Speaker · White Paper Contributor
ICX2026 — International Conference on Customer Experience
Speaker + contributing author. CXPA Asia × University of Hyderabad.
AI First · Design Always
Design-led
transform·ations.
I partner with leadership teams to shape AI-native organisations where strategy, design and technology move as one.
- 20+
- Years practice
- 4
- Industries deep
- 3
- Regions served
IN COLLABORATION WITH
- RAKBANKRetail bank · UAE
- Six Flags Qiddiya CityMega-destination · KSA
- Yas IslandLeisure precinct · UAE
- Sundaram FinanceNBFC · India
- BabyshopRetail · MEA
- Aravind Eye HospitalHealthcare · India
- SABBBanking · KSA
- EmaarReal estate · UAE
- SobhaReal estate · UAE / India
- Landmark GroupRetail · MEA
- TemenosBanking software · Global
- Religare BrokingFinancial services · India
- TVS CreditNBFC · India
- Arihant PlusFinancial services · India
- Royal SundaramInsurance · India
- OneMagnifyMarketing & tech · Global
- ConsarkEnterprise AI · India
- RAKBANKRetail bank · UAE
- Six Flags Qiddiya CityMega-destination · KSA
- Yas IslandLeisure precinct · UAE
- Sundaram FinanceNBFC · India
- BabyshopRetail · MEA
- Aravind Eye HospitalHealthcare · India
- SABBBanking · KSA
- EmaarReal estate · UAE
- SobhaReal estate · UAE / India
- Landmark GroupRetail · MEA
- TemenosBanking software · Global
- Religare BrokingFinancial services · India
- TVS CreditNBFC · India
- Arihant PlusFinancial services · India
- Royal SundaramInsurance · India
- OneMagnifyMarketing & tech · Global
- ConsarkEnterprise AI · India
Selected projects delivered across previous roles, partnerships and independent engagements.
TYPICAL CHALLENGES I HELP SOLVE
You might recognise one of these.
- 01
"We're investing in AI but don't know where it creates real value."
AI Readiness Diagnostic → - 02
"Our transformation initiative has stalled."
Executive AI Briefing → - 03
"We need to build new organisational capabilities."
Fractional AI & Design Leadership → - 04
"We're launching something new but need alignment."
Transformation Programme →
SELECTED OUTCOMES
What changed.
90% reduction
Referral-to-diagnosis time
Measured: patient journey from specialist referral to confirmed diagnosis. Typical timeline: 12–18 months.
70% straight-through processing
Digital banking journeys
Measured: share of journeys completed without manual intervention. Typical timeline: 9–18 months.
35% reduction
Operating costs in trading experience
Measured: cost-to-serve per trade after platform redesign. Typical timeline: 6–12 months.
30% uplift
Customer enquiries
Measured: qualified inbound enquiries after onboarding redesign. Typical timeline: 3–6 months.
Enterprise DesignOps
Capability creation across multiple organisations
Measured: design consistency, time-to-ship and cross-team reuse. Typical timeline: 12–24 months.
…and confidential engagements across banking, retail, mobility, education and healthcare.
SELECTED EXPERIENCE
Twenty years of practice.
Over 20 years helping organisations navigate digital transformation, customer experience, AI adoption, capability building and innovation across banking, healthcare, retail, government and technology.
OneMagnify
2024 — PresentSenior Consultant
AI-enabled customer experience transformation, operating model modernisation and capability maturity initiatives.
Squaircle
2019 — PresentFounder & CEO
Built an AI-first strategic consulting and transformation practice helping organisations move from ambition to execution.
Market Simplified
2015 — 2019Head of Design — APAC
Led transformation, customer experience and digital product initiatives across banking and financial services organisations in APAC.
Cognizant
2007 — 2015Design Lead
Partnered with enterprise clients to define transformation strategies, customer experience roadmaps and digital initiatives.
Banking · Fintech · Healthcare · Government · Retail · SaaS · Martech · Aviation
Ways to work together
SEE ALL SERVICES →Three doors into the practice.
01
Take the diagnostic
7-minute read on where you stand across strategy, data, design, talent and governance.
START →02
Book a briefing
Half-day session with the leadership team. Bring one decision. Leave with a next move.
BOOK →03
Fractional & programme
Embedded senior operator or a multi-quarter transformation build with SouthWorks Global.
EXPLORE →CASE STUDIES
SEE FULL LIBRARY →How the work actually lands.
Selected engagements — names anonymised where confidentiality applies. Details available on request during a briefing.
Retail bank · UAE
Challenge
Digital onboarding was leaking qualified customers at the last mile — abandonment was quietly funding the competition.
Approach
Redesigned the account-opening journey around a single decisive customer job; embedded design + engineering in one squad; ran weekly evidence reviews with the exec sponsor.
View Related Service →(Transformation Programme)Outcome
70% straight-through processing on the flagship journey. Cost-to-onboard down materially. Framework re-used across two more products.
Healthcare · India
Challenge
Specialist referrals took 12–18 months to convert into confirmed diagnoses — patients dropped off before treatment.
Approach
Mapped the end-to-end patient journey, unified data across four systems, and introduced an AI-assisted triage layer for clinicians.
View Related Service →(Fractional AI & Design Leadership)Outcome
90% reduction in referral-to-diagnosis time. Clinician load rebalanced. Model handed to the internal team on day one of go-live.
Wealth trading platform · India
Challenge
Operating costs on the trading experience were rising faster than revenue as new products were bolted on.
Approach
Rebuilt the trader workflow around three high-frequency jobs; killed 40% of screens; introduced an internal design system.
View Related Service →(Transformation Programme)Outcome
35% reduction in operating cost per trade. Faster feature ship-cycle. Design system now owned by an internal team of five.
Mega-destination · KSA
Challenge
Ambitious AI programme with strong exec appetite but no aligned view on where to start or what to stop.
Approach
Two-week readiness diagnostic across strategy, data, design, talent and governance; interviews with 14 leaders; written interpretation and prioritised move list.
View Related Service →(AI Readiness Diagnostic)Outcome
Board-ratified sequence of three initiatives with named owners. Two AI experiments killed early. Programme kicked off inside 45 days.
NOW — WHERE I'M SHOWING UP
2026LinkedIn Newsletter
Futures from the Global South.
Field notes on AI, design and venture building — delivered to your LinkedIn inbox.
SUBSCRIBE ON LINKEDIN →Upcoming Book · 2027
Futures from the Global South.
Notes from the practice of building real innovation.
JOIN THE WAITLIST →START THE CONVERSATION
Start with a conversation.
Brief me honestly. I'll respond the same way.