HOW I THINK, SOLVE, BUILD
The Work Behind the Work
Multidisciplinary · Intentional · Entrepreneurial
How I Approach Design
When AI becomes an inevitable partner, conviction decides where to go and who is accountable for the outcome.
As automation makes execution increasingly similar, authenticity determines the value and meaning of the solution.
And finally, having the craft to build the output that lands the message is what turns intent into impact.
How I Think · (Conviction)
The initial version (first of many screens)
B. The new version (first of many screens)
B. The new version (first of many screens)
Case 01
The Feedback Module for a Children's Product at BYJU'S
Why does the rating exist? Who benefits? What are we actually measuring, and can we trust the signal?
Those questions mattered even more because children gave the feedback, but adults had to act on it. That distinction meant designing feedback that was not just clear, but actionable.
Analysing primary research to uncover patterns and strategic leverage.
Analysing primary research to uncover patterns and strategic leverage.
Case 02
How Conviction Led to a New Approach That Spiked Net Revenue for TravelTriangle
Gamification was the initial pitch, but we weren't convinced that what worked elsewhere would work for our users.
So we stepped back and asked a better question: “What is worth gamifying?” That question shaped the work that followed.
Thinking With AI Still Requires Thinking
Experience helps, but every problem brings nuances I haven't encountered before. Research helps me uncover what I don't know, question assumptions, and make sense of the problem space.
AI helps me expand my thinking. I still need to believe.
How I Solve · (Authenticity)
The Subway model that inspired a novel interaction strategy for building a custom holiday plan.
The Subway model that inspired a novel interaction strategy for building a custom holiday plan.
Case 01
How The Fast Food Insight Shaped a Custom Holiday Product for TravelTriangle
The ask was simple: help people build their own holiday. The idea of doing it one choice at a time only came later, when I found the right mental model in Subway.
You don't need to understand the whole menu upfront. Each choice builds on the last.
Case 02
What Makes People Pay More? Reframing Licious’ Pricing Problem
At Licious, price was one of the tensions we had to address, but solving it meant looking beyond the price itself. The question shifted to: “What makes this feel worth paying for?”
Two unexpected ideas then pointed us toward a more authentic direction.
The more automated the world becomes, the more authenticity matters
One of my strengths is connecting different ideas and perspectives while thinking in systems. When problems are ambiguous, I either connect seemingly unrelated ideas or look deeper into the system to find the root cause. The interface is where users encounter the product, but design is about solving what lies beneath it too.
How I Build · (Communication, Craft & Iteration)
Case 01
CrossBall: Recreating a Childhood Game, End to End
A game felt like the right experiment to build something end-to-end, because its many rules, use cases, edge cases, and interactions push design beyond static prototype thinking.
The fastest solve so far is 0.59 seconds. Have you tried it yet?
