ux case studies
The Catalogue
5 principal works · long-tail on request
- № 001
The Partner Experience Paradox
Porter· Dec 2024 → present· org scope· 152-screen triage → one phased plan· status: live program
Porter's driver-partner app shows 4.7★ across 530k+ reviews — a number that quietly argues against change. I built the case that the rating was a mask, then the strategy, principles, architecture, and phased plan to rebuild the app 5 lakh+ partners earn on.
view →
- № 002
Saving the Company in 3 Weeks: Telecaller Onboarding
SquadStack· 2024· org scope· CAC ₹10,000 → ₹2,700· status: shipped
SquadStack's margins were bleeding through BPO middlemen. A war-mode redesign of telecaller onboarding cut acquisition cost to a quarter — by making the experience good enough to stop paying people to finish it.
view →
- № 003
Porter Prime: The Gemstone Journey
Porter· Apr–Sep 2025 · live· org scope· Prime support tickets −80% (team-reported)· status: shipped
Porter's partner-loyalty program had stopped doing its one job — telling partners what winning looks like. I used AI to explore 12 narrative directions, authored the two finalists, and the concept the team shipped turned tier status into something you can see.
view →
- № 004
Ending Colour Chaos: a Token-First Design System
SquadStack· 2023–2024· org scope· Side-of-desk audit → funded org program· status: adopted
Two product surfaces, three primaries fighting for the same buttons, components breaking on BPO-floor monitors. A bottom-up initiative that became a funded design-system program at SquadStack.
view →
- № 005
CopyCat: AI Copy That Partners Actually Understand
Porter· 2025· org scope· Company AI-hackathon winner· status: shipped
Over 80% of Porter's delivery partners struggle to read the app's English copy. CopyCat pairs a persona-first tonal matrix with AI tooling so every screen speaks partner — it won the company AI hackathon and entered the org's workflow.
view →