Obvious is now a part of the PhonePe group. We're super excited about this new future.

Design systems allow your design capital to plug n’ play the relevant component, spending less time on visual design and more on running experiments that add business value.

Pick up any large company — Apple, Microsoft or Meta — and you’ll find that they built a stronghold within a niche before expanding to more lucrative categories. So how do founders decide their early product or their niche? Dhruv Saxena asks five questions (and tells five stories) to help founders find the right direction when they’re starting up.

Designing the right kind of organisation is a prerequisite to designing the right kind of products. Dhruv Saxena spoke to the Indian Design Community, where this piece was originally published.

Design systems enable product marketers to use real estate in the app for marketing campaigns, to see through their vision of moment marketing and to double down on trends.

Most teams don’t have the luxury of halting feature delivery to build a design system. If design systems have to be built “on the go”, a smarter and more modular approach is needed. You could start with just an MVP of your design system.

In an app for healthcare workers where every second counts, performance can quickly become a bottleneck in the success of the hypertension program. So we set out to improve search performance on Simple.

Over 300 million people use the award-winning products we built. And 120+ startups and enterprises have trusted our design chops.

The perfect design portfolio doesn't exist. But there are ways to make your portfolio work for you, even when you're not in the room. Design leaders tell how.

Creative people want to spend time with other creative people. And making fascinating conversations happen between fascinating people is why we've decided to create The Residency, a community for founders, led by Obvious.

One design system doesn’t fit all. Your choice of design system depends on two things — the number of features and products an organization offers and the number of designers and engineers in the team.

Good product design: it’s got to be Obvious.

Urban Company can launch a new service in one week. They can integrate with another app in just three days. And they don't have a front end engineering time. How do they do it? With a design system.

For any product to be successful, it must serve the needs and desires of actual humans. User research is a core part of our design practice.

Well-written UX copy drives better business results. It improves user engagement, reduces support enquiries and retains users by establishing brand loyalty. And it pays to invest in UX writing.

Any startup needs two things to succeed: Speed, with direction. They need to build the right product and they need to execute quick. Use design sprints and design systems to marry speed and direction and accelerate towards product market fit!

You don’t put up scaffolding after building a mansion, but to build one. You don’t build a design system after you’ve become large. You need it to become large. A design system ensures that your design capital is spent on understanding the market, experimenting rapidly and adding business value.