Fatema Raja
@fatemajraja
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Building RUHVEDA. Former Design Head @gojekdesign . Obsessed with fragrances. Brand + Product Person. Amateur surfer and diver.
Goa, India
Joined September 2013
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A glimpse of what the last 6 months have looked like—playing part-time perfumer, part-time founder, and full-time designer.
Combining my passion for fragrances with my love for product and brand.
Can’t wait to share more 🌹
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Subletting my cute and spacious 1BHK in Goa (Marna, Siolim). From 20th October to 20th November.
Thoughtfully curated, surrounded by trees with big windows. Comes with pool, househelp, 24/7 electricity backup, Wi-Fi, work and art station…
DM for more details and photos 🏡
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MAJOR UPDATE✨
Super thrilled to announce that I’m now part of
@fampayindia
, designing for the financial wellbeing and literacy of Gen-Z
An opportunity that excites me across so many levels. So here’s a bit about ‘why FamPay' and the design challenges I am looking forward to🧵
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Major life-update✨
Bidding farewell to a rollercoaster of 5+ years
@gojekindonesia
💚
From 15 designers to a team of 150+: we’ve come a long, long way. Working intensely to build and support products scaling at an unprecedented rate.
Sharing some of my most cherished memories🧵
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Sharing a little happiness from earlier this month ☺️
GoFood ranked
#1
worldwide on its CX and UX aspects- through features and functionality transformations in response to the pandemic🙏❤️
Full Report Here:
@gojektech
@gojektech
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365+ days hard bound into this beauty✨✨✨
@gojekdesign
’s baby. Our Brand Book.
What a year that was!
Get a sneak peak on Behance 👇
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Snippet of how we chose the new Swiggy Orange. At least a hundred samples on every fabric, paper, coated, uncoated, light, shadow…
Putting Swiggy’s brand-book together was so fun. And choosing the new, more youthful and saturated Swiggy Orange, probably my favourite part 🧡
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Say Hi,
To the all-new GoFood ✨♥️
Now! Better..Better..Better
.
Hugs to every soul behind this, what amazing few months 🤗🍻
@gofoodindonesia
@gojekdesign
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FamPay is hiring Graphic Designs✨
Looking for visual storytellers to bring our product and marketing to life 🧡
~
Please drop a DM 💌
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Design is not magic. It's a method—a rigorous process of exploration, iteration, and validation until you reach your outcome.
- David Hoang
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We
@gojekdesign
are looking for a seasoned designer to lead one of our largest design groups, Food & Entertainment 🔥💖
You'll direct, inspire and grow two of our finest product design teams, and work closely with some of the best engineering and product leaders
@gojektech
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To all the beautiful surfers who taught me the art of reading waves and riding the right one 🌊
.
Forever grateful to the ocean people ♥️
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“Overload, clutter, and confusion are not attributes of information, they are failures of design”
- Edward Tufte
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Last few days have been all about chasing sunsets and catching waves 🏖. My heart is full and so grateful💖
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Spent my Saturday speaking on— How asking the right question, at the right time can change the impact of your final Design ♥️
A framework highlighting 9 key questions to ask throughout your design process.
Thank you for hosting me
@hellomeets
+ the lovely audience
#Humbled
🙏
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Reconnected w
@theproductwoman
last year on Twitter, met today almost after a decade ♥️
Drove around snacking at our fav spots from school days.
Twitter Fam, anyone in Ahmedabad up for a coffee/run/ride? Drop me a DM
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Logos need to represent your products and services is the biggest misconception.
What a logo needs to be:
✅ Simple & Scalable
✅ Unique & Memorable
👋Nothing more. Nothing less.
Brands are not equal to logos, they go way beyond ♥️
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2023 I allowed myself to take time off, to pause, learn and grow.
As I gear up for 2024, already feel so energised. Excited to build and see what the new year has in store.
If you’re building something, or looking to elevate your team’s creative potential. I’d love to talk :)
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Thank you
@DesignUpConf
for yet another excellent year ✨ and bringing the deisgn community closer. It is only getting bigger and better.
Special shoutout to the organisers for all the support and pulling off this mammoth 🤟🏻
It was a delight 🙂
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In Jan, 2023 I gave myself a challenge to be more present. To notice more, to see instead of looking, to listen instead of simply hearing.
But in a world full of distractions, this was harder than I thought.
Hacks that helped me rediscover the art of noticing 👇
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Life hack 101.
Want to send large parcels on dunzo?
