Product Leader · UX, AI Strategy & Workflow Transformation

Your product is losing revenue to UX problems you haven't found yet.

I'm Prathyush. I find the friction, show you why it is hurting the business, and turn it into a ranked fix list your team can actually ship, including where AI can transform workflows, reduce manual effort, improve decisions, and create measurable business value, without damaging user trust. Not opinions. A prioritized action plan backed by 8+ years of product, research, and UX work.

Get a UX revenue leak review See packages
Taking 2 new UX audit clients next month
70%
Client reported revenue growth
22%
Task completion lift
10M+
Users reached through shipped platforms
30%
Faster feature delivery
3→1
Revision cycles reduced

Sound familiar? These are the signs your UX is costing you.

Most product teams know something feels off. Users churn, support tickets pile up, conversion sits stubbornly low. The problem isn't your product idea, it's the gap between how users actually think and how your product is built.

I close that gap. Fast, rigorous, with business impact front and center.

Get a UX revenue leak review

Who I am

A rare combination of design thinking and business science

My work sits at a crossroads most people never occupy. On one side: a deep grounding in how humans perceive, decide, and behave, shaped by transportation design in Italy, where getting UX wrong doesn't just hurt conversion rates, it causes accidents. On the other: a rigorous foundation in management science, the discipline of modeling how organizations create value and translate strategy into measurable outcomes.

Most UX consultants think about screens. I think about the business system the screen lives inside.

I spent years inside complex product organizations, a loyalty platform connecting 10M+ consumers across 40 airline and hotel partners, enterprise B2B platforms serving 500+ clients, and healthcare systems used by millions, owning roadmaps, running research, making tradeoff decisions, and shipping.

Pura Vida is the direct version of that. No agency overhead, no junior teams doing the work, you get the thinking and the execution from the same person who's done it at scale. My AI work builds on the same foundation: identify the right workflow, protect user trust, design the human handoff, and define how success will be measured.

Selected background

Domus AcademyTransportation and mobility design foundation.
BertoneAutonomous mobility concept and vehicle experience thinking.
FIAT Design CenterVehicle experience strategy and human factors lens.
MS Management ScienceDecision modeling, strategy, operations, and measurable business impact.
HCA · Allianz · HCSCEnterprise healthcare and insurance systems with complex user needs.
TerrasoftB2B product management, enterprise workflows, and faster delivery cycles.
Points.comTravel loyalty commerce, partner integrations, and product systems at scale.
Pura Vida UXIndependent UX audits, research, prioritization, and product strategy.

Selected education and prior professional experience. Brand names are shown for identification only and do not imply sponsorship, endorsement, or a current client relationship.

Why this is different

Three things most UX consultants bring one of

Business fluency

I model ROI, not aesthetics

A management science background means I frame every UX decision in terms a CFO and a CPO both understand. That's how UX gets funded and prioritized inside real organizations, not because it "feels better" but because I can show you the revenue math.

Cognitive depth

I start with how humans think

Transportation design taught me that experience problems are cognitive problems, attention, trust, load, expectation. That lens makes my audits faster and deeper than a checklist. I find what a heuristic scan misses.

Execution experience

My recommendations actually ship

I've owned roadmaps and shipped at scale. I know what gets deprioritized, what needs to be framed differently to land with engineering, and how to write recommendations that become reality, not slide decks that gather dust.

Proven outcomes

Selected outcomes from shipped product work

22%
Task completion lift
Points.com: 30+ hours of discovery across 3 user segments. 4 targeted flow changes, each validated against predefined metrics before shipping.
70%
Client reported revenue growth
Client engagement. Connected platform capabilities to complete customer journeys across 5 product lines. Framed improvements at the system level, not as isolated screen changes.
30%
Faster feature delivery
Points.com, Built reusable product patterns and shared UX standards that helped teams move faster with less rework.
3→1
Revision cycles per feature
Client and enterprise product work, clearer specs, acceptance criteria, and handoff routines reduced avoidable rework and kept delivery moving.

