Having spent a large part of her 23 year career in advertising and design, approximately 9 years ago Premika found herself naturally drawn to Human Centred Design, neuroscience and at that time the relatively new field of UX. Initially self taught, she went on to complete a Master’s in Digital Media/UX and pivoted into the world of redesigning enterprise software in aviation infotech, retail and e-commerce.
Designing and leading workshops with client stakeholders, strategists and technology teams to conceive and define future (online and offline) experiences is a core strength. These days one of Premika’s primary goals is crafting ‘moments of delight' through innovative and user focused customer experience design. She thinks deeper innovation efforts can begin by looking at the interface between what is changing at the limits of value one provides and the emerging needs of the customer, since eventually value is always what drives adoption.