Food Cart Design

A UX research and product design of a food cart to be used in the urban areas of New Delhi. The project was a part of a course taken up in DoD, IIT Delhi


Profit Plus

A website redesign task for a corporate company in the domain of Financial Investments. A makeover involving new architecture, graphics and color schemes



A full scale usable front end designed for a logistics company admin. Managing employees and deliveries with live data in the most effective information system.


E Commerce PDP Concept

A PDP display concept reserach - wireframe for a clothing e commerce website. Design was iterated over given leaders in E-Commerce domain.


Appello - A beard wax for men

Appello was a brand created and designed as a branding process exploration. In the process was designed a logo, stationary, packaging design, advertising and a marketing campaign.


About Me

Food Cart Design

Redesigning a food cart for user acceptability and an improved experience

Food carts have been in the urban areas in Delhi vending to the rich and the poor. An initiative was taken by IIT Delhi to design a standard cart to be used by all vendors to improve street food experience while improving tourism in the NCR region.

As a part of the course Fundamentals of Design we went through a journey in which we were involved in the experience research and design of a Chola Vendor’s cart in the heart of New Delhi. Doing this we explored ways and methods of User Experience Research and put our designs till the stage of CAD Renders.

Introducing Ompal and Kishanpal. Two brothers from Muradabad, UP who run a Chola cart behind IIT Delhi. Ompal and Kishanpal’s family stayed at home and they lived with a band of brothers who interestingly had their own community of about 15 other vendors all within a radius of 10km of their house. All in all they made some of the best chola kulcha in their area, and have been doing it since 8 years.

Our first point of contact was where we had to just go and note their observations. Slowly and steadily we were exposed to more intense ways of research.

Research Carried out


A process to study the subject user in his own environment. Some interesting observations are as follows

  1. The user prevailed in his area by forming a kind of ecosystem with other vendors in the area. Giving and taking items of common use.
  2. There were 2 arrangements for his water. Both involved the user taking his bike with a drum and keeping that drum about 20m away from his cart.
  3. Most litter around the area was their own wastage
  4. Finally, they did not carry all utensils home, they tied it up in a gunny bag, and hung it secretly on a tree nearby their location.

D.I.L.O – Day in Life Of

As a part of the research an entire day was spent with the Ompal and Kishanpal to observe and note their daily activity to find areas of improvement. This was the DILO analysis.

In the dilo we observed a very interesting ecosystem dependence, where they got chai, juices by other vendors in return for their meals.

Also, after packing up and going home to their community of 15 chola vendors, all of them were a single entity going for their daily shopping. Also all of them came together in the evening for the call with the only kulcha supplier for all of them.

Ecosystem Analysis

The Eco system analysis carried out was a complete study on the dependencies of our cart system had with the areas around. Classification into Primary, Secondary and Tertiary objects helped us to better prioritize the cart design to understand what needed to be improved and what was not meant to be.

Problems Identified

After coming down to certain key points to work on, the product was evaluated based on social, economic, environmental, legal aspects to work around a product acceptability.

  1. Socio cultural – The values, norms followed by the user/society came under consideration here before coming up with concepts to be employed in the design
  2. Practical Usabilty-Utility-Customer Experience – were functional, semantic based research into the existing situation.
  3. Environmental – The cart, must be something that is future proof in terms of sustainability.

The Vision

The cart designed at the end was presented to the Professor incharge and what dawned upon every student at the end of this journey is that as a User Experience Designer, its not the final outcome that should matter to you, but the fact about how you actually got there, and how you can back your concept with your findings

Profit Plus

Redesigning a responsive website for a financial consulting firm with a clean design approach

Stocks and trading, to a very new individual is something that he is very afraid of. To a new age Indian who just started his new job, till the expert in the domain who has already invested in multiple areas, this domain needs to give a sense of ease and comfort to interact as it has high information load and relies on the user’s want to come back to the platform. I was involved in the design of the experience of one such service provider

ProfitPlus was a platform to be designed to compete with the leading investment brokers in India to provide services and options to choose the best option of investment for a first time or a veteral user.

Design Brief

Advancing towards newer tech, an easy to use, intuitive system was required that helped any first time user to understand how to and where to make his or her investments. Thus a design to appeal to the youth as well as appealing to the veteran users was required

My Role

My role was to decide upon page UIs, content, iconography, color theme and information flow for the website.

