Click to seed life

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something that's

Dhruv Maithani · Product Designer

TRACK RECORD

Highlights

15+

Years in the craft

From advertising to product design, now embedded with BCG teams.

10+

Brands in advertising

Uber, Thums Up, Pizza Hut, HT Mint and more. A decade shaping how brands talk, before designing how they work.

Years embedded with BCG

Strategy briefs turned into Figma, inside live consulting engagements, design sitting where the decisions get made.

Flagship apps designed

IDFC First Bank and Marriott Bonvoy on Wheels. Fintech and hospitality, designed end to end.

Side projects built

Poi Flowers, Game of Life and Grind. Tools made to scratch my own itch.

∞

Questions asked

Curiosity as a method. One more question about the user and the business, every time.

SELECTED WORK

Case Studies

Redesigning IDFC FIRST’s banking app

One flow → fourteen.

Design SystemsFintechUX Lead2021–22

An AI tool for IDFC’s marketing team

Compliant, at scale.

AI WorkflowsContentCompliance2023

Headspace, reimagined for the wrist

Calm at wrist's reach.

WearableBrandMindfulness2024

TINKERING

Projects & Experiments

The pixels living on this page

The same cellular automaton behind the famous Conway game of life, turned into a clickable toy.

CanvasGenerative

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 for n=1, ruthlessly.

ProductPWA

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.

CanvasInteractive

BACKGROUND

Experience

Now Form

Senior UX Designer

Converting strategy briefs into end-to-end design for fintech, banking & healthcare clients, leading UX for IDFC First Bank, athenahealth onboarding, and internal AI tooling, embedded with BCG teams.

Product DesignDesign SystemsAI Workflows

2021 – NOW

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.

Brand StrategyCampaignsUber

2018 – 21

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.

Brand MgmtTVCCoca-Cola

2016 – 18

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.

Account MgmtStrategyHT Mint

2011 – 16

OFF THE CLOCK

Play

Guitar

Ultimate Guitar

Mostly bad covers, occasionally a riff that sticks.

Chess

Chess.com

I lose more than I win but the patterns stick anyway.

Poi

Instagram

Spinning weighted orbs with lights and trying to not hit myself.

Video Games

PlayStation

The purest form of UX design there is. I steal their tricks shamelessly.

Filmmaking

YouTube

Writing, shooting, directing short films. A few have picked up awards at short-film competitions.