Jesal Chitalia — About my work
Updated September 26, 2026
Who I am
I’m an AI Product Designer and Design Engineer building decision-ready systems. I turn complex workflows into clear, interactive products by combining product strategy, visual systems, art direction, and agent-assisted building.
I help business owners and product teams shape clearer websites, useful digital products and practical AI-assisted workflows. Each engagement begins with a specific problem, relevant evidence and an agreed scope.
How I think
What do you notice first when a product is difficult to use?
I look for the decision under the screen: where the burden lands, what context is missing, and what someone must remember, reconcile, or infer before they can move forward. Good product design makes relationships visible and reduces unnecessary cognitive load.
How I work
What do you delegate to AI—and decide yourself?
I use AI and agents to help turn voice, research, source context, critique, and rough ideas into structures I can inspect. They accelerate making; they do not replace my responsibility for framing, tradeoffs, taste, or final judgment.
What does working with you look like?
I explore broadly, make the system visible, then converge with the people closest to the work. Voice notes, visual maps, prototypes, documentation, decision records, and review loops help preserve intent between an early idea and a usable result.
Selected work
What do these examples show about your approach?
The Inventory Efficiency case presents an issue-detection and investigation workflow. The Vendor Scorecard case shows supplier performance, comparison and validation in a shared path. They show how information structure, interaction and visual craft support a decision. Read each case for contribution and evidence; a case-study demonstration is not evidence of a measured customer outcome.
The Decision-Ready Systems Sprint is one way to begin: one primary workflow, one focused interactive prototype with realistic states, implementation guidance and one consolidated review round. It starts at CAD $5,000 plus applicable taxes and runs for seven business days from confirmed kickoff and receipt of required inputs. Production code, deployment, backend integration and complete product or website builds require a separate scope and quote. Website, product and design-system enquiries are also assessed separately.
Experience and history
My experience includes proposal software at Proposify, mobile and field experiences at MindSea, retail and supply-chain analytics at NIQ, and a recent reporting-and-permissions contract at Clio. My independent practice includes design systems, AI-assisted prototypes and workflow exploration. The AI methods described here refer to that independent practice; they should not be inferred as methods used inside employer roles. Read my resume for the detailed timeline and role context.
How I manage design systems
When do you reuse, extend, or create a component?
I start with the repeated decision and behavior—not a library for its own sake. I reuse a stable pattern when it already carries the right intent. I extend it when the underlying behavior is shared but the context needs a clear, documented variation. I create something new only when the workflow has a genuinely new job to do.
A useful system includes more than components: it preserves visual language, interaction contracts, source context, and the decisions behind them. The goal is to reduce rework and cognitive load without flattening exploration.