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We enable businesses to deliver service experiences that combine strategic clarity with human-centered design.

At Tray Design & Strategy we bring structure, empathy, and executional depth to every stage of the service design process.

We’re here to ignite your business's evolution with the power of strategic service design, research and technology

Services

Personas

User Journeys

Information Architecture

Interaction Design

Minimum-Viable-Product Design

UX for Product-Led-Growth

Interface & Visual Design

Content Design

Micro Interactions

Motion Graphics

UATs

Usability Testing

UX for AI-First & AI-driven

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User Research

Competitive Analysis (ux)

Product Analytics

Heuristic Evaluation

Ethnographic Research

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Brand Strategy

Identity Design

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Market Research

Content Marketing

Search Engine Marketing

Social Media Marketing

Product Marketing

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App Development

Development Operation

QA & Testing

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a bunch of expert designers and tech pros, transforming vision into reality with impactful results

Our previous clients

meet the founding members

Kirti
Kirti Goel

Founder

Brand and Service Design Strategist

Kirti experience

Kirti is a Service Design and UX leader with 15+ years of experience in B2B and B2C. She specialises in Generative AI, product analytics, and journey mapping to create scalable, user-centred services.

 

She has led UX at Silicon Valley AI-companies such as Weav.ai, Drishti, and also worked on new digital experiences for India's Axis Bank.

 

Kirti honed her skills and leadership style from mentors at PayPal, frog design and NetApp early in her career. She loves to mentor startups on embedding design maturity and service thinking.

 

She holds degrees from IIT and Georgia Tech, and uses a strategic, systems-oriented approach to product and service design.

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Ashutosh
Ashutosh Gupta

Co-Founder

Product Design Strategist

Ashutosh experience

Ashutosh is a seasoned digital product designer with 10+ years of experience creating scalable, intuitive solutions across B2B SaaS, enterprise platforms, gaming, banking, and commerce.

 

He has created engaging experiences at Games 24x7, Reliance Retail, and Tata Digital.

 

Ashutosh’s approach blends systems thinking and behavioural design to deliver products that not only look appealing but also drive measurable impact. This enables better decision-making at scale.

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Holding a Master’s in Interaction Design from IIT Guwahati, he brings full-stack UX expertise from strategy to execution.

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Hozefa Kanchwala

Co-Founder

Product Management and Operations

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Hozefa is a seasoned UX leader with a robust background in design and technology. His expertise spans fintech and enterprise platforms, where he has led cross-functional teams to deliver impactful digital products.

 

He served as the design strategy lead at HUB, Drip Capital, and Cognizant. He brings a wealth of experience in crafting user-centric solutions that bridge business goals and user needs.

 

Hozefa is an active mentor on ADPList, dedicating time to guide and inspire the next generation of designers.

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An alumnus of the Indian Institute of Technology Guwahati, Hozefa has consistently demonstrated a commitment to excellence in design. 

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accelerate your digital growth with us, we are

Contact :         tray.globe@gmail.com

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