stories
humanise
products
With experience in shipping end-to-end products my niche in identifying core behavioural drivers & crafting user narratives gives the work I do the extra edge
My knack for creating a product market fit has led to some award-winning work
my proficiency lies in identifying that one
insight that acts as the
north star throughout the product lifecycle.
DATA
The Micro
The data and user behaviours are the building blocks of problem discovery
The Macro
One must be able to zoom in & out to distil the fundamental insight
Leading Teams to Global Recognition
My recognition in industry competitions such as the Stanford Center on Longevity Design Challenge and D'Source CDC demonstrates my commitment to innovation and excellence pushing teams to deliver impactful outcomes. My strong leadership and drive to make products that solve real people’s problems have led to industry wide accolades.
focus areas business design . product strategy. future tech. behavioural design. psychology. ar. vr. gamification. sensory. systems thinking, design ops
the how capturing the essence. north star identification. first principles. answering the why
impact experiences that wow, delight & make people feel. designing for emotion
Coming Soon
What does it take to ship a vibecoded app?
Learnings and mental models of taking an idea to production with AI. This is a personalised meditation app that uses EFT tapping to surface and relieve anxiety
Emotion Mapping and Extraction
Procedural Data Visualization
Templatizing Outcomes/ Speculative Design
Recent Work
Coming Soon
Store insights to ops driven workflows
Translating fragmented SOPs into scalable role-based workflows and device-specific journeys for Pincode Seller
Ecosystem Design
Persona/ Role Based
Product Strategy
Prototyping Simulations
Prototyping Simulations
April- December 2025
PhonePe Growth, Ads & Merchandising
Multiple growth led feature initiatives
Nudges
Templatization & System Design
Product Strategy
Monetization & Metrics
January 2026- Ongoing
Revamping the credit card acquisition journey to reduce time to convert by 50%
Persuasion Techniques
Forms that Sell
Product Strategy
June-October 2024
Designed the 0 to 1 experience of the
e-commerce buyer app for ONDC (a govt. initiative) within the Grab Deals ecosystem
Existing Bank Users
Local Shopping
October 2022-May 2023
Scaling servicing for credit cards by shipping 20+ business critical stories and features
Servicing App
Design for User Archetypes
Revenue Impact
October 2022-Ongoing
Project Snippets
Behavioural design of a product that gamifies healthy eating for elementary kids promoting a healthy relationship with food.
Award Winner
Stanford Center on Longevity Design Challenge 2021
Helping mothers working from home to overcome the guilt of not giving it their all
Using a selection-based approach to visualise the consequences of the choices you make today to curb screen addiction in young adults
Award Winner
India HCI 2022, Research Paper | Q.E.D. 1st Place 2020
Systems thinking analysis of fast fashion for a service that connects tailors to give fabrics a second life
Award Winner
D'Source CDC, IIT Bombay 2020
A Communication design campaign that shuns deviant behaviour in a funny and quirky fashion
Award Winner
Taiwan International Student Design Competition 2022
A desk piece for working individuals that helps in emotional regulation throughout the workday
What you get working with me 🤌
Govind Krishna
Associate Director, Freecharge by Axis Bank
Preshita has been a powerhouse of energy and ideas, always pushing us to do better and go further than we ever thought possible. I admire her ability to take new challenge and run with them fearlessly. She is never content to simply do things the way they’ve always been done; and is always looking for ways to innovate and improve. She asks the tough questions and is never satisfied with surface-level answers.
Her curiosity and determination to truly understand the issues at hand have helped our team to make more informed decisions and create better outcomes.
I am grateful to work alongside her and am excited to see what incredible things she will accomplish in the future.
Nikita Bhatnagar
UX Designer, MakeMyTrip
Preshita is an outstanding storyteller who can tackle any problem with ease. We collaborated on multiple academic projects and I am impressed by her work ethic, strong communication skills, and her ability to foster a collaborative team environment. What makes her stand out is articulating meaningful insights from data!
She is a designer who combines creativity and analytical prowess which brought a refreshing perspective to our design discussions.
If you are looking for a designer who can solve complex problems with an edge in design thinking by tailoring tools depending on the context to ensure user-centric solutions, Preshita is your go-to! She not only excels individually but also enhances the team dynamics.
Want to get in touch? Shoot me a DM on LinkedIn
Made with sugar, spice and everything nice | ©Preshita Deshmukh | Last updated 2024
stories
humanise
products
With experience in shipping end-to-end products my niche in identifying core behavioural drivers & crafting user narratives gives the work I do the extra edge
Focus areas business desiGn . produCt strateGy. future tech. behavioural design. psychology. ar. vr. gamification. sensory. system design, design ops
the how capturing the essence. north star identification. first principles. answering the why
impact experiences that wow, delight & make people feel. designing for emotion
Leading Teams to Global Recognition
My recognition in industry competitions such as the Stanford Center on Longevity Design Challenge and D'Source CDC demonstrates my commitment to innovation and excellence pushing teams to deliver impactful outcomes. My strong leadership and drive to make products that solve real people’s problems have led to industry wide accolades.
