• Led the complete website redesign, creating a new brand identity with custom graphics, colors, and typography.

• Increased LinkedIn unique visitors by 42.9% and post impressions by 45.8% through strategic content creation.

• Generated leads and expanded the sales pipeline using targeted outreach with LinkedIn Sales Navigator

• Designed the internal compliance tool and public-facing landing page, contributing to a 100% increase in website traffic
through improved UX and visual clarity.

• Received direct appreciation from the founder and contributed to Zeeks upcoming showcase at the MeitY event.

• Conducted UX research, and competitor benchmarking to identify usability gaps and improve product navigation.

• Designed high-fidelity interface and interactive prototype incorporating wireframes, user flows, and IA aligned with
brand goals.

• Led UI/UX design team using design thinking and rapid prototyping to deliver responsive and accessible interfaces.

This case study documents the design of SuperKalam, an ed-tech platform aimed at enhancing engagement and motivation for learners aged 18-22. The project's primary objective was to increase user retention and referral rates by creating a more engaging and social learning experience. 

Design an IOS or Android app for SuperKalam that helps students prepare for UPSC exams while increasing their retention and referral.

Success was measured using key performance indicators (KPIs) such as:

User research was conducted through user interviews, surveys, and usability testing. Key insights revealed that users desired a more engaging and interactive learning experience, with features that fostered a sense of community and social proof. 

Competitive analysis of other ed-tech platforms revealed that successful platforms often incorporate gamification features and social interactions. The analysis identified popular features such as leaderboards, progress trackers, and achievement systems, which were deemed crucial for motivating users.

The ideation phase involved brainstorming and sketching various concepts to address the identified user needs and competitive landscape. The focus was on incorporating gamification and social elements to create a more engaging and interactive learning experience.

Several concepts were explored, including:

Feedback from stakeholders and internal testing sessions helped refine the concepts and ensure alignment with the project's objectives.

The design process involved wireframing, prototyping, visual design, and user testing. 

Wireframes were created to establish the app's layout and information hierarchy, ensuring a user-friendly interface. Prototypes were built using Figma, allowing for interactive testing and user feedback. 

Visual design elements, such as color schemes, typography, and icons, were carefully chosen to create a clean, engaging, and user-friendly interface. User testing was conducted with the target audience, gathering feedback on usability and design effectiveness.

A key challenge was ensuring user engagement with the new gamification features while also motivating users to utilize Superkalam's AI features. 

This was addressed by strategically placing social proof and peer competition elements within the app's flow. Users were presented with messages such as, “+3 friends completed this test. See where you rank!”, “Your friends are ahead! 7 of them just aced this challenge. Ready to catch up?”, and “Congrats, Akash just finished this challenge! You’re next!” to drive engagement and encourage progress.

To nudge users toward purchasing courses, the design incorporated messages highlighting the success of leaderboard participants who had enrolled in courses, such as “Akash is a student from the Focus 2025 Batch” and “Karan has used the All India Test Series.” This subtly conveyed the value of investing in courses to unlock even greater learning potential.

The final design solution incorporated the gamification features and social interactions outlined in the ideation phase. The app's interface was updated to include a 'Current Streak' feature, a Leaderboard, a 'Your Squad' feature for referrals, and a point system for completing tasks and redeeming rewards. 

The design successfully achieved the project's objectives by creating a more engaging and motivating learning environment that fosters a sense of community and social proof. The implementation of these features is projected to result in a significant increase in user engagement and retention rates.

This project reinforced the importance of understanding user motivations to design features that genuinely engage. One challenge I faced was making gamification feel meaningful, The early versions of the leaderboard felt impersonal. By reframing it with peer progress and social context, I made it more relevant and motivating.

I also noticed low adoption of AI features. To address this, I highlighted how top users benefited from them, which helped build trust and encourage usage.

These experiences taught me the value of user feedback, iteration, and thoughtful use of social cues these insights is what I’ll carry into future projects.

The Superkalam redesign project successfully addressed the challenges of low user engagement and retention by implementing gamification features and social interactions. This project demonstrates the effectiveness of user-centered design principles and the power of gamification in creating a more engaging and motivating learning experience. The design's impact is anticipated to drive a significant increase in user engagement, retention, and organic referrals, ultimately contributing to Superkalam's overall success.

