We are a Service Design agency. We are at the intersection of Experience, Product, Brand, and AI.
As strategic partners to our clients, we envision, grow and track exceptional customer experiences and future-ready, AI-powered product strategies.
Driven by Purpose
Every pixel we place and every experience we shape reflects these beliefs.
Bold
We challenge outdated systems, question assumptions, and push creative boundaries. We advocate for users in every decision and strive to craft digital experiences that truly stand out — both visually and functionally.
Visionary
We design not just for today, but for the world that’s coming next. By integrating AI, automation, and predictive analytics, we craft intelligent and adaptive digital solutions that are ready for change.
Tranformative
We challenge outdated systems, question assumptions, and push creative boundaries. We advocate for users in every decision and strive to craft digital experiences that truly stand out — both visually and functionally.
End-to-End Services for Experience, Product and Brand Growth
At Tray, we don’t just design interfaces — we build intelligent systems that are intuitive, scalable, and emotionally resonant. Our work combines customer empathy, business insight, and AI innovation to shape experiences that are both impactful and future-proof. We combine deep research, bold creativity, and AI-powered tools to shape products, brands, and experiences that lead the market — and connect with people.
Meet the Founders
Kirti Goel
Founder and Partner
16+ Year Exp
Kirti is an accomplished Service Designer and UX leader who brings over 15 years of diverse experience in both B2B and B2C sectors. Kirti holds degrees from the Indian Institute of Technology (IIT) and Georgia Tech, and she employs a strategic, systems-oriented to her design work, ensuring that her solutions are both innovative and effective. Her expertise lies in the areas like Generative AI, Product analytics, and Journey mapping, focusing on scalable and user-centered services. Throughout her career, she has held significant leadership roles in UX at prominent Silicon AI companies, including Weav.ai and Drishti. Additionally, she has played a crucial role in developing digital experiences for Axis Bank Kirti has been fortunate to receive mentorship from industry experts at leading organizations, such as PayPal and NetApp, which has greatly influenced her approach to design.
Hozefa Kanchwala
Co-Founder and Partner
12+ Year Exp
Hozefa is a highly skilled and experienced UX leader who possesses a robust background in both design and technology, with a particular focus on the fintech sector and enterprise platforms. As alum of the prestigious IIT Guwahati, Throughout his career, Hozefa has taken on leadership roles at notable organizations such as HUB, Drip Capital, and Cognizant, where he has guided teams in creating innovative, user-centric solutions that seamlessly align with overarching business goals. In addition to his professional achievements, he actively contributes to the design community as a mentor on platforms like ADPList and DesignX, where he inspires and nurtures the next generation of emerging designers.
Ashutosh Gupta
Co-Founder and Partner
10+ Year Exp
Ashutosh is a highly experienced digital product designer, boasting over 10 years the industry, where he has successfully developed scalable solutions across various sectors including B2B SaaS, gaming, banking, and commerce. Throughout his career, has had the opportunity to create engaging and immersive experiences for notable companies such as Games 24x7, Ance Retail, and Tata Digital. His unique approach combines principles of systems thinking with behavioral design, allowing him to deliver products that make significant impact in the market. With a Master’s degree in Interaction Design from the prestigious IIT Guwahati, he offers extensive full-stack UX expertise that covers everything from initial strategy development to the final execution of projects.
Designers in Residence
Shyam Sunder
Animation Expert
18+ Year Exp
Shyam Sundar Chatterjee is a seasoned animation film designer and motion artist with over 18 years of creative excellence. As Art Director at Technicolor Games, he shapes immersive visual narratives that elevate user experience and brand storytelling. His talents extend beyond gaming—Shyam has thrived as a freelance animation film designer and illustrator under his studio “Adbhoota – the magical expression” in Dubai, offering clients vivid motion graphics, explanatory videos, music promos, logo animations, micro‐animations, and short films. With a proven track record of crafting visually compelling stories that resonate with audiences—whether through commercial campaigns or educational projects—Shyam consistently delivers animations that engage, inform, and inspire.
Arjun Salwan
Brand and Graphic Expert
15+ Year Exp
Arjun is a multidisciplinary designer with a career that bridges the worlds of branding and digital experience design. He began his journey crafting strong, compelling brand identities for companies across industries—focusing on clarity, consistency, and storytelling through visual language. Working with a diverse range of brands early in his career helped him build a sharp eye for detail and a deep appreciation for design that resonates emotionally and communicates purpose. In recent years, he has brought that foundation in visual identity into the world of experience design driven by user needs and wants, creating intuitive and impactful digital experiences. His approach blends creative instinct with user insight—prioritizing usability, accessibility, and long-term value. Whether designing interfaces, flows, or systems, he grounds his work in evidence, not assumptions.
