Who Am I?

My Journey of Creativity (and Confusion)
For two decades, I've been on a thrilling ride through the ever-evolving landscape of creative expression. From printmaking to animation to digital experiences, I've embraced each evolution, fascinated by how they shape our lives, the users.
When "user-centric" became trendy, it felt like a secret handshake - I've always been obsessed with the user! Design thinking's rise as a business buzzword was another "aha!" moment, validating my long-held approach (which I recently geeked out on during my MBA). This student-life revival (after 20 years!) awakened my learning passion, making me a full-time, part-time student (think community centre, but with student loans). Service design? Done. Product design? Almost there!
My explorations extended beyond mediums, embracing diverse cultures in the UAE, India, and beyond. My vacations often turned into some sort of creative adventures (think food, design, education), finding me working with multi-background teams. These experiences blurred the lines between "professional" and "vacation" while crafting meaningful projects, all united by a shared goal. In hindsight, I realise I was unknowingly honing my creative, business, and people management skills while collaborating with teams towards a common goal and shared values.
So, you might be asking, how does this "mishmash" of experiences translate professionally? Well, it's made me ...
A seasoned creative director with a healthy dose of business savvy. I bridge the gap between design, user needs, and business success, crafting multi-faceted brands and engaging experiences that resonate with everyone involved. I'm a champion for user-centricity, a team player who thrives in dynamic environments, and a lifelong learner who embraces new challenges with open arms.
(P.S. Writing this professional CV was an accomplishment! Turns out, condensing 20 years of creative exploration into a concise and ATS-friendly document is no easy feat. But that's a story for another time!)
When I'm not Designing
Currently reading:
Documentaries:

Obsessions:
I sometimes find myself fixated on everyday interactions and behaviours. Questions like, "Why are recipes written this way?" or "Why are multiple bags necessary?" flood my mind. Even discontinued snacks like Ginger Snaps spark my curiosity: "Can I recreate that unique flavour combination of wasabi's sharpness and cinnamon’s warmth?" These curiosities lead me to fill my sketchbook - and excel sheets - driven by a need to solve, to move on to the next obsession. 
Below, I share snapshots of these obsessions, documented when time allows. This is a glimpse into my "mumble-jumble" sketchbook, where some ideas bear fruit, while others simply provide the joy of exploration.
01
entry
To cook or not to cook? Definitely design
My passion for discovering new countries and cuisines translates into a desire to share this knowledge through visual and experiential instructional design. I began rethinking cooking basics, focusing on creating visually clear and practical instructional aids. These reconstructed recipes, designed for quick comprehension while cooking, move away from lengthy text instructions and ingredient lists. 
To test this approach, I embarked on a 10-session cooking course. The students not only learned to cook, but also gained the confidence to experiment with on-hand (whatever available in pantry) ingredients. They acquired skills in mixing, matching, preparing, and layering ingredients, and learned to approach meals from a design perspective. This newfound confidence allowed them to continue exploring flavours and enjoy the process, unshackled by the discouragement of overly precise recipes.
What's Next? This ongoing obsession continues to shape itself, only time will tell. For now, my sketchbook overflows with instructional recipe systems, occasionally shared with friends intrigued by specific dishes, especially those seeking traditional home (mom)-cooked dishes.
recipe gallery
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