Alldrin D’Costa
Designing systems that simplify complexity and personalize experience at scale
I create end-to-end product experiences across connected platforms — from smart home ecosystems to omnichannel and emerging streaming interfaces. My focus is on reducing friction, enabling intelligent behavior, and shaping how users interact with content and technology across devices.
Areas of Focus:
Streaming & Connected TV Experiences
Personalization & Content Discovery
Intelligent Systems & Automation
Cross-Platform Ecosystems
Experience Strategy & Product Thinking
Sendal — Reimagining the Smart Home as an Intelligent System
Smart homes promise convenience, yet most experiences remain fragmented — forcing users to manage disconnected devices, interfaces, and automations across multiple ecosystems.
Sendal reimagines the home as a unified intelligent system, reducing manual interaction and enabling predictive, context-aware automation.
Claire’s — Omnichannel Experience Optimization for BOPIS
Scaled Claire’s eCommerce to meet Gen Z & Gen Alpha expectations through seamless omnichannel experiences like BOPIS.
Role: Improve the BOPIS discovery and checkout experience, reduce friction in product discovery by location, and create a simpler path from online browsing to store pickup.
Discover — How Discover Reduces Risk with GenAI to improve the customer experience.
Discover’s goal was to deploy AI responsibly while maintaining trust, safety, and compliance. UX research revealed that risk was distributed across data, model outputs, deployment, and customer interactions, guiding the design of a human-centered Responsible AI Framework. By applying principles of clarity, transparency, human-in-the-loop oversight, and consistency, the system ensures analysts can understand, trust, and act on AI recommendations efficiently.
Why The Roku Channel Needed Search
Discover’s goal was to deploy AI responsibly while maintaining trust, safety, and compliance. UX research revealed that risk was distributed across data, model outputs, deployment, and customer interactions, guiding the design of a human-centered Responsible AI Framework. By applying principles of clarity, transparency, human-in-the-loop oversight, and consistency, the system ensures analysts can understand, trust, and act on AI recommendations efficiently.
