Srinivas BM
Accomplished Design Leader with over 25 years of experience (14 years in UX Design, 11 years in Creative & Motion Design and over 16 years in leadership), blending User Experience Strategy, Org design and Creative Direction.
Proven track record of building products 0-1, managing live ops and scaling high-performance design teams (up to 27+ members) and fostering cultures of excellence, innovation. E
xpert in bridging the gap between artistic vision and user-centered business goals, resulting in revenue growth and operational efficiency. Specializes in complex systems, interactive experiences, gamification, and mobile ecosystems.
LEADERSHIP EXPERIENCE
Sitetracker
Bangalore, India
Senior Manager, Product Design
Oct 2024 – July 2025
- Team Scaling: Rapidly scaled the India-based product design team from 3 to 6 designers within three months to meet aggressive product demands.
- Strategic Alignment: Established the Bangalore hub as a ‘Center for Excellence’ by hiring top talent and creating robust onboarding and career development frameworks.
- Operational Efficiency: Mentored designers to operate autonomously during periods of limited product management support, ensuring zero loss in product momentum.
- Culture Building: Fostered a vibrant design culture through regular critiques and workshops, ensuring process interoperability between India and U.S. leadership.
Zynga Game Network
Bangalore, India
Director, Experience Design
July 2021 – Sep 2023
Lead, Experience Design
May 2016 – July 2021
- Organizational Leadership: Built and led a multidisciplinary team of 27 designers, researchers, and interns, managing resource allocation and design strategy across multiple IPs.
- Design Systems & ROI: Championed the creation of a design system for FarmVille 2, achieving a 70% reduction in UX/UI production resources, eliminating UI bugs, and significantly enhancing conversion rates.
- Strategic Frameworks: Solely developed ‘Praxis’, an in-house heuristic framework for Game UX design, which streamlined stakeholder collaboration and decision-making.
- Revenue Impact: Formulated strategic UX initiatives for the FarmVille franchise, Casino games, and Word puzzle games that contributed to increased revenue over multiple quarters.
- Global Operations: Collaborated with global leadership to shape operational policies, ensuring alignment with business objectives and optimizing features to decrease user support requests.
Lava International Ltd.
Bangalore, India
Head of User Experience
June 2014 – Nov 2015
Senior User Experience Designer
Oct 2013 – June 2014
- Product Launch: Spearheaded the UX strategy, conceptualization, and design for HIVE, India’s first custom ROM on the Android platform.
- Design Systems: Established comprehensive design systems and style guides to ensure consistency across all mobile product offerings.
- Design Culture: Facilitated design thinking workshops and user feedback sessions, embedding a culture of continuous improvement within the engineering and product teams.
PREVIOUS CREATIVE & TECHNICAL LEADERSHIP (2001 – 2013)
Spot Inc.,
Bangalore, India
Visual Experience Designer
(2011 – 2013)
Core design team member of the startup, managed holistic UX, visual design, branding, and motion graphics for the OneFLO iOS app.
Freelance & Consulting
Bangalore, India
Motion Designer, 3D Generalist, Art Director
(2010 – 2013)
App design for Android and iOS, Art direction, character animation, industrial visualization, and VFX for diverse clients in Denmark, Sweden, Norway and Germany.
Mindtree Wireless
Bangalore, India
Lead VFX Artist
(2009 – 2010)
UI design, Visual design and motion graphics for India’s first indigenous Android phone and custom ROM code named NEO.
Trellisys.net,
Bangalore, India
Lead Motion Graphics Designer
(2004 – 2009)
Comprehensive motion graphics, industrial visualizations, interactive experiences and 3D animation.
National Institute of Design (NID)
Bangalore, India
Visiting Faculty
(2007)
Served as the first visiting faculty member at the Bangalore campus, instructing on Design & Digital Experience and 3D concepts to DDE and DRE batches in the first semester.