About
I’m a product design leader with over two decades of experience turning complex business problems into simple, intuitive and meaningful digital experiences. Currently, I lead Design at Reward360, where I shape product experience strategy across loyalty, travel, rewards and commerce platforms for some of India’s leading banks. My work spans product vision, customer research, interaction design, design systems, team development and cross-functional collaboration bringing together customer needs, business goals and technology constraints to create products that work beautifully at scale. Before Reward360, I worked across large-scale fintech, marketplace and consumer products at PhonePe, Dunzo and Hike Messenger. Over the years, I’ve contributed to experiences used by millions of customers and merchants, including merchant payments, lending journeys, connected devices, real-time delivery, travel booking and rewards platforms. I enjoy building and mentoring high-performing design teams, establishing strong design cultures, launching 0→1 products and brands, and helping designers move from simply executing screens to becoming strategic product partners. I’m equally comfortable discussing long-term product vision with leadership, reviewing a detailed interaction flow with designers, or debating whether a button really needs three different shades of blue. My approach to design is simple: understand the real problem, remove unnecessary complexity, make thoughtful decisions and create something people genuinely enjoy using. I believe the best products are built when Design, Product, Engineering, Research and Business work together from the beginning not when design is invited in just before the launch to “make it look nice.” I’m also deeply interested in AI-native design workflows and how emerging tools can help teams explore ideas faster, prototype more effectively and spend more time solving the right problems rather than repeating routine tasks. I’m always open to connecting with product leaders, founders, designers and teams who care about creating useful, scalable and beautifully crafted products. Let’s connect, work together and build products that customers love as well as businesses are proud to grow. 📩 asgargullukhan@gmail.com 🌐 madebyasgar.com
Work experience
Head of Design at R360 Group, Feb 2025 - Present · 1 yr 8 mos, Lead and mentor a team of 7 designers across product design, UX, visual design, and design systems. Built and scaled the design function, establishing hiring frameworks, onboarding processes, design governance, career growth paths, and quality standards. Support 3 cross-functional product squads delivering customer experiences across loyalty, rewards, travel, commerce, and banking ecosystems. Own product experience strategy, user research, design systems, interaction design, and design operations across multiple banking partners. Drive customer experience transformation initiatives across HDFC SmartBuy, ICICI iShop, and Kotak Edge Rewards. Introduced AI-enabled design workflows using Pencil.dev and rapid prototyping frameworks to accelerate product delivery and stakeholder alignment.
Senior Design Manager at PhonePe, Jun 2019 - Feb 2025 · 5 yrs 9 mos, Bengaluru, Presently, I'm at the helm of PhonePe's Merchant app and web platforms, steering our endeavor to craft a distinguished self-service solution for merchants, empowering them to efficiently oversee and expand their businesses. Simultaneously, I oversee a suite of innovative "zero to one" products focused on Fraud Detection and Risk Operating Systems tailored for various fintech landscapes.
Senior User Experience Designer at PhonePe, Jun 2019 - Mar 2022 · 2 yrs 10 mos, Bengaluru, Karnataka, India, Leading design for Recharge and Bill Pay, PhonePe Gold, and PhonePe Finance.
UI/IUX Lead at Dunzo, Feb 2018 - Jun 2019 · 1 yr 5 mos, Bangaon Area, India
Head Of Design at Seynse Technologies Pvt Ltd, Feb 2017 - Jun 2018 · 1 yr 5 mos, Goa, India
Head of Design at Prototyze Venture Studio, Mar 2016 - Jun 2019 · 3 yrs 4 mos
