{"projects":[{"id":"truva","name":"Truva","subheading":"A joyful housing experience","visible":true,"currentlyBuilding":true,"statusType":"live","statusLabel":"Live site","liveUrl":"https://www.truva.in/","bodyHeading":"Designing trust and clarity in a painful housing journey.","bodyText":"Took the brand and web experience from its earliest shape and refined it as the product grew. The work became less about features and more about removing friction — making choices feel safer, clearer, and easier to commit to, something the current state of the industry is not good at.\n\nShaped the brand experiences - the voice that understand how important this home is for you.","tags":["0 to 1","Real estate","Buyers, Seller & Brokers"],"badgeText":"+ JOYFUL","hoverImage":"/images/truva/hover.png","hoverGradientColor":"#EA7439","gallery":[{"url":"/images/truva/container-2.webp","caption":"Not fast, not cheap. JOYFUL"},{"url":"/images/truva/container.webp","caption":"The industry thrives on information asymmetry"},{"url":"/images/truva/container-1.webp","caption":"","visible":false},{"url":"/images/truva/container-3.webp","caption":"Frameworks first approach aligned the entrire team"},{"url":"/images/truva/container-4.webp","caption":"Every touchpoint is well-thought"},{"url":"/images/truva/container-5.webp","caption":"Go beyond the specs."},{"url":"/images/truva/container-6.webp","caption":""},{"url":"/images/truva/container-7.webp","caption":"Raised the bar - for the entire industry"},{"url":"/images/truva/container-8.webp","caption":"Internal tools fuel our scale up"},{"url":"/images/truva/container-9.webp","caption":"Built to day dream with"}]},{"id":"pancake","name":"Pancake.page","subheading":"A stupid simple website builder","visible":true,"currentlyBuilding":false,"statusType":"rip","statusLabel":"RIP 2021.\nYou were loved","liveUrl":"","bodyHeading":"Building the living internet","bodyText":"The internet used to be weird. Somewhere along the way it forgot how to have fun.\nPancake was a canvas — not a template. Drag, drop, rotate, hand-draw, add a GIF. Build a party invite, a birthday shrine, your little corner of the web.","tags":["Internet culture","Founder","Website builder"],"badgeText":"Solo","hoverImage":"/images/pancake/frame-1073714053.webp","hoverGradientColor":"#F0BDF1","gallery":[{"url":"/images/pancake/borrring-1781980079249.webp","caption":"THIS IS PANCAKE. "},{"url":"/images/pancake/samesamee.webp","caption":"We wanted to break things"},{"url":"/images/pancake/quads-strong.webp","caption":"We were the fun cousin."},{"url":"/images/pancake/spaceship.webp","caption":"Don't spook the horse"},{"url":"/images/pancake/justwhatyouneed.webp","caption":"Simple but feature rich"},{"url":"/images/pancake/buttonbutton-1781980025750.webp","caption":"Flexibility was at the centre of everything"},{"url":"/images/pancake/responsive.webp","caption":"A stupid simple fix to broken mobile sites"},{"url":"/images/pancake/gaurdrails.webp","caption":"Help only when asked for"},{"url":"/images/pancake/with-love-1781980009029.webp","caption":"Celebrate creation"},{"url":"/images/pancake/pancake.webm","caption":"Pancake.page made on Pancake.page - Ofcourse"}]},{"id":"asign","name":"Asign","subheading":"Art, discovered & curated","visible":true,"currentlyBuilding":false,"statusType":"live","statusLabel":"Live site","liveUrl":"https://asign.art","bodyHeading":"Evolving an art market place into a focussed tool","bodyText":"Asign is India's art marketplace. I helped shape natural evolution of it — shifting from a place to buy art to a tool for the people who live inside it. Collectors, brokers, curators. The result was a discovery layer built around boards — collect, curate, and share art from Asign and beyond.","tags":["Marketplace","Consumer","Visual Design","Mobile + Web"],"badgeText":"2022–2023","hoverImage":"/images/asign/asignhover.webp","hoverGradientColor":"#EDC45D","gallery":[{"url":"/images/asign/discover-1781981794104.webp","caption":"Discover endlessly."},{"url":"/images/asign/diverse-1781981794374.webp","caption":"Discover everything."},{"url":"/images/asign/objects-1781981794588.webp","caption":"Go deep. Find love."},{"url":"/images/asign/mobile-everything.webp","caption":"Across all categories."},{"url":"/images/asign/cms-1781981794078.webp","caption":"Control for the team."},{"url":"/images/asign/long-press.webp","caption":"Delightful quick interactions."},{"url":"/images/asign/new-to-boards-1781981794547.webp","caption":"Can we unify their universe?"},{"url":"/images/asign/new-board-1781981794339.webp","caption":"Customise boards."