observe → understand →
make sense → design
Understanding beyond interfaces.
I'm a CX Consultant and Service Designer who finds the human story inside messy systems, grounded in UX research.
How might we design services that feel human in every interaction?
Selected Case Studies
StraySafe: Designing an animal-centered service system
Exploring how fragmented stray animal care systems can be transformed into a coordinated ecosystem through collaborative design.
Read case study →Nomadology: Designing a Camping Experience
Service design research and concept for improving the camping experience in India.
Read case study →How I think
I start with observation
Before questions, I watch. The gap between stated and actual behaviour lives in the quiet moments — the workarounds, the hesitations, the things people stop noticing.
I look for patterns
Single behaviours are anecdotes. Repeated across contexts, they become signals. I look for the pressures and beliefs that make people act the way they do.
I care about systems
Not just the screen in front of someone — the ecosystem of pressures, actors, and constraints behind it.
I translate mess into direction
Research only matters if it moves something. I synthesise findings into clear, honest, directional knowledge that teams can act on.
In practice: semi-structured interviews, service blueprints, affinity mapping, and concept testing; most recently across 18 stakeholder interviews with 5 NGOs for StraySafe.