Growth & Revenue

This project showcases my work at upGrad, South Asia's largest online higher education platform. During my transition to Senior Product Designer, I led the experience design for critical bottom-of-funnel and retention journeys. The overarching challenge was to systematically improve acquisition and revenue performance across a high-ticket, high-anxiety consumer product.

To make the work easier to explore, I’ve broken it into 3 connected case studies: mitigating churn through offboarding, engineering a viral referral loop, and revamping the e-commerce checkout process.

Together, they reflect how I approach growth design — mapping complex behavioral psychology to structural UI changes to drive measurable business outcomes. This work increased referral revenue contribution from 12% to 30%, transformed a high-friction payment gateway into a seamless self-serve engine, and introduced strategic exit-ramps designed to recover millions in potential churn.