Divya Chakravarthy

+ + + +

01Observe
Analyze
Synthesize

02Iterate
Design
Impact

03Systems
People
Possibility

Design
Systems

Build
Futures

DIVYA CHAKRAVARTHY

UX DESIGNER

DISCIPLINE: PRODUCT + EXPERIENCE DESIGN
BASED: ILLINOIS, US
FOCUS: SYSTEMS · STORY · INTERACTION
STATUS: OPEN TO BUILD

DC-001PORTFOLIO IDENTITY

Designing systems.
Telling stories.
Building meaningful
experiences.

TOOLSET

Figma·FigJam·Adobe CC·ChatGPT·Codex·Claude·Lovable·Cursor·Midjourney·Seedance 2.0·Notion·Research·Prototyping· Figma·FigJam·Adobe CC·ChatGPT·Codex·Claude·Lovable·Cursor·Midjourney·Seedance 2.0·Notion·Research·Prototyping·

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Divya Chakravarthy

I’m drawn to ideas that are complex, emerging, or not fully formed yet. My work spans AI products, enterprise platforms, e-commerce, brand systems, and consumer experiences, but my approach stays consistent: understand the whole picture, find the underlying structure, and shape it into something clear, thoughtful, and distinctly human.

I believe every product has a story. Finding that story helps me connect the individual pieces and create experiences that feel intentional, not just functional.

That curiosity continues beyond my professional work. I enjoy building products of my own, exploring new tools, and bringing ideas to life through design, technology, and storytelling.

I’m based in Bloomington, Illinois, where I spend my quieter hours reading and creating stories inspired by life with my puppies, Krypto and Luna.

Download Resume ->

DC-004 / SELECTED WORK

Selected Work

A focused archive of product experiences, brand systems, interaction design, AI-assisted workflows, and story-led interfaces.

Brand / Mood / Commerce

Kindling

A mood-led digital concept exploring product discovery through story, feeling, and interface.

View Project ->

AI / Interface / Systems

Thinktum

An AI-led platform concept shaped through systems, interface design, and narrative.

View Project ->

Brand / Playful / Family

Little
Potato
Company

A playful digital experience connecting product storytelling, family moments, and everyday utility.

View Project ->

DC-005 / Walkthrough00%

DC-005 / Interactive Walkthrough

A World Built
Through Architecture,
Ritual, And Light.

An interactive walkthrough of a Dravidian-inspired complex, designed around spatial storytelling, atmosphere, and the quiet drama of architectural form.

View Project ->

DC-006 / Identity Work

From campaign identities to visual systems, this work explores how story becomes structure - through typography, motion, interface details, and the small moments that make a brand feel alive.

Regional Identity / Community

Northwest
By Brand

A brand that doesn't just look like the Pacific Northwest. It belongs there.

View Project ->

Campaign Identity / Renewal

RE-IGNITE

The work was not to make a mark look energetic. It was to give renewal a form.

View Project ->

BRANDING PROJECTS

Product Exploration

Nudge Society

A personal product exploration, now in beta on the App Store. Nudge Society uses small check-ins, circles, and social nudges to help people stay close to their wellness routines without turning progress into pressure.

View Site -> Case study coming soon

Back to Work View Site

AI / Interface / Systems

Thinktum

An AI-led platform concept shaped through systems, interface design, and narrative.

02 / What was hard

The problem was attention, not appearance

The first site had strong visual moments, but it still behaved like pages of product content. For AI insurance infrastructure, that meant people had to understand the industry before they had a reason to care.

03 / The reframe

Build appetite before explanation

The redesign became a system story instead of a product brochure: pressure, fragmentation, intelligence, connection, then demo intent.

04 / The setback

The concept was clear before the execution was

Particles felt right, but early tests would not hold shape. They looked atmospheric, not intentional, until the motion was anchored to invisible 3D forms.

05 / The visual system

Particles became the product language

Once the particles could gather, fragment, rain, grow, and reform, one material could carry the movement from calm systems to pressure to adaptive intelligence.

06 / The story arc

A product story, not a product tour

The hard part was making it feel like a page turner, not a storybook. Each beat needed movement and consequence so people would keep following the system.

07 / The bridge into LIZ

Once the world made sense, the product could enter

LIZ came after the metaphor had done its work. By then, the product could feel like the logic behind the transformation, not another AI feature block.

08 / Interface as instrumentation

The UI had to orient without breaking the spell

The interface could not behave like ordinary SaaS chrome. Rails, pulses, cursor behavior, sound, and CTA cues had to guide people while staying inside the world.

09 / Working prototype

Built as a working prototype

The final site was not a static concept. It was built with React, Three.js, GSAP, and Vite, then deployed on Vercel and tuned across desktop, tablet, and mobile so the story could lead to booking a demo.

Bridge / LIZ instrumentation

SIG.PROC.ACTIVE X 72.2 Y 61.8

07LIZ 08Cap. 09Prec. 10Trans.

10 / Reflection

Clarity is an audience decision.

