Case Study

The UX consulting book of business was built on a high volume of small, repetitive UI engagements averaging $10K each. To grow net fees and reposition the team, leadership needed a higher-value offering that could shift average deal size and change how clients perceived the function.

Company & Position

 ZS Associates, Partner (2017-2024)

Actions

• Upskilled and empowered the India team to handle routine UI engagements independently.
• Introduced a CRM system to replace the pipeline spreadsheet; added a no-touch workflow for UI-only engagement intake.
• Developed, launched, and refined a new Experience Transformation offering grounded in Design Thinking methodology.

Outcome & Impact

• Average onshore deal size increased from $10K to $200K.
• UX leaders’ business development metrics significantly improved.
• No-touch model for UI engagements successfully implemented.
• New growth and leadership opportunities created for mid-level talent across regions.
• Team repositioned from order-taker to strategic partner.

Work Samples

Experience Transformation is as much about organizational alignment as it is about design thinking and a product roadmap:

Experience Transformation projects can be right-sized for the client problem and budget:

Sample deliverables for a robust Experience Transformation engagement:

Re-imagining the patient experience in CAR-T therapy:

Guiding requirements and MVP prioritization for Clinical Trial software: