preetoshi
choose wisely
I'm Preetoshi, a digital product designer of 7 years.
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medium
I'm Preetoshi, a digital product designer of 7 years.
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I do deep listening, radical ideation, and magical prototypes.
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Pssst ... Tap me to learn a secret.

Nice! You can tap things across this site to learn optional facts.

That was the secret, in case it wasn't clear. Run along now
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Anyway! I localized Facebook's illustrations for Indian audiences.

Before ...

After!

Staying true to Facebook's design language was key.

Being in an agency let me get involved in lil projects like this.
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I designed ATT's flagship cybersecurity app.

I always work with clients and users in the discovery phase.

Built an easy-to-use design system for their future designers.
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Still Me uses AI to help you reflect on your feelings

Then it gives you a meditation!
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Some motion design fun!

Loading animation for AlienVault Cybersecurity.

Logo for a Phone app, symbolizing the connection it brings.
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Detour! Tap the screen for some fun facts about me.

I use android as my daily phone, so I can design my own UX.

I used to own just 10 possessions, all pictured here.

Spent years at a forest school in India, studying arts and mindfulness.

I won Mr. Olympia at age 13. Bodybuilding is just UX for muscles.

Okay, that was a lie. Please still hire me.
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At Capital One, I led user research sessions to inform our designs.

Deep listening was key with users facing financial hardship.

I used a Mr. Potato Head exercise to inform our app's tone

and card sorting to identify what users care about most.

This shaped Hardship Helper, for people behind on their loans.
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Led design at Banyan, a meditation community, alongside Jack Kornfield and Tara Brach.

Designed, tested, and iterated on new features

Mapped the entire journey from every user touchpoint

and made some amazing friends along the way!
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Btw, graphic design is actually how I first got into the field!

This one's a journal for tracking emotions.

An illustrative graphic for a psychedelic magazine.
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I worked with EA to help them design their internal CRM.

The work is under NDA, so get in touch to learn more.
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I particularly enjoy helping startups get .. started up!

Sincerely uses AI to help you stay in touch with your loved ones.
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Oh, I designed the app store for Northwestern Mutual!

Gotta communicate those responsive grids and spacing!
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Can I be real with you for a sec? Tap me.

All this ... is a mask.

It's a personal brand

to sell myself to you.

I suppose that should be obvious

but it feels good to share.

I'm a human being ...

and a somewhat anxious one at that.

anxious about what you think of me

about meeting my own potential

about getting a job.

Hmm ...

I wonder why I'm writing this.

I suppose I want to give space for my humanity?

I'm sensitive to feeling fake.

It feels good to just express.

This little stream of consciousness.

Btw, I haven't edited any of this.

What you're reading is my unfiltered thoughts.

Is this hurting my job prospects?

Possibly.

But I hope it can touch the part of you that's human.

Human.

Just another animal in this world.

Sometimes I like to imagine we're a bunch of gorillas.

Advanced futuristic gorillas.

Gorillas that just want love, peace, fulfillment.

Oh, and money.

Man, money ...

I wish I didn't have to think of money so much.

I don't want to monetize myself.

But I do.

My skills, my passions, my wisdom.

Gotta monetize it.

Hopefully until I don't need to anymore.

I guess that's the goal.

Monetize myself until I'm free.

But is that really the way?

Will that freedom really come to me?

Or is that freedom something I can have now?

In this moment.

Monetizing myself or not, can I feel free?

Free to play the game?

Free to play my role?

Free ...

Wow, the term Free feels cheap.

Like a discount or free trial or something.

I don't trust that word these days hahah.

It sounds like something very "un-free"

Something to keep my attention captive.

Something that sells my data.

It makes me kinda annoyed.

Everything is so commercialized.

Like, you can't trust anything anymore.

Paywalls, dollar signs, advertisements.

Everything, everywhere, trying to get your money.

All at once.

Everything Everywhere All at Once.

That was a good movie.

There's this one line I like from that movie.

"We don't know what's happening .."

"So can we atleast be kind?"

Something like that.

That part really touched me.

Can we be kind?

Can we feel understanding and love?

That's what I want my designs to bring out.

Kindness.

Compassion.

Trust.

Care.

Awareness.

Instead of human centered design, what if we had ...

Love-centered design?

What if we researched with love?

Interviewed with love?

Wireframed with love?

Tested with love?

Coded with love?

Is that possible?

Maybe.

Ah ... anyway ...

This has gone on for some time.

You actually stuck through.

Thanks for taking the time.

We hardly have the attention span these days.

Our attention is so..

Actually, scratch that thought.

I can keep rambling like an old fool.

I hope you have a meaningful day today.

Whoever you are, wherever you are.

Peace.

Let's start this over from the beginning ...
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Btw, I do talks and workshops for what I call Inner Design.