The lesson I carried forward: design is not only about what an audience will like. It is about what they can understand.

I had to understand insurance, AI, infrastructure, and why the product mattered before I could make it legible for anyone else.

The outcome was a working narrative that gave people a reason to stay long enough for the product to make sense.

Back to Work View Site

Brand / Mood / Commerce

Kindling

How do you turn a stigmatized, confusing product into a guided experience people can trust?

Stigma / decision friction

Dark category codes Warmer brand language Choice still unclear

Feel Format Fit

New to cannabis? Not sure where to start? Shop without guessing

02 / What was hard

Warmth solved the look, not the hesitation

Most cannabis commerce still felt dark, clinical, or hard to trust. A softer redesign made Kindling feel warmer and more approachable, but people still hesitated because they were not sure what they were buying.

03 / The reframe

Trust had to be built before checkout

The problem was not only stigma. It was uncertainty. If someone did not understand mood, format, strength, or fit, a beautiful product card would not make them ready to buy.

04 / Exploration

From product names to human states

Strain names, THC percentages, and formats were useful, but they assumed the user already knew the category. The exploration shifted toward how someone wanted to feel and how much guidance they needed.

05 / Decision

Mood became the navigation system

Move, Dream, Chill, Happy, Groove, and Harmonized became a softer way to enter the category. The goal was not to hide the product, but to make comparison feel understandable.

Chill

A pale blue drawn from still water, chosen to slow everything down.

#D6F1FF

Mood filter / product shelf

This week Trending right now.

Updated daily based on what our community is loving most.

Mood shelf

EdibleBlue Razz

Members: $21.99 | $24.99

FlowerJean Guy

Members: $28.99 | $32.49

EdiblePom Pearls

Members: $23.49 | $26.99

Pre-rollTaster Pack

Members: $16.99 | $19.99

06 / Commerce bridge

The shop stayed close

If the site only taught, people could leave without buying. If it only sold, people could leave confused. So products stayed near the learning moments, appearing after mood, format, or occasion gave the choice context.

07 / Guided conversion

Every path needed a next step

Beginner paths, occasion-led browsing, categories, and shelves gave the experience structure. The user could explore without feeling lost, while the buying path stayed visible.

CHILL

Slow your pace before you begin. This isn't something to rush into. Let your body lead, not your expectations.

Recommended Baked Bliss Cookies

$32.99

Recommended Sunset Gummies

$28.99

Start small

Begin with a low dose, especially if you're new. You can always take more, but not less.

Wait before adjusting

Edibles take time. Give it at least 30-60 minutes to fully settle in.

Choose your setting

Best experienced in a calm, comfortable space where you do not need to be on schedule.

Stay present

Let the effect build naturally. The experience is gradual, not instant.

08 / Outcome

The guide became the close

The final experience did not end at a product grid. It slowed the user down with mood-specific guidance, recommended formats, and practical next steps.

09 / Reflection

Conversion starts with understanding

In a category where people feel unsure, design has to reduce the emotional cost of deciding before asking someone to buy.

Back to Work View Site

Brand / Playful / Family

Little Potato Company

The challenge was not how to explain potatoes. It was how to make Little Potato feel like it belonged in every home.

01 / The staple problem

The staple problem

Potatoes were already in the house, but people were not thinking about branded potatoes. The work had to make Little Potato feel less like another grocery item and more like something that belonged at the dinner table.

02 / The first attempt

The first attempt

The first direction leaned on product benefits: easy to cook, no peeling, no washing, fast enough for busy families. Those truths mattered, but they did not create a reason to care.

03 / Rejection

True, but not memorable

The client rejected the first pass because it felt run-of-the-mill. If the experience did not feel special to the people closest to the brand, it was unlikely to hold a shopper's attention either.

04 / The pivot

Let the potato tell the story

The breakthrough was to make the potato active. It could guide the site, introduce the family, explain what made the product easier, and keep the experience playful without losing the practical reason to buy.

05 / The role

The potato had a job

The potato was not decoration. It became a character with a job: make the family's life easier, make dinner feel lighter, and make the brand feel like it had a place in the home.

06 / Family story

Family story

The site also had to show who grew the product. That made the brand feel human before asking people to buy.

Dinner made easier

The utility stayed visible: quick prep, no cleaning, no peeling, and a product that could help a busy parent put something tasty on the table.

Recipes made it repeatable

Recipes turned the idea into a habit. They gave people more than a reason to try Little Potato once; they gave them a reason to bring it back into the week.

09 / Reflection

Listening turned the rejection into the idea

The rejected direction clarified what was missing. The client did not only need benefit messaging; they needed a brand idea that could carry the site, the product truth, the family story, and the recipe experience together.

The approved direction worked because the potato did everything the brand needed it to do: guide, explain, charm, and make the product feel at home.

Back to Work

Regional Identity / Community

Northwest
By Brand

A regional identity system for ecomm Northwest, built to feel rooted in place without becoming a Pacific Northwest cliche.

