We caught up with the brilliant and insightful Priya Shroff a few weeks ago and have shared our conversation below.

Alright, Priya thanks for taking the time to share your stories and insights with us today. What’s been the most meaningful project you’ve worked on?

One of the most meaningful projects I have worked on sits at the intersection of two very different worlds: service design and quantum physics. On the surface, these disciplines seem unrelated. One is highly technical and mathematical, while the other is deeply human-centered. However, the challenge of bridging them turned out to be incredibly rewarding and personal.

The project began as a self-initiated exploration. I was fascinated by the emerging field of quantum physics when I noticed a striking similarity between quantum entanglement and systems thinking. In quantum systems, vast amounts of information are embedded in the relationships between particles, but when each part is examined in isolation, that information essentially disappears. This mirrors a core principle of systems thinking: a system’s behavior cannot be fully understood by analyzing its parts separately. A holistic approach is essential to grasp the dynamic relationships and interdependencies between subsystems.

That realization led me to a bold question. If quantum physics is real, and everything in the world is connected and entangled, how fascinating would it be to research the entanglement of service design and quantum computing? With that question in mind, I set forth on this exciting journey.

The goal of the project was to research and derive insights that could build a meaningful connection between these two emerging fields: service design and quantum computing. I wanted to lay a foundation for service designers and UX researchers to begin exploring and utilizing quantum technologies. The outcome was a Quantum Monte Carlo simulation framework designed for service designers and UX researchers to conduct quantitative research and translate insights using a quantum computer.

This project was meaningful to me because it pushed every boundary I had—intellectually, creatively, and even spiritually. It gave me a renewed sense of purpose: using design not just to improve services, but to shape how humanity interacts with some of the most transformative technologies of our time.

It affirmed my belief that service design is not just about solving surface-level problems. It is about designing better futures. And in this case, it helped me begin carving out a unique space at the intersection of deep tech and human experience.

Priya, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My journey into design has been anything but linear. I did not set out with a clear vision of becoming a designer. Instead, I have always focused on being fully present in whatever I was doing, and that mindset has shaped the path I have taken. Looking back now, I can confidently say I am proud of every decision that brought me here.

I started out as a graphic designer and worked in that space for about four years. During that time, I worked on a wide range of projects, but I often found myself coming back to two questions that I just could not shake: What is the purpose of what I am doing? And am I solving a problem that actually matters to me?

I was not getting answers I felt truly connected to. I loved being creative, but I wanted my work to have deeper meaning and impact—something beyond aesthetics. That is when I decided to pursue a master’s degree in Service Design. The more I learned, the more I felt like I had found a perfect fit.

What I love about service design is its ability to create real, positive change for people, often in ways they do not even expect. It is not just about improving systems or touchpoints. It is about designing experiences that matter. If something I create brings even a small moment of relief, joy, or connection to someone, that alone makes it all worthwhile for me.

Today, I work as a service design consultant, focusing on projects that bring together user research, systems thinking, and strategic insight. I specialize in tackling complex challenges and translating them into meaningful, human-centered solutions. My work spans industries and countries, and I enjoy bringing a fresh perspective that blends creativity, empathy, and curiosity.

I think what sets me apart is my drive to seek connections across disciplines. I am constantly looking for patterns and ideas in unexpected places. Whether it is applying concepts from quantum physics to user experience, or pulling inspiration from psychology, biology, or philosophy, I am always asking what if and why not. That curiosity fuels my design process.

Being dyslexic has also deeply shaped the way I think and work. It pushes me to look at problems differently and connect ideas that may not seem obvious at first. I see my dyslexia not as a limitation but as one of my greatest creative assets.

What I want potential clients to know is this: I care deeply about the work I do, and even more about the people it is for. I am not just here to deliver a service. I am here to co-create meaningful experiences that leave a lasting impact.

Outside of work, I am a big fan of tennis. I love to travel and explore new places. I believe seeing the world and its diversity influences my creativity and outlook on life. I also enjoy observing and learning about how things are made and how they function—whether it is the engineering of a car or the brewing of beer. I am always curious about anything and everything, not just design.

On a personal note, I hold close Werner Heisenberg’s insight: “What we observe is not nature itself, but nature exposed to our method of questioning.” I also believe in having the Time of Our Lives, as Pitbull once said, “Every day above ground is a great day, remember that.”

What do you think is the goal or mission that drives your creative journey?

At the heart of my creative journey is a drive to challenge how we perceive and interact with the world around us. I am motivated by a mission to ask deeper questions, explore the edges of possibility, and reimagine the connections between people, systems, and technologies.

Curiosity fuels everything I do. I am naturally drawn to unexpected intersections between disciplines, ideas, and perspectives that might seem unrelated at first. My aim is not just to design solutions, but to create space for new ways of thinking, especially dyslexic thinking, which embraces non-linear, intuitive, and adaptive approaches. I want my work to spark reflection, ignite imagination, and bring moments of clarity within complexity.

For me, creativity is about engaging in meaningful exploration, embracing uncertainty, and shaping more thoughtful, inclusive, and forward-looking futures. I am especially fascinated by how design can serve as a lens not only to better understand what exists, but to envision what could be.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

I have been working on unlearning perfectionism. For a long time, I operated from a place of all-or-nothing thinking. I held myself to incredibly high standards, often obsessing over the tiniest details, reworking things endlessly, and pushing myself far beyond what was sustainable, all in the name of getting it “just right.”

Perfectionism, at first, looked like dedication and discipline. But over time, I realized it was rooted in fear. Fear of not being good enough and of disappointing others. It slowed me down, drained my energy, and blocked the very creativity I was trying to protect.

The turning point came in design school, especially during collaborative projects, where I recognized and actively worked to overcome the tendency to strive for unattainable standards. Perfection is not only unrealistic; it is often counterproductive. Good design is not born in isolation. It grows through testing, feedback, and iteration. Letting go of perfectionism has allowed me to focus more on progress, purpose, and people. It has helped me embrace the messy, non-linear, human side of creativity.

Now, I still have high standards, but I hold them with more flexibility and self-compassion. I have learned that growth happens in the grey areas, not in extremes. Letting go of perfectionism has helped me focus more on impact, learning, and authenticity. It is still something I work on every day, but unlearning it has been one of the most powerful shifts in my professional and personal journey so far.

Contact Info:

• Website: https://www.priyashroff.com/
• Linkedin: https://www.linkedin.com/in/priyakshroff
• Other: Email : priyashroff98@gmail.com