"Design is balance of form and function"

~ Jay Soni


Yes, illusion is my life, and my life is an illusion, and yes it is an illusion and I am the illusionist.
It’s beyond a life to understand, achieve and find the answer. I grew up almost on a tree house, watching the old airport and sea by the side. I could fly with the birds on the vast dried land, I could imagine. I had no friends, no connections. I found the essential nothingness; I found the depth of the sea. I could spend time with me, and I could understand my skills, my talents and myself more then ever.
During my tenure of 15+ years in the field, I have obtained extensive experience and expertise in UX and UI as well as product development, brand development, print and data visualisation. I have always endeavoured to keep myself updated and aware of all the latest changes, techniques and technologies in the field as and when they are introduced and implemented.

I'm passionate about great products; how design can influence people, and how that can in-turn be used to create positive outcomes for businesses.

Specialised in

User Research

  • Information architecture
  • Personas
  • Product discovery
  • Userflows & journeys
  • Wireframes
  • Usability testing
  • Analytics analysis
  • User interviews
  • Competitive analysis

Solving Problems

  • Research
  • Analytics
  • Testing
  • Creativity
  • …always data driven!

Prototyping and Front-end

  • Pen & paper
  • Sketch
  • InVision, Marvel
  • Axure
  • Adobe CC

Product Design

Building products is my passion. It’s more than just design. It’s about understanding the company and its users. It’s about complex processes and joinery to achieve success.

Design Process



  • User Interviews
  • Stakeholder Interviews
  • Business Metrics
  • Brand Analysis
  • Competitive Analysis
  • Personas


  • Card Sort
  • Concept Map
  • Storyboarding
  • Business Model
  • User Flow
  • Sitemap


  • Sketching
  • Wireframes
  • Wireflow
  • Annotations
  • Prototyping
  • Style Guide


  • User Test Data Analysis
  • Iteration

  • Jay has an absolute creative bent of mind. He comes out with the fabulous designs one could ever imagine. Really loved his piece of creativity.
    Shilpa Palkar, Technical Lead at Mphasis
  • I set up a virtual TV studio for Mintel and Jay was the main man for the application and development of the graphics for the various internal and external video content Mintel made. It was great fun working with Jay, he know's his stuff and as such we got a lot done in a very short period of time (too short perhaps). He's conscientious and hard working but then I expect that from everyone I work with, what Jay brings on top of that is a deep, thoughtful and rapid creativity and a very positive outlook to any given situation, this is a breath of fresh air. I thoroughly enjoyed working with him and cannot recommend him highly enough for the quality of his work and for his qualities as a person.
    Christopher J Maure, Director
    WhistleMaure Ltd
  • Jay is extremely creative and has amazing ideas. He can deliver excellent work results with a little more focus and pepping up. A touch of class and oodles of attitude!!
    Pallavi Pinge, Dietician - Clinical Nutritionist and Lifestyle Counsellor, Writing/ Editorials
  • I would recommend Jay to anyone who wants creativity and innovation in web/graphic design. He's very professional while being friendly and approachable, he's up with time, is very well informed about the latest technologies & works efficiently with a high level of interaction allowing for the creation of superior web sites in a timely manner.
    Omer Syed, Head of Digital Business - Times Internet
  • Jay, self-motivated and goal-oriented young creative professional having experience building web sites from conception to design to programming. Can vouch for his designing capabilities.....Dude u rock!!!
    Sam Thomas - Digital Marketing Expert specializing in Search Engine Marketing
  • Simply a cool co-worker with loads to hot creativity. Give him a thought & he will shape it to perfection, leaving you think... why didn't I thought it that ways? Just like Kotak Man All the best !!!
    Vibhor Mehrotra - VP & Business Head - South
  • Great guy…dedicated worker…his ability to conceptualize and execute and bring to life his ideas is simply marvelous…Guaranteed asset!
    Aijaz Nakhuda - Digital Marketing Head - Star Plus & Life Ok
  • Jay's reputation precedes him, he has a conscientious and professional approach in all engagements.
    Peter Kehinde Olofinmoyin - Snr. Test Analyst (OAT)
  • Jay is a very talented and skilled designer. He also has a tremendous insight on SEO activity and optimizing content online.
    Kapil Raina - Senior Vice President, Sales (EMEA)
  • Jay is a highly creative and professional designer. He has the ability to create engaging web applications and websites, ensuring usability, without sacrificing design flair. I enjoyed working with Jay on creative projects. His knowledge and experience, along with his problem solving ability ensured we would find a great solution in any project.
    Mark Stevenson - Digital Experience, Digital Sales, CX, UX, Agile Product Owner
  • Jay Soni worked for me as Web Application Designer on my international Marketing team in my capacity as Global Marketing Director at Mintel International Ltd. He is a fast, self-motivated learner, determined to stay on top of the latest developments in his industry and to constantly further his excellent web design skills. Jay has proved to be a very creative problem-solver who consistently offers a fresh perspective and approach to projects. His outstanding web application design capabilities showed already in his first project, a long-term strategic development for the company, which turned out a tremendous success not least through his great work. Whenever he sensed any potential problems he would find time to think them through and, without having been asked for it, would offer potential solutions. This has made it not just a joy to work with him but also let me confidently rely on him for tasks that were rather of a marketing than a web application design nature. His previous work experience allowed him to venture out into strategic brand design questions that he helped me solve to my utmost satisfaction.
    Sabine Popp - Co-Founder of Marke2ing & Head of Marketing at Civilised Investments Limited
  • Efficient, innovative and quick to understand the client's specific needs. It is always a pleasure to work with Jay.
    Arun Chitnis - Head - Corporate Communications & Media Relations at JLL India
  • This guy has got a view on designs. He has actually digested the designing concepts. Its really great to work with him.
    Vipul Parekh - Owner, Virtual Splat Software Pvt. Ltd.
  • I can recommend Jay as a person with great recognition and deep education of solutions. Jay is a detail oriented Designer who can take on even the most challenging projects. Has an easiness to build interpersonal relations with others. Jay is a great leader and motivates his team to produce outstanding results. If you ever need someone to deliver under pressure, no slip-ups, just results, Jay is your man!
    Brian Merlehan - Head of Global Digital Marketing