“Simple things should be simple, complex things should be possible – Alan Kay” Core to my beliefs is that every person can design, and my job is to facilitate the co-creation of an intended outcome. CUA (Certified Usability Analyst), SME with over 20 yrs. of experience in crafting cutting edge experiences for V1, LOB products with a focus on Usability & User-Experience design. Strong understanding of UX processes to create persuasive, easy to use, meaningful and contemporary user interfaces. The functions I manage enabled impactful, unified and meaningful user experience across all the projects and apps under UES, thus facilitating them to operate efficiently while abiding by business and user requirements. Worked as UX Service owner and have managed multiple design projects for array of national as well as international clients. Extensive experience in articulating clear and actionable creative brief, identifying desired brand attributes, understanding target user groups and their context of use. Able to design strong information architecture and interactions. Able to work collaboratively in multi-disciplinary and distributed teams.