Hi. I'm Ankit Soni, a product designer and physics grad crafting thoughtful digital experiences, AI tools, and visual systems as a storyteller with empathy, clarity, and impact.
Surgiflow
Healthcare · SaaS
"the structure of feeling, the geometry of empathy"
ACT I
Staging
E(empathy) = m(modern) × c(consumer)²
Indite.io
AI · Automation
Roojh
Digital Health
"every hover state is a rehearsal"
ACT II
Poetry
Surgiflow
Healthcare · SaaS
"the structure of feeling, the geometry of empathy"
ACT I
Staging
E(empathy) = m(modern) × c(consumer)²
Indite.io
AI · Automation
Roojh
Digital Health
"every hover state is a rehearsal"
ACT II
Poetry
Designing at scaleCurrently at BacancyAI-assisted products
DEV DEPT. PRESENTS • A COGNITIVE EMOTION PICTURE • DESIGNED & DIRECTED BY ANKIT SONI STARRING SURGIFLOW • INDITE.IO • ROOJH • ATHMICK • ASTROTALK • SOURCEBAE MUSIC BY THE PHYSICS OF EMPATHY • ESTD 2021 IN EASTMAN COLOR
E(empathy) =
m(modern) ×
c(consumer)2
The equation that drives every decision
Hover over formula values
Selected Work
Let's get straight to it.
Work that solved real problems, balanced trade-offs, and shipped under real constraints.
A collision of cinema, poetry, and digital physics.
Expressing narratives across text and staging, on screens and platforms alike.
EXT. STORYTELLER'S DIALOGUE - MIDNIGHT
A single tungsten spotlight cuts through the stage darkness. ANKIT stands at a microphone, holding a wireframe sketch in one hand and a poetry manuscript in the other.
ANKIT
We study physics to understand how energy becomes mass. We study design to understand how empathy becomes structure. They are the same law. A storyteller simply choreographs the interaction.
He gestures to the display lines behind him. The stage spotlight glows warm gold.
ANKIT (CONT'D)
Every interface is a script. Every hover state is a rehearsal. The audience is not just viewing; they are performing.
Rehearse with music!
BOMBAY TALKIES · ROYAL BALCONY
YAYAWAR TXT
Admit One to Ankit's Digital Poetry & Screenplay Archives
My process isn't a checklist. It's a way of thinking.
01
Empathy comes first
I start with the people, not the screens. Understanding the human on the other side is the energy that powers everything else.
02
Research before pixels
I slow down early to move faster later — interviews, desk research, and competitive analysis surface the real problem worth solving.
03
Systems over screens
I think in flows, states, and components. Tokens and design systems keep things consistent and scalable long after launch.
04
Ship under constraints
Real impact happens within real limits. I make sharp trade-offs and keep products moving from 0→1 and 1→N.
About the Artist
Behind the credits.
केन्द्रीय फिल्म उत्पादन बोर्ड
CENTRAL BOARD OF FILM PRODUCTION
भारत सरकार / GOVERNMENT OF INDIA
UUNIVERSAL
NAME / नाम:ANKIT SONI
ROLE / भूमिका:PRODUCT DESIGNER & STORYTELLER
GAUGE / गेज:70MM / DIGITAL EMOTION PICTURE
LENGTH / लंबाई:5 YEARS / 500+ EMPATHY METERS
ORIGIN / मूल:PHYSICS GRADUATE / M.Sc PHYSICS
"The equation E = mc² shows how energy becomes mass. I borrowed it for my own work: empathy, multiplied by a modern, consumer-first lens, is what turns an idea into something people feel."
CAST & CREW
THE CAST (ROLES)
Ankit SoniThe Product Designer
Physics GraduateThe Empathy Translator
Moonshot / SheThinkThe Historic Campaigns
Bacancy TechnologyCurrent Production (Now)
THE CREW (SYSTEMS & TOOLS)
Figma & FramerProduction Design
Research & TestingMiro & Field Studies
Physics CoreEmpathy × Consumer²
Focus AreasProduct, Research, Systems
Curiosities
I follow questions.
Some stay questions. Some turn into case studies. Here's where the explorations and deeper dives live.
AI automation & chatbot platform · Full product redesign
Problem statement
Indite.io offers powerful AI automation, chatbot creation, and agent marketplace capabilities — but its current interface overwhelms users with dense information, a cluttered UI, and no clear onboarding path. Non-technical business users and operators struggle to understand where to start, how to build, and how to navigate the platform — leading to high cognitive load, low feature adoption, and user drop-off before they experience core value.
Goals
Reduce cognitive loadSimplify the interface by removing visual clutter and restructuring information hierarchy so users can focus on one task at a time.
Clear navigation pathsGuide users from entry to value with structured onboarding and contextual wayfinding — removing dead ends and ambiguous flows.
Establish a design systemBuild a scalable component library with tokens, variables, and patterns that create visual and functional consistency.
Simplify workflowsAbstract n8n-level complexity into digestible, guided steps — making automation accessible without removing power.
Solution
Progressive disclosureShow only what's relevant at each step. Hide advanced settings behind expandable panels. Surface complexity only when users are ready.
Guided onboardingA step-by-step flow that helps users set up their first chatbot or automation in under 5 minutes, with templates as starting points.
Restructured IAReorganise the platform into clear sections — Build, Deploy, Monitor, Marketplace — with consistent navigation and logical groupings.
Design system from scratchDefine tokens, components, and patterns using Figma variables — scalable, consistent design that speeds up dev handoff.
User personas
Business owner / operator
Non-technicalSMB
Wants to automate support or sales but feels lost in the interface. Doesn't know where to start or what's possible.Quick wins · templates · guided setup
Marketing / ops manager
Semi-technicalMid-market
Needs to set up lead gen or support bots. Frustrated by unclear naming and an overwhelming dashboard.Fast deployment · metrics · integrations
Developer / technical user
TechnicalAgency
Wants to build complex workflows but finds the visual logic editor inconsistent and hard to debug.Power · control · API access
Key research questions
1. Where do new users get stuck first?
Users land on a dense dashboard with no clear call to action — chatbot, automation, and marketplace all at once, with no hierarchy. The first question becomes "what do I do first?" and most won't find the answer.
2. Which features do users prioritise?
Most non-technical users arrive with a specific, tangible goal: "I want a chatbot for my website." It's the most concrete and familiar use case.
3. What mental model do they bring?
They expect a customer-support tool — a chat widget they can embed and configure simply — and get confused by automation builders and agent marketplaces.
4. How do users describe the platform?
"A place where you build AI chatbots for your business, automate repetitive tasks, and hire pre-built AI agents — without needing to code."
5. What does success look like in session one?
It varies by user — which is exactly why guided, persona-aware onboarding matters.
Competitive analysis · Indite vs n8n
Strong advantage Partial / mixed Gap / weakness
Feature area
Indite.io
n8n
Chatbot builder
Native, no-code builder with multilingual support and brand customisation
Basic chatbot via webhook + agent node — not dedicated, manual setup
Workflow automation
Present but UI is cluttered — high cognitive load for new users
