ux case studies
The Catalogue
5 case studies
0→1· SquadStack· 2024
Saving the Company in 3 Weeks: Telecaller Onboarding
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.
Design systems· SquadStack· 2023–2024
Ending Colour Chaos: a Token-First Design System
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.
AI· Porter· 2025
CopyCat: AI Copy That Partners Actually Understand
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. Built the framework and the working product; it won the productivity track at Porter's company-wide AI hackathon and entered the org's workflow.
Design leadership· Porter· Dec 2024 → present
The Partner Experience Paradox
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 7.5 lakh+ partners earn on.
AI-assisted design· Porter· Apr–Sep 2025 · live
Porter Prime: The Gemstone Journey
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.
Prime support tickets −80% (team-reported)