Services

What I do, and what each one gets you

Most requested

UX Audits

A structured expert review that finds usability issues, rates them by business impact, and hands you a prioritized action plan. Every issue has a severity rating and a specific fix. Not observations, decisions.

Evidence based

UX Research

User interviews, usability testing, and behavioral analysis synthesized into clear product direction. I've run 30+ hours of discovery to find the exact friction costing conversions, then shipped the fixes.

AI ready products

AI Strategy & Workflow Transformation

A product and UX sprint that identifies where AI can actually reduce effort, improve decisions, and earn trust, before your team spends engineering time on the wrong chatbot, copilot, or automation.

Full execution

Product Design + Systems

Wireframes, high fidelity prototypes, and design systems built to ship. The design system I built at Points.com was adopted across all product teams and accelerated delivery by 30%, because it was designed to fit how the team worked.

AI Experience Readiness

Before you add AI, know where it should help, and where it should stay out of the way.

AI only creates value when it fits a real workflow. I help teams identify the moments where AI can reduce effort, support better decisions, and preserve user control, instead of adding a generic chatbot that users ignore or distrust.

Human AI product strategy

Design the workflow, trust model, and success metrics before engineering builds.

This is built for SaaS, travel, healthcare, insurance, marketplace, internal tooling, and enterprise products that are considering copilots, automation, recommendation engines, decision support, or agentic workflows.

New offer

AI Strategy & Workflow Transformation Sprint

A focused sprint to find your highest value AI opportunity, define how the experience should behave, and create a roadmap your product and engineering team can act on.

What I evaluate

  • AI opportunity fit: which workflows are repetitive, high friction, decision heavy, or support heavy enough to justify AI.
  • User trust: where users need control, confirmation, explanation, source visibility, or a human handoff.
  • Failure states: what happens when the AI is uncertain, wrong, incomplete, slow, or not allowed to act.
  • Business value: how the AI feature should be measured beyond novelty, time saved, task completion, adoption, retention, support reduction, or conversion lift.

What you get

  • AI opportunity map across the most important user workflows.
  • Human AI interaction and approval model for approvals, explanations, confidence levels, and fallback paths.
  • Concept flows for 1, 2 AI assisted workflows, if the opportunity is strong enough.
  • A prioritized roadmap: build now, test first, defer, or avoid.

Before

  • “Add a chatbot”
  • Generic automation
  • Unclear user value
  • Low trust and weak fallback states

After

  • Specific AI assisted workflow
  • User control and explainability
  • Measurable product outcome
  • Safe handoff and recovery paths

Process

How I work, built for clarity, not billable hours

Discover

Start with the business problem

I don't begin with screens or AI features. I begin with the metric you need to move, the user behavior blocking it, and the business context that makes solving it urgent now.

Diagnose

Find what's actually costing you

Heuristic evaluation, behavioral data, usability analysis, and AI opportunity mapping when relevant, every issue rated by severity and business impact so you know what to fix first and what to defer.

Deliver

A plan your team can execute

A prioritized report with specific, buildable recommendations, and a walkthrough call where I explain the reasoning so your team can act without me in the room.

Design (if needed)

Build the better experience

Wireframes, prototypes, user testing, design system, the Growth and Transform packages cover the full journey from diagnosis to shipped solution.

Why teams bring me in

Useful when the product feels close, but something is still leaking

01

Your analytics show drop off, but not the reason behind it. I map the friction, name the root cause, and turn it into a ranked fix list.

UX

Find hidden friction

Audit, research, journey analysis

02

Your team is debating opinions. I bring the discussion back to user evidence, business impact, severity, effort, and what should ship first.

PM

Prioritize with confidence

Roadmap clarity, product tradeoffs

03

Your design and engineering handoff keeps creating rework. I make flows, specs, acceptance criteria, and decisions easier to understand and ship.

DS

Reduce delivery drag

Design systems, specs, handoff

Pricing

Transparent pricing. Fixed scope. Real results.

