STOP 01 / 08
Feb 2026 – PresentQuality-AI
Sr. UX Designer · NoidaDesign lead for CoCo AI — built its design system from scratch and defined its visual identity and AI interaction patterns.
AI Product UXDesign Systems
VIEW DETAILS ↗
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ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
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ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
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Book a Call
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ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Hi,I’mVikas,aUXLeaderwith8.5+yearsacrossfintech,insurtech,musicandAI.IledthedesignofETMoneyCash,builtmerchanttoolsatSpiceMoneythatmove₹100Cr+amonth,redesignedlisteningatGaana,andnowleaddesignforCoCoAIatQuality-AI.
AI testing · nowQuality-AI
B2B SaaSLeadSquared
FintechSpiceMoney
LendingET Money
Music streamingGaana
Music publishingSony Music Publishing
InsurtechToffee Insurance
ConsultingXebia
TravelredBus
AI testing · nowQuality-AI
B2B SaaSLeadSquared
FintechSpiceMoney
LendingET Money
Music streamingGaana
Music publishingSony Music Publishing
InsurtechToffee Insurance
ConsultingXebia
TravelredBus
The stack I rely on
The stack
I rely on
I don’t collect tools, I collect workflows. Every one here has shipped something real: a design system, an AI agent, or a track on Spotify.
I don’t collect tools, I collect workflows. Every one here has shipped something real: a design system, an AI agent, or a track on Spotify.
![](data:image/svg+xml;utf8,<svg fill="%23FFFFFF" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg"><path d="M22.2819 9.8211a5.9847 5.9847 0 0 0-.5157-4.9108 6.0462 6.0462 0 0 0-6.5098-2.9A6.0651 6.0651 0 0 0 4.9807 4.1818a5.9847 5.9847 0 0 0-3.9977 2.9 6.0462 6.0462 0 0 0 .7427 7.0966 5.98 5.98 0 0 0 .511 4.9107 6.051 6.051 0 0 0 6.5146 2.9001A5.9847 5.9847 0 0 0 13.2599 24a6.0557 6.0557 0 0 0 5.7718-4.2058 5.9894 5.9894 0 0 0 3.9977-2.9001 6.0557 6.0557 0 0 0-.7475-7.0729zm-9.022 12.6081a4.4755 4.4755 0 0 1-2.8764-1.0408l.1419-.0804 4.7783-2.7582a.7948.7948 0 0 0 .3927-.6813v-6.7369l2.02 1.1686a.071.071 0 0 1 .038.052v5.5826a4.504 4.504 0 0 1-4.4945 4.4944zm-9.6607-4.1254a4.4708 4.4708 0 0 1-.5346-3.0137l.142.0852 4.783 2.7582a.7712.7712 0 0 0 .7806 0l5.8428-3.3685v2.3324a.0804.0804 0 0 1-.0332.0615L9.74 19.9502a4.4992 4.4992 0 0 1-6.1408-1.6464zM2.3408 7.8956a4.485 4.485 0 0 1 2.3655-1.9728V11.6a.7664.7664 0 0 0 .3879.6765l5.8144 3.3543-2.0201 1.1685a.0757.0757 0 0 1-.071 0l-4.8303-2.7865A4.504 4.504 0 0 1 2.3408 7.872zm16.5963 3.8558L13.1038 8.364 15.1192 7.2a.0757.0757 0 0 1 .071 0l4.8303 2.7913a4.4944 4.4944 0 0 1-.6765 8.1042v-5.6772a.79.79 0 0 0-.407-.667zm2.0107-3.0231l-.142-.0852-4.7735-2.7818a.7759.7759 0 0 0-.7854 0L9.409 9.2297V6.8974a.0662.0662 0 0 1 .0284-.0615l4.8303-2.7866a4.4992 4.4992 0 0 1 6.6802 4.66zM8.3065 12.863l-2.02-1.1638a.0804.0804 0 0 1-.038-.0567V6.0742a4.4992 4.4992 0 0 1 7.3757-3.4537l-.142.0805L8.704 5.459a.7948.7948 0 0 0-.3927.6813zm1.0976-2.3654l2.602-1.4998 2.6069 1.4998v2.9994l-2.5974 1.4997-2.6067-1.4997Z"/></svg>)
