I’m a digital product designer at Gilt/HBC. Previously, I’ve had the privilege of working with clients including Moleskine, Ericsson, The BBC, Experian, as well as early stage startups to develop new products and services. The following are case studies from some of my most recent projects, which have brought me to Madrid, London, and now back home to New York City.



Virgin Atlantic Travel Booking Concept

The way that we book travel is broken. While Virgin Galactic is preparing a fleet for space travel, the experience of booking a flight on Virgin Atlantic should be similarly future-thinking. I created a concept around improving the travel booking process for a pitch to Virgin Atlantic.

What can we do to make the moments before you board the plane better? What about during the flight itself, or when you land in a foreign country? Virgin Atlantic can connect their online and offline customer experience by anticipating the needs of travellers and providing relevant information such as dining and booking transportation when you land in a new destination.

Role: Product Designer (Lead)


Only the most essential details are provided to create your flight cards, which can then be shared via messaging to decide on the best trip with your travel companions.


Once a flight is booked, flight information is provided when a customer logs in, with ancillary sales such as car rental and hotel suggestions provided using data to fit the context of the customers trip as closely as possible. Selling in this way feels more like a service, rather than being disruptive in the moments that a customer is booking or checking in for their flight.



Building a platform for emerging artists and designers

Strategy, Editorial, User research, Competitive analysis, Customer Development, User personas and scenarios, UX Design, Front end development

Last year I decided to follow my obsession with solving a major problem in the art world. I was accepted into a Google Campus pre-accelerator and after a series of workshops with industry experts, I decided on an email newsletter as an MVP that would validate my idea for a local emerging artists discovery platform. The weekly newsletter contained five art and design events highlighting off the beaten track and peripheral programming at cultural institutions and nonprofit venues around London.

I spent time reaching out to competitors that shared my goals and developed partnerships with arts organisation Art Map on an offline events series exploring the intersection of digital and art. However, the newsletter didn’t gain the traction that I had projected, and creating a platform for events discovery became unsustainable without a massive investment to create and manage content.

I went in search of a new, more scalable problem by speaking to a new group of people, and called it “25 Coffees with 25 Designers (in 25 Days)”.  People I spoke to were in design disciplines ranging from Architecture to 3D Printing, Urban Design and Wearable Technology.

Based on insights from this research, the new concept for Tomorrow and Today (above) is a marketplace for a growing population of designers, artists and artisans working with digital technologies. The shop will showcase their products made with emerging technologies, and questions and answers will allow them to share their insight and working process to other designers and artisans as well as the general public.

This platform is still in development as I make connections with a new series of artist interviews on the blog, using Twitter to post information about designers, artists and exciting uses of new technologies. During this process I’ve gained a new perspective on tech strategy, hiring a team and creating a viable startup. Please get in touch for more detailed information about this project.

2015 | tomorrowand.today



Telling an engaging story about an agency’s products and services.

Content Strategy, UX, Visual Design for Adaptive Lab website.

As lead designer for the site redesign, my main challenges were to: 1) Express the uniqueness of their process and culture for potential clients and employees, and 2) Create a clear and concise visualization of the agency’s client services.

Like many agencies, Adaptive Lab had a challenging time redesigning their website to properly reflect what the agency has to offer its corporate and startup clients. In initial internal company workshops, I learned about the content needed to tell the complete story, and created a content strategy and hierarchy of navigation for the site.

Once the layout and content was finalised I moved into designing the brand identity. The identity refresh was implemented with a bold color palette and simple but expressive typography. I worked alongside the developers to build the site, and implemented the style guide and behavior animations for developers to maintain consistency as the site continues to develop.

2014  |  adaptivelab.com



Collaborating with a credit reporting company to develop a business-facing data breach solution

User research, Competitive Analysis, Co-design Workshops, Sketching / Illustration, UX Design, Visual Design

Over the course of several product design cycles, our cross-disciplinary team partially collocated with the client and had regular working sessions with internal stakeholders. In a series of collaborative design workshops our team honed the data breach proposal based on insights from user research. After identifying over 30 potential new ideas and improvements on existing products and services, I refined and prepared the ideas for testing by sketching out each idea onto cards for presentation in the customer development interviews.

We interviewed 20 customers and corporate clients who had been a victim of a data breach to gain insight on the experience and gathered feedback on the 30 ideas for new products and services. We learned that when there’s awareness and preparation pre-breach, a potential data breach will result in the least amount of damage to the company.

Focusing on the critical time pre-breach, when there's awareness and preparation up front a data breach will result in the least amount of harm to the company. I created the website above as one of the deliverables for the proposal, to illustrate the concept and generate further ideas. The Data Breach Consultancy Service brings together a suite of products for pre-breach readiness assessments, pre-breach monitoring services and post-breach response, with the goal of becoming the UK industry leader in both training and monitoring tools for data breach readiness and resolution.

2014  |  Adaptive Lab, London


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Creating digital architecture for materials sourcing in apparel and accessories

User research, Competitive analysis, Digital strategy, User personas and scenarios, Rapid wireframing, UX design, Brand Identity

A graduate of the 2014 Techstars class, Sundar is an intelligent marketplace transforming an inefficient, ad-hoc and traditional textile sourcing process into a seamless digital experience. At an early stage, Founder Jag Gill identified design as a competitive advantage for the company, positioning herself as a “boutique Alibaba”. I was challenged to take the business goals of the company and translate them into a beautiful and usable discovery platform.

I created a series of wireframes for immediate testing with 12 designers in the UK, India and the US. The wireframes highlighted one core feature, which was external trend analysis pointing to an exact recommendation for a textile, and where to find it in our database of suppliers.

Based on insights from customer development and user research we created a platform that "puts it all together", so trends and news content will provide context to the suppliers found on the site, and lead directly to product search.

I then created the brand identity for the business as well as the design and behaviour of the UI with animated videos. I created 3 directions for design styles with UI elements and descriptive keywords and worked with the founder to narrow down to a cohesive brand identity system. I created comps for each element of the UI, and included style guides on each page for the developer and in daily meetings worked with the developers to create a consistent experience and behaviour throughout the site. The platform is now in beta and has already received positive press and attention.

2014  |  sundar.io



Developing a more integrated product offering for the politics site of a large UK News service

User research, Co-design Workshops, User personas and scenarios, Rapid wireframing, UX design, Prototyping

The content on this UK News site was fragmented and lacking in local and contextual relevance, rendering it inaccessible to ordinary people around the UK. We were challenged to build engagement around the political offerings, connect up related stories across the many platforms of the news provider, give context around big events, and add a local perspective.

I worked with a cross-disciplinary team of strategist, service designer, two developers, and interaction designer, in addition to regular meetings with two of the partners, with the main objective to create a more integrated political news service. We had playback sessions with the client each week, which allowed us to gain better insight into the needs of the organisation and utilize their domain knowledge. We also interviewed twelve pairs of customers, asking them about their habits around consuming political news coverage and presenting them with paper prototypes for specific feedback.

Part of our team had taken a full day on-site with reporters, encouraging them to post spontaneous reactions to the latest news. It was the day that John Major had come out backing the windfall tax, so many of the more adventurous reporters would get on camera and improvise their thoughts. I created a dynamic feed page to contain this stream of content (above), and worked with developers to create a prototype in two days. The highlighted text opens up a "Story Explorer", a left-hand drawer that slides in offering a contextual layer to the articles. The live feed page was a great experiment in creating a dynamic integrated news service, and many of the reporters embraced the format.

2014  |  Made by Many, London