I design to make everyday experiences familiar, natural and delightful

I have over a decade of experience in designing experiences accross, food, fashion and finance. I believe great products are a by-product of incredible talent and integrated process.


Design Head - Limeroad . Feb 18 - Jan 19

  • set up the design team and function within Limeroad
  • created the design systems, bringing consistency and speed to product cycles, also brought the production time down by 30%
  • redesigned the overall user experience from onboarding to retention to reduce friction and improve growth curves
  • created a pod culture for better cross collaboration and consumer visibility with faster response cycles across user touchpoints

Cofounder - Pluck . Aug 16 - Jan 18

  • helped clients of Pluck in setting up design processes and teams, and in overall user research and experience design.

Design Head- TinyOwl. Feb 15 - Mar 16

  • hired, scaled and retained the design team, scaling from 3 to 16 designers
  • worked with product head in shaping the organisation and product process cycles, resulting in 43 per cent productivity uptick
  • lead the research and user experience defining the core product
  • streamlined cross collaboration amongst product teams, to both build consumer visibility accross team and get faster feedback to iteration, resulting in rich product experiences when shipped

Cofounder - Pluck . Jan 10 - Jan 15

  • helped grow business and lead design team at Pluck. driving design systems, high-level user interaction flows and interface design accross projects

Sr.Consultant- DY Works. Oct 08 - Jan 10

  • led Design and Brand Strategies: conducting design research, synthesis, brand idea, brand positioning, brand architecture, user experience navigation, design strategy and brief.

Reach me on: hozefa.ayyaji@gmail.com