Hey, I’m Abi.
As a full-stack researcher and first-principle thinker, I'm driven by a passion for continuous discovery. Through dynamic collaboration, I connect stories to data, fostering meaningful impacts.
About me
My journey began in game design, where I developed a strong foundation in creating engaging user experiences. Transitioning into UX research, I combined big data and thick data to gain deeper insights into users' core mental models and motivations, enabling me to translate complex needs into impactful, strategic solutions.
I am also a design pracademic with IIT and NIFT, a design thinking facilitator for organizations, and my expertise extends to food design and culinary arts, where I’ve curated menus and co-published board games.
With over 11 years of experience in UX design and research across healthcare, fintech, food, e-commerce, and education, I have specialized in building and scaling teams with practical strategies that drive better growth.
Case Studies
Context
LearnStation boosts kids' learning with interactive, adaptable content, yet aligning more closely with their routines and study habits can amplify its impact.
Research Brief
How can LearnStation cater to diverse learning styles, and
a smoother integration into daily routines could significantly enhance user satisfaction.
Impact
Achieved 3x engagement growth by driving habit-building and connecting with core user motivations.
Learnstation - New Product Development
Snapbook - New Feature Study
Context
OSMO's OCR technology, it launched the Snapbook feature in India, blending traditional books with digital learning. However, despite its potential as a standout feature, only 41,077 users (0.04% of BYJU'S base) actively engaged with Snapbook post-beta launch.
Research Brief
How can we enhance adoption and engagement of the Snapbook feature among BYJU'S users?
The research team was expected to deliver results within 45 days.
Impact
1. Achieved an 18% increase in feature adoption
2. Boosted engagement rates by 60%
3. Improved overall retention rates by 20%
A phased approach was recommended to drive sustained improvements across these metrics.
Byjus - Core User Retention
Context
BYJU'S, India’s leading EdTech platform, launched a new IPL-focused campaign to attract new users driving brand engagement, and transitioning learners from traditional to phygital education to improve retention.
Research Brief
Investigate the causes behind high drop-off rates
(>80% on D1, D2) post-download for new BTLA users.
Impact
Addressing factors such as language barriers, complex onboarding,
and a lack of clear value proposition, phased improvements led to a significant drop-off rate reduction from over 80% to 46% in less than10 days.
Kids of the future - Trend Forecasting
Context
This report captures key signals in learning, education, and play that will shape kids' future behaviors post-COVID, helping us adapt to their evolving needs.
Impact
The findings enable BYJU'S to create a future-ready vision, aligning with business metrics, guiding product development, and informing strategic acquisitions to meet next-gen learning needs.
Renevik - Service Design Thinking
Context
A two-day workshop with Renevik's leadership team focused on defining strategies and next steps for the upcoming half-year to enhance the B2B and B2C customer experience.
Brief
The workshop set strategies to strengthen Renevik’s brand by optimizing customer touch points and building trust across each journey phase, positioning it as a top choice for complex solar solutions in B2B and B2C markets.
Impact
The phased approach targets quick wins and priority actions to boost Renevik’s brand, driving two-fold customer acquisition and growth across B2B and B2C markets.