Sridhar Dhulipala's design portfolio spans 25 years working in various sectors. At Ekstep, a nonprofit digital education platform, he oversaw user experience design including research, managing design teams, and served on the core management team from 2015 to 2018. Prior to that, he co-founded a big data startup that developed several award-winning products. Earlier in his career, he was the first designer at Infosys and helped establish design practices, working on various products from 1995 to 2006. He has also consulted for startups and large enterprises and conducted design workshops.

1. SRIDHAR DHULIPALA
DESIGN PORTFOLIO OF SELECTED WORK 1995 TO 2018

2. HELLO!
• I am a designer; graduate in Product Design
from National Institute of Design, India, in
1993. My 25-year career spans manufacturing,
consumer durables, information technology
and non-profit sectors. I have a track record of
delivering impactful design strategy and
execution. Envisioning to implementation,
laying the foundation, nurturing and growing
effective design teams. As an entrepreneur, I
co-founded and ran a big data technology
company with award winning products.
2
• Conducted design workshops serving diverse
audiences - corporate design teams in services
and product companies, psychology counsellors,
children with cognitive impairments, design
schools.
• At Infosys, as its first designer on board in 1995, I
integrated design into software engineering as a
discipline and conceptualized a visual
requirements management tool. In 2002 I setup
UX design practice at Infosys.
• I consult on product design, design strategy,
product management to startups and large
enterprises where innovation is a differentiator.

3. EKSTEP
2015 to 2018
Ekstep is a not profit organization promoting a digital societal
platform with focus primarily on government run schools in
India covering over 50 million children and 6 million teachers.
My role was to oversee the user experience design of this
platform including research, managing multiple design teams
and their tasks. Reported to CEO of Ekstep and served on its
core management team
www.ekstep.org
3

4. 4
USER RESEARCH
Design Partner: Peepal Design
Commissioned several field
research studies and
ethnographies to understand
key stakeholders – learners and
teachers.
Learner journey – day in the life of a
student
User persona
development

5. 5
DESIGN GUIDELINES FOR LEARNER INTERACTIONS
“SYSTEM OF USER EXPERIENCES”
1. Smooth Enrolment (Discovery, Registration, Identity)
2. Familiarization (how to use device)
3. Content Introduction & Presentation (what is this content about)
4. Content Exploration (Explore, Plan at own pace)
5. Predictable flow (how events occur and when path changes)
6. Progress Reporting & Rewards (how am I doing, Share, Utilize rewards)
7. Instructions/Help (Raise hand)
8. Interventions/Prompts (comprehensible language)
9. Graceful Exit (pick up from where I left)
[USER GOAL] : [USER INTERACTION]

6. Learning experience journey architecture
6
Moments
Configure
Experience

7. Platform
Teacher-
Child
Author-
Teacher
SUPPORTLEARNSOCIALIZECREATECOLLABORATESOCIALIZE
EXPLORE
CONFIGURE
JOY
PLAY
CELEBRATE
CREATE
IMAGINE
VOICE
REIMAGINE
PUBLISH
CELEBRATE
CONTROLLED
CHOICES
SHARED
CONTEXT
ENGAGE
DEMONSTRATE
QUEST
EXPLORE
RECOMMEND
COLLATE
7
Digital Platform – orchestrating interactions by degree of
engagement

8. Familiarity
Cover ~ Icon,
QRcode, URL
Identity
Label ~ Avatar,
Handle
Context
Content List
(ToC) ~ Online
hooks, search
strings (lessons)
Progress
Rating ~
Personalized
feedback
Content
Chapter, Page ~ Online hooks,
search strings (concepts),
Additional content online
(videos, practice, assessments)
Transforming Textbook to Digital – embedding interactions mapping hooks in book to
digital
8

9. DESIGN IDEATION
Explored user experience for learners and
teachers (parents and other adult
stakeholders included) based on user
research findings
Every Wrong Answer has a
matching Question – Alternatives
to multiple choice assessments Monoscenic narratives, Synoptic narratives, Conflated
narratives, Continuous narratives, Linear Narrative/ Frieze
Borrowing from Indian non-linear story telling techniques
esp. Gandharva carvings 2000 years back, as an alternative to
multiple choice quizzes, adapting this medium to digital
gestures
Can you trace Sringeri
Srinvas’s journey?
9

