decisions.
ClientWaybeo (waybeo.com)
Duration5 weeks - 2019–2020
RoleUX Designer (Individual Contributor)
ScopeInformation Architecture, User Research, User Flows, Wireframes, Hi-Fis, Prototype
AI Insights is an AI-powered analytics feature that enhances sales and marketing by analysing customer call interactions. It provides actionable insights to improve engagement, optimise marketing efforts, and refine sales strategies - helping businesses make data-driven decisions efficiently.
The existing product lacked AI capabilities and offered only a basic analytics dashboard without deeper intelligence. The opportunity: introduce a native AI Insights tab with a customisable dashboard and recommendations that surface critical insights seamlessly.
Faster decision-making through improved data visualisation
Native AI insights - not retrofitted, built-in from day one
Actionable recommendations for sales & marketing teams
Before
The existing product - no AI, no actionable insights.
01
Understanding the user
User research · Competitive analysis · Personas · Problem statements
User Research
Stakeholder discussions and competitive benchmarking.
Stakeholder and customer discussions shaped the direction - covering the right formats and visualisations for insights, how to simplify complex data, alignment with customer workflows, and the role AI should play in improving sales efficiency.
3Competitors benchmarked - Exotel, Knowlarity, and existing Waybeo product
1Clear differentiator: native AI insights with user-friendly, actionable recommendations
5 wkEnd-to-end design cycle from research through to high-fidelity prototype
Competitive Analysis
Where competitors fall short - and where Waybeo can lead.
Pain Points
Four gaps in the existing analytics landscape.
01
Scattered & Unstructured Data
Existing platforms present raw data without clear insights, making it difficult for businesses to extract meaningful information from call interactions.
02
Lack of Actionable Insights
Competitors offer basic analytics but fail to provide AI-driven recommendations that help businesses optimise their sales and marketing strategies.
03
Complex & Non-Intuitive UI
Many analytics tools require technical expertise, making it challenging for non-technical sales and marketing users to navigate and leverage insights.
04
Inefficient Decision-Making
Without a centralised AI-powered dashboard, businesses struggle to make quick, data-driven decisions that improve engagement and conversions.
Persona
Who we designed for.
Sales Lead - Auto Dealership
Rajesh Vashi
Age 34 · Mumbai
Rajesh is a sales executive lead at an auto dealership who handles a high volume of customer calls daily. He relies on call data to track leads and close deals, but the current system gives him raw numbers with no context or follow-up guidance.
Goals
Increase sales conversions with better customer engagement
Use AI insights to understand customer behaviour and improve follow-ups
Prioritise high-potential leads for efficient selling
Frustrations
"Struggles to analyse call data manually, leading to missed opportunities"
"Wastes time sifting through unstructured data instead of selling"
"Lacks actionable insights to refine sales strategies effectively"
2×
manual analysis time wasted per week - missing high-potential leads and slowing decision-making at a critical point in the sales cycle
02
Information architecture
Four sections · Seamless navigation · AI-driven structure
Information Architecture
Structuring AI insights into four clear, navigable sections.
AI Insights structures data into four key sections: Dashboard (sales metrics overview), Potential Opportunities (lead likelihood scoring), Models (product-level insights), and Call Log (interaction-level analysis). This IA-driven approach enables seamless navigation, making AI-powered insights more accessible, actionable, and intuitive.
01
Dashboard
High-level sales metrics - total calls, AI-processed calls, sales intent score, potential opportunities breakdown, top dealers, top keywords.
02
Potential Opportunities
Lead likelihood cards (Likely / Neutral / Not Likely) with top reasons, top questions asked, and trend data for prioritising follow-up actions.
03
Models
Product-specific insights including transmission, fuel type, and colour preferences with variant-level details to inform inventory and marketing decisions.
04
Call Log
Interaction-level analysis with AI call summaries, keyword tags, and a detail overlay for reviewing individual call recordings and transcripts.
03
Starting the design
Wireframes · Draft UI · Stakeholder review
Wireframes
Low-fidelity layouts for all four sections.
Dashboard & Models
Dashboard detail
Potential Opportunities
Call Log
Draft UI
Initial designs presented to stakeholders for feedback.
Usability study · Before & after · Hi-fi prototype
Usability Study
Four key findings that shaped the final design.
