Freshmenu's original premise was simple: push a button, get food delivered to you. All the user needed to do was select a dish and hit a button or two, and they were good to go. As more features were added and the products became more complex, we continued to strive to keep the original simplicity and robustness intact. And in the process, we learned that speed was much more than just minimising taps and streamlining flows.


Benjamin George - Head of Design
Rahul Raj - Sr. Product Designer
Gaana Srinivas - Product Designer

The Challenge

A big redesign is daunting owing to the fact that there are a lot of variables and unknowns that could lead to potential failure down the road. But we knew that taking risks is essential to our goal of building for the future. This meant not only making big bets on how things look, but also reimagining their flow.


Months of continually adding new products and features resulted in the app becoming convoluted. Some of the recurrent problems included people dropping off at sign up, selecting the wrong address, etcetera. In a fast-growing environment, it can become challenging to see the way ahead, but what helped us was knowing that speed was at the crux of our users' satisfaction.


We made a massive change to our checkout flow. What originally used to be 3 steps to checkout, was reduced to 2 steps, with the cart and address clubbed together and the last ordered item selected by default. This simple yet effective change greatly improved our conversions.


While our overall conversions improved, we noticed an increase in our call volumes citing one particular issue — some users were delivering their food to a wrong address. Since we follow a very iterative approach to design, we made a small tweak that helped avoid placing orders to the wrong address.

This callout helped us drop call volumes by 15%.

Designing For Scale

We developed standards across a number of elements- from foundational parts to common components. Right at the outset, we were sure that we wanted to create a platform that other people could use, build upon, and extend internally. Building an entirely new product and a design system at the same time was a challenge. We had to make sure we scrutinised every little detail- from the grid systems being used to design various platforms, to the colours being used system-wide, and typography, iconography, illustrations and content which came from a unified voice.


We helped Intel differentiate themselves in a crowded Chromebook market

How can we make Google better? I helped create an app suite that provides a one-touch data migration process for Intel-powered Chromebooks.

We wanted the migration to be as quick and intuitive as possible. We decided to create a one-touch process for Intel-powered Chromebooks that would migrate contacts, photos, music, videos, documents and other files from iPhones, Android phones, and/or Windows computers.

Apart from being the primary design point of contact, I was in-charge of creative direction and interaction design on the project. 

Creative Director, Interaction Design: Benjamin George, Visual Design:  Robbie Pearce

Creative Director, Interaction Design: Benjamin George, Visual Design: Robbie Pearce


March, 2014

Our Google Glass Concept

Google Glass is all the rage. From tech bloggers to models, everyone's been talking about Glass and how it'll change the face of mobile computing. After Google released Glass everyone was talking about how Glass will change the face of mobile computing.

We recently received our pair of Google Glass at Sourcebits and we found the design to be lacking. Armed with a couple of designers and 3D modelers, we were on a mission to make a better looking, more functional piece of hardware than Google. Lofty? Maybe, but we think we did it.

Our 3D Concept Renders

At SourcebitsRahul Nihalani and I lead and worked with a team of designers from concept sketches to the final renders. Being the Creative Director on the project, I was responsible in brainstorming, concept sketches and working with the 3D team on the final output. The team took a week from concept to final renders.

One of his main gripes with the current Google Glass (2013) design was that it was unbalanced. The HuffPost quoted him saying,

Google Glass right now has an uneven weight distribution because all the tech is packed on one side whereas we have split it to both frame handles which logically made sense to reduce the thickness. Dual touch pads are an added benefit to cater to both right and left handed users.
— Benjamin George on Huffington Post

We've been featured on:

Fast Company

Huffington Post



LA Times



July, 2013

Proof of Concept

for a cardiac specialty hospital

I got an amazing opportunity to work with Dr. Devi Shetty who is widely considered as one of the best cardiac surgeons in the world. Being the Creative Director on the project, I was responsible in overseeing and helping with user research, information architecture, wireframes and visual design. I worked with Aditi (Research & Interaction Design) and Serge (Visual Design), the two other designers on the project team.