Order
@DunzoIt
, book an Uber auto. Give the parcel and Uber details to the partner, he will escort the auto with the parcel to your doorstep 😅
Banglore you’ve officially made me lazy.
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Cannot emphasis the importance of asking the right questions. As designers it helps us discover information that can transform into guiding principles for our product/feature.
~
No matter how obvious, start by asking these questions for every product/feature you touch.
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Anyone hiring visual/motion/product designers?
Some really talented folks looking out for fun projects/full time opportunities
Drop deets on the thread please 🙏
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Design BTS from our latest campaign 🧡
More on our Instagram 🔥
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Nostalgia is having a major moment in branding!
From beauty to health to hospitality, Indie brands globally are tapping into the vintage vibe and aesthetics through font selection, composition and art direction.
Even giants like Burberry, Pepsi, and Adidas are embracing retro
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Growing great teams means constantly working towards ways to replace yourself in the job that you’re currently doing 🧡
~
A simple piece of advice, that has always worked (:
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Gradually have reached a stage in my life where I don't just do design, I try to live it.
🙂Be it my habits
⌚️Be it the products I use or
❤️The experiences I choose
And it has indeed made me a better thinker and a maker.
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Ended yet another amazing week
@fampayindia
, with the Design team and some codenames 🧡
-
My desk does gets messier by Friday 🙈
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Losing to Dad Raja every evening.
Man is so good at it ♥️
This zero pocket carrom board goes back 19 years ✨
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Five years with this incredible team,
@gofoodindonesia
you’ll always be special ♥️
•
✅ worked with & learnt from the finest.
✅ reached & impacted millions of lives
✅ built a product & a team, I feel so happy about.
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Recently did a sharing session with
@ownpath
's cohort 01, What a hungry batch🔥
Shared the 8Q framework— 8 questions that has help me
💡Stay curious & informed.
⚖️Pick the right problem and design the best solution.
🚀Go from execution to both strategy & execution.
[THREAD]👇
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Sharing the tips and tricks about how to and what it takes to rebrand an already existing and accepted brand at
@DesignUpConf
♥️🥁
@_jojomg
and I tried to condense our learnings from rebranding
@gojekindonesia
into a 2 hour workshop.
This. Was. Fun 🎉
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“Your first design may seem like a solution, but it is usually just an early definition of the problem you are trying to solve.”
-Luke Wroblewski
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Having a successful Design career has little to with how creative you are.
Present your work effectively.
Learn to speak about the project goals.
Learn to give good feedback.
Learn to respond well to feedback.
Learn to ask why.
Don’t be afraid to say no.
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Stories are the best tool for spreading ideas. They make everything easier to understand ✨
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5 rules that have helped me love every job or project I’ve taken on.
- Keep your sense of humor
- Feed off others’ energy
- Flatten the hierarchy
- Prioritize team camaraderie & trust
- Focus on the process, not just the outcome
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Rosé bubble bath 💖
.
Sunset swims with beautiful strangers (:
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Two colours,
One brush,
Five minutes!
~
Goa afternoons ☀️❤️🌿
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After building and scaling some of the biggest brands, I’ve come to see them as living, breathing entities—growing, evolving, and adapting to the world around them, much like humans.
When I work on a brand, I approach it as if I’m bringing a person to life.
1. Face = Logo: Just
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Amidst the concrete, longing for the mountains 🗻
.
With rusty hands, trying to capture all my 2021 adventures.
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Do not wish that all things will go well with you, but that you will go well with all things 💟
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Thank you
@swiggy_in
@swiggydesign
for finally understanding how painful it was to REMEMBER and MANUALLY enter the coupon code everytime I ordered.
Empathy appreciated 🙏
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Looking for Visual Designers with experience in Packaging Design for a luxury perfume brand 🌹
DM with portfolios 💌
RT for good karma (:
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Life these days. Studying everything retro, Indian and perfumes.
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Looking for a 1BHK/2BHK in Goa around Manderem or Siolim for two months starting August ❤️🏝
Hoping for some Twitter magic ✨
RT for good karma 🙏
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And part 2 is out!
Hope y'all enjoy reading it as much as I enjoyed writing and desiging it ❤️
How do we solve UX challenges for millions of hungry customers with subjective preferences and rational (sometimes irrational 😜) needs?
More of Hobson's Choice for the largest food delivery app in SEA, by
@FatemajRaja
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Always wanted a balcony with trees at one arm distance, also wanted to live in the most buzzing nerighbourhood, I know it’s a weird ask, but this city never disappoints.