01
Date Range Selection
Users found the date picker controls unclear. Simplified the filter row to make time-period selection faster and more intuitive.
02
Simplified Model Overview
The Models section contained too much data density. Reorganised the layout with clearer hierarchy and tab-based navigation by model variant.
03
Cleaner Navigation Structure
The left-hand navigation lacked clear active states and section separation. Refined with stronger visual hierarchy and consistent active indicators.
04
Call Log & Slider Presentation
The call detail overlay was difficult to scan. Enhanced the slider layout with better structured call summaries, keyword tags, and recording controls.
Before & After
How each screen evolved after usability testing.
Before
After
Before
After
Before
After
Before
After
High-Fidelity Prototype
The refined product - AI Insights live in the Waybeo platform.
Outcome
Impact and what I learned.
Happy end users
Intuitive data accessibility, improved sales conversions, and a competitive differentiation through native AI.
Scalable AI framework
The design established a foundation for future AI feature growth across the Waybeo platform.
Room to grow
Data depth, personalised insights, and better end-user guidance were identified as the next priorities for the product.
AI Insights has completely transformed how we analyse customer interactions - it’s intuitive, actionable, and has directly boosted our sales conversions.
Designing enterprise-grade scheduling, optimisation, and insight tools that balance operational complexity with everyday usability.
ClientVerint
Year2021 - 2022
RoleUX/UI Designer
ScopeUX/UI Design, Interaction Design, Accessibility Standards, User Research, Design Reviews
Overview
Enterprise complexity, human-centred design.
Verint's Workforce Management (WFM) Suite is a comprehensive enterprise solution designed to optimise scheduling, improve customer and employee experiences, enhance flexibility through mobile tools, and provide actionable insights via scorecards.
The product serves contact centres and large operations teams where scheduling errors carry significant business consequences. Every design decision had to balance the rigour demanded by enterprise users with the clarity needed for day-to-day efficiency.
Challenge
Designing for power users in high-stakes environments.
WFM users are experts in their domain - they think in shift patterns, coverage metrics, and service level agreements. The design had to honour that expertise while eliminating unnecessary friction and surfacing the right controls at the right moments.
Accessibility was a non-negotiable requirement, with compliance standards built into the design process from the outset rather than retrofitted at the end.
Process
Embedded in the product team.
Working as an embedded designer within Verint's product team, I participated in user research sessions, design reviews, and cross-functional collaboration with engineering and product management.
The iterative design process involved regular usability reviews, accessibility audits, and close collaboration with developers to ensure design intent was preserved through implementation.
Outcome
A WFM suite users trust.
The redesigned suite improved scheduling efficiency, reduced training time for new users, and achieved compliance with accessibility standards. The design system established during this project became the foundation for future WFM product development.
Designing mission-critical interfaces for A350 and A380 aircraft maintenance, and a secure authorisation platform for enterprise services.
ClientAirbus
Year2018 - 2019
RoleUX/UI Designer
ScopeUX/UI, Interaction Design, Information Architecture, Prototyping, User Testing
ArGO - Aircraft Ground Operations
Interfaces for aircraft that don’t forgive mistakes.
ArGO is a specialised application for managing the maintenance and operation of commercial aircraft on the ground and in flight - primarily for Airbus A350 and A380 models. The service is provided by Airbus to airline companies worldwide.
The stakes here are extraordinarily high. Every interface decision - a label, an information hierarchy, a confirmation flow - has safety implications. Designing in this domain required extreme rigour, deep collaboration with domain experts, and continuous testing with real maintenance engineers.
Large volumes of highly sensitive data are transferred between aircraft and ground systems through ArGO, accessible only within secured Airbus networks. Security and clarity had to coexist throughout.
Process
Deep domain immersion.
The project began with extensive field research - understanding how maintenance engineers actually work, the cognitive load they operate under, and the failure modes of existing tools. User journeys were mapped in granular detail before any interface work began.
Prototypes were tested iteratively with actual ArGO users, incorporating feedback from both technical stakeholders and end users in airline maintenance operations.
Core Elec - Authorisation Platform
Managing access at enterprise scale.
Core Elec is the authorisation platform underpinning the broader Airbus digital ecosystem - managing access to APIs, UI surfaces, and user roles across multiple interconnected products.
Designed for a large-scale solution where multiple products work in concert, the platform required a clear, consistent model for permissions, roles, and access states that technical administrators could operate confidently.
