Case Studies

Research-backed product stories

Long-form case studies covering the research, strategy, and decisions behind the products I've helped shape. Download the full PDF or browse the raw survey data.

FoodTechConsumer ResearchProduct ThinkingD2CGo-to-Market

Peppo Meal Kit Experience

Reimagining Indian home cooking through ready-to-cook meal kits

The Brief

A deep-dive into how urban Indian households discover, purchase, and prepare meal kits. We surveyed 1,000 respondents across metros and tier-2 cities to map friction in the cook-at-home journey — grocery fatigue, recipe discovery, portion waste, and willingness to pay for chef-curated, pre-portioned kits. Findings shaped Peppo's positioning, SKU mix, pricing tiers, and the 90-day launch playbook.

Case StudySurvey ReportSurvey Data
Peppo case study cover — Cracking Growth at Peppo

1,000

Survey respondents

3

Cities covered

78%

Open to meal kits

₹249

Avg. willingness to pay

FinTechMarketplaceGrowthUX StrategyMonetisation

PhonePe Marketplace

Turning a payments app into a discovery-led marketplace for offers & rewards

The Brief

PhonePe sits on top of millions of daily transactions, but the home surface was optimised for utility — not discovery. This case study reframes the app as a marketplace, where offers, cashback, gift cards, and bill-pay rewards compete for attention through a clear monetisation hierarchy. The work covers user-journey mapping, a phased rollout plan, and an interactive prototype that demonstrates how a single "Marketplace" layer can lift cross-sell without breaking the core payments flow.

Case StudyPrototype

450M+

PhonePe users

3

Rollout phases

12+

Screens prototyped

2x

Target cross-sell lift

PhonePe Marketplace case study cover — app mockup with cashback offer
Audio / EdTechConsumer ResearchAudio LearningCreator EconomyIndia Market

Spotify India Audio Skill Building

Turning passive listening into a creator-grade learning loop for India

The Brief

India listens, but rarely learns on Spotify. This case study explores a dedicated Audio Skill-Building surface — bite-sized lessons, creator-led tracks, and progress streaks — built on top of Spotify's existing podcast and music graph. Backed by an 80-respondent survey across Indian listeners, the work maps demand for vernacular learning, willingness to pay, and the gap between podcasts and structured courses. The output: a positioning, a phased rollout, and an interactive prototype.

Case StudyPrototypeSurvey Report
Spotify India Audio Skill Building case study cover

80

Survey respondents

3

Listener archetypes

68%

Want skill audio

5 min

Ideal lesson length

FoodTechCustomer SupportUX ResearchService DesignMobile

Swiggy Customer Support Experience

Redesigning the in-app help experience to cut resolution time and rebuild trust

The Brief

Swiggy delivers millions of orders a week, but when something goes wrong — a missing item, a late rider, a wrong address — the support flow forces users into long chat queues and repetitive bot loops. This case study unpacks the friction across the existing help journey, backed by a 120-respondent survey covering order issues, refund expectations, and channel preferences. The output: a redesigned in-app support surface with smart triage, contextual self-serve, and a clear escalation path that protects CX while reducing agent load.

Case StudySurvey Report
Swiggy case study cover — Swiggy's Challenge with Customer Support Queries

120

Survey respondents

4

Pain points mapped

72%

Want faster resolution

3 taps

To reach a human

SaaS / iPaaSProduct TeardownOnboardingActivationGrowth

Make.com Product Teardown

Deconstructing the onboarding flow behind a 500K+ org automation platform

The Brief

A 12-page teardown of Make.com's new-user onboarding — from the SSO-first signup to the 8-question profiler, the templates-as-demo dashboard, and the first successful scenario run in ~8 minutes. The work maps three buyer personas (Solo Founders, RevOps Leads, Curious Beginners), audits six UX decisions against real G2 signals, and ships five PM recommendations (led by an Inline Error Explainer) projected to lift activation from 49% → 62% and cut time-to-first-run from 8 → 5 minutes. Built as part of the NextLeap PM Fellowship Learn-in-Public challenge.

