15+
Years in the craft
From advertising to product design, now embedded with BCG teams.
Let’s design something that’s useful, fun, functional, memorable, simple, human and clever.
Fifteen years of making things people remember.
For a decade I worked in advertising: Ogilvy & Mather, then Leo Burnett, then MullenLowe Lintas. Uber, Thums Up, Pizza Hut, HT Mint and more. It was a long education in how brands talk.
Since 2021 I have been designing how they work. At Now Form I sit inside BCG teams and turn strategy briefs into Figma during live consulting engagements, with design sitting where the decisions get made.
Ask me something.
Dhruv MaithaniOnline now, ask me anything
Case studies.
Redesigning IDFC FIRST’s banking app
It started as one flow. It ended as fourteen, and a design system.
Read the case studyAn AI tool for IDFC’s marketing team
Write a brief, get campaign copy for every channel.
Read the case studyHeadspace, reimagined for the wrist
Quick meditations for the train, or the minute before a meeting.
Read the case studyProjects & experiments.
The pixels living on this page
The same cellular automaton behind Conway’s famous Game of Life, turned into a clickable toy.
A workout tracker built for one
A training app built for a sample size of one. It decides the next session and won’t let me skip the warm-up. Designed just for me.
Drawing flowers with light
A pattern visualizer for poi spinning. Shape flowers from a few controls and watch the light trails bloom in real time.
Experience.
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2021 to now
Now Form
Senior UX Designer
Converting strategy briefs into end-to-end design for fintech, banking and healthcare clients. Leading UX for IDFC First Bank, athenahealth onboarding and internal AI tooling, embedded with BCG teams.
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2018 to 2021
MullenLowe Lintas
Brand Director
Led brand strategy and campaign execution for Uber Moto across India: measurable growth in brand visibility and product adoption, managing cross-functional teams at national scale.
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2016 to 2018
Leo Burnett
Brand Associate
Managed marketing initiatives for Thums Up, TVC production and promotional campaigns, navigating brand-ambassador transitions while holding Coca-Cola strategic alignment.
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2011 to 2016
Ogilvy & Mather
Account Supervisor
Led strategic communications for HT Mint, growing audience engagement. Ran campaigns for Pizza Hut, Fever 104 FM and Max Life Insurance, across creative and planning teams.
Play.
Off the clock. All enquiries welcome.
Guitarist, amateur
Mostly bad covers, occasionally a riff that sticks.
Ultimate Guitar, dhruv.maithani
Opponent wanted
Chess. I lose more than I win but the patterns stick anyway.
Chess.com, Dorkly101
Light entertainment
Poi: spinning weighted orbs with lights and trying to not hit myself.
Instagram, @poy.boi
Player two
Video games, the purest form of UX design there is. I steal their tricks shamelessly.
PlayStation, dorkly101
Now showing
Short films: written, shot and directed. A few have picked up awards at short-film competitions.
YouTube, @somewhatwitty
Situation wanted
Product designer, fifteen years, seeks interesting problem.
Reply by coupon, below
Highlights.
10+
Brands in advertising
Uber, Thums Up, Pizza Hut, HT Mint and more.
5
Years embedded with BCG
Strategy briefs turned into Figma, inside live engagements.
2
Flagship apps designed
IDFC First Bank and Marriott Bonvoy on Wheels.
3
Side projects built
Poi Flowers, Game of Life and Grind.
∞
Questions asked
One more about the user and the business, every time.
Let’s designsomething that’swhatever word is on the coupon below.
Or the usual ways: LinkedIn, WhatsApp +91 98990 88989, email, and the résumé.