About

A whole page about me? Bold choice.

I'm Sohana — designer by training, strategist by habit, and professionally curious about why people do what they do. My work lives where customer insight, experience design, and growth thinking meet.

I help brands get genuinely close to the people they're trying to reach — and turn what they discover into decisions worth acting on.

Customer Research Service Design Growth Strategy AI Workflows UX & Experience

Global perspective

Experience across three markets

From India to the UK to Sweden, my work has shaped how I understand people, services, and growth across different cultures and customer behaviours.

India

Where my design foundation began

United Kingdom

Where I worked across service and digital projects

Sweden

Where I now bring customer insight, growth, and experience strategy together

Testimonials

They said it better than I could.

Sohana stands out for her thoroughness, meticulous attention to detail, and ability to ask great, thought-provoking questions that elevate the team's work. Beyond her sharp creative skills, her empathy makes her an amazing teammate.

Luisa Del Maschio Analytics Director & Mobile Partnership Lead, Jellyfish

What impressed me most was Sohana's ability to translate who I am as a doctor into a digital experience. She created a website that not only presents my services clearly but also builds trust, answers patient concerns, and makes it easier for people to take the next step and book an appointment.

Dr. Shivangi Gupta Consultant Obstetrician & Gynaecologist

Sohana was a fantastic team member and a real pleasure to work with. She consistently brought positive energy, creativity, and passion to everything she did. She is highly intelligent, thoughtful, and reliable, with great attention to detail and a strong sense of ownership in her work. I truly valued having her on the team and would happily work with her again in the future.

Eugene Pienaar Co-founder, HAVN

A few quick things

Beyond the work.

Currently based in Gothenburg, Sweden — after stops in India and the UK.

30 countries visited and still endlessly curious about why people do what they do.

Usually reading two books at once and recommending a third.

Happiest with a workout in the morning and a heavy dumbbell nearby.

Known for turning a 15-minute journey into a 45-minute walk.

The person in the group who probably already tried the new AI tool.

Constantly searching for ways to make a meal higher in protein and somehow still taste good.

How I think

I ask a lot of questions before I reach for answers.

Research before assumptions

What people actually do tells a truer story than what anyone assumes they do.

Curiosity before solutions

The first idea is rarely the right one. I sit in the question a little longer before I reach for an answer.

Strategy before execution

Polished work that points in the wrong direction is just expensive.

People before platforms

Tools come and go. The human at the other end doesn't.

Let's have a conversation.

If you're trying to understand your customers better, improve an experience, or just want a fresh pair of eyes on something — I'd genuinely love to hear what you're working on.

Tell me what you're working on