Case Study
Make.com Product Teardown case study cover

8 min

Time to first run

500K+

Active orgs

5

PM recommendations

+13 pts

Projected activation lift

AI / MobileSystems ThinkingVoice UXIndia MarketKPI Tree

ChatGPT Systems Thinking and Mapping Outcomes

Increasing voice input adoption on the ChatGPT mobile app in India

The Brief

Voice input lives inside the ChatGPT mobile app, but Indian users rarely reach for it — even though they speak to Google Assistant, WhatsApp, and YouTube every day. This case study maps the Indian voice-tech landscape, audits where voice is surfaced inside ChatGPT today, and benchmarks 2-3 analogous voice-first products. The output is a 3-slide deck covering the India voice-mobile landscape, UX insights from ChatGPT vs comparable apps, and a KPI tree that links increased voice usage to a clear product outcome.

Case Study
ChatGPT Systems Thinking and Mapping Outcomes case study cover

3

Slide deliverable

2 wks

Discovery sprint

3

Voice apps benchmarked

1

KPI tree mapped

AI / User ResearchUser ResearchProblem FramingVoice UXStudent Segment

User Research and Problem Framing

Why Indian students aren't using voice input on ChatGPT mobile

The Brief

Deep-dive into why voice input on ChatGPT mobile is under-used in India — focused on the student segment as the highest-impact wedge. The work lays out 4-5 likely user segments (students, job seekers, content creators, regional-language users), picked one to go deep on, Taken hypotheses on the voice-adoption gap, runs a 30+ respondent survey, and follows up with 5-6 qualitative interviews to surface real behaviour, anxieties, and mental models. The output is a 3-slide deck: segment + impact justification, quant + qual insights, and a completed Problem Framing Canvas that defines the real barrier to voice usage.

Case Study
User Research Insights on ChatGPT Voice Usage Among Indian Students cover

30+

Survey responses

5-6

User interviews

2 wks

Research sprint

3

Slide deliverable

AI / Product StrategyPrioritisationWireframesSuccess MetricsGrowth

Prioritisation, Metrics & Growth

Turning the voice-input problem into a shippable solution, wireframes, and a KPI plan

The Brief

Now that we know why Indian users aren't reaching for voice input on ChatGPT mobile, this case study moves from problem to solution. The work explores 3+ solution directions, picks one based on clear impact-effort-confidence trade-offs, and lays out the end-to-end user flow — how a user discovers and adopts voice now. The deliverable is an 11-pager covering annotated wireframes that explain how the solution works, the success metrics that define a win, and the growth levers that would drive adoption. Paired with an AI-assisted interactive prototype.

Case StudyPrototype
Prioritisation, Metrics & Growth case study cover — ChatGPT Voice Input Milestone 3

3+

Solution directions

1

Picked to go deep

2 wks

Build sprint

5

Success metrics

Data / SQLSQLData AnalysisSports AnalyticsInsights

Analysing a Dataset with SQL

A Moneyball-style SQL deep-dive into football player and team performance

The Brief

A Moneyball-inspired SQL challenge built on a relational football database — Players, Teams, and Transfers. The work uses SQL to surface the insights a club's management would actually act on: top goal-scorers, best value-for-money players (goals per unit of salary), team performance summaries (wins, losses, draws, goals, league position), transfer history with origin and destination teams, potential underperformers (10+ matches but fewer than 3 goals), and the most budget-efficient teams (most wins for the lowest spend). The output is a set of clean, well-structured queries that translate raw stats into strategic decisions.

Case StudyInput Data
Analysing a Dataset with SQL — Moneyball football analytics cover

3

Tables joined

6

SQL tasks solved

Top 5

Goal scorers

Top 3

Value-for-money picks

Let's build something that compounds.

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