![](data:image/svg+xml;utf8,<svg fill="%23FFFFFF" fill-rule="evenodd" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg"><path d="M3.653 2.026C6.073 3.06 8.69 4.941 10.8 7.258c2.46 2.7 4.109 5.828 4.637 9.149a.31.31 0 01-.421.335c-2.348-.945-4.54-1.258-6.59-1.02-1.739.2-3.337.792-4.816 1.703-.294.182-.62-.182-.405-.454 1.856-2.355 2.581-4.99 2.343-7.794-.195-2.292-1.031-4.61-2.284-6.709a.31.31 0 01.388-.442zM10.04 4.45c1.778.543 3.892 2.102 5.782 4.243 1.984 2.248 3.552 4.934 4.347 7.582a.31.31 0 01-.401.38l-.022-.01-.386-.154a10.594 10.594 0 00-.291-.112l-.016-.006c-.68-.247-1.199-.291-1.944-.101a.31.31 0 01-.375-.218C15.378 11.123 13.073 7.276 9.775 5c-.291-.201-.072-.653.266-.55zM22.369 17.676c-1.387 1.259-3.17 2.378-5.332 3.417L2.369 19.03l-.633-1.21a.309.309 0 01.254-.451l20.287-1.305a.309.309 0 01.228.537z"/></svg>)
The Numbers
The Numbers
I have moved, one company at a time
40%
Quality-AI
Faster test setup after redesigning CoCo AI’s onboarding flow.
3×
LeadSquared
Faster design-to-dev handoff with a new design system.
₹100 Cr+
SpiceMoney
Monthly GTV driven by the Merchant Cash Support flow.
₹400 Cr
ET Money
Disbursal goal for ET Money Cash, a lending vertical built from zero.
+25%
Gaana
Lift in premium sign-ups after the app revamp and Lounges.
2 min
Toffee Insurance
To buy a policy end to end, down from a 10-minute flow.
The Craft
04
Design Systems & Scalable UI
I design and maintain UI systems that ensure consistency, accessibility, and speed across products — helping teams scale without sacrificing quality.
04
Design Systems & Scalable UI
Figma, FigJam, Framer, Illustrator, ChatGPT, Procreate
03
Research & Usability Validation
I conduct user research and usability testing to validate assumptions, uncover friction, and iterate designs based on real behavior rather than opinion.
03
Research & Usability Validation
I conduct user research and usability testing to validate assumptions, uncover friction, and iterate designs based on real behavior rather than opinion.
02
Interaction Design & Prototyping
From wireframes to high-fidelity, interactive prototypes, I design interfaces that clarify complex ideas and enable early feedback through realistic, testable experiences.
02
Interaction Design & Prototyping
From wireframes to high-fidelity, interactive prototypes, I design interfaces that clarify complex ideas and enable early feedback through realistic, testable experiences.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
The Work
More workSee all my workCase studies across fintech, music, insurance and AI.
01 / 04Scroll to explore
Project Name
Role · Key result
Project Name
Role · Key result
Project Name
Role · Key result
Project Name
Role · Key result
The Path
UX design leader · 8.5+ years across Fintech, InsurTech, SaaS, AI and Media.
Scroll to ride ↓
STOP 02 / 08LeadSquared
Lead UX Designer · BangaloreLed UX across multiple product verticals, owned the design system and set WCAG accessibility standards.
UX LeadershipAccessibility
VIEW DETAILS ↗
STOP 03 / 08SpiceMoney
Assistant Manager, UX · NoidaLaunched Merchant Cash Support for rural agents — 5–10% lower SMA churn.
Fintech UXInclusive Design
VIEW DETAILS ↗
STOP 04 / 08Xebia
UX Consultant · JaipurBuilt an Atomic design system for Sony Music Publishing and used it to redesign its Deal Management System.
Design SystemsOOUX
VIEW DETAILS ↗
STOP 05 / 08ET Money
Product Designer · GurugramLed ET Money Cash, the lending vertical, and revamped the Fixed Deposit experience.
Lending UXProduct Design
VIEW DETAILS ↗
STOP 06 / 08Gaana
UX Designer · NoidaLed the Gaana app revamp, launched Gaana Lounges and redesigned subscriptions to lift conversion.