Outcome
Trusted by airlines worldwide.
The ArGO interface shipped to airline partners and has been in active use for A350 and A380 fleet management. Core Elec established a reliable access-control foundation for Airbus's growing digital product suite.
Building a mobile-first sales call management app for small and medium businesses using Material Design principles.
ClientTring Partner (tringpartner.com)
Year2017 - 2018
RoleUX Designer
ScopeUX, Material Design, Development Collaboration
Overview
Sales call management in your pocket.
Tring Partner is a mobile-based application for small and medium businesses to manage sales calls within a team or across multiple teams. The product targets the growing SMB segment that needs CRM-like capabilities without the enterprise overhead.
The design challenge was building something powerful enough to be genuinely useful for sales teams while remaining simple enough for adoption across non-technical users in small businesses.
Process
Material Design as a foundation.
The project used Material Design as the foundational design language, collaborating closely with the development team to ensure the implementation matched the intended experience.
I worked across UX flows and UI execution - designing the information architecture, interaction patterns, and visual components that made the app feel native and intuitive on Android devices.
Outcome
Streamlined team sales operations.
Tring Partner shipped with a clean, consistent Material Design implementation that gave SMB sales teams a reliable tool for call logging, team coordination, and performance tracking - all from their mobile devices.
Designing a unified super app for small and medium businesses on Android.
ClientOnne App (onne.world)
Year2016 - 2017
RoleUI/UX Designer
ScopeUI, UX, Information Architecture, Android
Overview
One super app.
Onne App is a super app for small and medium businesses, built natively for Android. The product - Onne App and Onne Business - aimed to consolidate team communication into a single, reliable mobile experience.
For SMBs operating without dedicated IT infrastructure, a communication tool needs to be intuitive from day one, reliable under real business conditions, and simple enough that the entire team adopts it.
Design Approach
Structure through information architecture.
The project required careful information architecture work to organise the app's features - messaging, calls, team management, and business tools - into a hierarchy that felt natural rather than cluttered.
The design balanced the breadth of functionality with a clean, uncluttered interface, ensuring that everyday communication tasks required minimal steps and cognitive effort.
Outcome
Communication that just works.
Onne App launched on Android with a structured, navigable interface that brought together the key communication needs of SMB teams. The information architecture established a clear foundation for future feature expansion across Onne Business.
Next Project
SalesX - AI-Powered CRM.
Process & Philosophy.
Great design solutions don't exist in isolation - they are part of larger systems. Understanding the full context, the people, their needs, and the environment they operate in is where meaningful design begins.
Evidence-based design
Design decisions grounded in data, research, and rational insights rather than intuition alone. Every choice answers a question, informs a decision, or validates an assumption.
Calm technology
The best design fades into the background, letting people focus on what matters. Technology should be a quiet enabler - seamless, intuitive, and unobtrusive.
Systems thinking
Using user journeys and service blueprints to map the interconnectedness of different parts of the system, creating cohesive experiences across physical and digital touchpoints.
Experimentation
Design as exploration. Prototyping quickly, testing assumptions, and iterating based on what's learned - embracing uncertainty as a path to better solutions.
Collaboration
The best work happens at the intersection of disciplines. Facilitating workshops, bridging engineering and design, and building shared understanding across teams.
Leadership
Guiding teams through ambiguity, establishing design processes, and creating the conditions where great work can emerge. Design leadership is about enabling others.
Learning through building, failing, and simplifying what's complex.
I've spent that time learning how to navigate complexity, adapt quickly, and build with intent - largely focused on making systems easier to understand and use, while balancing business needs and user expectations.
Beyond product design, I've explored different paths early in my career - experimenting with building communication solutions, working on branding initiatives, and even attempting to create a community platform for filmmakers and reviewers. Not everything worked, but each experience shaped how I approach problems today - with curiosity, resilience, and a bias toward action.
I enjoy collaborating with people who challenge ideas and push for better outcomes. Whether it's mentoring designers, working closely with cross-functional teams, or refining workflows, I care about creating environments where good design can thrive.
Outside of work, travel plays a big role in how I see the world. I genuinely love exploring new places, experiencing different cultures, meeting people, and gaining fresh perspectives wherever I go. I've travelled to over a dozen countries so far, and I'm always looking for the next experience.
