Service design is how I make organisations think and grow.
I became a service designer because I kept watching well-resourced organisations deliver the wrong service. Not from lack of talent — but because no one was mapping the full journey, aligning the backstage to the front stage, or translating complex multi-entity workflows into something people could actually act on. Nineteen years later, that gap is still the engine.
My practice started in 2006 — conducting usability research at Novantus Software, then translating BFSI regulatory requirements into compliant service designs at Spring Info Services, before moving into UI development and cross-platform product work at SITmobile and a mobile sportsbook platform. That foundation in research, technical fluency, and regulated-industry design shaped everything that followed.
Since 2012, at Rappit.io I led end-to-end service design strategy for enterprise platforms serving 80,000 daily users — from discovery and blueprinting through co-ideation facilitation and delivery across Fintech, Supply Chain, and Healthcare. I've independently managed C-suite client engagements at Newport Tank Containers, Hoyer Group, Sanquin, and Omoda, presenting design PoVs that contributed to €5M+ in contract renewals. I hold PMP Elite, ESG Practitioner, and Google UX certifications.
Based in Coimbatore, India. Open to Senior Service Designer and CX leadership roles globally.
One mid-level designer on my team was technically sharp but struggled to communicate decisions to stakeholders. Instead of prescribing a process, I started bringing her into C-suite syncs as my note-taker — then gradually shifted her to presenter. Within six months she was running design reviews independently. She's now a senior lead at a product-led company in Amsterdam.
The lesson: exposure beats coaching. Give people the room, then get out of the way.
