We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative NetBramha Studios ("NS").
NetBramha, is India's award winningUI/UXdesign studios. It boasts of having worked with200+ clients& impacting at-least100+ million usersover the last9 years. As an UI/UX studio offeringSTRATEGY + DESIGNthe team has been successfully delivering design across the globe. The25+ strong design teamhas transformed every possible industry & vertical - be it telecom, banking, consumer, ecommerce, automobile, education, e-learning or retail. The studio has already executed massive projects on new frontiers like virtual reality, augmented technology, gamification, omni-channel experiences etc. Our clients includeunicornslike InMobi, EKA, Flipkart to topMNC’slike Microsoft, Cisco, Shell, Petrofac. We love working with promisingstartups(StoreKing, Botmetric, TaxiforSure) ¬-for-profits(Conservation India, India Water Portal etc) that drive impact. Let'sDISRUPT with DESIGN. Shall we? twitter: @netbramha https://netbramha.com
NetBramha Studios Designs
We are pleased to share with you original and innovative design work by NetBramha Studios.
Designer Interview of NetBramha Studios:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
NS : With over 24 years of experience in design, my journey began in my teens in the early 2000s, a time when design in India was primarily associated with graphic design. My very first project was designing logos for a client.Being a teenager & having no idea what constraints or guidelines in designs are, I ended up creating some 50-60 versions of the logo, iterating multiple times, later which served as a key learning for me. The learning being design needs to have constraints & that best output comes when design has a set direction to go.
DI: Can you tell us more about your company / design studio?
NS : NetBramha Studios, an award-winning global UX design studio, is one of India's pioneering design firms specializing in user research, product strategy, design thinking, and interface design. Over the years, we've transformed businesses—from Fortune 500 companies to high-growth startups—using design to drive meaningful impact. Whether working with large enterprises or small brands, our focus has always been on using design to create value and foster growth.
DI: What is "design" for you?
NS : For me, design is about solving problems and improving people's lives. Unlike art, which can be an expression of creativity without a defined purpose, design is driven by constraints and always seeks to find solutions. It requires empathy and a deep understanding of people’s needs, ultimately leading to innovative solutions that accommodate and enhance those needs.
DI: What kinds of works do you like designing most?
NS : I am particularly passionate about solving problems for underserved and remote communities, for those whose needs have not yet been addressed. Design that tackles complex cultural nuances and makes technology accessible to all is where the challenge—and the excitement—lies. These projects push me to think creatively and craft solutions that have a lasting, meaningful impact.
DI: What is your most favorite design, could you please tell more about it?
NS : Some of my favorite designs are the ones that are so seamlessly integrated into our daily lives that they go unnoticed. Great design should be invisible—effortlessly blending into the background and enhancing our experiences without drawing attention to itself. These designs are the most satisfying because they elevate our lives without ever needing to be in the spotlight.
DI: What was the first thing you designed for a company?
NS : As I mentioned, my very first design project was creating logos for a client when I was still a teenager. At that time, my only access to computers and the internet was through a small cyber café near my home, where my design journey truly began.
DI: What is your favorite material / platform / technology?
NS : Over the past 24 years, design platforms and software have evolved dramatically. While I enjoy experimenting with tools like Figma, Adobe, and even Canva, my preferred medium for expression, brainstorming, and ideation remains the simple combination of paper and pen. I always carry a notebook with me—whether I'm online, offline, or experiencing slow or no internet access—it's the one tool that consistently serves me well and never lets me down.
DI: When do you feel the most creative?
NS : As a design entrepreneur, I often find that I don't have the same freedom to immerse myself in creative pursuits as I did when I was starting out as a designer. A design leader's role involves managing collaboration across teams and stakeholders, which means that much of the creativity often goes untapped. I tend to feel most creative in moments when I'm not focused on "work"—like when I'm driving, traveling, or spending time with my son. It's during these times that my mind unlocks, and I can fully dive into creative thinking.
DI: Which aspects of a design do you focus more during designing?
NS : As a design leader, my primary focus is always on the big picture. My key areas of concern revolve around ensuring that the design solutions we pursue are based on actual user data, add value to both the business and the user, and rise above the usual cookie-cutter approaches. The goal is always to create something unique and of superior quality.
