Yes, it sounds chaotic. That’s because it is. But it works—and it’s basically how I design, think, learn, and occasionally fix things I broke while “exploring new directions.”

As you might have guessed by now, I’m Hitesh—pronounce it how you want, but if that’s tricky, just call me Ace. It rhymes, it’s easier, and I only figured that out recently using Chat GPT.

Alright, time for the usual: a little about me.
So, design has always been my thing. I started out in architecture, working on projects while also running my own design studio, BAD Concepts . We took on clients who cared deeply about sustainability and doing things differently. It was creative, a bit chaotic, and completely unforgettable. Kind of like good design should be.

Then came the side project that changed everything:
building a quick e commerce platform.

What began as a favor quickly became an obsession—not with coding, but with how people navigated the site, what they clicked, what they ignored, and why. That was my unexpected gateway into UX and product design. It’s been over five years since, and I’ve worked on 20+ projects across product design, visual, industrial, and architecture—basically trying to figure out how to make things that don’t just exist, but actually make sense. (Also, that people don’t hate using. Ideally.)

And because I never really stop thinking about design, I’m always up for a good design chat, experimenting ideas, and blending styles that most people think shouldn’t mix—like minimalism crashing into brutalism, with a splash of maximalism for good measure.