01 / Challenge

A brand that had to belong

ecomm Northwest was a community for founders, operators, and marketers driving ecommerce growth across the Pacific Northwest. The question was not how to make it look outdoorsy. It was how to make the brand feel rooted, useful, and local without falling into regional cliche.

02 / Reframe

Rooted, yet sophisticated

The system had to hold two ideas at once: the grounded character of the Northwest and the sharper intelligence of a business community. The work became less about scenery and more about belonging.

Four pillars / brand filter

01 Rooted Sophistication

Northwest grounded. Resilient. Practical insight. Real.

Sophistication comes from restraint, not decoration.

02 Clarity with Backbone

Truthful. No-BS. Applied knowledge. Tactical, not theoretical.

Clarity is respect. Progress comes from sharing, not posturing.

03 Curated Connectedness

Collaborative spirit. Celebrate people. Intentional community.

Not connection for connection's sake, shaped by shared values.

04 Energetic Intelligence

Dynamic wit. Light, rhythmic. Perpetually curious. Momentum.

Movement is how people connect, explore, and remember.

Linked mark / community signal

Soil#611C28 Timber#35545D Lichen#D7D334 Clay#D4C8B6 Ember#E4572E Petal#FFB3C7 Slate#6175B0 Bark#2F2F2F Fog#FFFDF9

03 / Palette

Not chosen. Excavated.

Every color was pulled from the Pacific Northwest landscape: soil underfoot, timber overhead, the yellow-green lichen that grows on rocks. These were not decorative brand colors. They were field notes.

04 / Mark

Connection built into the wordmark

The linked C and O were not a symbol bolted onto the logo. They were the wordmark: a small structural gesture for collaboration, shared progress, and the community at the center of the brand.

05 / System

Utility had to feel confident

Epilogue, IBM Plex Sans, and Red Hat Mono gave the identity range: direct headlines, clear body copy, and a technical utility layer for commerce operators.

07 / Application

Brand in action

The identity needed to work beyond a static logo. Social layouts, type moments, and card systems showed how the brand could speak with the same regional intelligence across everyday touchpoints.

08 / Reflection

Belonging was the test

The hardest decision was staying rooted without becoming rustic. Every color, type choice, and application came back to one question: does this feel like it could only have come from here?

Back to Work

Campaign Identity / Logo System

RE-IGNITE

The work was not to make a mark look energetic. It was to give renewal a form.

01 / The problem

A logo alone would not move people

The identity needed to give the team a shared language for what they were becoming. A professional mark could look polished, but it would not create momentum unless people could see themselves inside it.

02 / The reframe

Landscape became the language

Air, land, and ocean already shaped the work. Sri Lanka's landscape became the clearest way to express harmony, movement, and growth without making the campaign feel generic.

Passion / Position / Pride

Warmth

Spark and sun gave renewal a new-dawn feeling.

Strength

Trees and mountains carried resilience, ascent, and discipline.

Movement

Ocean rhythm connected the system into continuous force.

Belonging

The team could recognize land, work, and self inside the mark.

Trees / Mountains / Ocean

Passion · Trees

Growth with roots

Passion was expressed through resilience, collective growth, and the strength that comes from rising together.

Position · Mountains

Leadership through elevation

Position became a climb: strategic height, determination, and the confidence to lead from a stronger vantage point.

Pride · Ocean

Depth in motion

Pride became collective force: deep, continuous, and connected to every movement of the organization.

03 / Symbolic system

The values were found inside the landscape

Passion, Position, and Pride were not pasted onto symbols. The symbols were chosen because they already carried the values visually and culturally.

04 / The design decision

Emotion needed structure

The final identity worked because every expressive choice had a reason: warmth, strength, movement, and belonging all pointed back to the same renewal story.

05 / System decisions

The mark had to earn its emotion

The strongest idea was not only the final logo. It was the chain of reasoning that made the final logo feel inevitable.

Decision 01

A generic growth symbol could look professional, but it would not feel owned.

Decision 02

The landscape gave the identity memory, place, and emotional specificity.

Decision 03

Symbols had to carry values before the full mark appeared.

Decision 04

The reveal matters because the viewer understands what every part is doing.

Primary · Color

Primary · Black

Secondary · Color

Secondary · Black

06 / Logo system

The reveal

Once the symbolic logic was established, the identity could appear as a practical logo system: primary and secondary, color and black, without losing the story inside it.

07 / Outcome

Not a logo. A symbol.

The approved identity gave the campaign a mark, but more importantly it gave the organization a story for renewal: new dawn, rooted strength, elevated ambition, and movement that keeps going.

Passion · Growth with roots Position · Leadership through elevation Pride · Depth in motion

Please view on a larger screen.

DIVYA CHAKRAVARTHY

Selected Work

Kindling

Thinktum

LittlePotatoCompany

A World BuiltThrough Architecture,Ritual, And Light.

NorthwestBy Brand

RE-IGNITE

Nudge Society