designs AI and systems that feel obvious.

Screens are the last mile. I design what decides them: the model, the data, the rules, the handoffs.

or go straight to the work

{{pwCap}}Same care at every altitude.

Selected work

Four case files.

Each has a surface and an underneath. Flip one to see what was really being solved.

Agentic AISelf serveIn development

Intuit Enterprise Suite · Deal to cash
Staff Product Designer · design direction

3 → 1

systems, becoming one deal flow

One deal crosses three systems before it becomes revenue.

The brief said

Design an AI quote assistant for sellers, and a self serve portal for their customers.

What was underneath

Sellers lost time stitching three systems together. And once a contract was signed, customers lost sight of their order: what happens now, and when.

What changes

One flow from lead to cash. For sellers, an agent drafts, checks and routes quotes, and they approve anything that matters. For customers, a self serve portal that answers “where is my order?” before they have to ask.

Experience strategy and design direction, with two designers.

AI insightsExec alignmentTrust

Intuit QuickBooks · Bills & Subscriptions
Staff Product Designer · FY26

Trust hub

for every Intuit customer’s subscriptions

A transactional billing page, repositioned as a place customers trust.

The brief said

Make the billing page clearer.

What was underneath

The page was purely transactional. A detailed heuristic evaluation and the customer research made the real need plain: people wanted to understand what they pay for, and why.

What changes

Brought executives into alignment around that evidence, and repositioned the page as a trust hub for anyone with an Intuit subscription: AI driven insights, plain answers, and the right next action suggested at the right moment.

Staff designer, alongside a principal designer and a product manager.

DiscoveryFrameworksEmerging markets

Amazon India · Shopping app
UX Leader · 2022 to 2025

7 stores

made visible from the first screen

What does someone need to see to tap a store they didn’t know existed?

The brief said

Improve the value propositions.

What was underneath

People didn’t read copy; they tapped what they could see. So the question became what customers needed to see to choose a store at all.

What changed

Highway: a persistent strip of store tiles that made every Amazon store discoverable at a glance. Then the frameworks and mechanisms to scale it across emerging markets.

Led the design, from first click research to launch.

CommerceValue perception+1.1% conversion

Amazon India · Fresh
UX Leader · value perception

40→80%

cashback utilisation, with a 1.1% lift in conversion

Customers had the value in hand. They just couldn’t see it.

The brief said

Make customers perceive Fresh’s value.

What was underneath

The value wasn’t being comprehended. Customers knew cashback existed, but not what it was worth or where to use it.

What changed

Made the value legible at the moments that matter. Cashback utilisation rose from 40% to 80%, conversion grew 1.1%, and the solution scaled.

Led UX for the Fresh value experience.

The archive

Many more stories, best told in person.

Eleven years of work that didn’t fit on one page.

Amazon Search and discovery
Amazon’s central design system
Accessibility at Amazon
Intuit partner experience
B2B platforms in 120+ countries
Strategy for 10+ CXOs
A UX practice from scratch

Ask me for the rest

Eleven years

The path.

An agency, a consultancy, a studio of my own, a marketplace, a platform team. The titles change. The questions stay the same.

IntuitStaff DesignerAI lead to quote, Bills & Subscriptions, the partner experience. Platform work that scales to TurboTax, Mailchimp and Credit Karma.2026 · now

Amazon IndiaUX LeaderShopping app navigation, the central design system, and four major shopping initiatives.2022 to 2025

Beatnik Design StudioCofounderA studio of my own: strategy for 10+ CXOs, $2.1M+ in client revenue growth, teams of 13+.2018 to 2023

Deloitte USISr ConsultantB2B platforms across 120+ countries, in life sciences, insurance and social innovation.2019 to 2022

FrogideasUX Lead30+ enterprise and consumer products, and a UX practice built from scratch. Where the questions started.2015 to 2019

How I work

Four beliefs.

Four beliefs, and a fifth in the making. Rule three is the one this page is built on: most of design is invisible.

What was asked{{xrAsk}}

Find the problem behind the problem.

Every request arrives dressed as a solution. Before I design anything, I take the costume off.

{{skEx}}{{skRule}}

The more that’s at stake, the more a person decides.

Let AI carry the work when mistakes are cheap and easy to undo. As the stakes rise, hand the controls back. Either way, show what it did, and let people take it back.

{{ivH}}

Most of design is invisible.

People rarely notice a detail. They notice how it made them feel. I design for the part of the mind that decides before we do.

Design the infrastructure. The screens sit on top.

Screens get redesigned every year or two. The names, rules, data and permissions underneath decide what any screen can do, and they outlast every redesign. That is where I spend the most care.

A lens I picked up from Vishant Anand, a designer friend.

05 · In the making

Design with AI.

A working model for designing with AI inside big organisations. AI widens what’s possible. The designer narrows it. The decisions that matter stay human.

14 steps · sized for a big bet, an improvement or a small fix

See the working model

Impact

At scale.

The scale of the products he designs for, from public sources. The results themselves stay in the building.

Business impact · Amazon and Intuit $ Real, measured, and not mine to publish. The figure exists; the page just won’t say it.

Contact

Say hello.

Some Intuit work is shared in person rather than published. Ask for a walkthrough, or ask Nav first. He’s quick.

mpranav991@gmail.com

Now

Staff Designer, Intuit

Before

Amazon India · Deloitte USI · Beatnik · Frogideas

Elsewhere

LinkedIn · mpranav991@gmail.com

Comfort settings

designs AI and systems that feel obvious.

Four case files.

One deal crosses three systems before it becomes revenue.

A transactional billing page, repositioned as a place customers trust.

What does someone need to see to tap a store they didn’t know existed?

Customers had the value in hand. They just couldn’t see it.

Many more stories, best told in person.

The path.

Four beliefs.

Find the problem behind the problem.

The more that’s at stake, the more a person decides.

Most of design is invisible.

Design the infrastructure. The screens sit on top.

Design with AI.

At scale.

Say hello.

Some numbers stay in the building.

M.Pranav{{l.ch}}{{l.ch}} designs AI and systems696 × 91 that feel obvious.

Four case files.

One deal crosses three systems before it becomes revenue.

A transactional billing page, repositioned as a place customers trust.

What does someone need to see to tap a store they didn’t know existed?

Customers had the value in hand. They just couldn’t see it.

Many more stories, best told in person.

The path.

Four beliefs.

Find the problem behind the problem.

The more that’s at stake, the more a person decides.

Most of design is invisible.

Design the infrastructure. The screens sit on top.

Design with AI.

At scale.

Say hello.

designs AI and systems that feel obvious.