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Our job as designers is not make our users get hooked to the product or the beautiful interface, Rather to help them get the work done as elegantly and seamlessly as possible♥️
•
Trying to dig deeper into the subjects of simplicity, absence and minimalism.
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We have some exciting things brewing
@fampayindia
and we are looking for passionate Designers and Engineers to join us on this journey :) Drop a DM 💌
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Trying to please everyone is a recipe for stress, misery, lost resources and frustration. So don’t be afraid to lose customers, be afraid to lose your vision.
-Unknown
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Creative leadership is important to make design sustainable and scalable.
Good news, it is a skill and can be learnt (:
~
9 important leadership skills, I have learnt and constantly strive to hone. A 🧵
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In May, I made a conscious decision to pause and embrace play.
Amidst a life without routine, I sought solace in the comforting cadence of Julia Cameron's Artist Way.
Morning pages soon became a coffee ritual—a place to rest, release, and brainstorm, allowing my mind to unfurl.
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Officially entered the packaging phase for our first drop. Hoarding came in handy.
#RUHVEDA
#SouthAsianFragrances
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Going back in time with this one :)
A story of why design was roped in to ensure our hungry customers don’t drop-off before placing an order.
You don’t want to miss this piece by
@FatemajRaja
:
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My kinda retail therapy 🎨
Splurged and how!
Growing up I wanted to buy everything at this store, and today 15 years later, that feeling hasn't changed 😅
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2021 you were beautiful✨
•
Saying bye to a year full of love, adventure and nature ❤️ Sharing some favourite moments, from what I could capture (:
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First ever attempt at service design blueprinting😅. Super excited about trying this with
@gojekUX
.
#LearningAsWeGo
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I poured my heart and soul into making GoFood a success. From a few thousand orders to over 1M+ a day, the sheer scale and impact was extraordinary.
Enabling street vendors to open and run multiple outlets, GoFood was in the business of fulfilling dreams. And continues to be🔥
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Picked up a brush after more than a decade, while longing for the deep blue💙
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Thank you
@DesignUpConf
for having me and organising yet another stellar event ♥️
Such a delight presenting my take on travel (a topic rather close to my heart) and how it will change in the next 4 weeks, 4 months, 4 quarters and 4 years ✈️🏕🏖
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After a lot of inertia. The third and final part of my three part blog series is out 😁
Highlighting our mistakes, misses and final road to redemption.
August 12, 2018: GO-FOOD’s UX-flow was changed to offer users a better ‘Checkout’ experience.
A week later: We lost 10% of our food orders. 😵
In the finale of her 3 part series,
@FatemajRaja
details the mistakes we made, and our road to redemption.
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💚💚
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My fav moment from being 100ft underwater is when I look up, and still see the sun shine and smile. I feel so tiny yet so grateful, land is so close yet so far. Oh! Deep blue, I miss you✨
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Geeking out on ‘Theory of Type Design’ with my coffee this morning ☕️📖✨
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Why is the scent of vanilla so comforting? —It's more than just a sweet aroma. The scent contains vanillin, a compound also found in breast milk, connecting us to our earliest memories. Hence vanilla subconsciously evokes feelings of safety and warmth.
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If you're curious about GenZ, and if what I shared above sounds like an interesting challenge to you: We are hiring across multiple roles in design✨
👁Visual Designers
🎨Interaction and Motion Designers
🛠Product Designers
Apply here
or DM me💌
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One of the many lessons I learnt as a creative leader is, sharing ownership of your ideas. Sharing not by making people do things, rather in a way that instills genuine desire and passion, enough to keep everyone up at night and excited for their part ✨
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My swiggy boy has finally published this one.
@AverageIntel
it is such a light and fun read. ♥️
“Menus to Mmmmenus : A UX case study” by Arjun Arunkumar
P.S. Stay tuned we will soon be writing something together 😁
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Packing lab samples kind of a day 🌹
One of the greatest joys of starting small is the ability to be hands-on. The ability to see my ideas come alive, and the ability to tweak and adapt along the way.
Can’t wait to share more about RUHVEDA and what we are building.
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Anyone in Ahmedabad, who'd like to walk around Zen, talk about art, design or anything at all ♥️
Drop me a DM 🙃
·
Also open to being introduced to new places✨
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Art is so much about putting down than thinking something up. It is so much about listening, engaging, and letting the brush guide the stroke.
For these four, I only started with a palette and then let the rest flow.
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