Music ExperiencesInteraction Design
VIEW DETAILS ↗
STOP 07 / 08Toffee Insurance
Sr UI/UX Designer · GurugramDesigned insurance and partner apps from concept to launch — Dog Insurance, Toffee Plan and the Partner App.
Insurtech UXComponent Library
VIEW DETAILS ↗TMSTOP 08 / 08
Dec 2017 – Dec 2018Taivas Media
Visual / UI Designer · DelhiWhere it started — websites, illustrations, logos and campaigns for clients.
Visual DesignBranding
VIEW DETAILS ↗8 roles · 2017 → today
That's the path so far.
- Quality-AIFeb 2026 – PresentSR. UX DESIGNER
- LeadSquaredMay 2025 – Jan 2026LEAD UX DESIGNER
- SpiceMoneyJul 2024 – May 2025ASSISTANT MANAGER, UX
- XebiaFeb 2024 – May 2024UX CONSULTANT
- ET MoneyAug 2022 – Oct 2023PRODUCT DESIGNER
- GaanaOct 2021 – Aug 2022UX DESIGNER
- Toffee InsuranceJan 2019 – Jul 2021SR UI/UX DESIGNER
- Taivas MediaDec 2017 – Dec 2018VISUAL / UI DESIGNER
The Process
From first conversations and rough sketches to tested flows and shipped products — I stay with the work end to end.
- 01.Discover
Understanding the real problem
Every project starts with listening — to users, data and stakeholders. The goal is clarity, not assumptions.
- 02.Define
Setting a clear direction
Insight becomes focus: what to build, what to skip, and why it matters. Everyone aligned before the first pixel.
- 03.Design
Building the right solution
Flows, systems and interfaces — prototyped and tested with real users until every screen earns its place.
- 04.Deliver
Launching and Growing
Shipped with engineering, measured in the wild, refined with feedback. Launch is where the learning starts.
“
I don't jump to screens. I listen, think with intent, and design things that actually move the needle.
The Process
From first conversations and rough sketches to tested flows and shipped products — I stay with the work end to end.
- 01.Discover
Understanding the real problem
Every project starts with listening — to users, data and stakeholders. The goal is clarity, not assumptions.
- 02.Define
Setting a clear direction
Insight becomes focus: what to build, what to skip, and why it matters. Everyone aligned before the first pixel.
- 03.Design
Building the right solution
Flows, systems and interfaces — prototyped and tested with real users until every screen earns its place.
- 04.Deliver
Launching and Growing
Shipped with engineering, measured in the wild, refined with feedback. Launch is where the learning starts.
“
I don't jump to screens. I listen, think with intent, and design things that actually move the needle.
Kind Words
What the people I've built with say about working together.
STANDBY
CLICK OR PULL THE TICKET DOWN TO TEAR IT OFF
Beyond the Screen
Design is my day job. Art and music are how I think, the same obsession with rhythm, colour and story runs through all three.
Project One, 1 of 5. Use left and right arrow keys to browse, Enter to open.
Project One
Digital experience
01/05
View
The Art
Psychedelic, retro-tech characters drawn by hand. The palette you see across this site — Violet, Ember, Acid, Aqua — started here.
Track 01 / 02
Aaja Sunn
2025 · Spotify · Apple Music · YouTube Music · YouTube
Drag to spin
The Music
I write and rap my own verses. Two tracks out so far, more on the way.
The Thoughts
Notes on design, AI and building products — written between shipping.
Fintech · [X] min read · [Month Year]
Designing a lending product from zero
What ET Money Cash taught me about trust when the product is money.
Process · [X] min read · [Month Year]
Why I don't jump to screens
The questions I ask before the first pixel, and why they save weeks.
AI · [X] min read · [Month Year]
Designing for AI that tests software
Lessons from leading UX for CoCo AI at Quality-AI.
Let's talk
Got a product problem? Let's create together.
Have a product to untangle, a team to level up or a collab in mind? Tell me what you're building — I reply within [two] working days.
