Engineer by degree. Behaviour design practitioner by choice. People-watcher by obsession. I traded debugging code for decoding people, and discovered my sweet spot in Behaviour Science × Design Thinking. At MICA, a Design Thinking course flipped the switch, and I’ve been applying immersive research, semiotics, and culture decoding ever since. At TinkerLabs, I’ve spent 6+ years consulting on complex projects and equipping teams through trainings and workshops, using the power of Design Thinking × Behaviour Science to shape strategies, nudge behaviours, and untangle messy business problems. My work combines: - Human-centred design - Behavioural insights - Semiotics & culture - Innovation strategy - AI-enabled thinking - Deep qualitative research I particularly enjoy working on messy, ambiguous problems where the answer is not obvious. Earlier, at HT Media, I partnered with FMCG, IT, BFSI & e-commerce brands to craft stories that clicked across print and digital. Off the clock, I’m usually caffeinated, scribbling quirks in my diary, or turning people-watching into mimicry (because sometimes humour is the best design lens).