I design with AI
in the loop.
Product designer, 4+ years in fintech, B2B SaaS and luxury retail at Jio Platforms, Reliance’s technology arm. Research, flows, UI, prototypes, handoff. I do all of it with AI in the workflow, on a design system I rebuilt so a model can build from it.
Selected work
Four problems, from framing to shipped.
Rebuilt a design system so we could design with AI
Reliance Jewels, the jewellery retail and e-commerce arm of India's largest retailer.
Designed the online enrolment for a gold savings scheme
Reliance Jewels, a jewellery retail chain. In-store only until this, then a dashboard to watch how it was doing.
Redesigned a wholesale product page from shop-floor research
AJIO Business, a wholesale app where shop owners across India buy stock in bulk, sold by the pack.
The proof
Where the work actually landed.
I opened a sales channel that did not exist
A gold savings scheme you could only join inside a shop, until I designed the online enrolment. 7.1% of everyone who started it paid, from a baseline of zero
I merged four data sources into one view
Store teams and leadership had been reading four half-pictures and deciding from whichever was loudest
I audited accessibility on a luxury storefront
24 contrast failures traced back to 8 shared colour tokens, then fixed once at the source instead of screen by screen
I reworked the cart and people spent more
Drippin’gear., the D2C brand I ran on the side. 0 to 500+ orders, no paid apps
How I think
Most of what goes wrong in an interface went wrong before anyone opened Figma.
My degree is in psychology, and I use it on the screens where money moves. I sort out the structure and the words first, because that is where most of the damage happens. Then I own the rest of it, from framing the problem to the handoff engineering builds from.
Behaviour first
People decide whether to trust you at the step where money moves. I design that step first, then work backwards.
Architecture first
Most usability problems are structural. I fix the structure and the labels first, so the UI lands on solid ground.
End to end
One owner from problem framing to dev handoff, with a spec that answers questions before engineering asks them.
The path so far
Nov 2022 – Present
Product Designer (UX/UI) · Jio Platforms
- Reliance Jewels: a gold savings scheme taken from in-store-only enrolment to an online flow now generating ₹80 Cr a year, a design system rebuilt from zero and retail-ops dashboards collapsed 4 into 1.
- AJIO Business: redesigned the wholesale product detail page around pack taxonomy, MOQ logic and e-Sampling, after field interviews with retailers in three cities.
- Swadesh: end-to-end WCAG 2.2 AA accessibility for a luxury craft platform run by the NMACC arts centre in Mumbai, VoiceOver-compatible flows that stay premium.
- Brought our new junior designers onto the design system and the way we work, through workshops built around outcomes rather than deliverables.
Nov 2023 – Jul 2026 · Part-time
Founder & Product Designer · Drippin’gear.
- A D2C men's accessories brand on Shopify: 0 to 500+ orders, AOV lifted ₹500 to ₹850 with UX-driven cart optimisation and no paid apps.
- I owned the store, the Meta ads and the P&L. It is where design met a real commercial loop.
Jan 2022 – Nov 2022
UX Designer (Content & Flows) · Siply
- Identity checks, micro-savings and lending flows at a savings app for small-town India. Built across 10+ Indian languages for people using their first smartphone, with a ~30% drop-off reduction after release.
Before design
Cath Lab Technology · SSKM Hospital, Kolkata
- A diploma in Cath Lab Technology and hospital work, then a deliberate pivot into design.
Beyond the pixels
Things I make when no one’s briefing me.
Rides, streaks and reels. And between them, the people I’ve shipped with.
TravelAsif combines strong product thinking with solid execution. He brings clarity to complex problems, especially in areas like PDPs and scalable design systems. He balances business and user needs well, takes ownership, and consistently delivers practical, well-thought-out solutions.
Ajay SreedharAVP & Head of Design, Jio Platforms
Office days
587 daysAsif is a clear thinker who translates user insights into intuitive flows. He structures messy problem spaces effectively and collaborates well across teams. Calm, open to feedback and focused on outcomes. He makes the design process smoother and more intentional.
Kuntal ChakrabortyBusiness Experience Designer, RingCentral
Reading
The shelf
RidesAsif focuses on outcomes, not just screens. He simplifies complex systems into usable experiences while maintaining attention to detail. Proactive and accountable. He’s a reliable designer who delivers with both clarity and speed.
Yohan KumarExperience Designer, VerizonTravel587 daysReadingAsif combines strong product thinking with solid execution. He brings clarity to complex problems, especially in areas like PDPs and scalable design systems. He balances business and user needs well, takes ownership, and consistently delivers practical, well-thought-out solutions.
Ajay SreedharAVP & Head of Design, Jio PlatformsRidesOffice daysAsif is a clear thinker who translates user insights into intuitive flows. He structures messy problem spaces effectively and collaborates well across teams. Calm, open to feedback and focused on outcomes. He makes the design process smoother and more intentional.
Kuntal ChakrabortyBusiness Experience Designer, RingCentralThe shelfAsif focuses on outcomes, not just screens. He simplifies complex systems into usable experiences while maintaining attention to detail. Proactive and accountable. He’s a reliable designer who delivers with both clarity and speed.
Yohan KumarExperience Designer, Verizon