Enterprise Applications

I was the UX Designer for the IT team that developed AT&T’s Care Assurance Portals (CAP) for Uverse, and the mobile version of Business Direct (BD) ticketing application. The Uverse portals drastically reduced the time spent by employees in servicing customer calls and field operations. The Business Direct application provided mobile ticketing support for AT&T’s business customers.

I led the UX design and prototyping for my team. I assessed business and system requirements to ideate proof of concepts for new applications – presented to management via sketches, storyboards, flow diagrams and interactive wireframes.

For live projects, I was responsible for the design and implementation (HTML, CSS and Javascript) of responsive UI templates that deployed across desktop, mobile and tablets.

Family of Heroes


Family of Heroes is an interactive role-play simulation for military families that builds their skills to lead real-life conversations with their veteran about improving family cohesion, employment, and if necessary, the need to seek professional help for PTSD, TBI, depression, or thoughts of suicide.

As junior instructional designer, I assisted in the content development for this project. I scheduled and conducted interviews with Subject Matter Experts (SME) and End Users (Focus Group) for initial research, and later for ongoing design evaluation of the product. I conducted extensive subject research and collated visual references for characters and their environments.

As project coordinator, I was responsible for managing workflow between instructional design, visual design and development teams; along with performing and managing quality assurance testing of development releases.

I also scheduled and recorded voice-actors, edited final audio, and implemented in-app informational web-pages.

The Masonry Medics


The Masonry Medics is a portfolio website that caters to a mostly older clientele (50-65 yrs).

The site therefore features a minimalistic, yet bold layout and style. The client’s Flickr photo stream is integrated as a gallery, and their Twitter feed is integrated as a list of updates.

I was responsible for both the design and development of the website.

SEED Global Reset


SEED’s Global Reset Series present essays from scientists, designers, policymakers, and other thought-leaders on how scientifically informed planning will shape the world in years to come.

I was asked to create icon-like illustrations for the pull-quotes of each article in the magazine’s 2010 Global Reset Issue. The icons were also used to illustrate the online archives of the respective articles.

Besides illustrations, I was responsible for assisting the lead designer with designing spreads and preparing the files for print production.



The National Communication (NATCOM) Project Management Cell approached me to design a brochure to document the concerns, steps and partners – ‘Towards the preparation of India’s Second National Communication to the United Nations Framework Convention on Climate Change’.

EWTG Travel


While working at Dorling Kindersley, I designed books for the award-winning Eyewitness Travel Guide (EWTG) series. I was the Project Designer for EWTG Malaysia and Singapore, and Designer for EWTG Vietnam and Angkor Wat.

The job gave me extensive experience with project management and art direction. As Project Designer, I mentored other designers and coordinated workflow between editors, cartographers, illustrators, and the photography, print production and digital media teams.

Work involved – research, content planning, designing page layouts, commissioning / sourcing and retouching images, preparing books for print production and archiving content.

The Great Arc


‘The Festival of the Great Arc’, celebrated the survey of the Indian Sub-Continent 200 years ago, led by Col. Lambton and George Everest. It was part of a major initiative to promote and create awareness about the benefits of geospatial technology in India, by the Department of Science & Technology (DST), Intergraph and Rolta.

The festival featured a traveling exhibition, and my role in the project was to research and design the ‘Prelude’ to the exhibition. The Prelude covered ancient Indian contributions in the realm of science and mathematics. I was also responsible for sourcing the artifacts presented in the display.



A successful Chinese cuisine restaurant in the Asiad Village Complex, New Delhi, wanted to spread its reach across the highly lucrative fast food segment in malls across the city.

It had to be repositioned such that it retained its distinctly classy character, while adapting to a new persona in keeping with mall-culture.



Satya Paul design studio in association with Timsy Anand of Andaaz, hosted a series of fund-raisers in an attempt to contribute to the world wide mobilization of aid towards the victims of the Indian Ocean earthquake and tsunami of 2004. The collection was called ‘Aqua’, inspired by the various moods of water.

This project includes identity design and marketing collateral for ‘E-Factor’, the company that managed the above events. The design deliverables also include admission tickets for the Aqua event.

The E-Factor identity represents a youthful, versatile, lively and sophisticated organization (many e’s!).

The Hibiscus


Taking forward the idea of environment friendly architecture, The Hibiscus, named after one of India’s most vibrant flowers, precious both as an offering at prayer and for its medicinal properties, is an exclusive residential space, conceived to provide a peaceful, sheltered community for the like-minded to create families from a circle of friends.

The symbol takes inspiration from the hibiscus flower. The flower’s style, filaments and anthers form a lighthouse, representing the leading and guiding light of a unique lifestyle concept. The aesthetic is geometric – inspired by the work of Paul Friedberg, who is also the landscape architect of this residential space.

Part of the SS Group, the residences were designed by architect Ramesh Khosla.

Bhopal Signage


Commissioned by Bhopal Tourism, the project created a wayfinding system that was focused on tourism, for the city of Bhopal in India.

Direction signs were refined to specifications, while kiosks, maps, pictograms etc. were worked out as concepts.

The project did not proceed past the concept stage since it was cancelled by Bhopal’s post-election government.



The Indian School of Microfinance for Women (ISMW), provides financial literacy to poor women. Through knowledge giving and collaboration with other relevant organizations, it strives to act as a catalyst in the quest for empowerment. The school is supported by the Citi Foundation and promoted by the SEWA bank.

In the symbol, the dot containing form is the ‘Diya’. Diya is the light that educates, and also the vessel that contains and secures. The form encapsulating the Diya depicts the coming together and spread of an initiative to uphold the rights of the poor.

The red dot is a ‘Bindi’, the symbol of Shakti (feminine principle and energy, according to the Indian tradition). The Bindi is worn between the eyebrows – the seat of wisdom. Therefore, in the symbol, Bindi also represents education.

The form is dynamic, representing a catalyst. Though inspired from an Indian context, it caters to a wide audience, both indigenous and international.

Shipra Gupta