Illustration of Anisha with plants and a cat
Hello!! I am Anisha

Story listener.
Athelete. Designer.

With 10yrs of experince in design - I am Leading Customer Product Designer team at Rapido, Designing behaviour change at the intersection of people and business — finding the moves that shift habits, build trust, and create lasting impact.

Working from inside a Rapido auto rickshaw

2 years designing at Rapido — taking it from 4 million to 6+ million rides daily. Designing & building across teams - acquisition, affordability, monetisation & retention.

  • Led the design function for Rapido's monetisation product from the ground up — contributing to 6 crore+ in monthly revenue.
  • Drove behaviour change across the customer journey — from discovery and acquisition to pricing and affordability — rooted in on-ground observation and user psychology.
  • Developed frameworks and systems that extended beyond individual features — including pricing behaviour strategy and a brand visual philosophy for India.
  • Earned stakeholder trust to give design a voice in product decisions, and created the conditions for the team to experiment, take ownership, and unlock new product opportunities.
Case Studies
Rapido | 2024-26

Driving New Behavior and brand perception with Walk & Save

Affordability feature — designed to lower fares without touching the pricing model. By bringing users and drivers closer before the ride begins, we turned a operational inefficiency into a user benefit.

IMPACT
  • Drop off reduced by 7%
  • Feature adoption grew from 5% to 31%
View Details
Walk and Save feature
The smaller stories - documented as they happened. Unpolished on purpose.
A Small Feature Sparked a Big Internet Debate — Pushing into uncomfortable area — .2026 Offline to Online — Building a Desi Brand for Bharat — Vision. Framework & foundation — .2025-26
Cup of coffee

I've come a long way, gaining valuable experiences and working on fascinating projects. I'd like to share my legacy work. They represent my growth and diverse skills.

Time travel to my past

When I am not working