},{"url":"/images/asign/add-to-board.webp","caption":"Add anything - in a single click"},{"url":"/images/asign/board.webp","caption":"All in one place"}]},{"id":"farmako","name":"Farmako","subheading":"Adding structure to Indian healthcare","visible":false,"currentlyBuilding":false,"statusType":"pivoted","statusLabel":"Pivoted.","liveUrl":"","bodyHeading":"Building the ops and consumer layer for fast-moving healthcare.","bodyText":"Farmako was India's fastest medicine delivery service, operating across 5 cities with 30-minute SLAs. I designed the consumer app, the internal ops dashboard, and the pharmacy partner portal — three distinct product surfaces, one cohesive design language.","tags":["Mobile Design","Ops Tools","0 to 1","Healthcare"],"badgeText":"2021–2022","hoverImage":"/images/farmako/hover.png","hoverGradientColor":"#5E7BFE","gallery":[{"url":"/images/farmako/1.jpg","caption":"Consumer app"},{"url":"/images/farmako/2.jpg","caption":"Ops dashboard"},{"url":"/images/farmako/3.jpg","caption":"Pharmacy portal"},{"url":"/images/farmako/4.jpg","caption":"Mobile flows"}]},{"id":"musings","name":"Musings","subheading":"Fun was had making this","visible":true,"currentlyBuilding":false,"statusType":"live","statusLabel":"Live site","liveUrl":"","bodyHeading":"Thinking out loud about the craft.","bodyText":"A collection of essays and notes on product design practice — covering systems thinking, the ethics of persuasion, designing for emerging markets, and building design culture inside startups.","tags":["Writing","Design thinking","Essays"],"badgeText":"Ongoing","hoverImage":"/images/musings/frame-1073714057-1781988524962.webp","hoverGradientColor":"#90C0F7","gallery":[{"url":"/images/musings/east-india.webp","caption":"Cruelty full cotton - Fictional design: East India company"},{"url":"/images/musings/dangerzone.webp","caption":"Run for your lives - Running app concept"},{"url":"/images/musings/electric.webp","caption":"Savings are electric"},{"url":"/images/musings/minmax.webp","caption":"Fight it out, with rhythm - Game interaction design"},{"url":"/images/musings/it'samatch.webp","caption":"Date with personality"},{"url":"/images/musings/zilla.webp","caption":"Draw to generate with Sketchii"},{"url":"/images/musings/nintee.webp","caption":"Personality for the chatbots"},{"url":"/images/musings/sign.webp","caption":"Interaction: Signing to commit"},{"url":"/images/musings/stonks.webp","caption":"Non-agressive trader view"},{"url":"/images/musings/bussin.webp","caption":"Bus management for Drivers"},{"url":"/images/musings/bounce-bounce.webp","caption":"Guerilla marketing for Bounce with their iconic helments"},{"url":"/images/musings/area.webp","caption":"Explore neighbourhoods."},{"url":"/images/musings/scenes.webp","caption":"Google, please?"}]},{"id":"button","name":"Button project","subheading":"Exploring the small internet","visible":false,"currentlyBuilding":false,"statusType":"none","statusLabel":"","liveUrl":"","bodyHeading":"A social experiment in collective decision-making.","bodyText":"An interactive installation exploring emergent behavior and social dynamics. Participants shared control of a single on-screen button — anonymously, in real time. The project surfaced fascinating patterns about cooperation, sabotage, and crowd psychology.","tags":["Interaction Design","Experiment","Social"],"badgeText":"2020","hoverImage":"/images/button/hover.png","hoverGradientColor":"#14B8A6","gallery":[{"url":"/images/button/1.jpg","caption":"Live state at peak traffic"},{"url":"/images/button/2.jpg","caption":"Behavioral heatmap"},{"url":"/images/button/3.jpg","caption":"Installation setup"}]}],"heroAI":{"enabled":true,"label":"With love & claude","items":[{"name":"Small internet explorer","liveUrl":"https://dearestinternet.com/","thumbnail":"/images/hero-ai/linkpreview.webp","visible":true,"id":"hero-1777429835276"}]},"earworm":{"lyrics":[{"line":"Is this the real life? Is this just fantasy?","artist":"Queen"},{"line":"Hello, is it me you're looking for?","artist":"Lionel Richie"},{"line":"Never gonna give you up, never gonna let you down","artist":"Rick Astley"},{"line":"Don't stop me now, I'm having such a good time","artist":"Queen"},{"line":"One more time, we're gonna celebrate","artist":"Daft Punk"},{"line":"We could've had it all, rolling in the deep","artist":"Adele"},{"line":"What's going on, what's going on","artist":"Marvin Gaye"},{"line":"I will always love you","artist":"Dolly Parton"},{"line":"We found love in a hopeless place","artist":"Rihanna"},{"line":"I can't feel my face when I'm with you, but I love it","artist":"The Weeknd"}]},"tinder":{"slides":[{"url":"/images/tinder/slide1.jpg","caption":"The Tinder PPT — slide 1"},{"url":"/images/tinder/slide2.jpg","caption":"The Tinder PPT — slide 2"},{"url":"/images/tinder/slide3.jpg","caption":"The Tinder PPT — slide 3"},{"url":"/images/tinder/slide4.jpg","caption":"The Tinder PPT — slide 4"},{"url":"/images/tinder/slide5.jpg","caption":"The Tinder PPT — slide 5"},{"url":"/images/tinder/slide6.jpg","caption":"The Tinder PPT — slide 6"}],"coupleImage":{"url":"/images/tinder/couple.jpg","caption":"Us, eventually"}},"cats":{"jiji":{"name":"Jiji","photo":"/images/cats/jiji-1781995600.png"},"jeff":{"name":"Jeff","photo":"/images/cats/jeff-1781995600.png"}},"site":{"email":"arunkoushik.c@gmail.com","emailSubject":"Hey Arun","emailBody":"Hey Arun, I love Jiji and Jeff.","linkedin":"https://linkedin.com/in/arunkoushik","resume":"/resume.pdf","resumeDownloadName":"Arun-Lead-Product-Designer-we-need-to-talk-to","music":"/music.m4a","rolePrefix":"Lead Product Designer at","roleCompany":"Truva","roleCompanyUrl":"https://www.truva.in/"}}