DI: What kind of emotions do you feel when you design?
NS : When tackling real-world problem statements, I approach the challenge with an open mind, drawing insights from my past experiences and continuously experimenting with multiple solutions. I prioritize user needs and aim to create the best possible solution by keeping the process flexible and iterative, ensuring that the final outcome truly serves the end user.
DI: What kind of emotions do you feel when your designs are realized?
NS : There’s no greater sense of pride or satisfaction than when your ideas, hard work, teamwork, and collaboration with clients and stakeholders come together to create tangible solutions that have a meaningful impact on users' lives and solve critical pain points. This is the essence of design success.
DI: What makes a design successful?
NS : The definition of successful design can vary depending on the context, but to me, it is a solution that addresses a real pain point, alleviates user struggles, and adds meaningful value. A successful design simplifies lives, bridges the gap between technology and human needs, and ultimately enhances the user experience.
DI: When judging a design as good or bad, which aspects do you consider first?
NS : I consider a design to be truly effective when it is simple and intuitive to use, solves a real problem, and adds tangible value. It must be easily accessible to users with diverse needs, inclusive of different abilities and backgrounds, and consistent in its functionality and messaging. A good design also builds trust with its users and, of course, has strong visual appeal that enhances the overall experience.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
NS : roblems, whether in chaotic or structured environments. Everything else in between is a process of evangelism, iteration, and collaboration. Designers must continuously unlearn and relearn with every project and interaction, understanding the far-reaching impact of their decisions. Their role is to improve the world, recognizing the domino effect of every design choice. A designer is not meant to be a factory worker, churning out cookie-cutter solutions. Their responsibility extends beyond screens and computers; it’s about shaping a better world. A designer must embrace imperfection, knowing they can never be perfect, while also developing and staying true to their own core values. While Apple may be an iconic brand, nature is the ultimate source of inspiration. Designers must always challenge mediocrity, regardless of the consequences, and approach their work as a long-term journey—a marathon, not a sprint.
DI: How do you think the "design field" is evolving? What is the future of design?
NS : The design field is rapidly evolving with advancements in AI, machine learning, and immersive technologies like AR and VR, which are enabling more personalized and dynamic user experiences. The future of design will be shaped by data-driven insights, user-centered innovation, and cross-disciplinary collaboration. Design will become more intertwined with technology, making solutions smarter, more intuitive, and universally accessible. As sustainability and inclusivity continue to take center stage, future design will prioritize ethical, eco-conscious practices, ensuring that technology enhances rather than diminishes human experience. Designers will increasingly play the role of strategic problem-solvers, blending creativity and technology to drive meaningful, impactful change.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
NS : My greatest source of inspiration is life itself. I look both inward and outward when brainstorming with my team, drawing inspiration from the world around me. Designs that are created by Indians, for Indians, and inspired by India's unique needs hold a special place in my heart. These solutions are often rooted in ingenuity, catering to the needs of over a billion people with creativity and resourcefulness. The concept of jugaad (frugal innovation) in India is a powerful reminder of how constraints can foster innovation, and this mindset is a significant source of inspiration for me.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
NS : I am an extremely detail-oriented individual and set high standards for myself and my team. Long before minimalism became a widely embraced concept, I incorporated it into both my personal and professional life. To me, minimalism is about decluttering and focusing on what truly matters. It’s about delivering solutions in the most straightforward, efficient, and user-friendly way, cutting through unnecessary complexity to provide clear, direct value.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
NS : Living in India shapes a designer's perspective with its rich cultural diversity, rapid tech growth, and the spirit of jugaad—a creative, resourceful approach to solving problems with limited resources. Designers often blend traditional craftsmanship with modern trends, creating inclusive solutions for diverse users. The booming startup scene also offers ample opportunities for innovation. However, the design industry in India is still developing, leading to limited appreciation for design thinking in some sectors. The competitive, fast-paced environment can cause burnout, with varying levels of infrastructure and resources across the country. Despite these challenges, India’s evolving design landscape, fueled by jugaad, offers great potential for growth and creativity.
