Ashima | Product Designer

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I approach design with the possibilities to create an impact

Hi,
I am Ashima Rani Singh, a Product Designer based out of Mumbai, India currently working with Tequity. I have been working as a product designer for 2+ year with a focus on helping companies ship products that create a positive impact on users' lives by solving long existing problems. Solutions that can be brought to life using design have long fascinated me. I believe that design is pretty yet systematic and to be able to be a part of that everyday has brought me joy and given me a purpose for 5 years and running.

I started my professional career as an Economics and Finance Graduate in 2019 working in the renewable energy sector and then moving onto a wealth management firm. This experience still drives my decisions around the projects I pick as a designer.
Economics informed my knowledge of consumer behaviour and choices and that helps me understand users from different perspectives and I try to bring that knowledge into my process,
In 2021, I decided to leave finance and follow my passion of becoming an artist. At the time, I only knew how to sketch so I started as a freelance illustrator. From there I learned Graphic Design and I started working with SocioWash to help brands like Tinder, HeroCycles and Nykaa on their campaigns. I had heard the term UI/UX at my agency and when I studied about it the one thing that really drew me in was this idea of designing something that people can use.
As a Graphic Designer & Illustrator, I was making creatives that for an audience. People see your work, absorb and move on.
As a Product Designer, I saw this incredible opportunity to make something that people would not just interact with but solution driven design that had the power to solve and bring a change in people's lives. 2 years since I made the switch to product design and this thought still drives me a 1000% to design for Impact.

John Maeda said something — Art makes us question things, Design helps us solve them and Technology makes those solutions possible. I am currently learning how to make every solution possible, AI has been a great tool.

All my Graphic Design work is available on Behance!

Personal Project

Currently on

Solving banking and investment for under

privileged women in India

Women in India in less privileged sectors rely on family members to manage their money and deposit it in accounts
Most women in India invest in gold jewellery or fixed deposits instead of investing in stocks, MFs etc
Using vibe coding and user testing to build the product

SUD Healthcare

Feb'25 - Present

Building systems that help connect

substance use individuals to the right clinic

Due to an NDA I'll be able to explain more about the problems we solves on a 1-1 level

Connect for Walkthrough

Chargezone

Sept’24 - July'25

Building EV charging app for quick booking

and charging

Improved the discovery and booking experience for users previously experience long queues and overlaps during charging sessions
Built a design system to improve app infrastructure. Component libraries, token architectures, governance models, the boring-sounding stuff that made the product consistence across platforms.

3.2 mil

on charging sessions across India

Connect for Walkthrough

Cars24

Aug’23 - Aug’24

Building a SuperApp to support the end to

end journey for users

Led strategy & design for the MVP launched in November 2023
Solved for users looking for a unified platform for their end to end automobile needs
Led on-site user testing across 10 hubs
Personalisation journey for repeat users across 30+ use cases

2.4%

in user to booking initiation

Read Case Study

Fin.

I write about stuff that makes me curious

Medium

Substack