People were reaching the funds, but few went ahead and invested.
They were not confused. They were unsure.
So the design helps people feel sure first, not push another button.
From the case study →Namaste.
I work at the intersection of people, behaviour, and product, designing investment, lending, and personal-finance products for Axis Bank, used by millions across India.
Selected Work
An end-to-end redesign of a live mutual fund platform, giving two very different investors their own way in, from discovery to portfolio.
Bringing a traditionally branch-dependent gold loan onto the phone, with clarity and control for customers pledging gold for the first time.
A ground-up rebuild of an investing platform across mobile and web, with a deep focus on the highest-stakes module: transactions, where a tap places a real trade.
Moments that stayed with me
Small moments from my projects, and what they taught me. Not all of them have case studies yet.
People were reaching the funds, but few went ahead and invested.
They were not confused. They were unsure.
So the design helps people feel sure first, not push another button.
From the case study →At the branch, repayment plans are explained verbally by the officer.
Most customers picked what was suggested, not what they understood.
So the app explains each plan in plain words, before the visit.
From the case study →Orders are placed in seconds, while the market moves.
I could not design for traders without first watching them work.
So I sat with real traders and watched, before drawing screens.
From the case study →There was no room for a separate desktop design.
The mobile screens had to work on desktop too.
So the design was kept simple enough to stretch without breaking.
Designing water carts and stoves with village communities.
Real life was always more complicated than our diagrams.
So we built and tested there, with the people who would use them.
Workshops on design and electronics with school children.
Children ask the simple questions adults have stopped asking.
So I learned to explain design in simpler words, to everyone.
About
I pay attention to the people a product usually overlooks: the staff behind the counter, the support desk, someone using it for the very first time.
I lead a design pod building Axis Bank's investment, lending, and personal-finance products, at Freecharge, the bank's digital arm. My path started in a small town in Uttar Pradesh, went through IIT Gandhinagar and NID Ahmedabad, and somewhere along the way I found that design is really just about paying close attention to people.
Outside work I am a father, a slow reader, and someone who finds philosophy and teaching just as interesting as my day job.
Journey
Lead Product Designer
FreechargeBiz by Axis Bank
Leading design for investment and personal finance products built for Axis Bank customers.
Product Designer → Senior → Lead
Freecharge by Axis Bank
Mutual Funds, Gold Loans, Galaxy (Axis Securities), Bill Payments, Net Worth, Financial Health. Grew from Product Designer to Lead in four years.
M.Des, Product Design
National Institute of Design (NID), Ahmedabad
Project Assistant
IDC, IIT Bombay
Co-designed grassroot innovations with NGOs through hands-on user research and real-world prototyping.
B.Tech, Electrical Engineering
IIT Gandhinagar
Open to new roles, collaborations, and conversations about design or anything in between.