Lectrix
In my current role at an EV start-up, I lead all design and user experience aspects. As employee #2, I have played a key role in shaping the company's foundational ethos, design principles, product values, and USP. I have also established the core elements that define our team's culture and working methods.
Below are sample journeys that reflect the design team's approach and evolution.​
​
Key Responsibilities
-
Established core design principles and foundations for the product and brand since that was missing in the existing line of products
-
Recruited and built a high-performing design team from the ground up within stringent budgets, which is still fueling design across departments
-
Established a lean process of how design is handed over from concept to production by involving key engineering and sourcing teams at the right time
-
Guided the team to collaborate and ensure alignment between design intent and manufacturing feasibility to achieve what was previously impossible within the cost and supplier skill constraints
-
Advocated perceived quality in partnership with Product and Quality teams
-
Ensured that the team learns and grows in areas they are challenged in and created opportunities for complete ownership and acknowledgement for their efforts
​
Key Achievements
-
Optimized designs to reduce tooling and manufacturing costs without compromising aesthetics or timelines
-
Led the product from concept to Class A manufacturing readiness within 30% Industry timelines. Minimized design iteration cycles and by effect, the related costs
Note: Due to confidentiality agreements, most of the work has been intentionally blurred.
In the beginning, we set the foundation for design by creating core principles. We worked with the Board of Directors to shape an ethos that balanced business goals with user needs.
Developed concept ideas based on a central inspiration, using clay modeling and form exploration to shape a refined design language across all vehicle features.
-
Conducted detailed market research on CMF (Color, Material, Finish), including colour trend analysis and internal focus group polls, to finalize production colours in alignment with the Sales and Marketing teams.
-
Led the design of all display cluster UI/UX variants in-house with a two-member team, supported by an external development consultancy for implementation.
-
The vehicle app UX was fully designed in-house under my guidance, with the Marketing team later customizing it to fit their brand guidelines. A key focus was translating vehicle states into meaningful user experiences through intuitive and responsive interface design.
-
We managed three vehicle platforms in parallel, two scooter platforms and one motorcycle platform.
-
The motorcycle platform was engineered to support three distinct variants within the same structural framework.
-
Below is a new exterior body design developed for a higher variant, ready to be implemented on the same base platform as the first vehicle, demonstrating a "two skins, one skeleton" approach.
My team also led the redesign of a Gen 1 product, revamping its overall look, feel, and CMFG (Color, Material, Finish, and Graphics) for a successful launch.
Official launch details can be viewed at: www.lectrixev.com
A screenshot from the launch is shared below:
Next comes the motorcycle platform.
We followed a similar design process, starting with product and business alignment, defining specifications, conducting market research, and setting the aesthetic direction through in-depth research and 1:1 interviews to understand style preferences across demographics, followed by clay modelling and final design surfacing.
