WHO WE ARE
Hi. We’re Aradhana and Sara.
We met at IDEO Chicago in 2006 — two very different backgrounds, one shared brainwave. From day one, we spoke the same language (some strange mix of design, strategy, and unfiltered honesty) and became fast collaborators and friends. Eventually, we both landed in the Bay Area and picked up right where we left off — this time with 20 years of hard-earned experience to work with.
Between us, we’ve led product, research, and design initiatives across startups, Fortune 100s, and public institutions. We thrive on turning sharp insights into real-world impact — and we know how to navigate the messy middle between idea and execution. If you're curious to see more tailored work or stories, just ask.
We’d love to hear from you.
FOUNDER + STRATEGY LEAD
Aradhana is a design strategist working at the intersection of human-centered innovation and systems thinking. Her work spans healthcare, energy, finance, and public services—helping organizations turn early ideas into scalable, real-world solutions. She has led design and strategy teams at Bayer, Sunrun, Capital One, and IDEO, with a focus on behavior change, equitable service delivery, and digital transformation. As co-founder of Rouse, she brings deep experience in product strategy, service design, and just enough black magic to shift mindsets and move big transformations forward.
ARADHANA GOEL
FOUNDER + DESIGN LEAD
Sara is a strategic designer and systems thinker with deep experience spanning startups, nonprofits, and Fortune 500s. Her work focuses on the intersection of design, strategy, and technology—helping teams tackle complex challenges through collaborative leadership and bold experimentation. She has led product and innovation efforts at IDEO, Salesforce, MIT, and the Illinois Department of Human Rights, designing systems that bridge human needs, data, and impact. As co-founder of Rouse, she’s known for turning complexity into clear, actionable outcomes—and making sure the end result sings.