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Hi! I'm Ruchin Shah

​I've worked with teams at frog, IKEA, Atlassian, Google, IBM, and others to make technology consumable and experiences humane.


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 disrupt markets and influence future user behavior, therefore they remain confidential; while some of them have won international awards and have been featured in the news. Happy to share more when you get in touch!

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I was a Principal Designer at frog and a Lead UX Designer at Globant. I also advise the Office of the Principal Scientific Advisor to the Govt. of India, through iSpirt.

Affiliations & Fellowships

I am a member of the Association of Designers of India (ADI); lead IITBAA Bangalore's Design Track and I was a Designer-in-residence at ownpath.

Public Speaking, Teaching & 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.


In 2021-2022, I hosted a series of design talks with design leaders on topics related to industry best practices and careers. I sometimes visit Design colleges as an adjunct faculty and for juries. Most recently, I conducted a 2 week course on Design research at MIT ID, Pune.

Writing & Books

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

Key Programs and their Impact

I bring a wealth of knowledge gained from working closely with teams at frog, IKEA, Google, Atlassian, IBM and many lesser-known organizations. I have led programs across industry domains such as Healthcare, Education, Fintech, Retail, etc. and I have also run programs that cannot be easily categorized by industry. e.g. Designing a DIY smart home system centered around well-being, revamping the Indian animal husbandry ecosystem, making it easy for epidemiologists and scientists to simulate real-world evidence, investigating AI-powered service-desk capabilities, and more. 

I believe counting expertise only by years of experience is myopic, so I like to talk about my leadership through the impact that my work has had on end-users, teams and businesses.

Leading Cross-JIRA Product Experiences

Future of Work • Productivity • Business Growth

Role: Lead Designer, Atlassian

1.5 years

Password protected page.

Please reach out for access.

🎉 Signups: 8% above target and Purchases: 18% above target YTD 

Our strategy has paid off. My team's work in reactivation, onboarding and purchase experiences have helped Atlassian achieve beyond our business targets.

We've also been recognised as a ‘Leader’ in The Forrester Wave: ESM, Q4 2023

🛣️ Influencing roadmaps

Influenced roadmaps across GTM, Product Marketing Discovery, Product onboarding, and product feature teams.

🔬 10+ experiments launched

At last count, we had launched 10 new experiments and many features over the course of 1.5 years.

This Is a Title

Making Homes Smarter for the Many People

Consumer IoT • Well-being • Smart Homes • Home Furnishings

Role: Principal Designer, frog 

2+ years

Password protected page.

Please reach out for access.

💯 Increase in ratings: ~90%

App ratings went from 1.8 to 3.9 on Android and from 2.4 to 4.1 on iOS in a span of 2-3 months. 

📦 16+ smart products launched

At last count, we had launched 16 new products and many features over the course of 2 years. 

🎉 Failure of integrations reduced from 60% to 4%

We regularly identified our top customer issues and fixed them along with our cross-functional teams.

📈 Growth in team and projects: 2x

We consistently won more work across verticals and expanded the team to double the size. 

👏 Awards and Recognition

Our work contributed to the winning of several awards - from the prestigious Red Dot to client's yearly Best Innovation and frog's Make Your Mark awards.

This project requires a password. Message me to view and learn how we achieved these outcomes.

Optimising Caregiving for Nurses

Healthcare Management • Caregiving


Role: Lead Designer, Globant

9 months

View Project

💯 Meeting Utilization: 95% 

Meeting target turnaround times increased to 95% for utilization management.

📈 27% Increase in engagement

Customer engagement improved by 27%. Specifically for chronic disease management, it improved by 38%.

🎉 Customers gained 18%

We regularly identified our top customer issues and fixed them along with our cross-functional teams.

🎖️ Customer Effort Score: 91

The client enjoyed working with us and praised our approach and outcomes.

🗣️ 66 interviews in 5 US cities 

We conducted interviews and conducted ideation 3+ workshops with nurses, doctors and medical staff in a month.

This Is a Title

Transforming the Animal Husbandry Sector in India

Public Sector • Impact Sector • Animal Husbandry 

Role: VP-Design, NDLM

Office of the Principal Scientific Advisor to the Govt. of India 

2+ years

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🎉 NDLM Blueprint draft published 

In Oct 2021, the NDLM Blueprint draft was published in consultation with domain experts, tech and design leaders.  

🎓 Meeting India's top scientists

Got a chance to influence the Principal Scientific Advisor to the Govt. of India, India's Animal Husbandry Commissioner and the top scientists in this sector.

🏬 Established a first-of-its-kind Service Design Lab

Responsible for setting up a Service Design Lab for the Ministry of Animal Husbandry; right from selecting the location of the lab to specifying software and hardware required for service prototyping. I also created job descriptions, defined hiring criteria, ways of working (🙋‍♂️prototyping) for the design + research team.

View Project

Project Diversity

🏗️ Industrial Risk mitigation software to make factories safe and reliable

Asset Performance Management・Predictive Analytics・Conceptualisation・Visual Refresh

🛒 Retail Loss Prevention as a Service

Theft Detection・Retail Loss Prevention・Service Design・Digital Transformation

🔒Redesign of an End-Point Security Solution

Enterprise・Data Security and Policy・Privacy ・IA

🏃 Making fitness monitoring fun for children

Consumer IoT ・NPD (New Product Development)・Mobile・Branding + Packaging

🤖 Cognitive Service Desk - AI driven Service Desk

AI・IT Service Desk・NPD・Prototype・Conference Presentation

📕Comprehensive Educational Solution for Schools

Education・Learning Management・School Admin・Research ・NPD

🗺️ Google Maps for Work onboarding experience for software developers

Onboarding・Dev Tooling・UX Design・IA・Visual Design

📋 Insurance Policy and Claims System Design

Insurance . System Design ・UX Research・UX Design

✈️ Airlines Country Manager's Dashboard

Airline Route optimisation Mobile・NPD

🦽 Service Design to Enable Affordable Home-based Healthcare

Medical Devices・Rentals・Service Design・NPD・Responsive UX Design・Branding

📊 Making Big Data Analytics user-friendly for non-technical users

Real World Evidence・Pharma・Service Design・NPD・UX Design・

👗 Personalisation as a Service

Product Personalisation ・Responsive UX Design・NPD・Conceptualisation

and many more...


"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, Semiology of Graphics, Tromsø, Westworld, Cuckold, Death Note, Italy, Aperol Spritz, Travelman, Orchestral Qawwali, 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...

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