About
I’m Purushothaman, an industrial designer with a foundation in engineering and a deep passion for product design, mobility, systems thinking, and user-centered innovation. My journey started in engineering, but it was curiosity about how people emotionally connect with products that led me to the world of design.
At DY Works, I began as a packaging designer and gradually transitioned into a business design role. There, I worked on projects that combined storytelling, brand strategy, and user experience—shaping bold visual identities and developing product strategies for a wide range of clients. This experience showed me how design can serve as a bridge between business goals, cultural narratives, and human behavior.
As a designer, educator, and lifelong learner, my time as an assistant professor at RV University reinforced my belief that teaching is a collaborative process. Students continually pushed me to refine my thinking and approach. Over time, I’ve developed a design process grounded in close observation, emotional insight, and cultural awareness—focused on building systems and experiences that are not only functional, but truly meaningful.
Exploring the balance between form, function, and user experience
Studying how design shapes emotional connections with products
Investigating user behavior in everyday mobility and commuting
Designing products that are both practical and emotionally engaging
Understanding how culture influences design preferences and use
Using observation to improve product form and usability
Creating design systems that solve real-world user problems
Research Interests
User experience
Mobility systems
Cultural context
System thinking
Design strategy
Purushothaman Shanmugam
Assistant Professor
B.E, M.E(Industrial Engineering), PGDPD(Transportation Design)School of Design and Innovation
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