I'M DHRUVIL (drew-il) SHAH, A PRODUCT DESIGNER IN NEW YORK BUILDING AI-DRIVEN PRODUCTS GROUNDED IN BRAND AND UX.
B2C • Consumer Social • AI
Your digital diary with no feed, likes or creators, that puts your photos and videos on a 3D map of the world.
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.
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
I designed the product end to end and built the design system and the brand from scratch, working with the founder and the engineer on weekly releases.
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 the shared rules gave the engineer enough to keep shipping weekly without design holding a release.
B2B • Risk Management • SaaS • AI
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.
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.
Four products on one system
I led the brand refresh and 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 website.
B2B2C • Fintech • Consumer Social
A Mastercard-backed financial-social platform that helps people set, track and hit money goals alongside the people, experts, banks and credit unions they trust.
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
I led the brand refresh and the UI overhaul of the mobile app, and designed its flagship feature, Financial Personality. It analyzes how users actually handle their money, visualizes it and shifts what the app puts in front of them.
B2B • Electronics
An engineering and manufacturing company that builds battery systems for defense, marine, industrial and commercial platforms.
Four markets, four PDFs
Each business vertical had its own PDF and their 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
I translated the brand into web, collaborated on the IA, UX and UI, then built and shipped the site myself in Framer. I developed it as a component system rather than a stack of pages, so adding another business vertical is a content job rather than a rebuild.
Four market offerings that used to sit in separate PDFs now live in one place.
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.
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.