Prev
Product Designer @Freecharge by Axis Bank
As a designer at the Digital Business and Transformation (DBAT tech) team, I’ve exclusively worked on consumer propositions of Axis Bank. I have built solutions that demystify banking and personal finance while steering projects through ambiguity, ensuring strategic alignment, and setting the product vision.
Credit Card Acquisition
Led the pod for ‘Apply for a Credit Card’ journey. Conducted workshops, delivered an insights report highlighting ~7 themes and 5 actionables that was foundational to all stakeholder alignment and product ideation.
ONDC E-commerce Buyer App
Designed the entire 0 to 1 e-commerce experience for over 1 Lakh customers of Grabdeals. Increasing visibility of Grabdeals for the 42% of untapped users of Axis Bank.
Scaling Credit Cards Servicing
Shipped multiple features such as Credit Cards Tour, Virtual Card, Dynamic Current Statement, Activation Nudges, Festive Offers, New Feature Nudges, Instant NPS, increasing portfolio offers visibility etc.
AxisDesignLab's team upliftment
Led the team's vision into a brand identity that led to a 25% increase in followers in just 2 months. Initiated recruitment of users for UX Research for 6+ projects resulting in 12+ participant recruitment in less than 24hrs.
Credit Card Servicing - Revamp
Led the current credit card experience as per our 12 Lakh monthly active users' priorities and financial behaviours by prioritising features/ information for maximum usage and recurring footfall.
Current
Senior Product Designer @PhonePe
Led multiple critical tracks on Pincode and PhonePe Growth
Pincode
Led the entire warehouse and distributer (merchant) initiatives for Pincode Seller ERP that was deeply integrated with business ops and strategy. Evangalised design research by conducting regular store visits for the team to oversee implementation of designed features.
PhonePe Consumer, Growth & Ads
Spearheaded multiple high-visibility tracks such as: Building a system for interactive merchandising on homepage mastheads, Immersive ads, rewards & milestones and Gen AI tracks.
My proficiency lies in identifying that one insight that acts as the north star throughout the product lifecycle.
Recent Work
Multiple growth led feature initiatives
Templatization & System Design
Product Strategy
Nudges
January 2026- Ongoing
Inwarding at Pincode Seller
Translating fragmented SOPs into scalable role-based workflows and device-specific journeys for Pincode Seller
Coming Soon
Ecosystem Design
Persona/ Role Based
Product Strategy
Prototyping Simulations
April- December 2025
Revamping the credit card acquisition journey to reduce time to convert by 50%
Persuasion Techniques
Forms that Sell
Product Strategy
June-October 2024
Designed the 0 to 1 experience of the e-commerce buyer app for ONDC (a govt. initiative) within the Grab Deals ecosystem
Existing to Bank Users
Local Shopping
October 2022-May 2023
Scaling servicing for credit cards by shipping 20+ business critical stories and features
Revenue Impact
Scaling Servicing
Design for User Archetypes
October 2022-Ongoing
Project Snippets
Behavioural design of a product that gamifies healthy eating for elementary kids promoting a healthy relationship with food
Award Winner
Stanford Center on Longevity Design Challenge 2021
Helping mothers working from home to overcome the guilt of not giving it their all
Using a selection based approach to visualise the consequences of the choices you make today to curb screen addiction in young adults
Award Winner
India HCI 2022, Research Paper | Q.E.D. 1st Place 2020
Systems thinking analysis of fast fashion for a service that connects tailors to give fabrics a second life
Award Winner
D'Source CDC, IIT Bombay 2020
A Communication design campaign that shuns deviant behaviour in a funny and quirky fashion
Award Winner
Taiwan International Student Design Competition 2022
A desk piece for working individuals that helps in emotional regulation throughout the workday
Working with me is like
Govind Krishna
Sr. Associate Director, Freecharge by Axis Bank
Preshita has been a powerhouse of energy and ideas, always pushing us to do better and go further than we ever thought possible. I admire her ability to take new challenge and run with them fearlessly. She is never content to simply do things the way they’ve always been done; and is always looking for ways to innovate and improve. She asks the tough questions and is never satisfied with surface-level answers.
Her curiosity and determination to truly understand the issues at hand have helped our team to make more informed decisions and create better outcomes.
I am grateful to work alongside her and am excited to see what incredible things she will accomplish in the future.
Nikita Bhatnagar
UX Designer, MakeMyTrip
Preshita is an outstanding storyteller who can tackle any problem with ease. We collaborated on multiple academic projects and I am impressed by her work ethic, strong communication skills, and her ability to foster a collaborative team environment.
What makes her stand out is articulating meaningful insights from data! She is a designer who combines creativity and analytical prowess which brought a refreshing perspective to our design discussions.
If you are looking for a designer who can solve complex problems with an edge in design thinking by tailoring tools depending on the context to ensure user-centric solutions, Preshita is your go-to! She not only excels individually but also enhances the team dynamics.
DATA
The Micro
The data and user behaviours are the building blocks of problem discovery
The Macro
One must be able to zoom in & out to distil the fundamental insight
Want to get in touch?
Shoot me a DM on LinkedIn
Made with sugar, spice and everything nice | ©Preshita Deshmukh | Last updated 2024
Made with sugar, spice and everything nice
©Preshita Deshmukh | Last updated 2024