Experience B2B, B2C, SaaS, Gaming, Healthcare, Productivity and more
Education Executive PG in UX, IIT Roorkee
Certification AI for Designers

With 22 years in design — 9 focused on UX — I build products from the inside out: starting with real research, uncovering behavioral patterns that never appear in briefs, and designing systems that work for actual people in actual situations. My work spans B2B SaaS, Healthcare, Gaming, and enterprise tools across companies including Rummy Circle, Blue Dart, and projects delivered through Google and Cisco. I combine UX research, product thinking, and AI-assisted workflows to move from insight to interface faster, without losing depth. I am at my best when the problem is complex, the users are underserved, and there is room to challenge the initial brief.

Sayantan Ghosh

Senior UX & Product Designer with 22+ years of experience. From behavioral research to production-ready interfaces.

Sayantan Ghosh Signature
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NEW Following a structured product design system, this case study was designed & coded via an AI UX orchestration workflow using Claude, Gemini, Antigravity, Figma & Google-Stitch.

SmartBI — BI Dashboard Design System
Elderly Care · Product Story
Worked through tenXengage
Worked through Hurix Systems
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Project Outcomes
Enterprise B2B · UX Architecture

tenXengage

Partner Incentive Platform (Cisco & Google)

Shipped · Cisco Ecosystem

Audited 22-screen legacy wizard, diagnosed cognitive load gaps between AI-first and manual-fluent cohorts, and redesigned the architecture into a single dual-mode surface with in-flow forecasting.

22 → 1 Unified surface
8-Screen In-flow forecast
8 Designers Led
Gaming UX · Product Design

RummyCircle

Real-Money Gaming & Engagement

Shipped · Live Product

Redesigned core gameplay interactions, table lobbies, and reward flows for India's largest online rummy platform, driving player engagement while reducing drop-offs.

10M+ Active players
4.8★ Play rating
Team UX Designer
B2B SaaS · Design System

SmartBI

Dashboard Design System

Concept-stage · AI-Accelerated

An AI-accelerated dashboard design system proving how advanced tooling scales human design thinking. Structured modular component libraries mapped directly to cognitive decision workflows.

AI Accelerated
Full System library
Design Thinking

Behavioral Research Case Study

DESIGN FOR HEALTHCARE ECOSYSTEM

Elders need freedom over dependency.
A silent care and self guided system can only
bring back the trust for them. The trust they
have lost from online care systems.

Elder Avatar Quote Icon
Elder Voice now

I am not a kid. They worry constantly when I go out, calling me all through the day.

Caregiver Avatar Quote Icon
Caregiver Voice now

My mother went out for three hours and didn't call even once. I was honestly starting to panic.

Elder Avatar Quote Icon
Elder Voice now

I never forget my medicine. But Sometime skip or take late. That is fine.

Caregiver Avatar Quote Icon
Caregiver Voice now

When it comes to her medicines, forget it. I have to keep reminding him throughout the day.

Elder Avatar Quote Icon
Elder Voice now

Sometime I forget the road and it happened 2 to 3 times. Rescued by my family.

Caregiver Avatar Quote Icon
Caregiver Voice now

I tried calling my father, but he was busy playing cards on his phone and rejected my call. So I had no idea how my mother was doing. She has no phone.

Elder Avatar Quote Icon
Elder Voice now

Avoid messaging app, So much noise with notification.

Caregiver Avatar Quote Icon
Caregiver Voice now

I don't know why he's like this sometimes. Even when she's unwell, he rarely calls or gives an update.

Elder Avatar Quote Icon
Elder Voice now

Feel helpless when I am home alone. My son in US. He calls everyday. I can feel what they think :)

10 8 6 4 2 Health & Routine Needs (Chronic Illness & Adherence) Emotional Well-being (Independence vs Burden) Social & Group Connection (Community Engagement) Care Circle Support (Family Assistance & Peace) Safety & Peace of Mind (Crisis & SOS Urgency)
User Profile (Needs & Emotions)
Care Ecosystem (Support & Interventions)
+30 Question

Across 6 elder behaviour categories

20+ Contextual Interview

Conducted using three complementary methods — interviewing during the activity, debriefing after the activity, and silent observation. Captures decisions in the moment, not reconstructed memory.

Affinity Mapping

Raw observations clustered into behavioral patterns. Reveals what's actually happening beneath stated preferences and post-hoc rationalizations.

Confident but scared Surveillance over independence Careful but quietly careless Dignity over dependency Trust, slowly withdrawn from life
THE SYSTEM

So we designed for this specific tension.

We reframed the problem around the family, not just the individual. Instead of daily, anxious check-in calls, Tracto communicates through passive coordinates.

A single, ambient status indicator tells the caregiver "All is well" without demanding active input from the elder, preserving their independence.

Tracto Mobile UX Screen
Tools & Technologies
Antigravity
Google Gemini
Claude
Framer
UX Pilot
Figma
Miro
Hidden Friction Hidden Friction
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