The Challenge

“Design so intuitive that appeals to users from age groups of 20s till 60s”

Designing for such a large user group was a task that required us to take into consideration the “New” factor that excites young users as well as keep it simple and easy to understand for veteran users. So iconography that appealed to the masses involved a lot of content that you can easily relate to. The color theme of Blue hues led to the Trust element, while green added the feel of a system that deals with something to do with a monetary transaction.

“Iconography and graphics that appealed to the masses.”

The Approach

The first approach was to come up with title graphics that became an introduction to the entire webpage itself. All pages were taken up to understand the information architecture in them and the content that they provided to come up with a single graphic to try and explain it all.

Some interactions on pages were designed to make the user get an excitement factor while using this website. Example the products section. While this was a design that was new and interesting, it probably would be too interesting for any user who is older. So, this was replaced with a simpler system of just displaying with icons leaving spaces for future additions.

The calculators were again a very basic task flow for the user, giving him varied investment options, in order to compare his options right where he was. This while the user was on his phone.

Logistics Admin

Designing an intuitive control panel for an administrator of a logistics company

The experience design of a customer on a website front page is somewhat a known process that takes time to get right. But what’s more tedious is the experience design of an admin sitting in an office looking at a screen doing entries while actors on foot are out giving him information.

Processing this information in a clean and efficient manor was the task at hand for this design.

This hi-fi model was somewhat a result of brainstorming and trying to think up how an admin sitting in his office manages his shipping-delivery company through his app.

Need Analysis

An easy to understand application that has the information relay at the right areas and the managing sections at the right areas with good visual impact for usage by the admin.

My Role

A team of 3 thinkers were given an opportunity to design a UX workflow for an entirely newly setup logistics company who wanted their own customized interface. This included the UX of the logistics admin, the interface for the delivery boy to update his shipping and lastly the customer who uses this app to track his delivery. I was responsible for the admin panel screens involving dashboard, data visualization, workflow into adding shipment and updating orders manually if required.

The Challenge

“We were all well versed with our amazing insights about a regular e commerce site but now given the backend process as to what the administrator goes through in managing his company was new to us.”

Finding out the processes that admins go through was one long brainstorming process to find out all loopholes and processes. Finally, some pages were decided as to what would be priority and how the user goes through that process.

The colors also were to be chosen as this would be the main color for the entire branding of the company. The color scheme was given by customer and thus were applied at the right places along with few iterations.

The Discovery – Deeper Insights

  1. User was keen on upgrading to iPad usage and thus after iteration 1 we came up with a common layout for iPad versions as well

  2. The employee page designed was more of a visual design rather than a functionally feasible one. Thus, the employee page had to be redesigned to be just a simple table with minimal required data. Given that the company employees would be in large numbers and user would not want to search a particular employee through the interface given
    Initial Design of Employee Page

  3. User wants SPA code in order to reduce data loss. (development insight lead to usage of angular because of its popularity and its versatility)

The Vision

"Colors became the selling point for the design of the company" The colors were finally supposed to be the most soothing and relaxing to create an easy visual aesthetic for a great User Experience.

E Commerce PDP Concept

Conceptual prototype of a Product Display Page designed to prevent clutter and increase ROI for an E-Commerce Website

Given the time spent by Indians in the online retail sector there arises a new need of user interfacing every few days for the many upcoming companies that are sprouting up. There is a kind of attraction that a new clean design that induces the buyer to come back to explore in that particular website. Studying what the user really looks for to while going through an online process of buying something was a main aspect to design a completely new and intuitive page.


User – Female, 22 years old.
Frequency of online apparel shopping – Once in a month
Frequently visited sites – “The ones that are newly because those are the ones that have the latest interactions. Also, they give out great offers”. What do you feel about most apparel company website PDPs? –

  1. What I noticed was a shock to me. Most website pages don’t have comments for the apparel they sell. That could be a backbone and a major selling point of a particular apparel. Agreed that people that buy online clothing aren’t that happy with their buy all the time, but some just shop online and they are the ones who have the largest value as their comments/ratings would be of great help. So yes, a review section even for apparel helps.
  2. Every time I see a product, I have to go back to the listing page and search for a new product among the lot.I can’t yet browse through different products with just a simple action.
  3. Images need highest importance as clothes don’t have much technical features to discuss about. The color variations can also be big for easy change by the user.
  4. Break from the stereotype pages is highly required. Just like clothing something new excites me.

