Design Director · DesignOps · APAC

Surjmani

Design leader with 10+ years building product teams, design systems, and digital experiences at enterprise scale. Previously McKinsey & Company.

10+
Years leading design
100+
Customer journeys shipped
3
Enterprise design systems
15+
Digital channels at scale
01

Selected Work

01
Consumer Banking Experience Design Design Systems 2022–2024

Vyom — Union Bank of India

Led end-to-end experience design for one of India's largest public sector banks. Built the global experience design language from scratch and directed all design workstreams — from discovery through to live product — across a platform spanning 100+ customer journeys and 15+ digital channels including mobile app, internet banking, assisted portal, and WhatsApp banking. Designed lending journeys that digitised a retail portfolio of ₹1.7L Cr+, with savings account opening delivered in under 4 minutes. Shipped 350+ features across consumer and business banking in under 2 years.

View on App Store ↗
Union Bank Ease App
02
Visual Identity Design System MSME Banking 2020–2023

Design System & Identity — IDFC FIRST Bank

Established the foundational design system and visual identity for IDFC FIRST Bank's digital products. Introduced Inter as the bank's global digital typeface — among the first Indian private banks to standardise on an open-source type system. Led concept development that drove the overhaul of the bank's digital visual identity across consumer and business banking.

Directed the MSME workstreams end-to-end: 7 dev-ready products shipped across mobile and web in 9 months. Designed a self-assisted PoS terminal platform that eliminated a paper-based, multi-touchpoint process — reducing turnaround to under 2 days. Built an ERP/Tally integration experience enabling invoice generation, receivables reconciliation, and business insights. Validated an MSME dashboard concept with 150 surveyed users and 10+ contextual interviews. Research-led throughout: heuristic analysis, benchmarking across 10+ platforms, contextual and focused-group interviews across industry types and regions.

View on App Store ↗
IDFC FIRST Bank App
03
Betagro Group DesignOps Team Building Design Strategy 2024–2025

Building Design from Zero

Joined with no design function in place — product teams were fragmented across multiple vendors with no coherent experience or standards. Built the design org from the ground up: hired and mentored a team of 8 designers, established a DesignOps framework aligned to enterprise Agile cycles, and unified digital products across 3 business units under a single design system. Appointed Chairperson of the Design Committee. Defined the design roadmap across the group's digital portfolio. Introduced structured user research, design thinking workshops across business units, and a design-first culture where none had existed.

1 Accept
2 Assess
3 Act
4 Ask
5 Approve
6 Audit
02

Philosophy

"Design something that makes sense —
and that you'd stay up nights for."
— Surjmani Laishram

Sometimes a beautiful thing stops me cold before I've even asked what it is. A form, a surface, a gesture — and the first response is just woah. Other times I walk past a dozen beautiful things and the one that catches me is the one doing something I haven't seen before — purpose so clear it's almost elegant on its own. The order changes depending on what the object offers. But I always end up asking all three questions: why does it exist, how does it look, how does it work. I just don't always ask them in the same order.

I start before I'm ready. Not out of impatience — out of conviction that the work teaches you things no brief can. Research and making happen in parallel. They feed each other. The gaps reveal themselves faster when your hands are already moving.

My north star for the people using what I build is effortless relief. Not delight, not surprise — the quiet satisfaction of something working exactly as it should. "Ahh, that was easy and nice." If someone doesn't notice the design, I've done my job. If they do notice it, I want it to feel like it was always meant to be exactly that way.

I think about the Porsche 911 often. Decades of refinement without reinvention. The essence held while everything underneath evolved. That's what I want to build — not something that needs redesigning every few years, but something with a strong enough core to adapt without losing itself. Built to last. Designed to evolve.

I've moved through enough places — Manipur, Delhi, IIT, McKinsey, Bangkok, Kuala Lumpur — to know that design is never universal. It's local. It's shaped by how people live, what they trust, what they fear, what they find obvious and what confuses them. The only way to design well for people is to be genuinely curious about them. Not as users. As people.

And I can't switch it off. A tap gesture, a door handle, a queue, a menu — everything becomes something to read, to fix, or to quietly admire. It's a gift and a weight. It means the work is never just work. It's how I process the world.

03

About

I work at the intersection of design strategy, systems thinking, and team leadership — helping organisations build the design capability they need to ship products that actually hold together.

Background
M.Des, IIT Guwahati · B.Arch, School of Planning and Architecture, New Delhi
Experience
McKinsey & Company (2016–2024) · Betagro Group (2024–2025)
Focus areas
Design Direction · DesignOps · Enterprise UX · Design Systems · Team Building
Based in
Petaling Jaya, Malaysia · Open to APAC & global roles

Let's
talk.