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Hemal Thakkar

@hemalthakkar

CX Lead at SBI CAP Securities simplifying digital journeys across web and mobile.

At SBI CAP Securities, I lead customer experience across digital journeys on web and mobile, shaping CX strategy, product priorities, and experience standards with internal and external teams.

At NPCI - BHIM, I played a key role in defining UX strategy for BHIM and contributed to the redesign associated with 3x transaction growth. I also governed the design system and worked on accessibility and compliance, including WCAG 2.1.

At GeniusU, I took full ownership of product design for the 0 >1 conception and delivery of Genius Central, a SuperApp for the GeniusU restaurant ecosystem. Earlier, I led the end-to-end redesign of cafemutual.com at Cafemutual.

Experience

Work history, roles, and key accomplishments

Current

CX Lead

Current

SBI CAP Securities

Feb 2025 - Present (1 year 8 months)

Lead customer experience across SBI Securities' digital ecosystem, covering transactional and non-transactional journeys across web and mobile. Work with 60+ stakeholders to shape CX strategy, product priorities, and experience standards.

Lead Design & Development

NPCI - BHIM

Jan 2024 - Feb 2025 (1 year 1 month)

Played a key role in defining UX strategy for BHIM, a large-scale national payments platform, with a focus on consistency, accessibility and compliance. Owned design system governance and contributed to the BHIM UPI redesign for 3x transaction growth.

Sr. UI Designer

VMLY&R

Jun 2021 - Dec 2023 (2 years 6 months)

Designed digital products and experiences for APAC clients, balancing customer needs, business objectives, technical feasibility and scalability. Worked on digital experiences for globally recognised brands including Coca-Cola and Sony.

Product Designer

GeniusU

Sep 2018 - Jun 2021 (2 years 9 months)

Took full ownership of product design for the 0>1 conception and delivery of Genius Central, a SuperApp for the GeniusU restaurant ecosystem. Designed performance-driven marketing funnels across APAC markets, supporting lead-generation and conversion objectives.

Sr. Graphic & Web Designer

Cafemutual

Feb 2012 - Aug 2018 (6 years 6 months)

Led the end-to-end redesign of cafemutual.com, covering information architecture, UX, visual design and implementation. Managed end-to-end design and delivery of cafemutualevents.com, including landing pages and microsites.