10. DESIGN IDEATION
10
Adapting frieze style, non linear story telling formats to digital content
for literacy vocabulary skill development in any language overlay –
gesture based

11. LEARNER APP
11
Mobile app design
partner : Goodworks
Labs

12. Learner App wireframe model – design goal simple mental model that will
adapt with consistency across content and navigation
12

13. CONTENT PORTAL
13
Content portal used by content creators – mostly Government
school teachers and other institutions such as NCERT authors,
freelancers, designers, in a WYSIWYG way to create lessons,
assessments, videos, audio lessons, interactive formats. Curators
participate in a structured workflow to ensure quality, safe content
and to track usage
Design Partner: Monsoon Fish

14. 14
UI DESIGN ELEMENTS: EKSTEP STYLE GUIDE WITH READY TO USE
SAMPLE ELEMENTS, LAYOUTS Sample Guidelines - Android specific
Make touch targets at least 48 x 48 pixels
Support mouse-free and gesture navigation
Manage navigation between screens
Ensure your app is usable with larger font sizes
Ensure critical text has enough contrast
Make interactive controls clear and discoverable
...
Layouts
Styles
Animations
Components
Patterns
App bars
Toolbars
System bars
Tabs
Cards
buttons
Chips
Data tables
swipe to refresh
....
Icons
Created by Ekstep Design team

15. 15
Design Management – Aligning UX Design goals to mission in measurable ways by
mapping engagement metrics to telemetry captured by analytics engine including
heatmaps, event streams. User data is anonymized and hence tracking was at aggregate
levels

16. BIZOSYS
2010 to 2015
16
Cofounded a big data startup
with several award winning
products.
[ ET coverage ]

17. HSEARCH – HADOOP BASED SEARCH ENGINE
17
Solutions built on top of our core search engine included an RPA solution that automates
processing raw documents, converts to structured data, entity extraction and enrich for
user actions. I designed the workflow and UI elements

18. • Screenshots from Hsearch – ‘Portal on the Fly’ solution.
US Patent granted. ML based classifier for entity
extraction. I designed the entire UI besides managing
product roadmap
18

19. 10SCREENS – PAAS APP BUILDER AND PROTOTYPING TOOL
19
10Screens is built on a NoSQL db and provides flexibility away
from rigidity of RDBMS to work as a PaaS application builder.
I designed the entire UI and product managed it.

20. TXTLAND – CUSTOMER SUPPORT CHATBOT
20
In 2013, I designed a new chat based support service on top of our search engine leveraging its ability to parse text
and perform NLP to discover entities, much like Alexa today does. From these entities we generate actions to raise
ticket, get status, so on. This was built on the open XMPP standard that was supported by Google and Facebook.
Chatbot was integrated into these services

21. PREDICTIVE ANALYTICS VISUALIZATION OF FALSE POSITIVES –
DASHBOARD FOR ML TRAINING
Dataswft – predictive analytics for time series data
(iot) 21
The client was a leading telecom player in US and had given access to 1 years worth of annotated telemetry from
telecom towers, which we used to run genetic sciences related window shifting algorithm to train and test our
solution to predict outcomes such as tower failures with high confidence scores upwards of 0.9. I designed the
dashboard to visualize the streaming event data

22. INFOSYS
1995 to 2006
First designer to join Infosys and setup UX Design practice
under its CDG division. Integrated design process with
software engineering and created design specific roles and
hired team in 2002. Worked on Finacle, Onmobile and other
Infosys products. Designed India’s first Internet banking
application deployed at ICICI in 1997. Designed UI for Infosys
clients in US, Europe and Australia. Led IP development efforts
and received Infosys Chairman's Excellence Award in 2002 for
Innovation.
22

23. DESIGN OF CORE BANKING GUI – 1996. INTERNET BANKING APPLICATION - 1997
23
Worked as part of Finacle Product Management Group to migrate ‘green screens’ to GUI (applet) and later browser
based. Conducted time and motion study of bank users for 2 months at various branches to improve UI and bank
staff productivity. Mapped character to pixel for migration of UI and designed for speedy entry (via keyboard
shortcuts) while ensuring error free entry. Designed new GUI specific functionality such as drill down menus, quick
access shortcuts etc.

