Balasubramanian Durai
Product designer
Hello there! My name is Bala and I'm a Product Designer at Target, living in Bengaluru. I am passionate about solving complex problems by designing and developing simple solutions
I have designed and developed User Interfaces and experiences, planned, supported, and implemented features and roadmaps, led cross-functional teams at companies like Target, Pegasystems, and Thomson Reuters.
Projects
Case studies - The makeover’s in progress, but the good stuff’s still brewing!
Case studies are on their way — but if something piques your interest, let’s talk.
In the meantime, take a spin through the projects I’ve been crafting with equal parts coffee and curiosity.
Target design system
Design systems
Product design
UX
Target Design Systems is a comprehensive set of guidelines, components, and tools that ensure a consistent and scalable design experience across Target’s digital products. It provides a unified visual language, accessibility standards, and reusable UI components that help designers and developers create intuitive, user-friendly interfaces. The system focuses on efficiency, brand alignment, and seamless customer interactions, supporting both web and mobile platforms while maintaining Target’s distinct identity.
As a Senior Product Designer working on the Target Design System, I played a key role to shape and evolve the design language that powers Target’s digital experiences. I collaborate closely with designers, engineers, and product teams to create scalable, accessible, and visually cohesive UI components that enhance usability across web and mobile platforms.
Pega Platform
Platform
Product design
UX
The Pega Platform is a low-code application development platform designed for rapid enterprise app delivery. It enables organizations to automate workflows, manage business rules, and enhance customer experiences with AI-powered decisioning. Pega supports end-to-end process automation and scalability across industries.
As a Senior Product Designer on the Pega Platform, I lead user-centered design to simplify complex enterprise workflows into intuitive, scalable interfaces. I collaborated cross-functionally to define product strategy, build modular design systems, and deliver seamless low-code experiences. Through prototyping, testing, and iteration, I ensured solutions are both usable and impactful, while mentoring team members and championing design excellence.
Remote PC
Website redesign
UX design
Analytics
RemotePC is a secure and reliable remote access solution that allows users to connect to their computers from anywhere, anytime. Designed for individuals, businesses, and IT teams, it enables seamless file transfers, real-time collaboration, and remote troubleshooting with high-speed performance. With end-to-end encryption, multi-platform support, and easy setup, RemotePC ensures secure and efficient remote access for both personal and professional use.
As a UI Designer redesigning the RemotePC website, I focussed on creating a modern, visually engaging, and user-friendly interface that enhances usability and trust. I translated business goals and user needs into responsive, accessible designs across web and mobile platforms. Collaborating closely with UX designers, developers, and stakeholders, I ensured consistency in branding, improve navigation, and optimize user flows for a seamless remote access experience.
Jaguar
UI design
Mobile design
Jaguar is a British luxury automotive brand known for its elegant design, powerful performance, and cutting-edge technology. Blending heritage with innovation, Jaguar creates vehicles that offer a refined driving experience with a bold, modern edge.
As a Visual Designer for the Jaguar car brand, I crafted compelling visual identities that reflected the brand’s luxury, performance, and innovation. I created high-impact visuals across digital, print, and experiential platforms, ensuring consistency in branding and aesthetics.
Noteworthy Projects
Crafting AI Chatbot Journeys at Target
UX design Product Web/mobile
Motion & animation principles
Design systems
Optimizing Filtering and Sorting to Drive Product Consistency
Product design
Patterns
Optimizing User Perception with Skeleton Loading
Product design
Application/platform