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Past Work

While we have been refining our skills and focus steadily over the years, below is an overview of 3 projects from over 90 clients we have worked with across industry sectors, over the years.

We have worked with clients in India, Hong Kong, Singapore, Oman, Abu Dhabi & North America to date.

Below the 3 projects, is the RattL 'em section. Click here to scroll directly there.


Case: Improving Pediatric Patient Experience

Our most fulfilling work so far. A project where we experienced the potential of our evolving innovation model that works at the intersection of design thinking, strategy and behaviour principles. We worked with a top oncology hospital to try and identify affordable ways to improve pediatric patient experience.

Two invisible challenges we saw after spending weeks at the hospital, interacting with hospital staff and patients:

  • The 70+% of families (in almost all cases, both parents at least, if not more family, accompanied their child to the city for treatment) kept their lives back home on hold for the course of the treatment. This meant a pause to any small business they ran, or their salaries, which added financial uncertainty tensions to their tensions to do with their child's treatment.

  • Since 70+% patients hailed from one of a few different states, not everyone spoke the same language. A very invisible challenge noticed, was that the average non-medical staffer was asked for directions to various wards or departments by patient families. Some staff members were asked directions to a building/ department once ever 2-4 minutes. Others, even more frequently, at 40-120 seconds. Other questions would include when might be their turn to meet a doctor, information on financial support, etc.
    As an outsider having conversations with the staff, one could feel the constant interruptions build up as an invisible stressor. The staff had sensitization sessions from time to time. And while they dealt with patients in a respectable manner, some of those who answered patient direction queries more than others, seemed to be a little curt or sarcastic on occasion.

Solutions on the two areas were presented to the board:

  • Firstly, how collaborations with local companies for part-time, low-to-medium skill, person-independent jobs could be offered as an option to patient families. One parent from each family could opt for one if they wanted. This small income source could help patient families find some joy while going through this challenging phase of their lives. Partner companies could either factor this as a regular part-time role, or channel it through their earmarked CSR funds,

    • an alternate business model was also proposed for the above solution, that would enable the hospital to extend its existing funds to treat more patients or for furthering research,

  • Design solutions that would:

    • reduce patient stress and improve processes and wait-times in the department

    • reduce an invisible stress in the administrative staff and improve their efficiency and happiness levels by enabling design to allow patients to help each other, and reduce inquiring with the staff

Case: Transforming Publishing with Technology

Phase 1: In 2017, a publishing house approached us to prepare a pitch for fundraising. On our first meeting, it took the prospect's management team 2 hours to attempt to explain what all they wanted to build into a technology publishing ecosystem. There was confusion and inertia in their operations.

We revisited diverse aspects of their existing business and future plans. We removed the unwanted, reworked the necessary. We helped them see a clearer picture of what they wanted it to be. Armed with better clarity on the goals and strategy ahead, they were able to raise twice the initial investment they sought. Their technology publishing ecosystem started taking shape.

Phase 2: In 2021, we were engaged to externally guide product development. A primary challenge was to better understand aspiring authors and readers, to build relevant platforms around those needs.


Identification of must-have and good-to-have functions and features, and their prioritization for their tech team to build was key.


Based on interactions and observations of the two user groups, 30+ new feature and function inputs were recommended, and over 70 improvement inputs identified on their existing platform. 200 data points too were identified to track, in order to further simplify and improve user experience.

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Case: Mobile Payments Product

In 2013, a global angel investor group approached us for investment support into a mobile payments' product startup they were evaluating.


The management team at the startup under consideration, was focused on targeting premium clientele (5-star hotels, swanky restaurants, etc.).


Based on our interactions with the founding team, we created customer journeys across numerous potential client sectors to bring clarity and focus.


Based on findings that included interactions with potential client stakeholders, our recommendation was to address the kirana/ home delivery space rather than premium segments.


It seemed a good product and experience fit, and they agreed.

While the angel group did not invest in the startup, some years later, a reputed grocery chain acquired the startup, given the relevance of its sector focus.

RattL em

RattL 'em

We are constantly fascinated by companies, products and services. So whenever a company catches our curiosity, we offer them an idea (a new product, service, or feature/ improvement idea), or highlight a concern area.

Someday, we hope we can send an idea out into the world everyday. We do this for free, and for fun.

The company receiving the idea is free to use it, with no financial or other obligation toward us.

It is our way of trying to be the best in the field of people innovation.


Check out some of the ideas we have shared with top leaders at companies so far here.

Some ideas we have shared with top management at companies, range from a new ceiling fan remote design, to suggesting a better placement of rotors for an air commuting vehicle, among others.

While most ideas are emailed directly to leaders at these companies, here are some ideas in the public domain:

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