TrueNorth Private Equity

TrueNorth, a private equity firm investing in India’s mid-market space, initiated the 3A program — Automation, Analytics & Artificial Intelligence — to modernise how the firm worked internally. As Senior Product Designer, I took responsibility for understanding their workflows deeply enough to rebuild them into a seamless digital ecosystem. I led the design of the Investment Management module, which later became the foundation for the entire platform.

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My approach was grounded in extensive research — I interviewed stakeholders, shadowed teams, mapped workflows, and broke them down into granular task-flows. Using OOUX and content modelling, I identified how information connected across departments, ensuring the platform could scale without collapsing under complexity. With a clear understanding in place, I moved into designing user flows, high-fidelity wireframes, annotated documentation, and finally UI implementation through a modular design system built using Atomic Design. The platform was designed iPad-first, with a responsive desktop and a simplified mobile experience for on-the-go access.

Over 18 months, I designed eight core business modules and four productivity tools (task manager, profile book, note-taker, and scheduler) along with integrations to external data sources like VCCircle and CMIE. Later, I contributed to the branding effort and helped name the product Kelp, a living, adaptive organism that grows tall yet remains foundational, a metaphor for how the platform supports the organisation. While I was not involved through full engineering completion, early releases validated workflow efficiency. The product has since evolved into a complete SaaS solution called Kelp Global which is now used beyond TrueNorth itself.