[City], India · Working with teams anywhere
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ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Loading: 1%
Book a Call
Loading pass
ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Loading: 1%
Book a Call
Loading pass
ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Hi,I’mVikas,aUXLeaderwith8.5+yearsacrossfintech,insurtech,musicandAI.IledthedesignofETMoneyCash,builtmerchanttoolsatSpiceMoneythatmove₹100Cr+amonth,redesignedlisteningatGaana,andnowleaddesignforCoCoAIatQuality-AI.
AI testing · nowQuality-AI
B2B SaaSLeadSquared
FintechSpiceMoney
LendingET Money
Music streamingGaana
Music publishingSony Music Publishing
InsurtechToffee Insurance
ConsultingXebia
TravelredBus
AI testing · nowQuality-AI
B2B SaaSLeadSquared
FintechSpiceMoney
LendingET Money
Music streamingGaana
Music publishingSony Music Publishing
InsurtechToffee Insurance
ConsultingXebia
TravelredBus
The stack I rely on
The stack
I rely on
I don’t collect tools, I collect workflows. Every one here has shipped something real: a design system, an AI agent, or a track on Spotify.
I don’t collect tools, I collect workflows. Every one here has shipped something real: a design system, an AI agent, or a track on Spotify.
The Numbers
The Numbers
I have moved, one company at a time
40%
Quality-AI
Faster test setup after redesigning CoCo AI’s onboarding flow.
3×
LeadSquared
Faster design-to-dev handoff with a new design system.
₹100 Cr+
SpiceMoney
Monthly GTV driven by the Merchant Cash Support flow.
₹400 Cr
ET Money
Disbursal goal for ET Money Cash, a lending vertical built from zero.
+25%
Gaana
Lift in premium sign-ups after the app revamp and Lounges.
2 min
Toffee Insurance
To buy a policy end to end, down from a 10-minute flow.
The Craft
04
Design Systems & Scalable UI
I design and maintain UI systems that ensure consistency, accessibility, and speed across products — helping teams scale without sacrificing quality.
04
Design Systems & Scalable UI
Figma, FigJam, Framer, Illustrator, ChatGPT, Procreate
03
Research & Usability Validation
I conduct user research and usability testing to validate assumptions, uncover friction, and iterate designs based on real behavior rather than opinion.
03
Research & Usability Validation
I conduct user research and usability testing to validate assumptions, uncover friction, and iterate designs based on real behavior rather than opinion.
02
Interaction Design & Prototyping
From wireframes to high-fidelity, interactive prototypes, I design interfaces that clarify complex ideas and enable early feedback through realistic, testable experiences.
02
Interaction Design & Prototyping
From wireframes to high-fidelity, interactive prototypes, I design interfaces that clarify complex ideas and enable early feedback through realistic, testable experiences.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
The Work
More workSee all my workCase studies across fintech, music, insurance and AI.
01 / 04Scroll to explore
Project Name
Role · Key result
Project Name
Role · Key result
Project Name
Role · Key result
Project Name
Role · Key result
The Path
UX design leader · 8.5+ years across Fintech, InsurTech, SaaS, AI and Media.
Scroll to ride ↓
STOP 01 / 08Quality-AI
Sr. UX Designer · NoidaDesign lead for CoCo AI — built its design system from scratch and defined its visual identity and AI interaction patterns.
AI Product UXDesign Systems
VIEW DETAILS ↗STOP 02 / 08LeadSquared
Lead UX Designer · BangaloreLed UX across multiple product verticals, owned the design system and set WCAG accessibility standards.
UX LeadershipAccessibility
VIEW DETAILS ↗STOP 03 / 08SpiceMoney
Assistant Manager, UX · NoidaLaunched Merchant Cash Support for rural agents — 5–10% lower SMA churn.
Fintech UXInclusive Design
VIEW DETAILS ↗STOP 04 / 08Xebia
UX Consultant · JaipurBuilt an Atomic design system for Sony Music Publishing and used it to redesign its Deal Management System.
Design SystemsOOUX
VIEW DETAILS ↗STOP 05 / 08ET Money
Product Designer · GurugramLed ET Money Cash, the lending vertical, and revamped the Fixed Deposit experience.
Lending UXProduct Design
VIEW DETAILS ↗STOP 06 / 08Gaana
UX Designer · NoidaLed the Gaana app revamp, launched Gaana Lounges and redesigned subscriptions to lift conversion.
