UX BY ASH

    Hi, I'm Ash.
    Leading design teams building AI products that 140 million people trust with their money.

    For 12+ years I've led design inside Intuit and Credit Karma, building marketplaces and AI products that 140M+ people rely on to make money decisions they can trust. This is where I share the work, the writing, and the way I lead.

    Case StudiesLet's Connect
    Experience Across
    Intuit logoCredit Karma logoQuicken logoSAP logoOracle logoSynopsys logoLendingClub logo
    Let's Connect
    Impact

    Design that drives measurable impact

    0 → 1

    Debt Agent, Credit Karma's first agentic AI product, as part of Intuit's new Consumer Platform announced in November 2025.

    ↗ Read announcement

    +300% Revenue

    Drove the end-to-end redesign of the Personal Loans marketplace, the playbook I later scaled across five verticals.

    ↗ See case study

    #1 Tax App

    Overtook TurboTax as the top-downloaded tax filing app. Directed the vision for the new dashboard and the CK Tax to CK Money account creation experience.

    ↗ See case study

    Endorsements

    What leaders say

    “Ashwarya is a design leader who operates like a business strategist. She has technical depth and the instincts you rarely find outside the executive level. Her standout strength is data fluency, she reads data in a way few people can, finding the nuance everyone else misses and turning it into value for the business and the user. One example: a set of results came back that looked clean. Ashwarya thought something was off. Unprompted, she sat with analytics for days, used Fullstory to study actual user behavior, and unlocked major performance gains. No one asked her to. That's how she operates.”
    Nabil Kazerouni
    Principal Designer, Credit Karma
    “Ash is a one of a kind design leader, thoughtful, strategic, intuitive, and thorough. She advocates for her team with deep consideration and leans into the hardest challenges. Shortly after joining, she championed what became the Insurance Marketplace v2, bringing it to leadership with conviction, mapping it tightly to our strategic narrative, and grounding it in years of consumer research.”
    Dennis Ellis
    General Manager, Credit Karma
    “I had the opportunity to collaborate with Ash on several innovative high-impact design projects at LendingClub. Her fresh, modern perspective on UX coupled with her ability to code makes her an invaluable team member. Mix in her tenacity to not give up on ambitious ideas makes Ash a complete joy to work with.”
    Thom Mikovic
    VP of Design, LendingClub
    About

    I build the picture, the team, and the product, in that order.

    Ash Singh
    San Francisco Bay Area

    The picture always comes first for me. Growing up in Bihar, my uncle would bring home Apple products from the Bay Area, and I was enamored by how thoughtfully they were made. That early obsession with well crafted things taught me to see the whole before the parts.

    Then comes the team. I trained as a software engineer, but startup competitions, including a second prize at NASA's Space Apps Hackathon for an app called Airy, showed me that the best products come from small groups of people who trust each other. I switched into design in my very first role and have never looked back.

    The product is the output, not the starting point. Twelve years in, I care most about the problems that sit at the intersection of design, data, and AI. Not AI as a trend, but as a genuine shift in what software can do and what design has to become.

    Outside of work, I live in the Bay Area, raise two daughters, mentor designers earlier in their careers, and partner with early stage founders through UX Signal Studio. I still feel deeply grateful that I get to do this work every day.

    What I Do

    Leading design for Credit Karma's $3 billion marketplace.

    I manage the shopping futures team pods across Personal Loans, Insurance, Home Loans, Auto Loans, and Cards, each with a GM and Head of Product. I lead vision, strategy, hiring, and exec partnership across the marketplace, 140M+ members, and the AI agents transforming how people make money decisions.

    140M+
    Members Served
    $3B+
    Platform Revenue
    12
    Years Leading Design
    5
    Business Lines Unified

    Selected work

    Case studies

    A closer look at how I lead teams through complex product challenges, from early strategy to experiences that ship.

    2025 - 2026

    Credit Karma · Debt Agent

    Helping members find a way out of high-interest debt.

    I led the design of Credit Karma's first agentic AI experience for debt consolidation, partnering with designers and product leaders to turn a fragmented marketplace into a guided journey that evaluates options and recommends a clear path forward.

    One guided journey across debt, savings, and lending options.

    • Agentic AI
    • Product Strategy
    • Design Leadership
    Explore the case study

    NDA-protected · 2026

    Credit Karma home screen highlighting high-interest debt for review
    Debt Agent guidance screen recommending a comfortable amount from savings

    2022 - 2024

    Credit Karma · Personal Loans

    Transforming loan discovery into intelligent decision making.

    I led the Personal Loans design team through an end-to-end redesign of the marketplace, turning generic loan listings into a personalized experience built around clarity and trust.

    Growing loan originations by 300%.

    • Design Leadership
    • Product Strategy
    • Marketplace UX
    Explore the case study

    NDA-protected · Credit Karma

    Credit Karma Personal Loans screen explaining why a lower-rate offer is recommended
    Credit Karma Personal Loans screen comparing recommended loan terms

    Live in product

    2019 - 2020

    Credit Karma · Tax

    Building the first truly free, mobile-first tax filing experience.

    As the sole product designer, I led the end-to-end redesign of Credit Karma Tax across Charlotte and San Francisco, rebuilding a complex, high-friction journey as a mobile-first experience. Using our design system, I modernized more than 1,600 form pages, simplified the filing flow, and helped double the filer base in a single year.

    #1 most-downloaded tax app in the U.S. that year.

