Hi, I'm Ashish. I make systems too complicated for any one team feel obvious to the people using them.
I'm a UX leader and principal designer who spends most of my time inside systems too complicated for any one team to hold in their head — insurance claims, accounts payable, banking, commerce networks, and now AI-native finance.
My job is to make those systems legible: to users doing the work, to engineers building it, and to leadership funding it. That usually means starting with research and constraints, not screens — and treating design systems, information architecture and stakeholder alignment as the real deliverables, not the finishing layer.
Some of the most useful work I've done started by questioning the brief. At Bajaj Finance, "the Store Locator bounces" turned out to be an adoption problem, not an interface problem — 90% of customers didn't know it existed. At India Ka Bazaar, "simplify the app" turned out to mean designing for three very different kinds of shopper confidence.
Over 12+ years I've led design end-to-end on 20+ platforms, from 6-month enterprise overhauls to solo, ambiguous zero-to-one projects — with a consistent focus on measurable outcomes over polish for its own sake.
Lately that includes building my own tools. AI is lowering the barrier between an idea and working software, and I'd rather learn the medium by building with it — which is what the AI Lab is for.
What I bring
Product UX & experience strategy
UX strategy and experience definition, user journeys and information architecture, usability audits and heuristic evaluation, data-informed design decisions.
Design systems & scalable UI
Design systems and component libraries, UI pattern consistency across platforms, accessibility standards, engineering collaboration and design QA.
End-to-end design leadership
Problem framing and solution exploration, stakeholder alignment and rationale documentation, mentoring and design reviews, discovery-to-delivery ownership.