I make complicated systems feel simple to the people using them.
I'm Ashish Srivastava, UX Leader and Principal Designer. Currently leading design across insurance, lending and digital services at Bajaj Finserv. Formerly LTIMindtree, EY and Genpact.
Task success on a store locator two-thirds of visitors used to abandon
Insurance professionals working in a claims service I rebuilt around four roles
Designers led across business lines, with 80+ modules and journeys delivered
People using an invoice platform where processing time dropped 67%
Most briefs describe a screen to fix. The real work is finding out what's actually in the way.
At Bajaj Finserv, the brief was "the store locator bounces." Research said 90% of customers didn't know it existed. So we fixed adoption before polish, and task success went from 24.6% to 60%.
At LTIMindtree, a claims "UI redesign" turned out to be four roles coordinating over personal email. Treating it as service architecture cut the journey from fourteen steps to eight.
Thirteen years of this has taught me the same lesson repeatedly: the interface is usually fine. The process, the ownership and the policy are the product.
Let's make something complex feel obvious.
AI Lab
Alongside client work I build tools for the unglamorous parts of design: research synthesis, heuristic evaluation and design-system drift. Each one says what stage it's at and where it shouldn't be trusted.
Have a complex product that needs clarity?
I'm open to design leadership, principal design and product strategy conversations.