Case studies
Four pieces of a larger portfolio — chosen because each one is defensible down to the number, not because they're the biggest. iMobile serves 1M+ customers across savings, cards, loans, deposits and servicing; everything below sits inside that. Beyond the fixes themselves, I stayed directly involved in live issue support, escalations and complaint resolution throughout — combined, this work cut customer complaints by roughly 90%.
A set of high-volume regulatory and servicing journeys ran through manual back-office intervention at every step — slow for customers, heavy on operations, and prone to rejection on incomplete or mismatched requests, which was a recurring complaint driver in its own right. I led direct system integration to automate the workflow end to end, layering in accessibility and language-access improvements along the way.
Customer servicing was scattered across disparate platforms — the same request could start in one place and finish in another, with no single owner, so issues raised on one channel were often patched there in isolation rather than at the root, letting the same underlying problem resurface elsewhere. I consolidated nine-plus of these flows into seamless journeys inside iMobile, cutting cross-channel redundancy and giving customers one consistent path.
A specific customer segment had no path to instant payments — UPI simply wasn't available to them, and it was one of the single biggest sources of complaints in the product at the time. I scoped and shipped access from the ground up, working through the constraints that had kept the segment underserved, without touching the experience for the existing user base. Complaint volume around it dropped almost immediately once access went live.
As sole PM on WhatsApp Banking, I built and ran targeted customer engagement campaigns and the servicing journeys behind them — reaching several hundred thousand customers per campaign and designing the conversational flow that converts a message into a completed action.