I'm Dipali — UI/UX designer. I've spent 15 years turning complexity into clarity: first in architecture, now in enterprise UX, e-commerce, and brand design. Most recently at Intuit, where I designed AI-assisted tools for fraud investigation and executive decision-making. I use AI in my workflow, I paint with digital brushes, and I make things that work.
My approach. I organize by decision intent — not by convention. Whether I'm designing a fraud investigation tool for 50 cases a day or a handwriting book for a six-year-old, the question is always the same: what does this person need to know right now?
Enterprise tools, e-commerce platforms, and brand design — each project built around one question: what does this person need right now?
Before: A wholesale cleaning supplies business with no digital presence — customers had to call for pricing, no way to browse 429 products online. After: A fully live B2B WooCommerce platform with custom quote-request flow, searchable catalogue, and client portal.
Architected the information structure for 429 products across 12 categories, designed a custom quote-request flow replacing standard checkout, and implemented the full WordPress/WooCommerce build.
Before: Agents investigated the same coordinated attack 20 separate times, across 3+ tools, 40+ minutes per case. After: One investigation. One bulk action. Twenty accounts closed.
Designed an AI-assisted fraud cluster investigation tool for Intuit Risk Operations — mapping the full agent workflow into 5 sequential screens, each answering exactly one investigative question.
Before: Fintech SLT spent 45+ minutes prepping for every 30-minute leadership sync, checking 14 different tools with no single source of truth. After: One dashboard. 8 minutes.
Redesigned the entire information architecture around decision intent — not data source — consolidating Tableau, JIRA, Sheets, Slack, and 10 more into a single executive command center.
I'm open to Senior Product Designer roles and freelance projects — particularly teams working on complex internal tools, dashboards, or AI-assisted workflows.