A product designer who ended up owning more than design.
I left a computer science degree at UPES after the second year to do this instead, which makes everything after it self-taught. Seven years later the job is the same at every scale: sit inside the problem, stay close enough to engineering to know what “feasible” means, and connect the pieces nobody owns.
The path that produced the thesis.
Digital agency. Adani's airport sites, Canon, Lenskart, Duroflex, Hazurilal. Brief in, entire website out. I never learned to design a page in isolation, because I was never given one.
Subscription SaaS, team across timezones. Reports, Dashboard 2.0, the wallet and the whole transaction flow, organisations and teams, and the first style guide I wrote myself. A product is a set of flows that have to agree with each other.
I didn't inherit NoiseFit. I inherited a white-labelled vendor app, split across separate builds per device, and rebuilt it into a product with its own reason to exist. Then I kept adding the pieces that made it an ecosystem.
A studio, so I could approach real clients properly. Pedal Start, Hero MotoCorp, Fluid, Duroflex, Haldiram's, Zydus.
Banner Buzz, Neon Earth, PromoDash, and PDX Go. Different verticals, same job: understanding how the pieces connect before touching any one of them.
How the pieces actually get connected.
This is the long version of the six the home page walks you through. No two briefs run the same way: some skip research, some are a two week sprint. The track is the same, the stops get bent to fit.
- 01
Understand
the real problem
Before anything gets drawn, I go and find what is actually broken. A brief describes a symptom often enough that starting from it is how teams ship the wrong thing beautifully.
- 02
Research
users · market · tech
Users, market, and what the stack can actually carry. Three passes, because a finding that shows up in only one of them is usually a preference wearing the costume of a problem.
- 03
Ideate
flows · IA · options
Flows, information architecture, and more than one honest option. The first idea gets built about as often as the third does, and I would rather learn that on paper than in a build.
- 04
Design
wireframe → hi-fi
Structure first, surface second. Wireframes settle what goes where and what it costs. The high fidelity pass is where the thing stops being a diagram and starts being a product.
- 05
Prototype
test · refine
Clickable, in someone's hands, and watched. A prototype exists to make the flow fail early, while a fix is still one file instead of one sprint.
- 06
Ship
handoff or build
A handoff a developer can build from, or I build it myself. Nothing counts until it is live and being used by people who were never in the room while it was designed.
And then againShipping is not the end of the track, it is what sends you back to the start of it with better information than you had the first time.
What I do, and what each one is for.
Every skill here comes with the sentence that earns it — what it has actually meant on shipped work, not a dictionary definition.
Research & Strategy
— Understanding the problem before touching pixels.Design
— From first wireframe to a system other people can build on.Tools
— The kit, the design side and the build side of one loop.Doodler, gamer, anime fan.
Most of what I notice in products comes from watching how people behave outside of them. And most of this site's personality comes from what I do when I'm not working.
Deep in something, always
Games are interaction design with the stakes turned up. Every controller rumble is a lesson in feedback.
Three episodes from regret
Character animation is why Milo has moods instead of states. You notice how something feels alive, then you build it.
Margins full of robots
Little characters, drawn while thinking. One of them got promoted to the home page of this site.
Milo, the little robot you assembled on the way in, comes from here. Half the fun of a portfolio is building the toy that shows you around it.