I’m Aishwarya, a design detective
Hi! It’s a pleasure to meet you
I thrive on the thrill of investigation and problem-solving.
I specialise in deciphering user needs, design challenges and business related mysteries to craft innovative solutions.
My mission is to use design thinking to create positive change. I'm driven to collaborate with companies dedicated to enhancing user experiences and making a meaningful impact on people's lives.
(Origin Story)
(Rebirth)
(Hero's Journey)
(The quest)
Early in my life, creativity captured my heart.
My origin story (1997 - 2016)
For 13 years, I dedicated myself to studying Kathak (Indian classical dance), which translates to "storyteller." Kathak taught me the art of storytelling through dance, infusing every step with emotion and narrative.When I wasn't immersed in the world of rhythm and movement, I found solace in music, often spending hours composing and belting out melodies. When I was not performing on the stage, I took refuge in brushes and pencils to escape into a realm of pure creativity and flow. Photography, travel, and movies further fuelled my creative passion. Creativity wasn't just a hobby; it was my essence—I lived, breathed, and spoke it. Ultimately, I decided to harness a blend of my skills professionally and thus a designer was born.
The rebirth (2016 to 2020)
Design shaped not only my mindset, but my entire lifestyle.
During my first year at Indian School of Design and Innovation (ISDI), Parsons, Mumbai, I delved into the art of deconstructing and constructing ideas. Sophomore year trained my eye for design through a love-hate relationship with typefaces, tints, shades, grids, layouts, spacing, textures, and alignments. Junior year broadened my intellectual horizons with introductions to sustainability, branding, packaging, virtual reality, and user experience design.Engaging in extracurricular activities like serving as general secretary and treasurer of the student council, ignited the leadership skills. Through projects like Spotify’s India launch while at Leaf and Pantaloons social media strategy VMLY&R, I discovered the formula of wow effect" - blending 50% heart (empathy) and 50% brainpower (logic), complemented by a user-centered design process, ultimately resulting in a placement at Day Zero.
Hero's journey (2018 to 2023)
Industry affirmed: my superpower is my vision.
My professional journey began during my undergraduate capstone project at Potion Inc, I played a pivotal role in building a brand from scratch. Starting as a logo designer, I applied a user-centric design approach to various aspects of branding, resulting in consistently delivering a WOW effect. Recognizing the impact of design-driven entrepreneurship, the founder appointed me as a brand architect, reinforcing the idea that a user-centric approach can transform businesses.
At Tata Consultancy Services (TCS), I served as a user experience designer for clients like Unilever, Aurizon, and Tribune. Leading a team of 5 UX designers for Unilever's global project, I managed various tasks from user research to visual design delivery. This role taught me invaluable skills in planning, organization, stakeholder management, risk mitigation and efficient execution.
As a visiting faculty at ISDI, Parsons Mumbai, I developed and delivered an interaction design course tailored for senior year product design students. The course aimed to enhance their ability to visually communicate ideas effectively. Through meticulous planning and personalized guidance, I facilitated a discernible learning curve, with a significant number of students securing placements at top consulting agencies like Infosys, Deloitte, and TCS.
The Quest for Innovation (2023 onwards)
Now, I am betting on myself to make a difference in the world with direction instead of speed
Currently, I am studying design strategy MBA at CCA because while a user experience designer excels at solving problems with tried and true design thinking process, it's not enough to fully grasp the broader business context
Business and design are interlinked. User experience designers are fundamental thinkers. We are programmed to walk through the chaos towards clarity with processes such as 'EDIPT' or 'Double diamond'. We analyze every scenario and generate ideas with ideation techniques (HIT, Scamper, Braindump), whereas synthesis mapping like 'MOSCOW', and 'mad, sad, glad' eliminate weak ideas. We do not stop until we come up with the most appropriate solution that fulfills all the needs of users and stakeholders. This holistic approach to problem solving is required at the executive forefront.
AT CCA I am learning to edit others and my work. Turning more articulate, clear and sharp to be able to see the end and plan, organise and act accordingly.