Music ExperiencesInteraction Design
VIEW DETAILS ↗STOP 07 / 08Toffee Insurance
Sr UI/UX Designer · GurugramDesigned insurance and partner apps from concept to launch — Dog Insurance, Toffee Plan and the Partner App.
Insurtech UXComponent Library
VIEW DETAILS ↗TMSTOP 08 / 08
Dec 2017 – Dec 2018Taivas Media
Visual / UI Designer · DelhiWhere it started — websites, illustrations, logos and campaigns for clients.
Visual DesignBranding
VIEW DETAILS ↗8 roles · 2017 → today
That's the path so far.
- Quality-AIFeb 2026 – PresentSR. UX DESIGNER
- LeadSquaredMay 2025 – Jan 2026LEAD UX DESIGNER
- SpiceMoneyJul 2024 – May 2025ASSISTANT MANAGER, UX
- XebiaFeb 2024 – May 2024UX CONSULTANT
- ET MoneyAug 2022 – Oct 2023PRODUCT DESIGNER
- GaanaOct 2021 – Aug 2022UX DESIGNER
- Toffee InsuranceJan 2019 – Jul 2021SR UI/UX DESIGNER
- Taivas MediaDec 2017 – Dec 2018VISUAL / UI DESIGNER
The Process
From first conversations and rough sketches to tested flows and shipped products — I stay with the work end to end.
- 01.Discover
Understanding the real problem
Every project starts with listening — to users, data and stakeholders. The goal is clarity, not assumptions.
- 02.Define
Setting a clear direction
Insight becomes focus: what to build, what to skip, and why it matters. Everyone aligned before the first pixel.
- 03.Design
Building the right solution
Flows, systems and interfaces — prototyped and tested with real users until every screen earns its place.
- 04.Deliver
Launching and Growing
Shipped with engineering, measured in the wild, refined with feedback. Launch is where the learning starts.
“
I don't jump to screens. I listen, think with intent, and design things that actually move the needle.
The Process
From first conversations and rough sketches to tested flows and shipped products — I stay with the work end to end.
- 01.Discover
Understanding the real problem
Every project starts with listening — to users, data and stakeholders. The goal is clarity, not assumptions.
- 02.Define
Setting a clear direction
Insight becomes focus: what to build, what to skip, and why it matters. Everyone aligned before the first pixel.
- 03.Design
Building the right solution
Flows, systems and interfaces — prototyped and tested with real users until every screen earns its place.
- 04.Deliver
Launching and Growing
Shipped with engineering, measured in the wild, refined with feedback. Launch is where the learning starts.
“
I don't jump to screens. I listen, think with intent, and design things that actually move the needle.
Kind Words
What the people I've built with say about working together.
STANDBY
CLICK OR PULL THE TICKET DOWN TO TEAR IT OFF
Beyond the Screen
Design is my day job. Art and music are how I think, the same obsession with rhythm, colour and story runs through all three.
Project One, 1 of 5. Use left and right arrow keys to browse, Enter to open.
Project One
Digital experience
01/05
View
The Art
Psychedelic, retro-tech characters drawn by hand. The palette you see across this site — Violet, Ember, Acid, Aqua — started here.
Track 01 / 02
Aaja Sunn
2025 · Spotify · Apple Music · YouTube Music · YouTube
Drag to spin
The Music
I write and rap my own verses. Two tracks out so far, more on the way.
The Thoughts
Notes on design, AI and building products — written between shipping.
Fintech · [X] min read · [Month Year]
Designing a lending product from zero
What ET Money Cash taught me about trust when the product is money.
Process · [X] min read · [Month Year]
Why I don't jump to screens
The questions I ask before the first pixel, and why they save weeks.
AI · [X] min read · [Month Year]
Designing for AI that tests software
Lessons from leading UX for CoCo AI at Quality-AI.
Let's talk
Got a product problem? Let's create together.
Have a product to untangle, a team to level up or a collab in mind? Tell me what you're building — I reply within [two] working days.
