About
I build design functions, not just designs.
I’m Ranju — a product design leader with 12+ years across fintech, B2B SaaS and e-commerce. I’m a systems thinker who leads lean teams and cares more about outcomes and how a team operates than about any single beautiful screen. I’ve built design functions from zero, run large field-research programmes as strategic bets, and shipped products used by hundreds of thousands of small businesses.
This site is where I keep that thinking current in the open. The full case studies live on the portfolio.
How I work
Recognition over recall
Make the right next step visible. People should choose, not remember.
Reduce cognitive load
Consolidate, clarify, cut. The best flow is the one you don’t notice.
Research as investment
Field research is strategic intelligence with returns across products — not a cost to justify.
Lean experiments
Ship small, staggered bets and let the market answer. Fail fast, learn faster.
Track record
- 2022–now
UX Design Lead · Rupifi
Credit experiences for 125K+ SMEs, 60%+ in tier 2/3 towns.
- 2019–22
Lead UX Designer · Zilingo
Two B2B verticals for a global fashion supply chain.
- 2018–19
UX Design Lead · MoveinSync
Founding designer — built the design function from scratch.
- 2013–18
Co-founder, Head of Design · Perdix
Built and led a multidisciplinary studio; clients across big tech.