ruch.in is where Ruchin Shah shares his consulting work, writing and exploring.


I've helped teams at IKEA, IBM, Google, Tata and many other startups and organisations to be more design-led. I was a Principal Designer at frog and a Lead UX Designer at Globant.

Affiliations & Fellowships

I'm an advisor to the Office of the Principal Scientific Advisor to the Government of India, through iSpirt. I lead the Design track at IITBAA's Bangalore Chapter and I was a Designer-in-residence at ownpath (Jan-Apr 2022).

Public Speaking & Media 

My work and ideas have featured in international conferences and exhibitions like UX-India, World Information Architecture Day, IndiaHCI, Cumulus, Icograda, Typography Day, Tech-Fest and media like Design Drives, Times of India, Kyoorius Design Magazine, DNA and others. I've also been invited for talks, workshops and juries in design colleges and startups. In 2021-2022, I hosted a series of design talks with design leaders on topics related to industry best practices and careers.  

Writing & Books

I am pretty shy but I've started expressing my thoughts on Design and experiences on my blog and elsewhere.​ I've also designed experiential books for heritage walks and temple experiences.

Leading by Design

I draw from my experience of running complex, large scale programmes across the globe for clients in various industry domains. Many of my projects involve designing experiences that will disrupt markets and influence future user behaviour, therefore they remain confidential.

human-centered • sensemaking • visioning • prototyping • designops • strategy • UX • systemdesign • servicedesign • branding • user-research • visualisation • information-design • copywriting 



"Design makes futures. Designing that does not Speculate, Criticise, Provoke, Discourse, Interrogate, Probe, Play is inadequate designing." Cameron Tonkenwise

Thinking that all these things are additional or optional to the process of design reinforces the mistaken belief that Design is just an instrumental technical task — styling.

By extrapolation, organisations have to acknowledge that designing is a collective enterprise that involves many hours of many people in messy debates, asking hard questions, making iterations to product and process to deliver value.



I get fascinated by a lot of things around me but here are some that have influenced me a bit more:

Monocle, Diablo 2, Semiology of Graphics, Westworld, Cuckold, Death Note, Italy, Tromsø, Aperol Spritz, Travelman, The Art of Looking Sideways, Coldplay, Baraka, Gregorian, Black Mirror, E.H. Gombrich, Indian Mythology, Rebecca, Joe Hisaishi, Shakespeare, Sandalwood Incense Sticks, The Economist, Thesis, Kashmir, Strawberries, Lord of the Rings, Rajasthan, Wallpaper, FKJ, W+K, Bhutan, Braid, Hugh Jackman, Hans Zimmer, Ramin Djawadi, Nicole Kidman, Hampi, Hitchhiker's Guide to the Galaxy, Mumbai, Gujarati Thali, Godel-Escher-Bach, Age of Empires, Ferrero Rocher, The Weeknd, Frutiger, The Fall, Domus, Rotis, Old Fashioned, Kohei Sugiura, DragonAge Origins, Kumbakonam, QAF, The Last Samurai, Inception, Ulhas Moses, Edward Maya, Pune, Shankar Tucker, Dario's, Gorgonzola Cheese, IDC, Candies, Ittar...