← Amardeep S.


Product Design + Creative Direction

Selected Work

a — UX Lead  Marcel

b — UX Lead  Waze

c — Creative Director, XD  HUGE

d — Creative Director  Raden

e — Lead Product Designer  wynd


UX Lead

2018 — 2022

Marcel is an internal tool for Publicis Groupe, one of the largest advertising and marketing agencies in the world. The tool is intended to help connect the 100,000+ employees all around the world to enable communication, collaboration, and productivity in ways previously not possible. I joined the Marcel team in August 2018 as a UX designer, a couple of months before launch of the 1.0 version of the product. In the course of my 4 years working on Marcel, the product went through many iterations and redesigns, and my role expanded to UX Lead – owning various headlining features in the product and working with visual designers, PMs, and developers to deliver core features and value to users and stakeholders alike.

Marcel was born out of the desire to break down the knowledge silos that inevitably exist in a large multinational organization. The product is intended to democratize the organization as a whole and create a transparent environment for the 100k+ employees worldwide going forward, solving for a data-availability problem while also enhancing the Groupe ⇄ employee experience.

I began my time working on Marcel as a Sr. UX Designer helping wrap up the final batches of features before launch of the 1.0 version. This role quickly evolved to a UX Lead role, where I oversaw many different core features of Marcel and guided the design through UX, visual design, and QA for delivery. In my 4 years with the team, I played a significant part of 2 foundational redesigns, moving from a conversational, voice-based framework to a more traditional UI pattern.

For the last year or two at Marcel, I primarily oversaw three core features – Marcel Communities, Marcel Classes, and Workspace. Communities was a product feature intended to connect employees around the Groupe around commonalities, whether it was location-based (e.g. the USA Community), home agency-based (e.g. a single agency’s Community), or ERG-based (e.g. the Egalité employee resource group). Classes was a feature that leveraged LinkedIn learning courses as well as Publicis Groupe’s internal courses for employees, creating a centralized home for employee learning on the Marcel platform. Lastly, Workspace was a semi-separate internal platform that allowed employees worldwide to book desks, workspaces, and meeting rooms for themselves and their teams, accounting for the Covid-reality of hybrid workspaces.


UX Lead [Contract]

2021 — 2022

Waze is a mobile navigation app that enables drivers to use live maps, and get real-time traffic updates and other road data. I joined the team as a contractor in November 2021, tasked with exploring a potential new feature centered around their "CoPilot" experience.

I worked with Waze for about 3 months in total, designing and handing off a prototype for an MVP of an end-to-end experience, using their internal design kit to build a system-compliant UI for Waze CoPilots. I worked with the Head of Design and project managers to ensure all of the requirements were being met, and reviewed previous internal iterations to learn from them and see where they fell short.

Demo available on request.


Creative Director, XD [Contract]


HUGE Inc. is an agency based in Brooklyn, NY. I served as a Creative Director (XD) for 2-3 months in the summer 2022 for a large multinational energy company, working to maintain consistency across different pieces of the client’s corporate website.

I managed a visual designer and worked on updating design system components based on client feedback, while also taking a proactive approach and updating analogous components where we saw best fit. The work-to-be-done came in discrete chunks, and was managed on a weekly delivery basis. Over the course of 2-3 months we made a number of enhancements to the corporate site and, accordingly, the design system, to bring it more in line with the suite of various corporate sites held by the parent company.


Creative Director / Design Director

2017 — 2018

Raden was a smart luggage company; i.e., luggage with an integrated removable battery you can use to charge devices via USB and an accompanying mobile app you can use to weigh your luggage. I joined the team in early 2017, about 12 months after Raden's launch, as their first in-house product designer and creative. This eventually turned into a creative director / design director role.

When I initially joined the team my primary role was as product designer — leading the direction of the iOS application and helping plan both the short-term and long-term roadmaps. Within 2-3 months, I slowly took over all of the work previously being handled by the creative agency working with Raden since launch.

This additional work included higher-level brand and creative strategy alongside managing the production of day-to-day design (and front-end development) needs, including email marketing, designing & developing landing pages, front-end development for the e-commerce site, and so on. It also included zeroing in a more refined direction for the brand, and producing the necessary photo assets, either with selected photographers or myself, to steer the brand in this new direction.

The digital product at Raden was the mobile application. With fairly straightforward functionality — letting you pair your bag with the app, seeing the weight of your bag, and getting the charge status of the battery in the bag — the primary goal was to minimize the number of steps the user had to go through from opening the app to completing their objective, while also adding in new functionality that would encourage users to return to the app more often.

After initially iterating on and designing two new features for the app using customer data about the average Raden owner's demographics, interests, and locations frequently travelled to/from, we opted instead to develop a third product called the Raden Sticker Shop that would serve as both a marketing initiative and a digital experience centered around individual customization of bags using stickers designed by both Raden and selected partners.

Leading the design and direction of the Raden Sticker Shop digital and physical products, I designed the full feature for iOS, intentionally keeping the interface resembling a simplified e-commerce model to accommodate for features further down the roadmap, while also selecting the artists and brands we worked with and designing the Raden-branded stickers as well as the associated packaging and inserts.

We organized our tasks on Trello and whiteboarded, did user research with existing customer data from the app and the e-commerce shop, sketched (on paper), wireframed (in Sketch), designed (in Sketch), prototyped (in Flinto), designed icons (in Illustrator), and shared everything with the team to get feedback (with Zeplin). After 2-3 months of iterating, we released version 2.0 of the Raden app (with the Raden Sticker Shop & other new features) in November 2017.


Lead Product Designer


wynd is a shipping and logistics company with an iOS app and e-commerce plugin that allows both consumers & businesses to send items anywhere for less money and less effort than any other shipping provider. I was a part of the wynd team from early 2015 to late 2016, joining as the first in-house designer and eventually leading a full rebrand of the company and full redesign of the digital products.

When I joined the team at wynd, they were gearing up for the initial launch for their first digital product — an iOS application that would allow you to ship items by requesting a courier to your location, allowing either same-day delivery in New York City or standard and expedited shipping everywhere else. I was brought in to complete the design of the remaining pieces of the iOS application and develop assets for the website.

As time went on, I took on the responsibilities of implementing a rebrand, encompassing everything from creative strategy to creating a logo to designing and developing a new website, as well as leading a full redesign of the mobile application and introducing long-requested B2B and internal tools.

The wynd app for iOS allows you to ship items anywhere without any packing or preparation. You just take a photo of the item, note the dimensions and weight, and choose a shipping method. Once you add all your packages to your shipping list, you request a pickup and a courier is dispatched to pick up the items from your location, and you're be able to track the courier on a map as they make their way to you.

The full redesign of the app took about 4-5 months, and was done alongside the creation of a new brand identity and new website. We organized tasks on Trello, whiteboarded user scenarios and drew flow-charts, mapped out timelines (on Asana and Instagantt), wireframed (in Sketch), designed (in Sketch), prototyped (in InVision and Flinto), and iterated through weekly product sprints.

I'm a designer (UX, Product, etc.) living in New York City. He's available for full-time & contract work worldwide.

📨 mail@amardeeps.com