I don’t just move pixels.
I move numbers.
Senior product designer, 4+ years across fintech, B2B SaaS and luxury retail at Jio Platforms. I lead with information architecture and behavioural psychology before a pixel is placed, then build the flow that moves the number that matters: a 7.1% enrolment completion, four dashboards collapsed into one, a design system a machine can build from.
The proof
Design that shows up in the numbers.
End-to-end GSS enrolment completion
A recurring money-commitment flow, from a 91% entry drop-off
Ops dashboards collapsed into one
Cut context-switching for Reliance Jewels store teams
SKUs across inventory and compliance
IA and edge-cases mapped for near-zero handoff rework
Design tokens, 39 components
RJ design system from zero, machine-readable, 39 of 39 passing the gate
User personas per usability test
An n8n + Gemini pipeline I built, validating flows before dev handoff
Average order value, Drippin’gear
UX-driven cart optimisation, no paid apps, 0 to 500+ orders
Selected work
Four problems where the number moved. Hover a card.
The design system couldn't answer “why”. I rebuilt it so it scores itself.
Store ops were juggling 4 tools to read one day. We gave them one screen.
Retailers couldn't see what was in a pack, so they didn't buy.
The platform looked premium. The accessible experience did not.
How I work
I design for the moment someone acts on a financial decision, where trust, clarity and timing decide whether the interface earns confidence or loses it.
Four years across fintech, B2B SaaS and luxury retail at Jio Platforms, after starting in fintech content design at Siply. I lead with information architecture and behavioural psychology before a pixel is placed: my degree is in psychology and I apply it to interface decisions, not as a footnote. I own the work end to end, from framing the problem to a high-fidelity handoff engineering ships with near-zero rework.
I build with AI as a first-class tool. I wrote an n8n and Gemini usability pipeline that turns a screenshot and a PRD into 50+ personas and a friction report before anything reaches engineering. And on the side, part-time, I run Drippin’gear, a small D2C brand where I own the store, the ads and the P&L. That is where I learned to read design as a commercial decision, not just a craft one.
The path so far
Nov 2022 – Present
Product Designer (UX/UI) · Jio Platforms
- Reliance Jewels: the GSS money-commitment enrolment (7.1% completion, from a 91% entry drop-off), a design system rebuilt from zero (39 components, 1346 tokens) and retail-ops dashboards (4 screens into 1, 100K+ SKUs).
- AJIO Business: simplified merchant onboarding, bulk ordering and MOQ logic, cutting design-to-engineering back-and-forth by ~40%.
- Swadesh: end-to-end WCAG 2.2 AA accessibility for a luxury NMACC craft platform, VoiceOver-compatible flows that stay premium.
- Built an AI usability pipeline (n8n + Gemini): a screenshot and a PRD become 50+ personas and a friction report before dev handoff.
Nov 2023 – Present · 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 own the store, the Meta ads and the P&L. It is where design meets a real commercial loop.
Jan 2022 – Nov 2022
UX Designer (Content & Flows) · Siply
- KYC, micro-savings and lending flows across 10+ Indian languages for low-literacy Bharat users, with a ~30% drop-off reduction post-release.
Before design
Cath Lab Technology · SSKM Hospital, Kolkata
- A diploma in Cath Lab Technology and hospital work, then a deliberate pivot into design.
Off the clock
Things I make when no one’s briefing me.
Drippin’gear product shots, gyaanwithasif content, older UI and a past life in a cath lab.
Some kind words
From the people who shipped alongside me.
Asif 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.
Asif 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.
Asif 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.