I'm Preethi - a product designer who questions assumptions, prototypes alternatives & drives measurable impact.
Complexity's best friend ✌️
Foundation
Growing up in South India surrounded by multiple languages and cultures taught me that the best insights come from people who see the world differently. That instinct to seek out diverse perspectives still drives how I approach design problems today.
My path wasn't a straight line: M.Tech in Instrumentation & Control → Growth product marketing at Chargebee → Discovering design at Zeta. Nearly six years at Zeta became my intensive design education. Then, Salesforce taught me to design at massive scale while keeping the human story intact.
Every detour reinforced one truth: the best work emerges when you're willing to unlearn what you know and execute ideas even when they scare you.
What I've built
At Salesforce Marketing Cloud, I designed WhatsApp and Push messaging channels for 2 years that contributed to $400M+ in revenue, used by millions of businesses globally. I coordinated across multiple engineering teams to balance technical constraints with genuine user needs across a complex, established platform.
At Zeta, I spent nearly 6 years designing fintech products for large banks - from financial workflows to expense management systems - where I truly learned to design for trust and clarity.
At Chargebee, I worked for 2 years as the first growth marketer, using data to understand user behavior and inform what content and features should go on web pages - my foundation in research-driven design.
Beyond product work, I've shared my thinking through writing. My articles on UX Planet, UX Design.CC, InVision, Hackernoon, and Muzli have reached 50K+ design practitioners globally.
How I work
I design by asking questions. Not to be difficult but because the best solutions come from examining what we've been taking for granted.
I believe design happens in the tension between what users say they want and what they actually need. Between business goals and human dignity. Between moving fast and getting it right.
My process starts with deep curiosity - about the people using what we build, the systems we're designing within and the second-order effects we might not see coming. I prototype not just to test ideas but to make abstract thinking concrete. To turn "what if" into something you can touch and react to.
I work best when I can move between strategic thinking and hands-on craft. When I can question the brief, reframe the problem, design the details and collaborate closely with engineers to build something that actually works.
I show up as someone who's reliable when it matters, compassionate toward human complexity and authentic in how I communicate. I've earned trust by diving deep into problems, following through on commitments and advocating for what's right even when it's uncomfortable. The teams I work with know I'll bring both rigor and genuine care to whatever we're building together.
The work I'm most proud of doesn't just solve the immediate problem - it shifts how people think about what's possible.
Principles & Skills
Question first, build second.
The best work starts with asking if we should build something, not just how. I push back on assumptions, challenge briefs and look for the real problem underneath the stated one.
B2B UX Strategy
Systems Thinking
Product & Engineering Partnership
Design Process Optimization
Preethi dove into understanding not only the product requirements of the replatformed product, but also the nitty gritty of the existing in market version to really understand in depth the jobs to be done.
Puranjoy Bhattacharjee, Principal Member Of Technical Staff, Salesforce, San Francisco
Respect agency.
Products should help people make better decisions, not manipulate them into outcomes that serve the business. Design can be persuasive without being deceptive.
Wireframing
Interaction Design
Prototyping
User Research
Usability Testing
Her thoughtful perspective and UX nuance allows her to consistently notice the important details which elevate a good experience to a polished one.
Vijay Reddy Jallu, Engineering Leader, Salesforce, San Francisco
Honor complexity.
Real human problems are messy. I design tools that support people through that complexity rather than oversimplifying or promising easy fixes that don't exist.
Workshop Facilitation
Prototyping
AI for Product Design
She consistently pushed our product experience forward by balancing great UX thinking with the realities of what we could build.
Kiran Kumar Bollam, Product at Salesforce, Bangalore
Sweat the system, not just the surface.
Good design happens in how things work together - the information architecture, the logic, the edge cases, the patterns that make complex tools feel intuitive.
Information Architecture
Design Systems
Cross-functional Collaboration
Constraints Navigation
Instead of treating design and content as separate tracks, she looked for ways to align them, ensuring that the messaging and the interface complemented one another.
Nikhil Sulluru, Technical Writing, Salesforce, India
Beyond Screens
Some things I enjoy: Psychology helps me understand how humans actually make decisions. Spirituality teaches me to observe without judgment. Comedy writing sharpens my eye for what's absurd. Sci-fi reminds me to question the future we're building. These interests aren't separate from my design work - they're what help me see patterns and approach problems from unexpected angles. The best design happens when we bring our whole selves, not just our professional selves, to what we create.
What I am looking for right now
Work Experience
Feb 2024 - Nov 2025
UI/UX Designer
Salesforce
When Salesforce needed to expand Marketing Cloud's messaging capabilities, I led the design of WhatsApp and Mobile App Push channels, creating a unified enterprise messaging experience now used by marketers globally.
Aug 2018 - Jan 2024
Senior UX Designer
Zeta
When Zeta's banking platform needed to scale across banks & IFIs, I led UX across 6+ fintech products, standardising design patterns that now serve thousands of customers on their core platform.
Apr 2015 - Apr 2017
Growth Marketer
Chargebee
When Chargebee needed to improve activation for their billing platform, I optimized key conversion funnel touchpoints, driving growth for a product now serving thousands of SaaS companies.
Education
2009 - 2014
M.Tech in Instrumentation & Control
SASTRA University, Tanjore
Dean's lister, First Class with Distinction
2014
Research Lab Intern - Dept of Computer Science
Nagoya Institute of Technology, Japan
Studied Human Robot Interaction during a 3-month research internship, earning a PhD opportunity offer from the university
Won't shut up about
Practical wisdom for making smarter life choices
Hypnosis for behavior change
UI tool for AI era