This case study details the Design of the Superkalam App, an ed-tech platform, to increase user engagement and retention through gamified features and social interaction.

Homepage for SuperKalam

Retention features for Superkalam

Onboarding for the SuperKalam App.

Other Screens.

SuperKalam: Gamifying Learning for Enhanced Engagement and Retention

I recently undertook a project to design a landing page for Jimini AI, a legal tech startup.  My goal was to create a compelling and trustworthy one-pager that would attract legal professionals and encourage them to sign up for their closed beta. This case study details the design process, challenges, and outcomes of this project.

The primary challenge was designing a persuasive landing page for a pre-launch product with limited public information.  I needed to build trust and highlight the value proposition for a discerning audience of legal professionals in top European firms who are busy and value efficiency.  These professionals are accustomed to high-quality, reliable services and were unlikely to sign up for something unproven.  Therefore, conveying trust, highlighting efficiency gains, and clearly presenting the product benefits were all critical.

My research involved a thorough analysis of Jimini AI’s competitive landscape, examining existing legal tech solutions and their marketing strategies.  I created detailed user personas based on my understanding of the typical legal professional in the target demographic, focusing on their daily challenges, pain points, and technology preferences.  I also considered information architecture to ensure optimal content flow and user experience.

The design process started with wireframing, using Figma to sketch out different layouts and flows to achieve the optimal user experience. This involved several iterations and adjustments based on the information architecture.  I developed a style guide to ensure visual consistency and brand alignment, focusing on a clean, professional look that reflects trust and sophistication.  The choice of color palette, typography, and imagery all contributed to creating a sense of reliability and competence.

After wireframing, I moved to the visual design phase, focusing on utilizing the style guide and implementing the design. The landing page design used a clean, modern aesthetic with a strong focus on clear and concise messaging.  Benefit-led copywriting, following the AIDA framework, was used to grab attention, spark interest, create a desire for the product, and finally drive action.  Testimonials from early users and details about funding further enhanced the trustworthiness of the platform.  I also incorporated a prominent call to action (CTA) to encourage sign-ups.

The final design is a clean, modern, and trustworthy landing page that effectively communicates Jimini AI’s value proposition.  The use of benefit-driven copywriting, strong visuals, testimonials, and clear CTAs ensures a user-friendly and engaging experience for potential customers. The page successfully positions Jimini AI as a reliable and efficient solution for legal professionals.  While quantitative metrics are still being gathered, the design has been well-received by early reviewers, indicating a positive trajectory.

This project demonstrates that even with the constraints of a pre-launch product, a well-designed landing page can effectively build trust, communicate value, and generate leads.  The design prioritizes user experience, incorporates effective marketing principles, and mitigates the challenge of limited pre-launch information. Future steps will involve monitoring key metrics like conversion rates and engagement to evaluate overall success and inform further iterations.

A case study showcasing the design and development of a high-converting landing page for Jimini AI, a legal tech startup.

The most time consuming but the most important task.

The entire website breakdown here.

Jimini AI Landing Page Redesign

I had the pleasure of working with Ritesh, a passionate designer with a sharp eye for detail and a deep understanding of user experience. As a founder, you often carry a vision in your mind for months, and finding someone who can translate that vision into design is rare — Ritesh is that person.

He has the ability to bring ideas to life with creativity and precision, making him an invaluable teammate. His contributions have always been thoughtful, user-centric, and aligned with the larger product goals.

I strongly recommend Ritesh for any role that involves UI/UX design or user experience strategy. He will be a true asset to any team.

P.Sharma

I have had the privilege of mentoring Ritesh in the 10k cohort 8. I've witnessed his growth as a designer and his ability to showcase his talents. Ritesh has a keen eye for design and continuously works to enhance his skills.

When it came to feedback, he always asked questions if something was unclear and consistently kept in touch with me to ensure he was improving and growing as a designer. If you're looking to hire your next Product Designer, I highly recommend giving Ritesh a chance. He won't disappoint!

Adnan Jaweed

Ritesh not only has an amazing ability to design, but he studies the craft relentlessly. In addition to his amazing design skills, it is Ritesh's attitude towards his work that makes it really easy and fun to collaborate with him. He is always open to feedback and creates multiple iterations to arrive at the best possible design solution.

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