# Bratati Das > Principal Product Leader & UX Strategist | AI Orchestration (TETHYS) | Global SaaS Scaling ($6.5B+ Portfolio) | XR Defense | Leading Design Teams (50+) | Top 1% Mentor @ADPList Location: Gurugram, Haryana, India Profile: https://flows.cv/bratati I am a strategic leader operating at the intersection of complex hardware-software systems and high-impact user experiences. With a unique background in Economics and MCA, paired with a PGP in Product Management, I specialize in translating emerging AI, XR, and SaaS capabilities into market-leading infrastructure. From architecting global mobility systems to scaling hyper-local delivery, my focus is on building resilient, human-centric technology at a massive scale. ~ CORE IMPACT & EXPERTISE 1. GLOBAL MOBILITY & REVENUE: At Cubic Corporation, I direct the strategy for the Umo Mobility SaaS platform, overseeing a revenue ecosystem that processes 24 billion annual transactions across 400+ cities. 2. MARKETPLACE INFRASTRUCTURE: At Ordering.co, I led the product vision for all-in-one marketplace solutions, empowering brands to launch white-labeled ordering, automated dispatch, and AI-driven logistics systems globally. 3. ZERO-TO-ONE INNOVATION: Proven track record of scaling "world-first" products, including the early-stage growth and launch of Swiggy Instamart. 4. DEEP TECH INTEGRATION: Expert in AI Orchestration (TETHYS), Computer Vision for defense/transit, and XR (AR/VR/MR) interaction design for high-stakes training. 5. EXECUTIVE LEADERSHIP: Managing cross-functional, global teams of 50+ members across the US, Germany, and India to bridge the gap between engineering, economics, and UX. ~ TECHNICAL & STRATEGIC STACK 1. STRATEGY: GTM Strategy, Revenue Modeling ($6.5B+ Portfolio), SaaS Scaling, Atomic Design. 2. TECHNOLOGY: AI Orchestration, Edge Computing, Predictive Modeling, React.js, Python. 3. DESIGN: Ethnography, User Research, Information Architecture, Figma. "I build the resilient, human-centric infrastructure that powers the future of urban mobility, global commerce, and defense.” ## Work Experience ### Principal UX Designer - Product Strategy & AI Orchestration Lead @ Cubic Corporation Jan 2022 – Present | Hyderabad Directing the strategic product vision and design for a global portfolio across Urban Mobility, Defense, and Intelligence. REVENUE MANAGEMENT: Overseeing a SaaS revenue ecosystem for the Umo Mobility platform, managing $6.5B+ in account-based fare collection and processing 24 billion annual transactions for 400+ cities. AI INNOVATION: Leading the integration of Generative AI and Computer Vision into FEnX Fare Gates to automate real-time fare evasion deterrence and operational safety. DEFENSE & XR: Spearheading interaction design for TETHYS (AI Orchestration) and high-stakes AR/VR air combat training systems. LEADERSHIP: Managing a cross-functional global team of 56+ members across the US, Germany, and India, aligning long-term roadmaps with C-Suite priorities. ### Product Manager & UI/UX Lead @ HAWR TECHNOLOGIES Jan 2023 – Jan 2024 Defined the end-to-end product strategy and GTM for an AI-centric educational ecosystem. 0-to-1 LAUNCH: Spearheaded the development of HAWR Learn, an AI-powered reading tutor, moving from conceptualization to market-ready product. PRODUCT INNOVATION: Directed the integration of voice recognition and personalized learning paths to enhance user engagement. STRATEGY: Conducted market research and competitor analysis to define the MVP roadmap and pricing strategy. ### Senior UX/UI Consultant @ Unified Infotech Jan 2023 – Jan 2023 Led high-impact design strategies for complex enterprise solutions and multi-platform consumer apps. USER-CENTRIC STRATEGY: Conducted extensive user research, ethnography, and usability testing to drive data-informed design decisions. DESIGN SYSTEMS: Architected scalable Atomic Design Systems that reduced development hand-off time by 25%. STAKEHOLDER MANAGEMENT: Collaborated directly with international clients to translate business requirements into high-fidelity interactive prototypes. Skills: User Research · Information Architecture · Wireframing · Atomic Design Systems · Enterprise UX · Responsive Design · Prototyping · Design Strategy · Visual Communication · Client Management ### Senior User Interface Designer (0-to-1 Website Build) @ DataSpace Security Jan 2022 – Jan 2022 Owned the complete digital transformation and brand identity for a leading cybersecurity firm. 0-TO-1 ENGINEERING: Built the company’s main website from scratch, overseeing the entire lifecycle from Information Architecture (IA) to frontend deployment. BRAND AUTHORITY: Positioned the brand as a leader in the security space through a high-trust, technical UI/UX overhaul. PERFORMANCE: Optimized the site for speed and SEO, resulting in a significant increase in organic lead generation. Skills: Digital Transformation, Brand Identity, Full-Cycle Web Development, Cybersecurity UX, SEO Strategy, Information Architecture, Frontend Alignment, Brand Positioning. ### Design Team Lead @ Ordering.co Jan 2021 – Jan 2022 Led end-to-end design execution for global SaaS products, focusing on marketplace dynamics and user retention. PRODUCT OWNERSHIP: Partnered as Design Team Lead to architect a comprehensive "Everything-as-a-Service" (EaaS) global marketplace, managing the end-to-end delivery of the full-suite SaaS platform. SAAS ECOSYSTEM ARCHITECTURE: Directed the design and execution of a complex three-sided ecosystem, including Customer Ordering Apps, Driver Logistics/Dispatch Tools, and Business Owner Dashboards. MEASURABLE GROWTH: Spearheaded the redesign of core checkout and onboarding flows, resulting in a 25% increase in user engagement and retention across the global platform. STRATEGIC GTM & MIGRATION: Led the strategy and design for specialized merchant migration tools, enabling thousands of businesses to seamlessly transition from Shopify and Wix into the Ordering.co ecosystem. MULTI-PLATFORM UX: Oversaw the design for Ordering Kiosks and automated dispatching interfaces