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
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
meet the founding members
Kirti Goel
Founder
Brand and Service Design Strategist
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 Gupta
Co-Founder
Product Design Strategist
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
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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