Hi, I’m
ARVIND SETHIA
Principal Product Designer
“I design the frameworks and decision structures that determine how entire product lines feel and function.”
13 years
Fintech
Enterprise
Behavioral Design
80M+ users
EXPLORE MY WORK
Recent work that has taken Leadership & Product teams attention
TIM Framework — Intent Activation Across Insurance
A reusable framework (TIM) to convert low-intent insurance users using triggers, tools and value-led engagement.
Badge type 1
Reimagining Health Insurance Journeys
Applying the TIM framework to redesign Health Insurance journeys across discovery, evaluation, and conversion.
UX DESIGN
Tata Neu UPI
Repositioning UPI for a Credit-First, Reward-Led India
UX/UI EXECUTION
MORE PROJECTS
Other Business as Usual projects that created impact to Users & Business
Agentic AI for Insurance Documentation
AI pilot project focusing on agentic AI in term insurance post payment form filling and insurance issuance
Badge type 1
Stock broking app
A 6-month project designing trading & portfolio journeys with deep IA, flows and UI for a broking platform.
Badge type 1
Fixed Deposits
Data-led funnel optimisation
UX/UI Execution
BONUS PROJECTS / ARCHIVES
Some other work demostrating my past learnings
“I design with a behaviour-first mindset and a circular execution loop”
How I work
“Learn → Strategies → Execute → Test → Learn”
I align teams using behavioural insights, data and shared frameworks.
I turn ambiguity into direction using strategy-first methods.
I scale execution using repeatable patterns, governance and iteration loops.
View My Resume
Hi, I’m
ARVIND SETHIA
Principal Product Designer
“I design the frameworks and decision structures that determine how entire product lines feel and function.”
13 years
Fintech
Enterprise
Behavioral Design
80M+ users
EXPLORE MY WORK
Recent work that has taken Leadership & Product teams attention
TIM Framework — Intent Activation Across Insurance
A reusable framework (TIM) to convert low-intent insurance users using triggers, tools and value-led engagement.
DESIGN STRATEGY
Reimagining Health Insurance Journeys
Applying the TIM framework to redesign Health Insurance journeys across discovery, evaluation, and conversion.
UX DESIGN
Tata Neu UPI
Repositioning UPI for a Credit-First, Reward-Led India
UX/UI EXECUTION
MORE PROJECTS
Other Business as Usual projects that created impact to Users & Business
Agentic AI for Insurance Documentation
AI pilot project focusing on agentic AI in term insurance post payment form filling and insurance issuance
AI / EMERGING
Stock broking app
A 6-month project designing trading & portfolio journeys with deep IA, flows and UI for a broking platform.
UX /UI Execution
Fixed Deposits
Data-led funnel optimisation
UX/UI Execution
BONUS PROJECTS / ARCHIVES
Some other work demostrating my past learnings
“I design with a behaviour-first mindset and a circular execution loop”
How I work
“Learn → Strategies → Execute → Test → Learn”
I align teams using behavioural insights, data and shared frameworks.
I turn ambiguity into direction using strategy-first methods.
I scale execution using repeatable patterns, governance and iteration loops.
View My Resume
Hi, I’m
ARVIND SETHIA
Principal Product Designer
“I design the frameworks and decision structures that determine how entire product lines feel and function.”
13 years
Fintech
Enterprise
Behavioral Design
80M+ users
EXPLORE MY WORK
Recent work that has taken Leadership & Product teams attention
TIM Framework — Intent Activation Across Insurance
A reusable framework (TIM) to convert low-intent insurance users using triggers, tools and value-led engagement.
DESIGN STRATEGY
Reimagining Health Insurance Journeys
Applying the TIM framework to redesign Health Insurance journeys across discovery, evaluation, and conversion.
UX DESIGN
Tata Neu UPI
Repositioning UPI for a Credit-First, Reward-Led India
UX/UI EXECUTION
MORE PROJECTS
Other Business as Usual projects that created impact to Users & Business
Agentic AI for Insurance Documentation
AI pilot project focusing on agentic AI in term insurance post payment form filling and insurance issuance
AI / EMERGING
Stock broking app
A 6-month project designing trading & portfolio journeys with deep IA, flows and UI for a broking platform.
UX /UI Execution
Fixed Deposits
Data-led funnel optimisation
UX/UI Execution
BONUS PROJECTS / ARCHIVES
Some other work demostrating my past learnings
“I design with a behaviour-first mindset and a circular execution loop”
How I work
“Learn → Strategies → Execute → Test → Learn”
I align teams using behavioural insights, data and shared frameworks.
I turn ambiguity into direction using strategy-first methods.
I scale execution using repeatable patterns, governance and iteration loops.
View My Resume