to bridge the gap between physical retail and digital logistics. ### UI/UX Designer @ Ascentspark Software Jan 2021 – Jan 2022 Driven by a focus on high-performance web and mobile applications for early-stage startups. MVP DEVELOPMENT & STRATEGY: Partnered with early-stage founders to define core product features and rapid-prototype MVPs, accelerating the journey from concept to market testing. FULL-STACK FRONTEND EXECUTION: Led the development of high-performance web and desktop applications using React.js, Next.js, and Angular.js, ensuring SEO efficiency and seamless state management. DESKTOP & CROSS-PLATFORM SYSTEMS: Utilized Electron.js to build robust, cross-platform desktop applications, bridging the gap between native OS performance and web-based flexibility. AGILE DESIGN OPS: Managed rapid design sprints and development cycles within an Agile environment, delivering iterative improvements based on real-time user feedback and telemetry. INTERACTION ENGINEERING: Focused on high-fidelity micro-interactions and usability for SaaS platforms, enhancing the "look and feel" to meet elite modern performance standards. Skills: Rapid Prototyping, MVP Strategy, Interaction Design, Agile Methodology, User Flows, Visual Design, React.js, Next.js, Electron.js, Startup Growth, Human-Computer Interaction (HCI). ### Senior User Experience Researcher @ Swiggy Jan 2021 – Jan 2022 | Bengaluru, Karnataka, India Directed high-velocity user research to shape the foundational UX of Swiggy’s quick-commerce evolution. 0-TO-1 IMPACT: Spearheaded the research and design strategy for the "Dark Store" operational model, directly contributing to the successful launch and scaling of Instamart. RAPID SCALING: Delivered actionable insights that helped scale Instamart from an MVP to processing 1 Million+ weekly orders within its first year. SERVICE DESIGN: Mapped complex delivery partner and vendor ecosystems to optimize warehouse picking efficiency and reduce last-mile delivery times. DATA-DRIVEN UX: Synthesized qualitative field studies with quantitative user data to redefine the grocery shopping journey for millions of Indian consumers. Skills: User Research, Ethnography, Quick Commerce, Service Design, Journey Mapping, Data Synthesis, Usability Testing, Operational UX, Dark Store Strategy, Behavioral Analysis. ### Design Manager @ Netscribes Jan 2021 – Jan 2021 | Kolkata, West Bengal, India - Define design roadmap, align team priorities and deliverables to the company’s overall strategic goals. - Plan & manage the growth & development of the team, while always inspiring them to push boundaries. - Define KRA's & goals for the team and individuals. - Drive collaboration of designers with their Product, Engineering, Research, Data, and Business counterparts. - Communicate priorities and key design decisions with stakeholders with visual communication skills. ### Design Lead @ Netscribes Jan 2019 – Jan 2021 | Kolkata, West Bengal, India Creativity & best quality of work - Ability to quickly understand, analyze and respond to client briefs - Work with the specialists to develop and deliver boundary-pushing service concepts - Creativity of output with innovative ideas - Completeness and suitability of work - Lead the creative side of pitch projects and support the business development team with creative input, client meetings, presentations and proposal writings Output creation - Conduct user requirements analysis, task analysis, conceptual modeling, information architecture design, interaction design, and usability testing. - Design and specify user interfaces and information architecture using participatory and iterative design techniques, including observational studies, customer interviews, usability testing and other forms of requirements discovery - Produce user requirements specifications, personas, storyboards, scenarios, flowcharts, design prototypes, and business and brand strategists. - Effectively communicate research findings, conceptual ideas, detailed design and design rationale both verbally and visually. - Work closely with development teams to ensure that design specifications are implemented. Client interaction - Project, expectations and scope management - Risk assessment and management - Form and maintain client relationships, respond to new business opportunities Team satisfaction - Clarity of mission and expectations - Resource utilisation management - Thought leadership - Motivation and morale Other responsibilities - Mentor designers and help them set and achieve satisfying career goals - Participate in recruiting and hiring designers - Promote a culture of innovation and teamwork - Establish and nurture good client working relationships - Participate in new business development activities - Stay up to date with new technologies, industry and design trends and demonstrate a passion for learning ### Full Stack Designer @ Netscribes Jan 2018 – Jan 2019 | Kolkata, West Bengal UX/UI, Motion Graphics, Animation, Branding, Identity, Packaging, Print, Illustration, Frontend Development ### Senior UX/UI Designer @ Acuity Software Services Pvt. Ltd. Jan 2020 – Jan 2021 ### Web and Graphic Designer @ Albatross Software Services Private Limited Jan 2017 – Jan 2018 | Kolkata Graphic Design, Web Design, Mobile App Design, Motion Graphics, Video Editing ### Graphic Designer @ SMD Technologies Jan 2016 – Jan 2017 | Kolkata Graphic and Motion Graphics Design, Video Editing ## Education ### Postgraduate Degree in Product Management Accredian ### Master of Computer Applications - MCA Indira Gandhi National Open University ### Master of Arts - MA in Economics Indira Gandhi National Open University ### Diploma in Multimedia West Bengal Electronics Industry Development Corporation Limited ### Bachelor of Science - BS in Economics University of Calcutta ## Contact & Social - LinkedIn: https://linkedin.com/in/bratatidas - Portfolio: https://portfolio-bratatidas-projects.vercel.app/ --- Source: https://flows.cv/bratati JSON Resume: https://flows.cv/bratati/resume.json Last updated: 2026-03-31