I'M DHRUVIL (drew-il) SHAH, A PRODUCT DESIGNER IN NEW YORK BUILDING AI-DRIVEN PRODUCTS GROUNDED IN BRAND AND UX.

Ubiq
B2C • Consumer Social • AI

Ubiq is your digital diary with no feed, likes, or creators, that puts your photos and videos on a 3D map of the world. It’s live on the App Store.

As its Founding Designer since 2024, I turned the initial prototype into a shipped product: the navigation model, the design system, and the end-to-end user experience the app runs on now. Four people build Ubiq. I’m the only designer, and we ship weekly.

One visual language across every moving part
A map of other people’s moments carries a lot at once. Before you tap, you want to know who posted it, whether you’ve seen it, how recent it is, where it was taken, and who can see your own posts back.
 
Labeling all of that would have buried the map under its own interface, so the markers carry it visually instead. Headgear for how you know someone, ring color for seen or unseen, size for how recent, an emoji for the kind of place. The same symbols return when you post, filter, tag someone or open a profile. You learn the language once.
 
Eight surfaces share one vocabulary and three screens collapsed into one map. No release has waited on design since.
Convincing a startup to spend time on cohesion
The founder’s position was fair: an early product needs features, not UI refinement. I didn’t win that in a meeting. I built an end-to-end prototype unprompted, put it next to the live app, and ran both past students on Discord. The design changed after those sessions, and the overhaul shipped once the immersion argument connected to the founder’s own plans for wearables.
Signal Fusion AI
B2B • Risk Management • SaaS • AI

Signal Fusion is a voice AI platform that reads crew wellbeing from routine check-ins and warns managers before fatigue or stress turns into an accident. Built for crews on ships, planes, mines, and rigs.

As the only designer on the team, I owned everything from the brand and the web through both the products: the conversational AI crews check in through, and the readiness dashboard managers act on.

Where the check-in stops and the monitoring starts
A crew member talks to the AI once a shift and the AI forms a read on their physical and psychological state from what they say. The manager needs enough to pull someone off a rig before something happens. The crew needs not to feel watched. The product fails the moment either side stops trusting it.
Two audiences, one product, opposite needs
I kept transcripts out of the manager’s view entirely. It reports readiness and risk, nothing a crew member said at 4am. That was a deliberate cost: the manager gets less context than the raw data could give them, in exchange for a crew that keeps talking honestly.
 
I co-developed the assessment content with the company’s linguist, so the questions and the interface were designed as one thing rather than copy poured into a screen.
Wellthi
B2B2C • Fintech • Consumer Social

Wellthi is a Mastercard-backed app that lets banks and credit unions give customers a way to set money goals, track them, and act on the advice from people they actually trust.

I revamped its visual identity and app interface and built its flagship feature: Financial Personality, which is now the product’s primary selling point.

Gen Z doesn't act on money advice
There is no shortage of money advice online. Advice from a stranger with a chart is free and worthless, advice from a friend is trusted and often wrong, and an advisor costs money most people at this stage don’t have.

The bank sits outside all three, which is the opening and also the problem: the institution people are least inclined to take personal advice from is the one holding the account. So the bet was to stop giving advice and start showing people something about themselves worth sharing.
Developing financial personality
Financial Personality reads how someone actually handles money, visualizes it, and changes what the app puts in front of them.
 
The hard part was ownership: it’s white-label, so every screen ships under a credit union’s name. It had to feel like something you’d show a friend and stay something a bank will put its logo on. The App Store listing leads with the feature, which is the closest thing to a verdict I have.
Solid State Power
B2B • Electronics

Solid State Power is an engineering company that manufactures battery systems for defense, marine, industrial and commercial platforms.

I built the site and shipped it myself.

Four markets, four PDFs
Each business vertical had its own PDF and its own internal logic, and the hardware kept getting lost behind the story. The site had to carry all four without becoming four sites, and it had to put the product back in front.
No developer, no handoff
Jason Minyo owned the brand, I owned the site. I translated it to web, collaborated on IA, UX and UI, then built and shipped it in Framer. I built it as a component system rather than a stack of pages, which was the decision that mattered: adding a fifth vertical is a content job now, not a rebuild.
Tata
B2C • Automotive • E-commerce

Tata is India’s largest conglomerate with over 30 companies across automotive, hospitality, and consumer goods under it.

As a Senior Designer at Landor, I co-developed the brand identity for two of its subsidiaries: Tata.ev, now the country’s EV market leader, and Tata Neu, the country's first super app.

1,500 showrooms, one modular Tata.ev identity
In early 2023, EVs were only 2% of car sales in India. People hesitated over range, charging, and servicing, and over a showroom experience that hadn’t changed in decades. Landor was hired for everything from naming to customer journey. From the strategy, “Move with meaning,” I built a scalable circular identity system centered on community, technology, and sustainability.
 
Within five months of launch, EV sales passed 100K units and 70% market share. The identity now runs across 1,500 outlets, and this work has been recognized at Kyoorius and the VM&RD Retail Design Awards, and featured in Branding in Asia and The Hard Copy.
15 brands, one integrated Tata Neu login
Tata Neu puts Tata's consumer ecosystem that includes brands like Starbucks coffee, Air India flights, Taj hotels, Tata CLiQ fashion, and Tata Pay financial services, all behind one login. The challenge was how Neu and each business would sit together: what stayed theirs and what became Neu’s. We kept each company’s color palette and built a house identity above them, so Neu could speak about one of them or all of them at once. Tata built the app internally, so the guidelines had to hold up in the hands of teams we would never sit with.

Launched at IPL 2022, the app passed 11M downloads by the end of the tournament.
Full'r
B2C • Food & Beverage

Full’r is a burger brand in Sri Lanka that launched as a cloud kitchen during the pandemic and now runs 13 outlets nationwide.

As a Senior Designer at Landor, I co-crafted the brand identity, narrative, and packaging, and the campaign that followed.

Everything the brand could be had to fit in a box
Local chains and international franchises had monopolized every street corner, and the pandemic had restricted the walk-ins. The box delivered at the door was the only touchpoint left, so it had to do the job of a storefront, a menu, and a server, all by itself. Everyone else sold the product or the discount. We sold the "Delicious Mess," the part of a burger people actually enjoyed, and put it on the box, where nobody else was willing to.
 
Opening night hit 200% of forecast, and repeat orders doubled by week two. The brand picked up 140K online impressions, and this work won recognition at the Art Directors Club, D&AD, Dieline, and the Transform Awards.
Nobody wanted to eat a burger on camera
Working from home tripled in 2022, and lunchtime burger sales fell 11% worldwide. A two-hand, three-napkin meal has become the last option for virtual meetings. To address this, we launched a pro bono omnichannel campaign. Customers could record a video of themselves appearing attentive, set it as their Zoom backgrounds, turn off their cameras, and enjoy their deliciously messy meal.
 
Full’r received over 3,700 scans, with ~2,500 people trying it. Their sales increased by 306%, and our work was recognized at One Asia and Kyoorius.