Rohan Jahagirdar

Teabox is an Accel-funded vertically integrated brand that ships high-quality teas from India to customers across the world. The key target markets include the US, the UK, and Western Europe.

I worked with one of the partners from Pentagram and spearheaded all the aspects of the brand revision project from Teabox's end.

Specifically, I worked on the following:
• Undertook a detailed consumer research study that enabled us to develop a nuanced understanding of user persona's behavioral and tangible motivations.
• Developed a strategic narrative that clarified the value proposition and the brand attributes that lent credence to the narrative.
• Worked with the Pentagram team to design a new visual identity, including a new color scheme, typeface, logos, and marketing collateral. The new design system was deployed across all digital, web and mobile, and physical properties, such as product packaging.

The engagement helped deliver a 75 basis points uplift in sales conversions, clarify the narrative, and improve brand recognition over the long term. It also received praise and recognition from several international publications, including Wired, FastCompany, and BP&O.

The organization, a fast-growing online cancer care platform, was ready to look at the user journey and product offerings completely anew. I led the company's transformation by working out a new digital strategy and aligning the leadership team with it.

Specifically, I worked on the following:
• Conducted user research that revealed that customers wanted the onboarding process to be more conversational, self-serving, and in local languages.
• Built a thorough understanding of the jobs to be done and aligned the teams on the strategic narrative framed around the jobs.
• Transformed the entire customer onboarding flow with an automated, one-on-one chat-based interface that gave the users the personal attention they deserved while serving at scale.
• Integrated event-based triggers through the flow with CRMs, support flows, and marketing communications.
• Built integrated conversational flows on popular chat platforms like WhatsApp and Telegram with web properties.
• Identified ancillary opportunities and built a framework to test and launch new business lines.
• Set up and monitored actionable metrics and CXO dashboards.

One of our clients, an up-and-coming bank with 200,000+ retail customers, wanted to navigate the changing financial landscape and make deep inroads into digital financial products for emerging urban audiences.

My co-founder, a team of engineers and designers, and I worked closely with the client to build the product line from the ground up.

Over 24 weeks, I led the efforts on:
• Identifying new audience targets, principal use cases, and operating models.
• Defining a working strategy, pricing strategy, and value proposition for a new bank.
• Building the first versions of the products to attract a new segment of customers. And further designing a long-term roadmap for the team to implement post-engagement.
• Identifying opportunities and weaknesses in the existing back-end system—specifically with the user identity, authorization, authentication schema, and solution of new components where needed, using the latest DevOps and API infra practices.
• Implementing Salesforce Sales Cloud, building a custom approval flow based on various roles and profiles of the bank's users, and integrating Oracle's Responsys.
• Conducting workshops for customer-facing product and technology teams to build a digital-focused culture and capabilities.