“I've spent 17+ years at the boundary between systems and people — first making sense of complex machines for humans. Now making sense of AI for humans.”
I'm Amit Marathe, Principal Product Designer at Coforge. I design AI agents, human–AI collaboration models, and enterprise products that move business metrics — building trust, explainability, and control into every interaction.
Researcher, interaction designer, usability expert — and team builder
I've built complex B2B and B2C applications as an individual contributor, and set up, grown and mentored UX teams along the way. I believe in an iterative design process: building products and services incrementally, with users involved at every step.
Right now I'm focused on AI as a productivity multiplier — how AI accelerates traditional product design — and AI-native product thinking — how I design AI agents, AI experiences, and human–AI collaboration.
Expertise
- AI experience design
- Human–AI collaboration
- Agent workflow UX
- Design systems
- DesignOps
- Enterprise UX
- Product discovery
- UX strategy
- User research
- Usability testing
- Design thinking
- Team building
- UX practice setup
- Mentoring
Beyond projects
Building design teams and UX services, skill development, design reviews, and running design internships, hackathons and Design Week.
Career journey
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May 2020 – Present
Principal Product Designer · Coforge, Pune
Leading design for AI-native enterprise products across banking, insurance and travel clients.
- FDA compliance platform (Registrar Corp): unified a fragmented compliance ecosystem — dashboard, marketplace, search, tasks and AI insights. +38% user registrations and +34% service subscriptions in the first 2 quarters.
- Enterprise design system (Aderant): MUI-based, atomic, documented in Supernova with Storybook — unifying a law-firm software portfolio on one cloud platform.
- UX strategy & pre-sales: helped 3 product teams turn modernisation proofs of concept into large engagements.
- UX practice leader: team scaling, skills and tooling, design reviews, workshops, hackathons and Design Week.
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Oct 2017 – May 2020
UX Architect · Icertis, Pune
Led UX for the Icertis Contract Management (CLM) platform and a team of 4 designers, customising it for clients like Daimler, Google, Apple and Transurban.
- Set a UX North Star tied to business KPIs such as time-to-contract and clause compliance.
- Role-based dashboards, guided contract flows and a design system for legal workflows.
- Raised CSAT on key workflows from 27% to 47%.
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Jun 2016 – Sep 2017
UX Architect · Schlumberger (SLB), Pune
Set up the UX practice at the Pune Technology Centre to modernise legacy oil-and-gas applications.
- Delivered 2 MVPs (data integration and discovery) and embedded UX checkpoints into Agile.
- Started DesignOps and a localised design library aligned with SLB's global design system.
- Grew the UX team from 1 to 5; measured CSAT of 51%.
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Apr 2013 – May 2016
Senior UX Lead · Persistent Systems, Pune (for Schlumberger)
Designed the Ocean platform and Ocean Store — the framework and marketplace for extending Petrel, Techlog and Studio — for geoscientists, developers and data scientists.
- +23% weekly active users; 71% CSAT for plugin development.
- Support tickets down 27% internally and 31% externally.
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May 2011 – Apr 2013
UI Lead · Infosys (Finacle), Bangalore
Designed Finacle retail and corporate banking for web and mobile — used by banks like SBI, ICICI and PNB and their millions of customers. Multilingual, WCAG-accessible, with a white-label component library.
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Sep 2009 – May 2011
UI Designer · Hettich India, Mumbai
Designed Hettplan, a DIY modular-furniture planning tool for homeowners and interior designers. Direct retail sales up 11%.
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Jul 2008 – Jul 2009
User Researcher (Deputy Manager) · Godrej & Boyce, Mumbai
Contextual inquiry with 100+ furniture buyers across Indian cities to redefine market segments and reposition the product portfolio. Sales up 17% the following quarter.
Learning never stops
Executive MBA
S. P. Jain Institute of Management and Research
Master of Design (M.Des.)
Indian Institute of Technology, Delhi
B.E., Production Engineering
Shivaji University, Maharashtra
From machines to minds
What I believe about design
Research before pixels, always
I've never regretted spending more time in research. I've often regretted spending too little. The most expensive thing in design is building the wrong thing beautifully.
Great UX disappears
The best interfaces are the ones people don't notice. They just accomplish what they came to do and leave. Invisibility is the highest compliment a designer can receive.
Complexity is not the user's problem
In 17 years of enterprise design, I've never met a user who wanted complexity. Complexity is always our problem — a systems problem, an organisational problem, a design problem. The user just wants to get things done.
Design influence grows through business alignment
The designers who get a seat at the table are the ones who connect design decisions to business outcomes. I've spent 17 years learning to speak both languages fluently.
AI should make humans feel more capable
Not replaced. Not dependent. Not overwhelmed. Capable. That's the north star I use for every AI experience I design — and it's harder to achieve than it sounds.
Mentoring is design work too
Every designer I've helped grow makes the work better — not just theirs, but mine. Sharing craft, perspective, and feedback is how design culture compounds. It's the highest-leverage work I do.
The long game
Cricket — the long game
I'm a passionate cricket fan, and I've always seen parallels between cricket and design. T20s are design thinking workshops — fast, constrained, high energy. One-Day matches are product discoveries and MVPs — build something real, learn from it. Test matches are long-term design programmes — patience, skill, and resilience tested over five days.
I see myself as a Test player: built for the long game, where maturity and method matter more than speed.
Portraits in pencil and colour
I draw portraits — in pencil, poster colours, and mixed media. It's the part of my week with no briefs, no stakeholders, and no design system. Just observation, patience, and a blank page. I think it keeps my eye sharp for what makes a face — or an interface — feel right.
Seeing what others miss
I shoot with a Nikon D5300 — mostly travel and moments with family and friends. Photography taught me something design school didn't: the best composition is often about what you leave out, not what you put in.
Building an AI product, a design system, or a design team?
I'd love to hear what you're working on.