
NDH Advisory

Transformed CX Strategy for PE-Backed SaaS from Reactive to Strategic
Reframed a post-sales crisis — spam bot attack, stalled community platform, disconnected systems — as a strategic opportunity. Delivered a CX framework, a Rewards & Recognition economy, SSO prioritization, and a metrics restructure tied to GRR.

Diagnosed UX Org Bottleneck and Redirected Fix from Headcount to Accountability
Diagnosed a design team that felt understaffed but wasn’t — work had migrated from Product Management to UX, pulling the function away from the strategic role it was hired for. Delivered the evidence and framing to restructure accountability and hire the right leadership.

Women’s Health Platform
Provided an outside perspective before the next funding round — surfacing structural gaps in the platform model, provider value proposition, and prototype before more time and money were committed.

Women’s Health App
Conducted an Expert Review of a novel anemia detection app, identifying gaps in UI execution and the behavioral and journey design the product still needed to drive adoption.

13+
Years of progressive growth & responsibility
hired as an Associate Partner and grew to vested / equity Partner.
300+
People managed
globally distributed team of UX roles, full stack web engineers, business analysts, and others.
15-30%
Sales lift delivered
to clients through ZAIDYN Field Insights and other solutions.
ZS Associates

Built Product UX Function from Scratch to Meet Client Demand
Built and scaled a Product UX team from 3 to 75 to support ZS’s licensable software portfolio — embedding design into product teams, establishing methodology, and enabling the transition from best-of-breed to a platform business.

Built T2 Technical Support Function, Achieving 99.9% SLA Compliance
Achieved 99.9% SLA compliance, reduced client escalations, and freed engineering capacity by building a dedicated T2 support function with a follow-the-sun model.

Closed Licensing Operations Gaps That Were Locking Clients Out of Production Systems
Recovered $1M in uncollected license revenue in the first quarter and eliminated client lockouts by replacing a fragmented, part-time process with a dedicated team and centralized infrastructure.

Javelin Sales Compensation Scorecard
Led UX research, design, and front-end development for ZS’s first mobile-first product — delivering a consumer-grade experience for pharma sales reps and reducing clients’ operational costs.

Conceived and Launched AI-Powered Field Insights Product, Now Enabling 100K+ Sales Reps
Conceptualized, tested, and built a novel field enablement solution with AI-driven behavioral nudges — now part of a suite enabling 130+ companies and 100K sales personnel globally.

Rescued Stalled Product by Redirecting to Unmet Rep Call Planning Needs
Turned a $1M failed product into a well-received solution by revisiting the research, reframing the problem, and integrating the result into the broader ZAIDYN field enablement suite.

Built Design System That Eliminated Rework and Restored Client Trust
Delivered three successive generations of a design system over ten years — improving visual consistency across ZS’s product portfolio and re-establishing trust with clients and the sales team.

Enabled Self-Service User Analytics for Product Teams
Maintained the case for product analytics through a decade of architectural blockers and two failed tool evaluations — ultimately implementing ZS’s first platform giving UX and PM teams self-service insight into user behavior.

Built UX Consulting Practice to $11.8M Annual Revenue
Built the business case and the team — growing a UX consulting capability to $11.8M in annual net fees across a global team spanning India, the U.S., and Buenos Aires over ten years.

Built Capability to Sell and Deliver Custom Software
Built and scaled a bespoke software capability from 6 engineers to 300+ staff — closing the gap between what the firm could sell and what it could deliver and generating $30M in net new annual fees.

Built Design System for Custom Application Practice, Cutting Engineering Effort by 35%
Built a design system and component library for ZS’s custom application practice, reducing engineering effort by 35% and testing cycles by 40% across client engagements.

Redesigned UX Consulting Operating Model to Enable Strategic Growth
Redesigned how the practice operated — separating routine UI work from strategic engagements, creating a no-touch intake model, and launching a Design Thinking offering that changed how clients perceived the function, increasing average deal size from $10K to $200K.

