Hi! I'm Raj.
My portfolio - work that works.
Leading Workplace Equity & Benefits Provider
Designing a new seamless website experience for participants
CHALLENGE
Despite having a dominant B2B website presence, this firm lacked a cohesive digital home for its 12 million workplace participants. The firm didn’t "own" the participant relationship from end-to-end, resulting in a disjointed user experience and a leaking lead funnel at various points in the journey. Without a unified entry point and seamless experience, they were failing to engage participants and missing out on capturing high-value wealth management leads, which was one of the firm's growth engines.
APPROACH
I was the day-to-day responsible lead, accountable for all delivery across the research and design lifecycle, client and team engagement, and commercials (proposal, scoping, contracting, pricing and margin). I reported directly to the client Executive Director and CMO on a daily basis given the significance of the work.
- Led highly collaborative daily working sessions with stakeholders and executives across brand, marketing, product, tech/developers, and domain specialists (e.g. equity, retirement etc.)
- Led the team in conducting competitor heuristic analyses and leveraging internal specialists from the PwC network as 'proxy' institutional investor audiences. Identified table stakes vs. differentiated experience moments across the journey based on insights.
- Rationalised legacy based navigation into a new intuitive pathway, validated through rigorous treejack testing across the mega-nav to ensure overall information architecture of the site was on the right track.
- Mapped end-to-end journeys for multiple prospect and current audience types - including equity holders (Employee Share Schemes), retirement, and executives. Engaged key stakeholders across product, marketing, brand, technology and other executives in iterative design cycles - including both design cycles and development cycles (Adobe Experience Manager).
- Managed entire site content strategy, copy development and creative directions (leveraging existing client brand and design guidelines). Collaborated with industry specialists to obtain technically complex concepts and transforming them into a clear and engaging copy, including architecting a new "Learning Centre" designed to drive long-term participant education around basic financial concepts.
- Defined prioritised set of future features and requirements to help sequence out future releases, given other strategic focus across the firm (e.g. creation of a net-new 'Find an Advisor' experience).
KEY OUTCOMES
- Achieved 1M visits in under 3 months (roughly 10% of the entire participant base) with a significant lift in website engagement metrics vs. the existing B2B site.
- Drove additional 10% wealth management leads (in 3 months) through integrated "hand-raise" advisor feature.
- Named a Digiday Awards finalist for excellence in digital experience.
Leading Global Financial Exchange
Reimagining the experience for up and coming retail segment
CHALLENGE
The organization was facing a fundamental shift in their customer base. Their core business - financially traded instruments - were seeing a rapid shift from institutional to retail focus, with retail volumes surging from <10% to over 50% of the entire market in just 5 years. Their legacy website remained an institutional data repository, with very dense information. While suitable for the legacy institutional audience, it was not suitable for retail, being difficult to navigate, not reflective of their new brand, and left little reason for retail to visit and engage.
APPROACH
I was the day-to-day responsible lead, accountable for all delivery across the research and design lifecycle, client and team engagement. I was responsible for all aspects of project delivery including proposal, scoping, contracting, pricing and margin and ultimate delivery. I reported directly to the Head of Digital and his team, and had bi-weekly connects with the CMO as the most senior accountable owner of this work. I presented the strategy and vision to the Global President of the company and each global line of business leader. Other activities I was responsible for:
- Directed a comprehensive research approach to define core requirements across both institutional and retail segments. This included interviews with proxy clients, competitive heuristic evaluations and key business stakeholders. Personally led the research activities and synthesis of insights to help construct the overall website information architecture, rationalizing ~50 end-points vs. the legacy navigation.
- Led creation of distinct personas and end-to-end journey maps to clearly differentiate between the high-frequency, data-reliant needs of institutional users and various retail needs - e.g. 101 education vs. establish retail investors. This mapping ensured the navigational architecture could support both user pathways.
- Managed Creative Director and design team in design sprints, including high-fidelity wires/prototypes, directed user testing sessions with external market participants, and validating complex data tables and visualisations with domain specialists. Needed to push the creative direction of the current brand and design system to drive more emotional connection with the upcoming retail base.
- Developed high-fidelity prototypes and conducted user testing with various stakeholder groups (internal and external) to validate complex data visualizations for both novice and expert users.
- Defined full set of functional and technical requirements in close partnership with the development team to ensure design integrity and a seamless transition from concept to code.
KEY OUTCOMES
- Received 2x search volume in just 3 months post-launch in October 2025, including 50-60% YoY increases in specific search terms across their core product suite (i.e. options, VIX).
- Phased global rollout of the new design is ongoing across international markets, including US, Australia and Japan, to align the firm's global digital presence with the refreshed brand identity.
- Architected a comprehensive design system to be applied to 1000s of data pages deep in overall architecture, ensuring visual and technical consistency.
Leading Investment Management Firm
Redesigning their global website experience after a significant multi-brand acquisition
CHALLENGE
After a multi-brand large-scale acquisition, this organization was faced with a highly fragmented digital landscape. Institutional audiences and financial advisors were forced to navigate a highly complex ecosystem of legacy experiences with inconsistent branding and UX patterns.
