RE Custom World
project snapshot.
Royal Enfield’s Custom World is a digital platform revamp that connects riders with trusted custom bike builders across India. The project focused on simplifying discovery, reducing friction through education, and elevating bikes as the true heroes-while aligning with RE’s brand legacy and design language.
INDUSTRY:
AUTOMOBILE SERVICE
CLIENT:
ROYAL ENFIELD
YEAR:
2024
EXPERIENCE:
FIGMA | SKETCH | MIRO
my role.
I led the end-to-end UI design while playing a key role in shaping the UX strategy. My responsibilities bridged leadership and hands-on execution, encompassing user research, competitive analysis, wireframing, prototyping, and the creation of a design language system. By connecting design decisions directly to user insights and business goals, I ensured every pixel served a purpose from discovery to developer handoff.
The Team: Vijay Rajen( Project Lead), Anushka Belsare( UX Research), Sai Vidhyasree(UX) , Anchal Malhotra (UX), Jay Shelar (UX).
problem.
The motorcycle customization ecosystem is disjointed. The riders struggle to find reliable builders, understand modification options, and clearly express their needs. Meanwhile, builders are flooded with unqualified inquiries and waste valuable time educating prospects instead of building.
how I designed.
Defined the new visual identity, introducing a dark, grunge-inspired UI aligned with Royal Enfield’s brand while preserving creative flexibility.
Converted research insights into UX direction, shaping personas, flows, and decision journeys for both riders and builders.
Redesigned core discovery-to-enquiry flows, reducing steps and improving lead quality for builders.
Built a scalable design system to enable faster iteration, consistency, and future feature expansion.
Impact.
Projected to lift build discovery completion rates by
20%
Expected to cut unqualified enquiries by
15%.
Introduced a design system, reducing development time (while ensuring visual consistency.)by
30%
about.
Custom World is a digital hub for Royal Enfield riders. It simplifies bike customization by letting you explore modification ideas, learn about the process, and easily find and connect with expert builders to bring your unique vision to life.
challenge.
The challenge for the existing platform is, riders often struggle to understand how to bring their custom bike ideas to life, while builders spend too much time explaining basics instead of focusing on real projects. This gap makes the process unclear for riders and inefficient for builders. Custom World aims to bridge this by streamlining discovery, education, and connections; so riders get clarity and builders find qualified customers.
results.
The redesigned Custom World platform made it easier for riders to explore customization, while helping Royal Enfield attract quality builder leads, engage users better, and strengthen its brand identity.
RE Custom World
Project Snapshot
Lendmate is a digital lending platform aimed at simplifying peer-to-peer loans in the UAE. I redesigned the mobile experience to make loan applications faster, transparent, and more user-friendly.
INDUSTRY:
AUTOMOBILE SERVICE
CLIENT:
ROYAL ENFIELD
YEAR:
2024
EXPERIENCE:
FIGMA | SKETCH | MIRO
INDUSTRY:
AUTOMOBILE SERVICE
CLIENT:
ROYAL ENFIELD
YEAR:
2024
EXPERIENCE:
FIGMA | SKETCH | MIRO
Role and Contribution
Redesigned an employee wellness app for a UAE-based HR Tech platform to improve daily engagement.
INDUSTRY:
AUTOMOBILE SERVICE
CLIENT:
ROYAL ENFIELD
YEAR:
2024
EXPERIENCE:
FIGMA | SKETCH | MIRO
INDUSTRY:
AUTOMOBILE SERVICE
CLIENT:
ROYAL ENFIELD
YEAR:
2024
EXPERIENCE:
FIGMA | SKETCH | MIRO