BENGALURU · OPEN TO LEAD AND SENIOR ROLES
Product designer for
complex tools.
5 years in digital product design, built on an industrial design foundation (M.Des, IIT Delhi). I cut SRE root-cause time from 45-90 minutes to 8 in user acceptance testing, and led team of 3 designers at f1Studioz
Three projects, three kinds of proof
The Problem
Site Reliability Engineers used this tool to analyse logs and trace incidents to a root cause, and each investigation took 45–90 minutes.
Achievement
Time to root cause reduced: 45–90 minutes to about 8
Measured in user acceptance testing with 45 SREs, 405 logs and 55 combo bundles
Role
UX Designer
WITH
PM, engineering, ML
WHEN
2024–26
The Problem
Retailers, partners and programme admins each saw the platform differently, and setting up one loyalty programme meant working across 6 separate screens.
Achievement
Programme setup: 6 separate screens to 1 flow
No more switching between tabs to configure a programme
Role
Lead UX Designer
METHOD
Object Oriented UX
DURATION
2 Months
The Problem
A 90-year-old Tamil newspaper was losing digital readers. Editorial, marketing and the group board each brought a different brief.
Achievement
Became the #1 online daily in Tamil Nadu
The group then commissioned the same framework for Kannada Prabha and Samakalika Malayalam.
Role
Lead UX Designer
TEAM
1 UX & 1 UI Desiger
DURATION
6 Months
More work
How I run a small design team
3 years as Lead UX Designer at f1Studioz, leading a team of 3 designers across parallel client projects.
Set direction, then review
Set direction on each client project and reviewed the team's work before it went out.
01
Critique as a ritual
Ran regular design critiques across engagements. Two weeks to 3 days depending on the tenure of project
02
Handbooks, not habits
Set direction on each client project and reviewed the team's work before it went out.
03
Growing designers
Mentor in the Sarva programme in 2021, 2022 and 2024.
04
From products on a shelf to
products on an engineer's and users screen
I trained in industrial design at IIT Delhi and shipped physical products before moving into digital product design.
2024 - 26
UX Designer, Nutanix
AI-assisted tools for Site Reliability Engineers, including the Log Analyser.
2021 - 24
Senior, then Lead UX Designer, f1Studioz
Enterprise SaaS, media, BFSI and retail clients; led a team of 3 designers.
2018 - 21
Product Designer, Wildcraft
Led design and development across 4 product categories, including a 70-product range worth about ₹700 Cr in revenue over three years.
2016 –17
Design Lead, Roadgods
Launched India's first anti-theft backpack; designed the Gods Wolf camera bag, which received a design registration.
2014 –16
M.Des, Industrial Design, IIT Delhi
Interdisciplinary program
2009 –13
B.Tech, University of Calicut
Mechanical Engineering
Hiring a Lead or Senior product designer?
I'm based in Bengaluru and available now.
Designed & built with care · Edwin Fernandez © 2026
Available for full-time roles