24. Onmobile
Voice
application
design
2002
Interactive
Video
authoring
application
for video
search
1998
Miscellaneous
Client project UI
1995-2006
WAP
interface
for banking
application
2001
24

25. INFLUX UXD – ‘ALIGN & INTEGRATE’ DESIGN PROCESS WITH SOFTWARE ENGINEERING
25
Tool allows visual
capture of
requirements –
functional, UI, QoS
in a single canvas.
Generates
navigation models
and prototypes from
attached wireframes
Generates UML
compliant use case
documents
Designed visual modelling tool to capture UML compliant requirements. Tool output
includes auto stitch of wireframe prototypes, auto generation of functional use cases
(Patented)
Awarded chairman's excellence award for innovation in 2002

26. KNOWLEDGE MANAGEMENT SOLUTION – FRAMEWORK TO CAPTURE TACIT KNOWLEDGE
26
In 2005 worked on Infosys IP towards capturing ‘lost knowledge’ among an ageing workforce that
pertains to most developed economies. Worked with Gartner analysts to combine HR practices with
Knowledge management frameworks such as SECI from Nonaka to identify experts and capture their
tacit knowledge as structured/tagged stories (similar to SoX documentation). Worked on product
management and UI design

27. MISCELLANEOUS
Other work at various organizations including iFlex (Oracle
Financials), Narayana Hrudalaya digital transformation, BPL, Titan
watches, and VIP (consumer retail product and marketing roles)
Also, actively conduct design thinking workshops to explore
design NOT just as ‘problem solving method’ but as a therapeutic
and personal enrichment objectives
Visiting faculty at NID. Serve as a jury member and student
selection committee for NID Bangalore campus. I have authored
the Interaction design curriculum at UPES school of Design,
Dehradun.
27

28. 2007 - Migration from Oracle
forms to web. Designed web UI
and configured automation tool
for conversion of over 3000 core
banking forms to html
28

29. CORONARY ANGIO PROCEDURE REPORT
POSTERIOR
LEFTRIGHT
ANTERIOR
LCX
LMCA
RCA
PLV
PDA
LAD
D1
D2
M1
M2
LV
INTERMEDIATE
PATIENT: A.KUMAR/M/65Y
ID: 0000931
PROCEDURE: RAM NARAIN
DATE: 15/NOV/2013
ECHO:
STATUS: PROCEED [HALT]
PROCEDURE:
CATHETER:
CONTRAST:
RESPONSE:
LESION: NORMAL
LOCATION: PROXIMAL
STENOSIS: 40%
SIZE: 2.5CM
LUMINAL AREA: 4MM SQ
CALCIFICATION: PLAQUE
RCA
Design of UI for digital Angio procedure at Narayana Hrudalaya – Prototype screen 2012
29

30. SMARTWATCH PITCH TO TITAN 2004
Urban wear that reads time of
‘digital clock towers’, replace
movement with wireless device.
Maybe ‘electronic clock towers’ ,
straps as chargers
30

31. DESIGN WORKSHOP FOR
MENTAL HEALTH
COUNSELORS AND
CHILDREN WITH
COGNITIVE DISABILITIES
31
Created specific exercises to explore
empathetic approaches and
understand human – technology
interactions. Less about problem
solving that design is practiced for
and more for therapeutic and
enrichment benefits associated with
creative design explorations Smart watch blank to imagine what
a wearable can do for a counsellor/
caretaker and patient

32. VISITING FACULTY AT NID,
BANGALORE CAMPUS
Several stints to anchor
and guide students at
NID including evaluation
juries as a member.
Serve on Admissions
panel for Bangalore
campus of PG students.
32

33. 33
PRODUCT DESIGN AND OTHER WORK – 1989 TO 1995

34. THANK YOU
SRIDHAR@UXGRAVY.COM | WWW.UXGRAVY.COM