No hourly tracking, no scope creep, no vague deliverables. Each package is designed to move your product forward with the rigor I've applied to platforms serving millions.

Starter

$2,500

Delivered in 1 week

  • UX audit of up to 10 screens
  • Heuristic evaluation report
  • Issues rated by business impact
  • Prioritized action plan
  • 2 rounds of revisions
  • 30 minute findings walkthrough
Get started
Most popular

Growth

$8,500

Delivered in 3 to 4 weeks

  • Everything in Starter
  • User research, 5 interviews
  • Usability testing, 5 participants
  • Wireframes for key flows
  • High fidelity prototype
  • 2 rounds of revisions
  • Weekly check in calls
Get started

Transform

$18,000

Delivered in 6 to 8 weeks

  • Everything in Growth
  • End to end product design
  • Full design system
  • 10 user interviews
  • Competitive analysis
  • Handoff ready Figma files
  • 3 rounds of revisions
  • Dedicated Slack channel
Get started

Retainer

$4,500/mo

Rolling monthly, cancel anytime

  • 40 hours per month
  • Weekly syncs
  • Priority turnaround
  • Flexible scope each month
  • Monthly progress report
Get started

AI add on sprint

AI Strategy & Workflow Transformation Sprint

For teams considering a chatbot, copilot, recommendation engine, internal AI tool, or agentic workflow. Includes an AI opportunity map, trust and risk review, workflow recommendations, and 1, 2 concept flows when useful.

$3,0001 to 2 weeks

Not sure which fits? Get a UX revenue leak review, no commitment, just clarity.

FAQ

Questions I hear before every first call

What makes this different from hiring a UX designer?
A designer executes. I diagnose. I combine product management experience, management science, and deep UX expertise to find not just what's broken, but why it's costing you and what to prioritize first. Most designers aren't trained to frame recommendations in terms of business impact. I am.
How does the Starter Audit work in practice?
We have a 20 minute call where you walk me through your product and the problem you're most worried about. I then do a structured expert review of up to 10 screens using Nielsen's 10 heuristics, rating every issue by severity and business impact. In 5 business days you get a prioritized report. Then we do a 30 minute walkthrough call so your team knows exactly how to act on it.
Will you be doing the work, or passing it to someone junior?
I do every engagement personally. No agency overhead, no subcontracting. When you book a call with me, you're talking to the person who will do the audit, run the research, and write every recommendation. That's a deliberate choice, it's why the work is better and the communication is faster.
We don't have a big design team. Is this still for us?
That's actually the ideal situation. My recommendations are written for product teams who need to prioritize ruthlessly. You'll get a ranked list of changes, from highest impact, lowest effort to longest lead time, so a lean team knows exactly where to start.
Do you do AI strategy or only AI UX?
My role is AI experience and product strategy, not model engineering. I help you decide where AI belongs in the workflow, how users should control it, what trust signals and fallback states are needed, and what your team should measure before investing in build. If engineering is already in place, I make the AI experience clearer, safer, and easier to ship.
How quickly can we get started?
I typically have a 1 to 2 week lead time. Get a UX revenue leak review and I can confirm availability. If you have a hard deadline, mention it, I'll tell you honestly if I can hit it.
What if we want ongoing help after the audit?
Most Starter Audit clients move to Growth or a monthly retainer once they see the findings. The Starter Audit gives you a clear picture of what's broken, Growth is how we fix it. The retainer is for teams who want continuous UX support without the overhead of a full hire.

Ready to find what's costing you conversions, or where AI should actually help?

20 minutes. No prep. No pitch. Just an honest look at your product, your workflow, and what to fix or automate first.

Get your free UX review

Taking 2 new UX audit clients next month · No commitment required

Get in touch

Let's look at your product together

Request a free 20 minute call with Prathyush Bezawada, no prep needed, no commitment required. I'll give you an honest read on what I'd look at first, including whether AI would genuinely help or just add complexity.

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Prefer email? Reach me at prathyushbezwada@gmail.com