UX Strategy and Product Design Leader
Principles
System, strategy, process, execution. A strategy without a system is like having a vehicle without an engine.
System
Having all the right people in all the right conversations. A stool can not stand on two legs. The designer, PM and engineer are essential for any product to succeed.
Collaboration
There's no such thing as a boss. A boss commands and demands. I'm here to lead, nurture and coach.
Culture
Opinions and assumptions are great but everybody has one. Data is the great equalizer. It removes the doubt and manages the risk.
Data
As a product designer, I thrive in large, ambiguous projects and take full ownership of both the design quality and team processes. I’ve had the privilege of leading transformative design efforts for some of the world's most reputable companies, including VMware, Cisco, SAP, and Apple. My experience also extends to startups, where I’ve driven complete product overhauls and designed first-time apps from the ground up. My passion lies in crafting data-driven experiences that not only enhance user satisfaction but also drive measurable business impact. I take pride in being a collaborative partner—helping shape vision, strategy, and process across cross-functional teams.
Today, I serve as Principal Design Director and Partner at 33 Degrees Media, where I apply my strategic expertise to elevate the user experience of a key revenue-generating eCommerce product. I’m also the proud founder of Happy Shark CGI, a global collective of CGI artists spanning the USA, India, Brazil, and beyond. Building and scaling this diverse team has been an incredible journey, and fostering a culture of collaboration has been at the heart of our success.
One of the defining moments of my career was my tenure at VMware as Lead Product Designer for the SaaS lead-to-cash-go-to-market initiative. Over 4.5 years, I spearheaded the design of CPQ (Configure, Price, Quote)—a game-changing tool that increased VMware’s revenue velocity by an astonishing 700%. From advocating for user-centric design principles to conducting rigorous usability studies, I was deeply committed to driving excellence in product design and user experience.
As I continue this journey, one thing remains constant—my passion for innovation, storytelling, and creating meaningful, user-centered experiences.
I am a design leader with an extensive background in product design, spanning six years in agency work and 13 years in enterprise experience design. With a degree in graphic design, my career has covered the full spectrum—from print graphics to UI, UX, and product design. I’ve always been a visual storyteller, drawing comic books and animating flip books as a child. My dream was to create for a living, which led me to study fine art, illustration, and animation. Along the way, I discovered design—and that was all she wrote.
My Story
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