The primary goals:

  1. Improve the efficiency of nurses who were manually filling in charts.

  2. Digitise charts being manually entered.

  3. Reduce negligence in the wards.

A nurse filling in the post ICU chart for a patient at the ward.



Aditi and I created flows and wireframes for the project. The dashboard view greatly helped improve how quick a nurse or a doctor could assess a patient's situation. Since an iPad would be attached to every bed at the ward, the system was also designed to use consistent controls and alerts to inform the nurse about the status of their patient. The biggest impact however, was made when we changed the feed-in mechanism from pen and paper to range sliders. This drastically changed reduced the time taken by nurses to enter readings per patient from 2:54 minutes to a mere 43 seconds. From our research, we realised that most living humans have ranges for different readings like blood pressure, heart rate, urine output etc. and having readings outside of these ranges isn't possible. From this finding we were able to have defaults based on ideal human readings and smart defaults from patient history — this made things even simpler for a nurse entering these readings. If the reading was similar to the previous reading check, the nurses didn't have to change much since the app stored the previous data entry for every patient.


Visual Design

Serge and I crafted the visual designs carefully considering the aesthetic decisions, since it needed to be subtle so it isn't annoying to patients, yet distinct enough to show key readings to nurses and doctors. Readability and comprehension was key since the nurses needed to process the information as quickly as possible and the app had to be readable in both day and night conditions. We chose a pastel palette since it easier on the nurses' eyes especially during the night.


July, 2012

Soldier's Field Card

SFC provides guidelines on sustaining good environmental stewardship, such as preventing spills and forest fires as well as training area do's and don'ts.

Interaction Design, Icon Design: Benjamin George, Wireframes: Alex Tsibulski

Interaction Design, Icon Design: Benjamin George, Wireframes: Alex Tsibulski

I was the Sr. Interaction Designer on this project, and my roles included; understanding requirements, creating functionality maps, overseeing wireframes, crafting visual designs and icon design. Since I was the primary design point of contact, I had built a good rapport with the folks at US Army - ESRP over the course of a year and a half and doing 3 projects with them.

Get the app from the App Store


October, 2011

Building a better tomorrow

I helped craft visual designs for General Electric called 'GE Nucleus' which allows users to monitor in-home energy and appliance power usage. Users are able to see their home's energy consumption and hence are able to effectively manage usage thereby saving on electricity expenses.


Icon Design

I also helped in creating the icons for GE Nucleus' Mac and iPhone apps. He was closely involved with ideation, conceptualisation and rendering both icons..

Final Mac App Icon for GE Nucleus

Final Mac App Icon for GE Nucleus

Final Icon render for the iPhone App.

Final Icon render for the iPhone App.


Oct, 2010

The Alarm Clock that Apple Forgot

Rohit Singal and Piotr Gajos' brainchild app — NightStand helped propel Sourcebits into the limelight in 2010. It has been downloaded more 10 million times and has been staff picked by Apple.

Alongside an incredibly talented team of designers like Rick Patrick, Na Wong and the watchful guidance of Piotr Gajos, I designed the stopwatch theme and ported NightStand from the original iPhone app to iPad, Android phones & tablets, Windows phone and Blackberry.


Watch the NightStand trailer

Stopwatch Vertical.png

Stopwatch Theme


Back in 2010, we got some feedback from our users that NightStand was lacking the stopwatch functionality. Being a visual designer at the time, I was tasked with creating a realistic stopwatch theme for NightStand.

This was the time when skeuomorphism roamed wild and free, his research included both physical and digital stopwatches. The two major features provided in a stopwatch are the start-stop and the lap functionality. The visual design was inspired by a tactile, metallic device with an LCD screen — which is consistent with our existing LCD theme.

Themes for NightStand


Get the app from the App Store


May, 2010