Designing Across Surfaces at Gullak: Consumer App, Internal Tools, and Campaigns

A mini case study on the different types of work I did on Gullak. Strategised and designed 10+ features end to end. Not all of them succeeded, but each one helped shape the direction of the product.

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About Gullak

Gullak is a gold investment app that enables Indians to invest, lease and purchase Digital Gold & Physical Gold.

011.5M users
024.7 rating on app store
031000kg Gold sold so far
04Backed by YCombinator & Chiratae Ventures

At Gullak, I owned features end to end — from strategy through execution, including visual and motion design, not just product design. Across a two-person team, I worked on 10+ features spanning the consumer-facing app, B2B internal tools, and marketing and collaboration material.

  • 01Festive Campaigns
  • 02Goal-Based Savings
  • 03Jewellery Schemes
  • 04Jewellery Aggregator
  • 05Gold Leasing Dashboard (B2B)

Looking for depth instead of breadth?

This is a mini case study covering the different types of work I've done on Gullak, in brief. If you're looking for a deep dive, check out this case study instead.

Launching Jewellery Schemes on Gullak: 0→1, Scaling to 10+ Schemes

From a single jeweller partnership to a white-labelled system used by 10+ jewellers.

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Festive Campaigns

Drove ~3x GTV uplift on Gullak during Akshaya Tritiya and Diwali through conversion-focused festive journeys and seasonal offer discovery.

Akshaya Tritiya
Navaratri
Dussehra
Diwali
Logo Explorations
Akshaya Tritiya — Gullak Golden Tritiya
Diwali — Great Gold Festival
App Icons Across Festivals
Akshaya Tritiya
Dussehra
Diwali
Christmas
Goal-Based Savings

Designed a goal-based savings flow for users with long-term gold accumulation goals — helping them work systematically towards a target amount.

01Select your gold quantity
02Select your timeline
03Set up a SIP to hit the goal
The Learning

Most users didn't work backwards from a goal. They saved as much as they could each month instead. That insight shaped the direction toward jewellery schemes, built around how people actually save.

Jewellery Schemes

The failure of goal-based savings led to jewellery schemes on Gullak. I owned design of the pioneer scheme with CaratLane as proof of concept, which helped scale to 10+ schemes.

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Jewellery Aggregator

Designed a comparison tool letting users evaluate jewellery across multiple renowned jewellers in one place — addressing a market where comparing pieces meant visiting each jeweller's site individually.

Gold Leasing Dashboard (B2B)

Designed a B2B dashboard for Gullak's jeweller partners to track gold leasing, including disbursement, interest payouts, and lease applications. This helped onboard 3 more jeweller partners.

Thank You :)

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