preetoshi
choose wisely
Here's a quick peek at my work. Scroll on down!
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Here's a quick peek at my work. Swipe on down!
https://customer-030f3mauil1zt4hs.cloudflarestream.com/417c00eaacc5f671e150f3151da68acd/manifest/video.m3u8
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Localized Facebook's iconography 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.

I like making hifi prototypes to give devs an easier life.
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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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Pssst ... Tap me to learn a secret.

Nice! Tap things just like that to learn lil bonus tidbits.

Coolio. You can continue scrolling now.
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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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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!

Hero is a minimalistic manga app for collectors.

Sincerely uses AI to help you stay in touch with your loved ones.
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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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Digital art is something I deeply love to create.

Tried to capture an image I often see in my dreams

This one's a tattoo I made for a friend.
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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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Btw, graphic design is actually how I first got into the field!

A logo I made for a startup.

This one's a journal for tracking emotions.

An illustrative graphic for a psychedelic magazine.
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Want more details? A case story awaits in the menu ↗
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Clutter to Clarity
a Still Me case story  
chapter 1
Dear meditation apps,
it’s not me, it's you.
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 kinda stinky.
“Calm doesn't make me feel calm”
“Headspace doesn't give space to my head"
But what was the source of this foul smell?

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.
Too commercialized
Paywalls, dollar signs, celebrities everywhere.
Too much visual noise
Awfully stimulating for something that's supposed to calm you.
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?”
See the prototype here
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?
https://customer-030f3mauil1zt4hs.cloudflarestream.com/2ce9c3fbfeef072c3877c9a4e1a86685/manifest/video.m3u8
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/manifest/video.m3u8
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
because life's a constant iteration.
fin
chat
connect