Craft — seven shipped case studies, 2021 to 2024
Still designing.
My role is increasingly about direction and team, but I stay in the work when the problem earns it. These seven are the hands-on record: airline fare rules, ancillary pricing, banking data, support queues, a fashion listing page read in under a second.
Each one leads with what it moved and what I decided, then goes into the screens. Outcomes are the real ones from the projects, not rounded up.
Case studies
Reverse chronological. Role stated on every one — some of these I owned alone, one I shared.
+15%
conversion · −12% bounce rate
Optimising the Newme shop page for Gen Z
Eleven specific usability failures on the page where most of a session is spent. I rejected “make it look current” as the brief and rebuilt around the cost of the next decision.
+200%
international booking value · +23% transactions
Redesigning international flight search
20+ interviews, a funnel that leaked hardest at the result page, and three shipped iterations. The hard call was subtraction — defending a short primary list with business and engineering in the room.
21%
average conversion · Flipkart Innovation Award 2023
CT FlexMax — selling flexibility
Free cancellation on domestic flights. Sold as a fare tier rather than an add-on, because as a checkbox it competes with a price the traveller already anchored on and loses.
~10s
to self-serve a cancellation or reschedule
Cleartrip Support — help that resolves
Built with the CX team and the agents themselves. I narrowed scope to the two highest-volume requests rather than building a general-purpose help surface.
5 days
two designers, booking and post-booking
Cleartrip Bus — booking and what comes after
Seats, amenities, policies and reviews on one screen instead of a stepped flow — accepting a denser screen so nobody holds the previous answer in their head.
4 views
activation, engagement, retention, revenue
Power Center — insight without a data team
An analytics dashboard for operators. Comprehension over completeness: deciding which single metric earns the headline on each view, and keeping one filter model across all of them.
Catalog
treated as the product, not the viewer
Report Center — reports someone can find
A BI tool where the real product is the shelf. A report nobody can find has no value however good the numbers in it are, and browsing is what finance teams actually do.
Also shipped
Without a full write-up. Happy to talk through any of it.
- CT Upgrade Complimentary seat selection and meals, positioned as a reason to book again rather than an upsell wall between the traveller and their ticket. Cleartrip.
- Making Login Simpler Cutting the friction between opening the Cleartrip app and being recognised by it — including the account-identity edge cases that make “just use OTP” harder than it sounds.
- Marketing Center Promotions and multi-channel marketing communication — the third product in Zeta's Luminos engagement suite, alongside Power Center and Report Center.
- Sodexo Brazil An app redesign for a benefits business in a market with its own habits, regulation and expectations of a payment product. Zeta.