DI: How do you work with companies?
NS : We tend to adopt a human-centered design (HCD) approach by deeply understanding the unique cultural, social, and business contexts of each client. This involves conducting thorough user research, including interviews, surveys, and field studies, to gather insights that drive the design process. We closely collaborate with clients to ensure their goals align with user needs, creating tailored, intuitive solutions that are relevant across different markets. Our HCD approach also emphasizes continuous feedback loops, enabling the design team to iterate and refine solutions that resonate with diverse user groups, while ensuring usability, accessibility, and emotional connection in both local and global contexts.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
NS : When selecting a good designer, companies should look at a mix of skills, experience, and how well the designer fits with the company’s culture. A strong portfolio is key—it shows the designer's ability to tackle different challenges and create meaningful, user-focused designs. Beyond just technical skills, it's important to assess their understanding of UX principles, creative thinking, and how well they work with other teams. Communication skills, openness to feedback, and the ability to adapt are also crucial. Finally, making sure the designer aligns with the company’s values and goals helps ensure a good fit and long-term success.
DI: Can you talk a little about your design process?
NS : Our design process is a structured yet flexible approach to solving problems and creating effective solutions. It typically starts with research and discovery, where designers understand the users, business goals, and context. This is followed by ideation, where multiple concepts and solutions are brainstormed. Once a direction is chosen, designers move to prototyping, building low-fidelity versions of the design to test and refine. Afterward, user testing and feedback help further refine the design, ensuring it meets user needs and expectations. Finally, the design is delivered and implemented, with ongoing iteration and optimization based on real-world use. This process emphasizes collaboration, empathy, and continuous improvement to create products that are both functional and user-friendly.
DI: What are 5 of your favorite design items at home?
NS : ndian households feature well-designed items that blend practicality, cultural significance, and sustainability. The pressure cooker is efficient and safe, while the masala dabba organizes spices with a traditional touch. Steel tumblers are durable and versatile, used throughout the day. The charpai offers comfortable, breathable seating, and diyas provide functional lighting with cultural beauty during festivals. Clay pots (matkas) are eco-friendly and ideal for natural cooling.
DI: Can you describe a day in your life?
NS : My day as a design entrepreneur in Bangalore starts early, checking emails and messages to handle any urgent tasks. Mornings are spent in design reviews with my team, providing feedback and refining strategies. I also dedicate time to brainstorming sessions to ensure we're on track. Midday usually involves client calls or presentations, where I align on design directions and manage expectations. I take a break after lunch to recharge, often enjoying a walk or spending some time on hobbies like reading or sketching. In the afternoon, I focus on business development, partnerships, and admin tasks, with some networking opportunities with fellow entrepreneurs. Evenings are for team-building activities or preparing for speaking engagements.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
NS : To young designers, my advice is to embrace AI as a tool, not a replacement. AI can enhance your design process by automating repetitive tasks, providing valuable insights, and speeding up workflows, allowing you to focus on the more creative and strategic aspects of design. Instead of fearing AI, explore how it can complement your skill set—whether it's through AI-powered design tools, data analysis, or personalized user experiences. However, remember that the core of design will always be human-centered, and the empathy, creativity, and problem-solving abilities you bring are irreplaceable. Stay curious, learn about AI's capabilities, and integrate it thoughtfully into your workflow while maintaining the human touch in your designs.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
NS : Being a designer has its ups and downs. On the positive side, I love the creativity and innovation that come with my work. I get to solve problems in unique ways and have a direct impact on how people experience products and services. The field is constantly evolving, so there’s always something new to learn, which keeps me engaged. Plus, I enjoy the flexibility to work across different industries and collaborate with talented teams, which helps me grow both professionally and personally.On the flip side, there are challenges too. Clients and stakeholders often have high expectations, which can be stressful, especially with tight deadlines. There’s also the pressure to consistently come up with fresh ideas, which can lead to creative burnout. And since design can be subjective, it can be tough when your vision doesn’t align with what others expect. Despite these challenges, I find the work rewarding, and the positives far outweigh the negatives.
DI: What is your "golden rule" in design?
