Designing organizations to last
How to be a magnet for great talents and create a culture which stretches human capabilities and helps create an organisation with multiple S-curves.
I establish and lead design teams which build products people love.
I have over about 15 years of experience in establishing and leading design teams across web3, ed-tech, finance, food and fashion. I believe great products are a by-product of incredible talent and integrated process.
Besides design I enjoy spending time on reading, running and playing with my son.
Head of Design Intl expansion . Coinbase . Oct 21 - May 23
- Lead consumer design for International, onboarding and payments.
- Responsible for consumer product design teams and launches for International expansion contributing to 25% revenue.
- Designing US + Global onboarding and retail activation.
- Designing Payment experiences across fiat, P2P & first trade.
- Responsible for Localisation & internationalisation for Go-broad across 130+ geographies and growth in 12 go deep geo’s across EMEA, LATAM and APAC.
- Recipient of Executive star award and High impact award.
- Amongst the highest employee engagement team rating at 84% favourability - 22% above product design average and 13% higher than PED.
Head of design . UpGrad . Feb 20 - Aug 21
- Established and lead the product design and research team
- Designed the org structure, established pillars, hired leads and set up the pillars
- Helped define the charter for product and design teams across pillars
- Set up career progression and review frameworks to help define design growth and set clear expectations.
- Set up design systems team and ensured compliance through audits.
- Received Star of upGrad award for JFM ‘21, mNps 67 [highest in PED leadership], dept mNPS 50 [highest in PED leadership].
AVP Design . HDFC Life . Jan 19 - Jun 19
- Created and scaled Design systems
- Helped design ux and launch NPS product which was the highest growth product in 16 quarters.
Design Head . Limeroad . Feb 18 - Jan 19
- Established the design team and function within Limeroad
- Redesigned the overall user experience from onboarding to retention to reduce friction and improve growth curves
- Created the design systems, bringing consistency and speed to product cycles, also brought the production time down by 30%
- Created a pod culture for better cross collaboration and consumer visibility with faster response cycles across user touch points
Cofounder . Pluck . Aug 16 - Jan 18
- Helped clients of Pluck in setting up design processes and teams, and in overall user research and experience design.
Design Head - TinyOwl . Feb 15 - Mar 16
- Hired, scaled and retained the design team, scaling from 3 to 40 designers
- Worked with product head in shaping the organisation and product process cycles, resulting in 43 per cent productivity uptick
- Led the research and user experience defining the core product
- Streamlined cross collaboration amongst product teams, to both build consumer visibility accross team and get faster feedback to iteration, resulting in rich product experiences when shipped
Cofounder - Pluck . Jan 10 - Jan 15
- Helped grow business and lead design team at Pluck. driving design systems, high-level user interaction flows and interface design accross projects
Sr.Consultant - DY Works . Oct 08 - Jan 10
- Led Design and Brand Strategies: conducting design research, synthesis, brand idea, brand positioning, brand architecture, user experience navigation, design strategy and brief.
Reach me on: hozefa.ayyaji@gmail.com