APPROACH
As the day-to-day lead, I was tasked with orchestrating a ground-up vision and redesign to unify these entities into a single "branded house" architecture - wrapped in an integrated global web experience. I reported directly to the Managing Director of Digital and had regular Executive Committee presentations with the core team and CMO.
- Spearheaded a comprehensive discovery phase, including heuristic analyses of global competitors. Leveraged internal Asset & Wealth Management networks to gather insights, included meeting account teams to "play the role" of the difficult-to-reach institutional investor audience to define their specific objectives and decision points across the site.
- Led personas and end-to-end journey maps that aligned with the investment lifecycle - from initial market research and fund discovery to deep-dive analysis and portfolio monitoring, and aligned core sections of the site to the journey.
- Led rationalisation of legacy role-based navigation structure into four role-based intuitive paths across the site, reducing cognitive load. Held validation sessions of the new architecture with stakeholders and conducted quantitative treejack testing to ensure the new brand remained discoverable across regions.
- Directed the end-to-end design and testing lifecycle, overseeing conceptual wireframes to high-fidelity clickable prototypes. Led user testing effort with proxy market participants to validate that the digital experience met their expectations and standards.
- Held strategic alignment syncs with leadership and teams across the US, Europe, and Hong Kong to ensure the unified digital vision remained locally relevant for diverse markets while being aligned with the global vision.
- Led offshore development team in ongoing development of site (AEM).
KEY OUTCOMES
- Amalgamated multiple investment brands into a single, cohesive experience for the firm, strengthening brand awareness and establishing a unified global gateway.
- Significant reduction of bounce rate (given rationalisation of 7x legacy navigation structures into 4x streamlined role-based pathways), improvement to time on page and page depth metrics.
- Established a global design system and page templates that allow the firm to maintain brand integrity across all current brands and future deployment of new investment products.
Leading Wealth Manager
Mobile digital experience for high net wealth clients
CHALLENGE
This wealth management firm is defined by its "white-glove" service and deep advisor–client relationships. We needed to translate this high-touch, human-centric model into a mobile app that provided immediate access to financial data and investment performance without losing the premium feel of the brand or replacing the essential personal connection to the client's advisor.
APPROACH
I was the strategic and design lead for this engagement, responsible for architecting the end-to-end product vision, managing senior executive alignment, and overseeing a multidisciplinary team of researchers and designers.
- Orchestrated the research approach, including deep-dive interviews to understand the specific mobile needs and behaviours of high-net-worth individuals, focusing on their requirement for discretion, speed, and clarity.
- Designed and tested high-fidelity prototypes to ensure that complex asset allocation charts and performance data remained legible and actionable on smaller screens.
- Established a product vision focused on providing "any-time access" to sophisticated portfolio balances, views, benchmarks, research, and secure communication with their advisor, which reinforced the advisor–client relationship. This vision was presented to and approved by the executive team.
- Led the strategic prioritisation to define the MVP and future-state releases. Established a multi-year roadmap that balanced technical feasibility with high-value client needs, ensuring a continuous pipeline of feature enhancements.
KEY OUTCOMES
- Delivered a sleek, modern UI that aligned with the firm's legacy and reinforced the brand's position as a forward-thinking leader in private wealth.
- Reduced the volume of inbound requests for basic reports and portfolio performance by providing real-time, transparent data visualisation within the app.
- The application is live in-market with highly positive reviews and a 4.5-star rating.
Other Cases (Additional on Request)
Top 10 US Bank
Design Operations &
Tool Roadmap
Architected a scalable Experience Design research operating model for a Top 10 US Bank. Delivered an institutional-wide jobs to be done framework to streamline future design research, and rationalised a 20+ design tool ecosystem for a 400-person design organisation.
Top 10 Global Utilities Provider
Field Workforce Design
Transformation
Orchestrated a multi-year experience strategy and design of a new field workforce solution, based on Salesforce. The new solution is live for 20,000+ technicians, and consolidated over 10+ legacy systems to drive a 10% reduction in truck rolls and a 25% gain in maintenance operational efficiency.
Fortune 50 Software Co.
Enterprise Customer Experience
Strategy & Future State
Orchestrated a large-scale research with their B2B enterprise client base and defined a future-state customer experience strategy program. Identified $400M revenue uplift (over 3 years) and achieved a swing of NPS from -30 to +20 for enterprise customer segment.
Fortune 50 Consumer Products
Global Social Media Listening
Platform Selection
Led selection and governance of a social listening tool across the US, Canada, and LATAM; gathered multi-regional requirements, led end-to-end RFI/RFP process across vendors, and made final selection recommendations to senior executives.
Fortune 50 US Health Insurer
HCD Center of Excellence
Operating Model
Led multiple engagements including defining their Human-Centered Design (HCD) Center of Excellence (CoE) team and capability, operating model and governance to drive experience and design maturity across the organization, defined future digital communications experience for Medicare customers, and served as an advisor for their consumer mobile app.