There are many useful things in the world, this text isn't one of th

There are many useful things in the world, this text isn't.

There are many useful things in the world, this text isn't one of th

There are many useful things in the world, this text isn't one of them. Infact I would advice you to stop reading it. There's nothing to be found here. Just some placeholder to make the aesthetic shine. Please, stop reading. I am running out of words to type. If you read the next sentence you will get 7 years of bad luck.

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Serif
Mono
Estd. 1989
portfolio v6.0

There are many useful things in the world, this text isn't one of them. Infact I would advice you to stop reading it. There's nothing to be found here. Just some placeholder to make the aesthetic shine.

monotone illustration made of old school computer UI
Estd. 1989
portfolio v6.0

There are many useful things in the world, this text isn't one of them. Infact I would advice you to stop reading it. There's nothing to be found here. Just some placeholder to make the aesthetic shine.

Animated illustration of celestial bodies
Estd. 1989
portfolio v6.0

There are many useful things in the world, this text isn't one of them. Infact I would advice you to stop reading it. There's nothing to be found here. Just some placeholder to make the aesthetic shine.

UX UI Design Services

There are many useful things in the world, this text isn't one of them. Infact I would advice you to stop reading it. There's nothing to be found here. Just some placeholder to make the aesthetic shine. Please, stop reading. I am running out of words to type. If you read the next sentence you will get 7 years of bad luck.

  • 10 years in product design
  • A hands-on generalist
  • Ex Head of Design, Zomato
  • Ex Cofounder, Studio Tandem
  • Fully remote
  • Based in Delhi, India

Work

Razorpay

zomato logo
In 2021 as independent contractor

I designed their first foray into offline payments—accepting cards using cellphone NFC. Within 7 weeks, I talked to merchants to identify primary persona to target in phase 1, positioning gaps in a competitive space, and real-life workflows. Then crafted the mobile experience including onboarding. Ready to launch quickly and learn.

With 2 junior designers + close collab with marketing, dev, management • User interviews • Competitive analysis • User journey and personas • UI

Times of India

times of india logo
2020–21 as Studio Tandem

We redesigned the mobile experience for better discovery, a premium reading experience, and a focus on the paid subscription tier. This included a new (typography-focused) visual language for the free and paid offerings, better architecture to aid discovery of vast content, and designing the user subscription journey.

Team of 3 designers • Qualitative and quantitative research • Design system • Visual language redesign • Information architecture • UI

Since my recent work is under NDA, take a glimpse at some older work, and get in touch for more.

Services

I am a hands-on generalist with a user-centered and cross-functional process

It means that I love every aspect of product design, from icon design to user-interviewing to data-diving to strategy to documentation to Dribbble-worthy visuals. But when needed, I hire design sub-contractors to do what I can't. I especially thrive when aligning big-picture to the tiniest detail, when marrying highest impact to business with best experience for users, or when crafting a new visual language. I prefer to work closely with in-house experts across development, marketing, product, business, operations, etc.

Scalable Design systems
Icons, illustration, motion
Lo-fi or dev-ready mocks
User interviews, surveys
Information architecture
Prototyping and testing
Experience/journey maps
Wireframes & UI flows
Segmentation & personas

Design a go-to-market MVP

Whichever stage your idea is at, I will do research or experiments to validate highest-risk assumptions, create a scalable visual language, and help you launch quickly and learn.

Post-MVP learning and iterating

Learn from user feedback, iterate and scale core features in your first year, while you take time building an in-house design team.

Discover opportunity gaps & grow

Keep the in-house team focused on core offerings, while I help you explore unsatisfied user needs, new segments, and opportunities for innovation and growth.

Validate your value-prop, or design one

Have an idea? I can help you run experiments to validate its viability before you start development. Have expertise? I can help you marry customer and business value.

A holistic redesign to streamline

Overcome old processes, bloated features, convoluted information architecture, and let me start out a design system and an evidence-based, user-centered approach.

Consultation for existing product teams

Have an in-house team, but need more direction? I can audit existing products, or help your org become more user-centered.

Writing

Deconstructing complexity is my favourite thing, I've started to do that with UX.

5 UX Design books that actually helped me

that aren't by Don Norman or Steve Krug

Downloads

I love organising, simplifying complexity, planning ahead, tracking data, and graphic design. I'm starting to turn my personal templates and dashboards into templates.

Invoice Templates

Figma Community file ↗
FREE

The invoices I use, with the same 3 themes as this website. Customisable, with Indian tax fields.

Book Tracker

Notion Templates on Gumroad ↗
$3+

My personal system for tracking, planning and feeling good about the books I am reading.

Level 10 Life Planner

Notion Template on Gumroad ↗
$2+

A system I've been using for years, to plan my life from top to bottom. Based on the "Level 10 Life" bullet journal system.

Watercolour Brushes

Procreate Brushes on Creative Market ↗
$9

Set of 6 brushes for watercolor effect, including for lettering, painting, outlining, large wash and dry wash.

About Me

2001

I started "designing" webpages when I was 12 years old

I learned by messing around in FrontPage and Dreamweaver. By 16, I found Photoshop, realised design was my calling, and learned HTML/CSS at 18.

2012

That led to a B.Des in Communication Design from NIFT, New Delhi, where I spent some semesters teaching myself UI/UX.

My career began at Zomato (then an early-stage startup), designing their very first mobile apps, and learning on the job.

By 24, I was the Head of Design at Zomato.

2015

I then went independent, designed across industries, teams and products, and broadened by skills

2019

I cofounded Studio Tandem

A boutique product design studio, where I worked with my business partner and small teams of designers.

2021

I currently take on UX/UI projects on contract.

I assemble small teams of sub-contracted designers on a project basis.

I work 25-hr weeks, deepen my expertise,
tinker with
side-
projects
and tweet
about
design

@juhichita on Twitter

On my bookshelf

Other pursuits

I design my living space

I like organising and bringing order to complexity

I ran a calligraphy side-business called The Scratchy Nib

Sometimes I draw things

I love books and learning about nerdy things

I can never get enough of reading epic fantasy, scifi shorts, or learning about linguistics, cosmology, quantum physics, big history etc.

I taught a bunch of workshops, including one at UX Now

Featured on NDTV Hop, Better Homes & Gardens, Etsy, etc.

I did client-work, sold calligraphy kits and custom Procreate brushes

I like art journaling and I hoard stationery

I was a visiting faculty at NIFT Delhi where I taught the typography module

I enjoy chasing aesthetics and I miss print/graphic design

Get in touch

I am always looking for exciting projects to work on. Get in touch to schedule a call, or just to say hello.

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