Mir Sha Nowaz — Product Manager Portfolio

About

I operate at the intersection of product, data, and user behavior.

At Zepto, I run user research and product discovery with 30–40+ riders, store managers, and franchise operators across cities — turning ground-level friction into prioritized requirements, user flows, and workflow logic for internal tools like Pacman and WMS Trip Tracking, alongside Product, Analytics, and Engineering.

Before that, on AI Palette's Data Product Team, I converted market signals and competitive intelligence into PRD inputs, feature definitions, and roadmap priorities for an AI insights platform used by global CPG brands.

Earlier, I led infrastructure projects and cross-functional teams under real constraints — which built my instinct for ownership, prioritization, and execution.

I'm now looking for Associate Product Manager and Product Manager roles where I can own problems end to end — from discovery and prioritization to shipping and measuring impact.

2+ Years

Product-adjacent work

5 Case Studies

Built and shipped

Zepto

Strategy · Product Discovery · Bengaluru

Work

Real product assignments. Structured problem solving.

01 / Case Study

D2CFragranceAI Strategy

AI Layer on Customer Data — HIRA Fragrances

HIRA Fragrances had rich customer purchase data but no intelligent layer to act on it. Fragrance is deeply personal — yet personalization was completely absent. The brand lacked AI-driven signals to power targeting, retention, or discovery.

Customers received generic communications regardless of purchase history
Repeat buyers had no personalized replenishment nudges
New users faced discovery friction with no intelligent recommendations
Internal teams couldn't segment customers beyond basic RFM buckets

Mapped the existing data ecosystem: purchase events, browsing behavior, review text, and CRM data. Researched CDP architectures (Segment, mParticle), AI enrichment patterns, and D2C personalization benchmarks in beauty and wellness.

Three-layer AI architecture:

Data unification layer (CDP + unstructured ingestion)
AI enrichment layer (sentiment analysis, intent scoring, churn prediction)
Activation layer (personalized email, dynamic homepage, reorder nudges)

20–30% improvement in email engagement through personalized flows
15% reduction in churn via early intervention signals
Metrics: Email open rate, repeat purchase rate, churn rate, customer LTV

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02 / Case Study

Consumer AppProduct SenseCreator Economy

Feature Proposal — Kulfi

Kulfi positions itself as a platform for authentic, community-first content. But creator retention and audience engagement depth lagged — casual viewers weren't converting into loyal community members.

Creators lacked tools to foster repeat, meaningful audience interaction
Viewers consumed content passively with low incentive to return
No mechanism to reward loyal audience members or signal community status
Discovery was algorithm-driven with limited creator-controlled curation

Analyzed creator economy patterns across Substack, Patreon, YouTube memberships. Mapped Kulfi's existing engagement loop. Applied Jobs-to-be-Done framework for both creator and viewer personas.

"Circles" feature — lightweight creator-led community spaces within Kulfi where creators host exclusive drops, Q&As, and early content access for engaged followers. Includes loyalty signals (streaks, badges) to incentivize return visits.

Increase in DAU/MAU ratio for creator followerbases
Growth in session depth (content consumed per session)
Metrics: Feature adoption rate, viewer return rate (7 day), engagement rate, creator retention

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03 / Case Study

B2B SaaSUX ResearchCollaboration Tools

UX Audit — Slack

Slack is the default work tool — yet power users and new joiners report cognitive overload, notification fatigue, and poor information retrieval. The product has grown feature-heavy without proportional UX refinement.

Notification overload with insufficient filtering intelligence
Threads vs. channels creates structural confusion for new users
Search UX underperforms for retrieving historical decisions and context
Accessibility gaps for users with visual or cognitive differences
Onboarding for new workspace members is disorienting

Applied Nielsen's 10 Usability Heuristics as the primary audit framework. Mapped user journeys for three personas: new joiner, power user, workspace admin. Cross-referenced with publicly available Slack user research and G2/Capterra reviews.

Three-tier recommendation roadmap:

Immediate: Smarter notification defaults + onboarding checklist redesign
Short-term: Search UX overhaul with context-aware filters
Long-term: AI-assisted thread summarization + workspace health dashboard

Reduction in "notification mute" behavior (signal of overload)
Faster time-to-information for historical context retrieval
Metrics: Notification response rate, search success rate, onboarding completion, DAU retention (Day 7, Day 30)

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04 / Case Study

Sports TechCommunityAPM Assignment

Favourite Product Deep Dive — Playo

Playo connects people to local sports communities, but newcomers face friction finding the right games and tracking their participation. The core loop — discover, request, join, play — breaks down when users can't see where they stand or find games that match their skill level.

New users struggle to discover games that match their skill and schedule
After sending a join request, users have zero visibility into acceptance status
Hosts manually track requests across chat and notifications
No centralized view of upcoming confirmed games or past activity

Used the Playo app firsthand as a newcomer in Bangalore. Applied the PM favourite product framework: identified the core job-to-be-done (find community through sport), mapped the user journey from discovery to post-game, and evaluated what enables the magic moment versus what creates friction.

Favourite Feature — Join Existing Games:

Eliminates the cold-start problem for newcomers. Instead of needing a network to start playing, users browse open games nearby and jump in. This single feature unlocks network effects by lowering the participation barrier.

One Change — Request Tracking:

A dedicated "My Requests" tab showing pending, confirmed, and declined join requests with host response timelines, auto-reminders, and a calendar view of upcoming games.

Higher join-to-play conversion by reducing ambiguity in the request flow
Improved host experience with a structured queue instead of scattered messages
Metrics: Request acceptance rate, time-to-confirmation, 7-day retention for new joiners

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05 / Case Study

EdTechProduct TeardownStrategy

Product Teardown — Eureka by ALLEN

Eureka has solved concept learning. The next leap: turning daily learning into measurable board-exam readiness — the outcome students and parents actually pay for.

Story-based animated lessons lower the cognitive barrier of Class 10 Science
Teacher-led explanations deepen what the narrative introduces
Interactive quizzes + MCQs build active recall into every concept
Written assessments + ALLIE AI doubt support reinforce retention

World-class lessons, but no answer to the four questions students ask every week:

What should I study next?
Am I progressing at the right pace?
How much syllabus is still left?
Am I actually on track for boards?

Eureka wins the lesson but loses the journey — daily wins don't visibly compound into board-day confidence.

Extend the loop from Learn → Practice → Test to Learn → Practice → Test → Track Progress → Board Ready.

MVP layered on the existing home — no content rebuild:

Subject pills always visible above the fold
A daily study plan with visible progress
A board-readiness score with "days to boards" countdown
Roadmap components: timelines, milestones, topic tests, spaced revision

↑ Engagement & daily streaks · ↑ Assessment participation
↓ Early-stage drop-off · ↑ Syllabus completion throughput
↑ Perception of board-exam readiness · ↑ Parent visibility into ROI
Strategic moat: a board-prep companion, not just a video app

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Skills

How I think. What I use.

Product StrategyFeature PrioritizationUser ResearchPRD DevelopmentMarket ResearchProduct AnalyticsCompetitive IntelligenceSQLExcelA/B TestingStakeholder ManagementAgileCross-functional CollaborationCritical ThinkingProcess OptimizationPresentation Skills

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