I design clarity for products too complex to explain.

I'm Ashish Srivastava, UX Leader and Principal Designer with 12+ years across enterprise, fintech and AI-driven products — turning systems no single team can hold in their head into experiences people can actually use.

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24.6% → 60%

Lifted task success on Bajaj Finance's Store Locator, cutting bounce by 65%

100K+

Active users on Genpact's accounts payable platform across 30+ enterprise accounts

1,500+

Insurance professionals across four roles on a redesigned claims platform

20+

Enterprise and consumer platforms led end-to-end over 12 years

Most briefs describe a screen to fix. The real work is finding out what's actually in the user's way.

At Bajaj Finance, the brief was "the Store Locator bounces — redesign it." Research showed fewer than 2% of users had ever opened it, and 90% didn't know it existed. So instead of polishing a map, I reframed it into a decision surface that tells people whether a trip is worth making. Task success rose from 24.6% to 60%, and Personal Loan leads grew 38%.

At India Ka Bazaar, shoppers read sparse design as unfinished and dense design as confusing. Rather than a generic "simplify everything" pass, I rebuilt six flows around what different shoppers needed to trust a purchase — on a network where sellers and logistics sit outside the app's control.

Across claims, accounts payable and banking, the pattern is the same: start with research and constraints, treat IA, design systems and stakeholder alignment as the real deliverables, and measure the outcome rather than the polish.

Let's make something complex feel obvious.