Established a Business Analyst Capability
Built a two-tier BA capability — onshore for client-facing work, offshore for requirements and delivery — that freed designers to design and gave Custom Development the structured handoffs it needed to scale.

Built a Repeatable Delivery Model for Clinical Trial Enablement
Took over a stalled patient registry engagement and built a repeatable delivery model for clinical trial software — contributing to R&D growing to more than 30% of ZS’s business.

Closed Low-Code Capability Gap Before Trusted Accounts Looked Elsewhere
Identified a gap in ZS’s low-code capability, built the business case, and launched a Microsoft Power Platform practice that reached $4M in annual revenue in its first year.

Unified Three Separate Design Teams Into Firm-Wide Design Studio
Unified three fragmented design teams into a single Expertise Center — establishing ZS’s credibility as a full-service design consultancy with a shared market identity and career model.

Grew ZS’s LGBTQIA+ Employee Resource Group into an Award-Winning Global Community
Founded, grew, and led ZS’s global LGBTQIA+ Employee Resource Group from a fragile volunteer effort to a thriving, award-winning community with HRC Corporate Equality Index recognition.

13+
Years of progressive growth
from the IT Help Desk to leading a global distributed team and managing the Board Area’s IT portfolio.
160
People managed
with direct responsibility for 40 and program management oversight of 120+.
20%
increase in Sales Productivity
due in part to simplifications and innovations recommended by my research study.
SAP

Prevented Failed Intranet Launch
Served as Americas PMO for a three-system intranet migration — recommending and successfully advocating for a launch delay that prevented a go-live that would have brought the global field to a standstill.

Pre-Sales Demo Enablement
Led a program to overhaul SAP’s demo operations — conducting field research, presenting findings to Board-level stakeholders, and shaping solutions across all seven global workstreams.

Eliminated the Commission Visibility Gap That Was Overwhelming Finance and Frustrating Reps
A $27K implementation reduced commission-related calls to Finance by nearly 40% — the result of ethnographic fieldwork.

Digitized Paper Contract Repository to Accelerate Q1 Sales Productivity
Digitized paper contract binders and built an automated Opportunity Landscape — reducing days-long account research to hours and contributing to a 20% improvement in overall sales productivity.

Built Scalable Knowledge Management Infrastructure for 85K-Person Global Enterprise
Built a cross-functional knowledge management capability that launched industry and role-based community pages at the annual Field Kick-off Meeting — ensuring timely and accurate access to fresh collateral.

Built Centralized Content Publishing Team; Scaled from U.S. to Global Operation
Built a centralized, lower-cost publishing model — scaling from a 10K-user Americas operation to knowledge management infrastructure for all 85K SAP employees at approximately 3x lower cost per unit of work.

Launched Enterprise Social Media Ecosystem — Micro-Blogging, Expert-Finding, and Video
Identified and launched a suite of four enterprise social capabilities — micro-blogging, expert-finding, video streaming, and app distribution — integrated with SSO and deployed to 85K employees.

Lean Process Mapping for Sales Enablement
Translated complex CRM usability research into a Lean Process Map that secured executive approval for go-live improvements — generating approximately 4,000 hours in monthly time savings and a 30% increase in end-user satisfaction.

Established Cross-Functional IT Portfolio Governance for Operations Board Area
Built the IT portfolio management function for SAP’s Operations Board Area from scratch — governing 25+ programs and an 8.3M€ budget while expanding UX influence into the organization’s highest-priority cross-Board programs.

Translated CRM Usability Research into $200K Annual Savings
Conducted a global benchmark study across 120 users in three regions — producing findings that fixed pre-launch usability problems, saved 4,000 hours per month, and became part of SAP’s external go-to-market story for CRM 7.0.

Harmonized SAP Web Landscape Across Global Properties
Mapped SAP’s fragmented web infrastructure across regions and business units — securing company-wide commitment to shared governance, common capabilities, and a shift from redundant investment to shared infrastructure.
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