Tata Neu
I designed across nearly every surface of one of India's largest super apps, then built the design system that held it all together.
Case studies
In short
Tata Neu's agency-built design system could not keep up with a super app made of dozens of products, so I built the in-house, token-based system every team drew from. It powered the relaunch in which the Google Play rating rose from 3.8 to 4.2, though performance work shipped in the same release, so the system was not the only cause.
- Role
- Product designer
- Years
- 2020 to 2025
- Scope
- Onboarding, offers, discovery, UPI and the design system
What Tata Neu is
Tata Neu went public in April 2022. It is the Tata Group's super app: payments, shopping, travel, food, finance and loyalty behind one login.
Five years on it
I designed the core happy path, onboarding, offers, discovery, stories, UPI and more, and then built Tata Neu's own in-house, token-based design system: a single shared kit of colour, type, spacing and components that every team draws from. It powered a major relaunch, a refined version drove a later UI refresh, and I scaled it across food delivery on ONDC, the omnichannel fashion module, the BigBasket grocery integration and seasonal gamification.