[City], India · Working with teams anywhere
Loading: 1%
Book a Call
Loading pass
ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Loading: 1%
Book a Call
Loading pass
ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Loading: 1%
Book a Call
Loading pass
ARTIST | DESIGNER | RAPPER
Vikas Vatsa — UX Designer, Artist and Rapper
Hi,I’mVikas,aUXLeaderwith8.5+yearsacrossfintech,insurtech,musicandAI.IledthedesignofETMoneyCash,builtmerchanttoolsatSpiceMoneythatmove₹100Cr+amonth,redesignedlisteningatGaana,andnowleaddesignforCoCoAIatQuality-AI.
AI testing · nowQuality-AI
B2B SaaSLeadSquared
FintechSpiceMoney
LendingET Money
Music streamingGaana
Music publishingSony Music Publishing
InsurtechToffee Insurance
ConsultingXebia
TravelredBus
AI testing · nowQuality-AI
B2B SaaSLeadSquared
FintechSpiceMoney
LendingET Money
Music streamingGaana
Music publishingSony Music Publishing
InsurtechToffee Insurance
ConsultingXebia
TravelredBus
The stack I rely on
The stack
I rely on
I don’t collect tools, I collect workflows. Every one here has shipped something real: a design system, an AI agent, or a track on Spotify.
I don’t collect tools, I collect workflows. Every one here has shipped something real: a design system, an AI agent, or a track on Spotify.
The Numbers
The Numbers
I have moved, one company at a time
40%
Quality-AI
Faster test setup after redesigning CoCo AI’s onboarding flow.
3×
LeadSquared
Faster design-to-dev handoff with a new design system.
₹100 Cr+
SpiceMoney
Monthly GTV driven by the Merchant Cash Support flow.
₹400 Cr
ET Money
Disbursal goal for ET Money Cash, a lending vertical built from zero.
+25%
Gaana
Lift in premium sign-ups after the app revamp and Lounges.
2 min
Toffee Insurance
To buy a policy end to end, down from a 10-minute flow.
The Craft
04
Design Systems & Scalable UI
I design and maintain UI systems that ensure consistency, accessibility, and speed across products — helping teams scale without sacrificing quality.
04
Design Systems & Scalable UI
Figma, FigJam, Framer, Illustrator, ChatGPT, Procreate
03
Research & Usability Validation
I conduct user research and usability testing to validate assumptions, uncover friction, and iterate designs based on real behavior rather than opinion.
03
Research & Usability Validation
I conduct user research and usability testing to validate assumptions, uncover friction, and iterate designs based on real behavior rather than opinion.
02
Interaction Design & Prototyping
From wireframes to high-fidelity, interactive prototypes, I design interfaces that clarify complex ideas and enable early feedback through realistic, testable experiences.
02
Interaction Design & Prototyping
From wireframes to high-fidelity, interactive prototypes, I design interfaces that clarify complex ideas and enable early feedback through realistic, testable experiences.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
01
UX Strategy & Architecture
I shape product direction by aligning user intent, business goals, and system thinking — defining flows, hierarchy, and structure before moving into execution.
The Work
More workSee all my workCase studies across fintech, music, insurance and AI.
01 / 04Scroll to explore
Project Name
Role · Key result
Project Name
Role · Key result
Project Name
Role · Key result
Project Name
Role · Key result
The Path
UX design leader · 8.5+ years across Fintech, InsurTech, SaaS, AI and Media.
Scroll to ride ↓
STOP 01 / 08Quality-AI
Sr. UX Designer · NoidaDesign lead for CoCo AI — built its design system from scratch and defined its visual identity and AI interaction patterns.
AI Product UXDesign Systems
VIEW DETAILS ↗STOP 02 / 08LeadSquared
Lead UX Designer · BangaloreLed UX across multiple product verticals, owned the design system and set WCAG accessibility standards.
UX LeadershipAccessibility
VIEW DETAILS ↗STOP 03 / 08SpiceMoney
Assistant Manager, UX · NoidaLaunched Merchant Cash Support for rural agents — 5–10% lower SMA churn.
Fintech UXInclusive Design
VIEW DETAILS ↗STOP 04 / 08Xebia
UX Consultant · JaipurBuilt an Atomic design system for Sony Music Publishing and used it to redesign its Deal Management System.
Design SystemsOOUX
VIEW DETAILS ↗STOP 05 / 08ET Money
Product Designer · GurugramLed ET Money Cash, the lending vertical, and revamped the Fixed Deposit experience.
