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 world.

As its Founding Designer since 2024. I turned the inital prototype into a shipped product: the navigation model, the design system and the user experience the app runs on now, built with the founder and one engineer on weekly releases.

Giving social media a new dimension
A feed flattens everything into a queue, ordered by whatever an algorithm thinks will hold you.
 
Ubiq puts the same moments back where they happened, so what you're looking at is a world rather than a list, and you move through it the way you'd move through a city.
One visual language across every moving part
A map of other people's moments carries a lot at once. Before you tap something you want to know who posted it, whether you've already seen it, how recent it is, where it was taken, and who can see your own posts in return.
 
Adding a label for each would have buried the map under its own interface, so I crafted a whole system around it. Headgear for how you know someone, ring color for seen or unseen, size for how recent, a small emoji for the kind of place. Those same symbols return when you post, filter, tag someone or open a profile, so you learn the language once and it holds everywhere.
 
Eight surfaces now share one vocabulary and three separate screens collapsed into one map. The shared rules gave the engineer enough to keep shipping weekly, and no release has waited on design since.
Convincing a startup to spend time on cohesion
The founder’s position was reasonable: an early-stage product needs features, not UI refinement.
 
I didn’t win that argument in a meeting. I built an end-to-end prototype unprompted, put it next to the existing experience, and ran both past students through Discord. The design changed after those sessions and the overhaul shipped once the immersion argument connected back to the founder’s own vision 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.

I designed the four products that make up the platform: the SaaS tool where crews are managed, the conversational AI they check in through, the readiness dashboard managers work from, and the site. The brand refresh came with it.

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 insight to pull someone off a rig before something unfortunate happens, and the crew needs not to feel watched. The product fails the moment either side stops trusting it.
Two audiences, one product, opposite needs
The answer was to design what each side sees, not just how it looks. The manager’s view reports readiness and risk, never a transcript of what someone 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. The same system then had to carry an operational dashboard and a public website without reading as two companies.
Wellthi
B2B2C • Fintech • Consumer Social

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

I rebuilt the app interface and designed its flagship feature, Financial Personality, which is what the product leads with now. The brand refresh came underneath it.

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.
Designing financial personality
Financial Personality analyzes how a user actually handles money, visualises it, and changes what the app puts in front of them.

The hard part was ownership: this is a white-label product, so every screen ships under a credit union’s name. It had to feel like something you’d show a friend while staying something a bank is willing to 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

SSP is an engineering and manufacturing company that builds battery systems for defense, marine, industrial and commercial platforms.

I designed the site and shipped it myself, and adding a fifth market is now a content job.

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 the brand into web, collaborated on IA, UX and UI, then built and shipped it myself in Framer with no developer and no handoff. I built it as a component system rather than a stack of pages, which was the decision that mattered: adding a fifth vertical is now a content job rather than a rebuild.
 
Four markets that used to sit in separate PDFs live in one place, with the hardware in front of the story instead of behind it.
Tata
B2C • Automotive • E-commerce

Tata is India’s largest conglomerate, comprising over 30 independent companies spanning various industries like automotive, hospitality, and consumer goods.

As a Senior Designer at Landor, I developed the identity for two of its prominent subsidiaries: Tata.ev, its electric vehicle division that redefined its conservative retail landscape and emerged as the nation’s market leader in electric vehicles, and Tata Neu, the country’s first-ever Super App, which seamlessly integrated its consumer product portfolio under one login and loyalty currency system, both strategically and visually.

1,500 showrooms, one Tata.ev identity
At the beginning of 2023, electric vehicles accounted for only 2% of the country’s car sales. We discovered that people were hesitant to buy EVs not only because they lacked knowledge about range, charging, and servicing, but also because the showroom experience had remained unchanged for decades. 

Landor was hired for everything from naming to customer journey. We developed the creative strategy, “Move with meaning,” which inspired me to create a scalable circular identity centered around community, technology, and sustainability.

By the end of the year, within just five months of the launch, EV sales surpassed 100K units, and the company achieved a remarkable 70% market share. Furthermore, this work received recognition at the Kyoorius and VM&RD Retail Design Awards and was featured in Branding in Asia, Retail4Growth, and The Hard Copy. Today, this design and retail footprint has expanded to over 1.5K outlets across India.
15 brands, one Tata Neu login
Tata's consumer ecosystem includes a diverse range of companies, including Starbucks coffee, Air India flights, Taj hotels, Tata CLiQ fashion, and Tata Pay financial services. The primary challenge was determining how Tata Neu and each of these businesses would interact.

To address this, we defined a visual system that honored each sister company’s individuality by preserving their unique color palettes and established a distinct identity for the house brand that encompassed the mother brand's portfolio. This system allowed Tata Neu to discuss any one of these companies or all of them simultaneously. Since the client developed the app internally, we shipped brand guidelines that could withstand scrutiny from teams we would never collaborate with.

Launched at IPL 2022, the country’s most celebrated annual sports tournament, the brand achieved over 7.8M viewership and surpassed 11M downloads by the end of the two-month-long competition.
Full'r
B2C • Food & Beverage

Full’r is a burger brand that launched as a cloud kitchen in Sri Lanka during the pandemic. It has since expanded to 13 outlets nationwide.

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

Everything the brand could be had to fit in a box
At the time of its launch in 2021, local chains and international franchises had already monopolized every street corner. With the pandemic restricting walk-ins, the only remaining touchpoint was the box delivered to each customer's doorstep. This box had to do the job of a storefront, a menu, and a server, all by itself.
 
While others focused on selling the product or the discount, we sold the “Delicious Mess,” the aspect of a burger that people actually enjoyed, and put it on the box, a place that no one else dared to.

Sales exceeded the forecast by 200% on opening night, and repeat orders doubled by week two. The brand gained over 140K online impressions, and this work received recognition at the Art Directors Club, D&AD, Dieline, and Transform Awards.
Nobody wanted to eat a burger on camera
During the pandemic in 2022, working from home tripled, and lunchtime burger sales dropped by 11% worldwide.  The two-hand, three-napkin meal became an unappealing 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. As a result, their sales increased by 306%, and our work was recognized at One Asia and Kyoorius.