Interview with NetBramha Studios

Design allows me to solve problems creatively and make a meaningful impact on people’s lives. The idea of creating something functional yet aesthetically pleasing drives me. I became a designer because I’m passionate about transforming ideas into tangible, impactful solutions.

It was a conscious choice. Design has always been a natural form of expression for me, and I’ve been drawn to it since I was young. It’s a profession where I feel I can truly make a difference.

Digital experiences that bridge the gap between technology & humans

Stay curious, learn continuously, and don’t be afraid to take risks. Focus on building a strong portfolio that showcases your versatility and creativity. Networking, staying updated with industry trends, and seeking mentorship can also make a big difference.

A good designer creates functional and visually appealing solutions, but a great designer goes beyond that. They anticipate user needs, innovate fearlessly, and create designs that inspire, engage, and leave a lasting impression.

A good design is one that seamlessly combines functionality, usability, and aesthetics. I evaluate designs based on how effectively they solve the intended problem, their emotional resonance with the audience, and their ability to stand the test of time.

Good design enhances user experience, builds trust, and communicates a brand’s value effectively. It has the power to transform businesses, create memorable experiences, and improve everyday life. Investing in good design is investing in long-term success.

If I had the time, I’d love to design solutions for underserved communities, focusing on accessibility and sustainability. For instance, creating affordable, eco-friendly products or services that improve quality of life for people who need them most.

My dream project is to design a fully sustainable and modular living space that adapts to the needs of different users while promoting environmental consciousness. It would combine functionality, beauty, and eco-friendly materials to redefine modern living.

My secret recipe is a combination of empathy, curiosity, and perseverance. The secret ingredient, however, is the ability to listen deeply—to the clients, the users, and even to the unspoken needs of the project.

I draw inspiration from legends like Dieter Rams for his timeless principles of design, Eileen Gray for her innovative modernist approach, and Massimo Vignelli for his ability to create clarity and structure in visual communication.

One of my favorite designs is the Eames Lounge Chair by Charles and Ray Eames. I admire it for its perfect balance of comfort, elegance, and functionality. It’s a testament to the idea that great design is both timeless and user-focused.

My greatest design is designing & building NetBramha - one of India's oldest established design studios that has impacted a billion people worldwide.

To become a better designer, one must embrace lifelong learning, stay curious, and accept feedback constructively. I focused on building a strong understanding of both design principles and human psychology, while constantly experimenting and iterating my ideas.

If not a designer, I would have pursued a career in architecture or psychology or the theatre—fields that also involve understanding human behavior, creating impactful solution, and expressing deepest emotions.

Design is the process of transforming ideas into tangible solutions that improve lives. For me, design is about creativity, problem-solving, and storytelling—it’s the bridge between imagination and reality.

My family & my partner (both in business & life) have been the biggest supporters of my work. Beyond that my team at NetBramha studios & all our clients have been pillars of support.

The ability to learn from constraints, focus on problem-solving, and continuously evolve while embracing tools like Figma, Adobe Suite, and traditional paper-and-pen methods were instrumental. Passion for solving real-world problems and staying true to minimalism also played a crucial role.

Early obstacles included limited access to technology and resources, such as working in a small cyber café to learn and practice design. Additionally, the lack of widespread awareness and appreciation for design thinking in India posed challenges in establishing a career path. Overcoming societal perceptions of design as a non-essential discipline also required resilience and determination.

Designers should present their work in a way that emphasizes its alignment with user needs and the problems it solves. This includes showcasing the research conducted, the iterative process followed, and the impact on users. Presentations should highlight how the design enhances accessibility, provides intuitive solutions, and aligns with business goals. Visual storytelling, coupled with clear data and insights, can effectively convey the design’s value.

Future projects are envisioned to create a global impact by addressing pressing societal challenges. The focus will be on leveraging design thinking to create innovative, user-centric solutions that foster inclusivity and sustainability. Expect meaningful projects aimed at underserved communities and solving real-world problems with lasting positive outcomes.

The ultimate goal is to use design as a transformative tool to bridge gaps between technology and human needs. This involves fostering growth, enhancing user experiences, and making design universally accessible. The vision is to shape a future where design simplifies lives and drives positive societal change.

People expect innovative designs that are user-focused, inclusive, and culturally sensitive. They look for solutions that not only address practical challenges but also inspire trust and emotional connection. There is an expectation to lead with creativity and vision, providing guidance and delivering impactful outcomes that set new standards in the industry.

Design plays a critical role in addressing societal issues by creating solutions that are accessible, inclusive, and sustainable. It helps bridge gaps in technology adoption, caters to diverse user needs, and respects cultural nuances. By focusing on human-centered principles, design enhances quality of life and fosters equity in access to resources and opportunities.