    Best free tax software · 2019

    PCMag and Wirecutter

    Later acquired by Square.

    • UX Design
    • Interaction Design
    • Mobile Product
    Explore the case study

    NDA-protected · Credit Karma Tax

    Best free tax software · 2019

    PCMag and Wirecutter

    Later acquired by Square.

    Credit Karma Tax mobile filing dashboard showing refund summaries and tax forms
    Customer feedback praising Credit Karma Tax for making filing fast, easy, and free

    acquired by square

    Core Expertise

    Four practices I bring to every team and product.

    1

    AI Product Design

    I lead teams designing AI-native products, from agentic workflows to human-in-the-loop systems. I operate as a hands-on player coach, prototyping in Cursor with Claude and Gemini, and I'm scaling that practice so my pods design, validate, and ship end to end at the speed the technology now demands.

    Player coach in the tools
    2

    Executive Strategy

    I partner with product, engineering, and finance leadership to translate design into commercial outcomes. I coach designers to defend their decisions in the language of the business, connect every roadmap bet to a measurable goal, and earn a durable seat in the room where priorities are set.

    Design fluent in business
    3

    Data Fluency

    I've built a culture where designers own their numbers. My teams partner deeply with analytics, instrument their own experiences, and use quantitative and qualitative evidence together, so recommendations arrive with the rigor executives expect and the funding follows.

    Evidence-led design
    4

    Systems Thinking

    Leading design across Loans, Cards, and Insurance taught me to see the product as one system, not a portfolio of features. I set the patterns, principles, and governance that let independent pods move fast while the member experiences a single, coherent product across every surface.

    One product, many surfaces
    What I Believe

    AI should empower people, not replace them.

    Good design aligns people, systems, and strategy.

    Impact happens when teams move together.

    Design solves a real, specific problem for a real person.

    Great design is measured by outcomes: activation, retention, revenue, trust.

    Craft is the art of subtraction, removing everything that isn't earning its place.

    Building In Public

    Player-coach, not armchair critic.

    I lead AI adoption by building with it, not just sponsoring it. At Credit Karma, I'm reshaping the design operating model around modern AI workflows so teams ship in days, not weeks. My focus is the leadership work AI can't replace: taste, judgment, and the systems that turn velocity into compounding business outcomes.

    I build the work myself first so I can raise the bar with my team, not just review from the sidelines.

    3,383
    Edits shipped
    9.3
    Daily average
    77
    Days active
    A Field Guide
    The Age of Builders
    Six weeks from designer to builder in the AI era
    Ashwarya Subhluxmi
    Featured Report

    The Age of Builders

    A detailed 6-week reskilling guide for designers and PMs transitioning into builders. Covers terminal basics, AI tools, Git, deployment, and shipping real products, with designer-friendly mental models throughout.

    15 Pages · 6 Weeks · Real Case Studies · Curated Resources

    Read The Report
    Giving Back

    Mentoring the next generation

    I give back by mentoring young designers and PMs, helping them navigate career growth, build confidence, and sharpen their craft.

    Book A Free Session
    Ashwarya offers very clear and digestible insights into what makes up a good design leader in the current world. She offered great suggestions to me around how to meaningfully prepare and grow into my next chapter as a design leader. I appreciate her expertise and feedback. If you are in the same boat as me, highly recommend reaching out to Ashwarya.
    Louis Liu
    Sr. Product Designer, 6sense
    Met with Ashwarya to discuss my portfolio. She was very knowledgeable, and I received valuable feedback to reflect on and improve my work.
    Kana Tateyama
    Sr. Interaction Designer, Google
    She shared really helpful insights and industry tips to navigate the current job market and gave thoughtful feedback on my portfolio, plus resources on how AI is changing design.
    Deep Patel
    UX Designer, NC State University
    Ash is incredibly approachable. She generously shared her expertise, gave invaluable portfolio feedback, and sent me useful resources and specific roles to apply for.
    August Wang
    UX Design Student, UVA
    Advisory

    Startup advisory & fractional leadership.

    Partnering with founders and leadership teams to build AI-first products, scale design organizations, and drive measurable business impact.

    Request Availability
    AI-Native Product Strategy

    From idea to roadmap, I help define the right problems and scalable solutions.

    Design Leadership On-Demand

    Embed executive design leadership without the full-time overhead.

    Team & Process Building

    Hire, mentor, and align design teams to build high-performing culture and processes.

    Growth & Impact

    Align design with business goals to drive adoption, retention, and revenue growth.

    CompetenciesDesign StrategyOrg DesignAI IntegrationCross-functional LeadershipSystems ThinkingExecutive Alignment
    Writing and frameworks

    Ideas that shape how teams design and ship.

    Read all writing

    Startups keep asking if a design system is worth it

    Read

    Confidence Is Built, Not Mandated: Designing AI Culture on Your Team

    Read

    How Design Managers and Directors Can Use Claude Cowork to Automate Management Work

    Read

    AI Product Design Principles For Real Products

    Read
    Newsletter

    New writing, frameworks, and lessons from AI-native product work, straight to your inbox.

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    Let's Connect

    Building something
    ambitious?

    Selectively taking on Director and Head of Design roles, advisory engagements, and AI product partnerships.

    ashwarya19@gmail.com Connect on LinkedIn
    Ashwarya Subhluxmi
    Ashwarya Subhluxmi
    Fractional design leader and advisor in startups.
    San Francisco, available for advisory
    © 2026 Ashwarya Subhluxmi

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