We are a small but mighty collection of thinkers, dreamers, and creatives.
We help teams bring clarity to complex products and customer journeys, shaping work that feels premium, usable, and performance-driven across web, mobile, and platform ecosystems.
Our services span the full lifecycle: discovery and UX strategy, research synthesis, journey mapping, information architecture, UI design, prototyping, usability testing, and accessibility-first design. We also create scalable design systems and developer-ready documentation, plus brand and content frameworks that connect product decisions to real business outcomes like conversion, retention, and customer confidence.
We’re known for a roll-up-your-sleeves approach and collaborative leadership, partnering closely with product, engineering, marketing, analytics, and operations. Whether it’s launching a 0-to-1 app, modernizing a legacy experience, or building a local business growth engine, we design with measurable outcomes in mind and craft experiences that can evolve over time.
Smrita Jain is a Creative and Experience Director and the founder of award-winning, The Aquario Group, an independent strategy and design agency formally established in 2010. With over 20 years of combined experience across product design, UX, and creative direction, she leads end-to-end work that blends storytelling, systems thinking, and measurable business outcomes across digital platforms.
As Creative and Experience Director, Smrita sets the vision from discovery through delivery, guiding research, UX strategy, interaction design, and refined UI craft. She partners closely with product, engineering, marketing, analytics, and operations to translate complex requirements into clear, scalable experiences, supporting 0-to-1 builds, workflow-driven platforms, and high-touch service ecosystems. Known for a collaborative, data-driven, roll-up-your-sleeves approach, she champions accessibility, usability, and design systems that protect brand integrity while accelerating execution.