Although specifics are not provided, the designer is passionate about projects that tackle challenges in underserved communities. These initiatives aim to make a tangible, positive impact on users by improving accessibility, solving critical pain points, and enhancing user experiences with thoughtful, inclusive designs.

Projects that addressed issues in remote and underserved communities are the most fulfilling. These designs pushed creative boundaries and made a meaningful difference in people's lives, demonstrating the power of design to drive real change and deliver lasting value.

The designer advocates for a stronger focus on sustainability, inclusivity, and ethical design practices. This includes leveraging technology responsibly, fostering a culture of innovation, and creating a deeper appreciation for the value of design thinking across industries.

The design field is increasingly intertwined with advancements in AI, machine learning, and immersive technologies like AR and VR. The focus will shift towards creating more personalized, sustainable, and universally accessible solutions. Cross-disciplinary collaboration and data-driven insights will shape the future, emphasizing inclusivity and ethical innovation.

The duration of a project varies depending on its complexity, the nature of the product, user needs, and business objectives. By prioritizing a flexible and iterative process, the timeline is tailored to ensure the best possible outcome that meets both user and client expectations.

The process begins with user research to understand the problem context. This involves interviews, surveys, and field studies to gather insights about user behaviors, needs, and pain points. These insights guide ideation, prototyping, and testing phases, ensuring a design that is user-centric and effective.

"Design is not about creating something new; it’s about uncovering what already works." This motto emphasizes the importance of simplicity, intuition, and aligning solutions with natural human behaviors and needs.

The relationship is reciprocal. While trends often inspire new design directions, great designs that solve real-world problems have the power to set new trends. Designers balance adapting to trends while creating timeless solutions that address user needs.

Technology acts as a powerful enabler in the design process, providing tools for ideation, prototyping, and collaboration. It facilitates innovative solutions that are efficient, scalable, and accessible, allowing designers to focus on creative and strategic aspects while leveraging AI and data-driven insights to refine their work.

The role of color, materials, and ambient in design is to enhance functionality, evoke emotions, and create a cohesive experience for users. Colors influence mood and perception, often guiding user behavior and reinforcing brand identity. Materials contribute to the tactile and visual quality, ensuring durability, sustainability, and relevance to the design context. Ambient factors, such as lighting and spatial dynamics, shape the user's interaction with the environment, adding depth and character. Together, these elements harmonize to create designs that are not only aesthetically pleasing but also practical, inclusive, and emotionally resonant.

The focus would likely be on the journey behind the design, including the thought process, the decisions made to address specific user needs, and the challenges encountered and overcome. Questions about how the design impacts the user experience, fosters inclusivity, and solves real-world problems would be especially meaningful, as they highlight the depth of work and intention behind each solution.

Great designs inspire a sense of curiosity and reflection, often leading to thoughts about the creativity and problem-solving techniques behind them. They prompt an appreciation for the seamless integration of functionality and aesthetics, as well as lessons in innovation that could be applied to future projects. Such designs also spark ideas for pushing boundaries and achieving excellence in one's own work.

The ideal design partner is someone who brings a unique perspective, complementary skills, and a shared passion for solving meaningful problems. They should challenge ideas constructively, fostering innovation through collaboration. Co-design is essential as it encourages diverse inputs, resulting in richer, more inclusive solutions that are better aligned with user needs and expectations.

Interactions with team members, clients, and stakeholders have been pivotal in shaping design approaches. Collaborating with diverse individuals provides fresh insights and pushes the boundaries of creativity. Additionally, the cultural and social contexts of users greatly influence the design process, ensuring the outcomes are relevant and impactful.

Interactions with team members, clients, and stakeholders have been pivotal in shaping design approaches. Collaborating with diverse individuals provides fresh insights and pushes the boundaries of creativity. Additionally, the cultural and social contexts of users greatly influence the design process, ensuring the outcomes are relevant and impactful.

I am not much of a reader I observe the world around me & try to draw inspiration from there.

Skills were honed through a relentless focus on learning and adapting. Embracing constraints early in the career, iterating solutions, and continuously experimenting with new tools and techniques were critical. Staying open to feedback, learning from failures, and maintaining a user-centric approach contributed to growth as a master designer.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Depends on multiple factors such as nature of product, context of users, problems being solved, business goals, etc

How to maintain ethics & originality in the age of AI

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.

Microsoft, Google, Emaar, SIXT, Springer Nature, Geojit, Transunion Cibil, Oxford University, HDFC bank, Intel, Cisco

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.

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.

I work with a team of super talented designers & design specialists of around 70 people in my team at NetBramha studios

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/