NS : One golden rule I follow in design is: "Design is not about creating something new, it’s about uncovering what already works." I believe that great design isn’t always about reinventing the wheel; it’s about listening deeply to the needs of the user, understanding the essence of the problem, and then revealing solutions that feel natural and intuitive. The best designs often emerge when we peel back layers of complexity to expose the simplest, most effective solutions—solutions that align with human behavior and needs, rather than forcing something new onto the world.
DI: What skills are most important for a designer?
NS : The most important skills for designers go beyond technical expertise. While proficiency in tools like Figma or Adobe XD is crucial, the ability to truly listen, understand, and empathize with users is paramount. Humility plays a key role here—being open to feedback, acknowledging when something isn’t working, and being willing to iterate or even completely pivot based on new insights. A great designer also values collaboration, understanding that design is a team effort and that great ideas often come from diverse perspectives. Additionally, strong problem-solving skills, adaptability to changing trends, and an ongoing commitment to learning are vital for staying relevant in an ever-evolving field. It’s not just about what you know, but also how open and humble you are in the design process.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
NS : As a designer, I rely on a few essential tools to bring my ideas to life. For design, Figma is my go-to for creating wireframes, prototypes, and high-fidelity designs, thanks to its collaborative features. For graphic design and illustrations, I use Adobe Illustrator and Photoshop for their versatility and powerful design capabilities. When working on motion graphics or animations, After Effects is my tool of choice for creating engaging visuals. These three tools help me streamline the design process, ensuring both creativity and efficiency in my work.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
NS : Balancing time as both a designer and a design leader can be a bit tricky, but it comes down to prioritizing, delegating, and staying focused. I start by making a to-do list for the day, figuring out what needs my direct attention and what can be handed off to my team. I use tools like Trello and Notion to stay organized and make sure I don’t miss anything. I block out time for design work, client calls, and team check-ins, and I try to squeeze in short breaks to recharge. As a leader, I make sure I’m supporting my team by offering feedback and helping them navigate any challenges. I also make time for myself, carving out a few hours each week to learn new things and stay updated on design trends. It’s all about finding that balance between creativity, leadership, and keeping things on track.
DI: How long does it take to design an object from beginning to end?
NS : Depends on multiple factors such as nature of product, context of users, problems being solved, business goals, etc
DI: What is the most frequently asked question to you, as a designer?
NS : How to maintain ethics & originality in the age of AI
DI: What was your most important job experience?
NS : My current role as a design leader is the most important experience of my life because it allows me to shape the future of design, not just through my own work but by guiding and empowering an entire team. I get to influence how design drives innovation and solves real-world problems for businesses and users alike. The responsibility of leading a team, balancing creativity with strategy, and making critical decisions that affect both the team’s growth and the success of our clients has pushed me to constantly evolve. It’s a blend of personal growth, learning from both successes and failures, and being part of something bigger—shaping the design community, impacting industries, and leading by example. Every challenge, every triumph, and every new idea contributes to making this the most fulfilling journey of my career.
DI: Who are some of your clients?
NS : Microsoft, Google, Emaar, SIXT, Springer Nature, Geojit, Transunion Cibil, Oxford University, HDFC bank, Intel, Cisco
DI: What type of design work do you enjoy the most and why?
NS : The kind of work that really pushes me out of my comfort zone, where I get the opportunity to go on-field, immerse myself in user research, solve critical problems, for remote/untouched geographies & those projects that bring a real change in the lives of people.
DI: What are your future plans? What is next for you?
NS : I don’t try to plan too much for my future. My aim is just to plan for the present. Give my 100% to my team, my people, my clients, and my work. My aim is to impact 100% of the global population with design & design thinking. At NetBramha Studios we are driven to bring meaningful changes in the world with our superpower of design.
DI: Do you work as a team, or do you develop your designs yourself?
NS : I work with a team of super talented designers & design specialists of around 70 people in my team at NetBramha studios
DI: How can people contact you?
NS : Reach out to me at aashish@netbramha.com or business@netbramha.com. You can also reach out to me at LinkedIn https://www.linkedin.com/in/aashishsolanki/