Lending UXProduct Design
VIEW DETAILS ↗STOP 06 / 08Gaana
UX Designer · NoidaLed the Gaana app revamp, launched Gaana Lounges and redesigned subscriptions to lift conversion.
Music ExperiencesInteraction Design
VIEW DETAILS ↗STOP 07 / 08Toffee Insurance
Sr UI/UX Designer · GurugramDesigned insurance and partner apps from concept to launch — Dog Insurance, Toffee Plan and the Partner App.
Insurtech UXComponent Library
VIEW DETAILS ↗TMSTOP 08 / 08
Dec 2017 – Dec 2018Taivas Media
Visual / UI Designer · DelhiWhere it started — websites, illustrations, logos and campaigns for clients.
Visual DesignBranding
VIEW DETAILS ↗8 roles · 2017 → today
That's the path so far.
- Quality-AIFeb 2026 – PresentSR. UX DESIGNER
- LeadSquaredMay 2025 – Jan 2026LEAD UX DESIGNER
- SpiceMoneyJul 2024 – May 2025ASSISTANT MANAGER, UX
- XebiaFeb 2024 – May 2024UX CONSULTANT
- ET MoneyAug 2022 – Oct 2023PRODUCT DESIGNER
- GaanaOct 2021 – Aug 2022UX DESIGNER
- Toffee InsuranceJan 2019 – Jul 2021SR UI/UX DESIGNER
- Taivas MediaDec 2017 – Dec 2018VISUAL / UI DESIGNER
The Process
From first conversations and rough sketches to tested flows and shipped products — I stay with the work end to end.
- 01.Discover
Understanding the real problem
Every project starts with listening — to users, data and stakeholders. The goal is clarity, not assumptions.
- 02.Define
Setting a clear direction
Insight becomes focus: what to build, what to skip, and why it matters. Everyone aligned before the first pixel.
- 03.Design
Building the right solution
Flows, systems and interfaces — prototyped and tested with real users until every screen earns its place.
- 04.Deliver
Launching and Growing
Shipped with engineering, measured in the wild, refined with feedback. Launch is where the learning starts.
“
I don't jump to screens. I listen, think with intent, and design things that actually move the needle.
The Process
From first conversations and rough sketches to tested flows and shipped products — I stay with the work end to end.
- 01.Discover
Understanding the real problem
Every project starts with listening — to users, data and stakeholders. The goal is clarity, not assumptions.
- 02.Define
Setting a clear direction
Insight becomes focus: what to build, what to skip, and why it matters. Everyone aligned before the first pixel.
- 03.Design
Building the right solution
Flows, systems and interfaces — prototyped and tested with real users until every screen earns its place.
- 04.Deliver
Launching and Growing
Shipped with engineering, measured in the wild, refined with feedback. Launch is where the learning starts.
“
I don't jump to screens. I listen, think with intent, and design things that actually move the needle.
Kind Words
What the people I've built with say about working together.
STANDBY
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Beyond the Screen
Design is my day job. Art and music are how I think, the same obsession with rhythm, colour and story runs through all three.
Project One, 1 of 5. Use left and right arrow keys to browse, Enter to open.
Project One
Digital experience
01/05
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The Art
Psychedelic, retro-tech characters drawn by hand. The palette you see across this site — Violet, Ember, Acid, Aqua — started here.
Track 01 / 02
Aaja Sunn
2025 · Spotify · Apple Music · YouTube Music · YouTube
Drag to spin
The Music
I write and rap my own verses. Two tracks out so far, more on the way.
The Thoughts
Notes on design, AI and building products — written between shipping.
Fintech · [X] min read · [Month Year]
Designing a lending product from zero
What ET Money Cash taught me about trust when the product is money.
Process · [X] min read · [Month Year]
Why I don't jump to screens
The questions I ask before the first pixel, and why they save weeks.
AI · [X] min read · [Month Year]
Designing for AI that tests software
Lessons from leading UX for CoCo AI at Quality-AI.
Let's talk
Got a product problem? Let's create together.
Have a product to untangle, a team to level up or a collab in mind? Tell me what you're building — I reply within [two] working days.
[City], India · Working with teams anywhere