It's about using the design process for self transformation.

If you wanna book me for a talk, get in touch.
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Now that the corporate part's done, let's get to my hobbies!
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Digital art is something I deeply love to create.

This one represents my love for barefoot running

This one here is a tattoo I made for a friend.
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I love making games. This one's called Bounce Sir.

Been at it since I was a kid. This one's a 2D Mario Kart from 2002.
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I do fashion photography for my wife's label, Samesisters.

She does an Indian vintage wear kinda thing.

That's her!
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In middle school, I'd design video game box art.

This one was custom art.

I loved exploring different styles.

This was a fake Smash Bros game (it went viral!)

Gettin crafty.

Remember the days of crazy Photoshop brushes?
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Wanna see my EXTREME process? A case story awaits in the menu.

(It's not actually that extreme ...)
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Clutter to Clarity
a Still Me case story  
chapter 1
Dear meditation apps
Once upon a time, a group of founders, designers, and developers — spanning the likes of Google to Spotify — came to a collective realization.
Meditation apps can be weird sometimes.
“Calm doesn't always make me feel calm” — former user
“Headspace isn't giving much space to my head" — former user
These are profoundly impactful apps that I deeply admire for spreading mindfulness to millions. So what was the source of this?

We embarked on a comparative analysis, reached out to former users, and examined their reviews.

Here were our top insights —
Too many choices
When people are anxious, they don't want to think.
Paywalls and dollar signs can feel at odds with the intention.
Too much visual noise.
It can sometimes be too stimulating.
And so, we got to work.
chapter 2
Build fast, learn fast.
It might not agree with conventional wisdom, but I sometimes like to jump straight into prototyping. Having a real artifact for users to get their hands on can be a profoundly rich tool for discovery.

I mocked up a simple prototype, housing only a prompt and an input field, with the question:

“What’s alive for you?”
The core idea was to collect the user's response, and use AI + text-to-speech to generate a personalized guided meditation based on their feelings.

I passed along my design documentation and user flows to our Dev team and ...

Boom! Deployed.
Engineers are magical machine elves.
chapter 3
Data, our good friend
The launch was exciting — thousands of users
Buuuut ...

Every consecutive week, the number of returning users sharply declined, leaving a 30 day average retention rate of 10%.

Not great, but anticipated.

After all ..
We were eager to fail.
Eager to learn.
chapter 4
Testing, testing, testing
A product in the hands of users meant a soil ripe for learning. So what was it? Why the low retention rate?

To get that juicy knowledge, I worked alongside our lead researcher to plan a two-part research project.

First, a Diary Study to track how the app fits into daily routines. And then, some User Interviews.

Meet some of the humans among our group —
Tania, who struggles to see the point of meditation.
David, a busy father of two (adorable) babies.
and Cody, just a rad human humaning.
chapter 5
Sweet sweet synthesis
Shout out to Jess, our dedicated User Researcher, for synthesizing our learnings.

Three major pain points stood tall.
Not enough time
Lack of upfront guidance
Meditation is elusive
These were the combined insights from several bits of qualitative findings. To elaborate —

1. Many people simply struggle to find the time.

2. Others don't even know what they're feeling, so it can be a bit intimidating to face an empty input field

3. And some have defeatist associations with the very idea of "Meditation," despite it spanning hundreds of techniques.
Cool. Now for the fun part.
chapter 6
Crazy ideation
After really familiarizing ourselves with the challenges at hand, it was time to start solutioning.

I began to workshop, through which many ideas emerged.
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Like, what if the app ... was a game? And you tilt the phone to collect your feelings?
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Or what if it was a smartwatch app that monitored your heart rate, so it could be available anytime?
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What if instead of the loaded term "meditation" we called it a "stilly"?
And so the ideas continued on and on.

Eureka moments can really come from anywhere.
No idea is too radical when brainstorming.
chapter 7
Hi-fi supercool design time
At the end, I took our best ideas and gauged responses from users and stakeholders.

Using Figma and Protopie (as well as a bit of Photoshop and After Effects), I designed a high-fidelity, fully interactive prototype.

Here's what we landed on —
https://customer-030f3mauil1zt4hs.cloudflarestream.com/ae9436d55376bf48ce09b14b87053c9b/downloads/default.mp4
Tinder, but for your feelings. Instead of open-ended prompts, you just swipe to express and explore your feelings.
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Mini-tations: 30-second experiences that minimize commitment, but still allow you to go deeper if you keep listening.
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Ditched the word "meditation." Now, we talk about feelings—a concept everyone can get behind.
chapter 8
And here we are
We rolled out a limited update and have been eyeing the 30 day average retention rate.

10% to 17%.

A good indication, but of course, in the world of product development, there's always more to be done.
I wish I could say this endeavor was a resounding success, but ...
a tiny success will do
fin
chat
connect