Interview With Bijith from India

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April 6, 2023
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An engineer by profession, Bijith took a short pause in 2016 and decided to combine his technical knowledge, business exposure and design aptitude and inaugurated Aufait UX, a UI UX design agency based in India.

Interview with the 2022 MUSE Creative Awards Winner - Bijith

1Please give us a brief bio of yourself and your creative background.

I am Bijith, founder and CEO of Aufait UX, a UI UX design agency based in India with a global clientele. I am an engineer by profession and have worked with MNCs and co-founded a couple of technology ventures before venturing into the UX/UI design space with Aufait UX.

Though I started my career in engineering, starting from my first job, I had the opportunity to work with leading designers and build products and applications with high design standards. I strived to nurture my creative side and design instincts, working with some of the best minds and learning to keep a balance between user and business needs. In my leisure time, I enjoy badminton, tea and traveling and exploring the fine beauty of nature.

2What made you become/why did you choose to become a creative?

I took a short career break in 2016 and I was reflecting on my career and the next move. I had always enjoyed working with designers and had a keen eye on design details. I figured that by combining my technical knowledge, business exposure and design aptitude, I could build a unique design service. I knew that was something I would enjoy and could work with passion.

3Tell us more about your business/company, job profile, and what you do.

Aufait UX was founded in 2017 with an aim to make UX design services accessible for all. Back then, UI UX design was a luxury service affordable for only the high-end customers. I wanted to change that narrative with Aufait UX. We offer UI UX design services for businesses of all scales, from startups to enterprises.

In the past 5 years, we have grown from a team of 5 to 30+ members. I head the UX team and work closely with them to ensure that we deliver designs that are technically viable, aesthetically appealing and aligned with the business goals.

4What does “creativity” mean to you?
To me, creativity is finding the perfect balance between user needs, business goals, technical feasibility and the look and feel of designs.
5To you, what makes a “creative” idea and/or design?

Our design process is simple and straightforward.

We begin with a workshop with the founders/business owners to understand their business domain, objectives, competitors and target users.

After gathering the required information through user research and business discovery, we create user flows and information architecture to confirm the scope of the project. Then we build wireframes to bring visual clarity and bring in the visual design team.

The design team creates a clickable prototype which undergoes rigorous testing and reviews until we reach the final design. A style guide or design system is also prepared for each project to support its ongoing development.

6Tell us about your creative and/or design process.
We try to always be connected with what normal people live. People who are not publicists, who don't live thinking about seeing ads or care to hear about the ego of brands. Being in tune with all realities gives us a much better chance of finding a great truth that can become a great idea. And for a great idea to be successful, it is essential that it delivers good results.
7What's your favorite part of the creative process and why?

For me, it is developing the user flow and information architecture of the design. I believe, having a clear picture on the high-level view is quite important before delving into the actual design stage. It plays a decisive role in the final outcomes of every project and makes the entire process smooth.

8Describe your creative style and its main characteristics.

A creative design has the ability to articulate rationale behind a design. I believe every element we design should have a purpose. Well-designed product should make a novice user comfortable to start the journey with basic features and hide the complexities encouraging them to explore as they advance.

9Do you think your country and its cultural heritage has an impact on your creativity process?

Being a global business, we try our best to empathize with our clients and the end customers and minimize the influence of our culture, unless the product demands it. We strive to design for the intended audience and their expectations.

10Congratulations! As the winner of the 2022 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

We are truly honored. It is a great achievement for us and a testament to the finesse of our work. The award inspires us to work harder and continue creating digital product designs with global standards.

11Can you explain a bit about the winning work you entered into the 2022 MUSE Creative Awards, and why you chose to enter this project?

Our winning entry was the design for a mobile app called StockPe. StockPe is a stock market learning app that simplifies financial learning through gamification. As the primary target audience is the young generation, the app takes a fun and gamified approach to learn stock market trading. Through tournaments, users can learn stock trading, practice their knowledge in real time and get rewards.

We chose to enter MUSE awards with StockPe owing to the creative approach to learning implemented in the app. It is a unique concept with a big potential and we believed it would stand out among all the other entries.

12What was the biggest challenge with this project?

StockPe was an interesting project for us and compelled us to think beyond the box. The biggest challenge with the project was that we had to gain understanding about three domains – fintech, education and gaming – for the design. We brought together people from various departments and of different age groups to brainstorm and ideate.

13How has winning an Award developed your practice/career?

It certainly builds our confidence and improves our credibility. An award is always inspiring and winning the MUSE Awards has strengthened our belief in the quality of our work.

14What are your top three (3) favorite things about our industry?

Fun, collaborative and diverse.

15What makes your country specifically, unique in the creative industry?

My country is home to creative minds of all genres – from art to literature and music. Art is a natural means of expression in the cities where we live making the place vibrant in all nooks and corners.

16Where do you see the evolution of creative industry going over the next 5-10 years?

Machine learning, meta and more innovative mobile devices can lead to unpredictable ways to create new products so need to keep eyes wide open for disrupting innovations.

17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Watch out for unique ideas and treat every work as if you might contest for an award.

18What resources would you recommend to someone who wants to improve their skills in the creative industry?

Keep close connections with design community and follow leaders in the industry.

19Tell us something you have never told anyone else.

With strong review process we can produce magical outcomes with anyone has strong knowledge of design tools.

20Who has inspired you in your life and why?

The leadership lessons I learned from the mentors in my early career have been significant in my life. I remember my initial design inspiration was my first manager, Mallikarjuna Konduri , an NIDian who is now Chief Design officer at SAP.

I was fascinated with the way he would spend hours on finer details of his work. Another inspiration in my life is Hari, who recently passed away leaving a significant impact in the Indian IT industry.

21What is your key to success? Any parting words of wisdom?

Frequent UX Reviews with multiple talents from diverse backgrounds is the key to our success. Be open for feedback and be a good listener for a successful UX professional.

22Do you have anything else you would like to add to the interview?

I would like to take a moment to thank everyone involved in this project and have played a significant role in its success. Starting from our customer point of contact Shubham who had a unique idea and subject matter expertise, our UX team led by Sisira, and the design team including Shaheer and Shineesh, it's the effort and contribution of all of them that has helped us win this much awaited achievement today.

Winning Entries

Gamified stock market learning app | 2022


Today’s generation prefers learning through practice. Lengthy courses involving a ton of theory and hours of videos fail to engage them, especially ...
(read more at MUSE Creative Awards)


An engineer by profession, Bijith took a short pause in 2016 before combining his technical knowledge, business exposure and design aptitude and inaugurated Aufait UX, a UI UX design agency based in India.

Read more about this article with Zubair from United Arab Emirates, the Platinum Winner of the 2022 MUSE Creative Awards.