User – Male, 24 years old.
Frequency of online apparel shopping – Once in 15 days
Frequently visited sites – “Relied sites that give prompted service. Also, they need to make me want to buy the product. They need to make an identity that yes, they’re doing something in the industry.”. What do you feel about most apparel company website PDPs? –

  1. Visually impactful things that kind of make me want to buy even if I don’t need to – Images and infographics can be something to look out for.
  2. Visually aesthetic typography. Large and Noticable.
  3. Similar items can be displayed in one section. Maybe I want a shirt, but I can also want to buy a pant. Show people that we have more content that he can possibly like to buy.
  4. Section wise where product is always shown – Something like in flipkart where you keep scrolling and the product image is shown on the left, the right content keeps scrolling.

Market Research

Primary Research


Here UX concepts that are used in flipkart that I critiqued about with the users.

Checking the Size chart in flipkart is a very easy process that displays the tabular data only on click of the size charting button.

Specifications is a tabular data structure that is maybe common to every other PDP in flipkart, but giving this section for clothing was a useless space as this is either ignored or not relevant to the user buying the product at all. So this maybe avoided in newer concepts with time.

Size swatches are very bold and have relevant information regarding the product that you're buying. The most prominent size in cm values are represented instead of S, M, L or XL

Reviews section is very essential in any e commerce platform. Any product being a success revolves around the fact that it is actually bought by people and they in fact go ahead and express themselves on the internet. A trend that now exists, seeing the product review before buying is to be addressed.


Myntra was really one great user experience in the apparel industry. Being a leader, it had to be one of the good experience, but not necessarily.

Color in Myntra is a process where the user actually sets the color before getting into the PDP. So in order to change the color of a simple product like a plain polo tshirt, user has to give 2 more clicks to go to the previous page, set the new color and then select the product again. Overall a lengthy process that can be avoided.

Size charting in myntra is a good experience where on click of size chart, a modal opens up with the tabular data and a infographic. This infographic has the relevant information to the tabular data. Images are always better than text for any first timer using this feature.

Size swatches are big and visible with bold colors to get the user to see that relevant information without any problem.

Myntra removes the concept of having unrequired data in the form of tabular structure. This data is almost never seen by the buyer and is a waste of scrolling effort for the user. Strong points are only mentioned which are very relevant while buying the product. Example the material of the product deserves a mention.

Myntra does not allow the product image to float down as we scroll through the page. In sync with the minimlism design of Myntra maybe. But this feature can actually help the user to probably look at the specifics and then look back at the product.


Lo Fi Wireframes

Post Wireframe 1 the user study with the same people led to these following

  1. Omit the specifications section. User can instead get one particular button which only on click, the user is shown actual specifics of the product. Else, not required.
  2. Size chart could be something on the lines of a on hover button if not a complete model. No click is required
  3. Specifications can probably be a better representation of the data. Via info images at the bottom of the screen where the pdp scroll ends

The next ideation was the updated iterations for a PDP page.

How to use this ideation

"Progress lies not in enhancing what is, but in advancing towards what will be"

More interviews and mockups are definitely to be followed with time. Design towards future is a never ending process. But what is seen here is probably a mockup taking the best of what were and what will be.


A collection of logos that have been designed for clients with different domains. A combination of artistry, thought, and visual aesthetics that together make something long lasting and unique.

Appello - A beard Wax for Men

Appello was a brand created and designed as a branding process exploration. In the process was designed a logo, stationary, packaging design, advertising and a marketing campaign.


Click Above
Social media being one of the most prominent marketing platforms, a designer must definitely not be away from it. Through the years, I have worked with devices like the Nokia Lumia 720, One Plus 3T, SJCAM4000 WiFi, NIKON D5200, and the latest equipment being the GoPro Hero 5.

I mostly shoot Adventure, Outdoors, also maybe shoot videos as well.

Probably you can go check out my latest video here.

Do give me a like or thumbs up if you like my content on these platforms. Will be glad to hear from you.



Lets make it 5 words, I love Outdoors and Design. These 2 can be called as a source and destination. Source being the Outdoors, destination being your canvas. In my case, the canvas is digital. That does not stop me from expressing my views on paper (this skill really helps in some sorts). I have been associated with one form of design or the other till date and with a zeal of learning, I ended up landing at IIT Delhi studying Master of Design. It is indeed an ongoing process and there's a whole world to explore.

Skills you can ask me about.

Adobe Suite
Web Design

Write to me -

If you cant use my services, maybe meet me for some biryani advice at

IIT Delhi, Hauz Khas, New Delhi - 110016