How I Think, Solve, Build
The Work Behind the Work
Multidisciplinary · Intentional · Entrepreneurial
I have always sought to strengthen these qualities and turn them into a distinctive part of my design practice.
I have always sought to strengthen these qualities and turn them into a distinctive part of my design practice.
Three Principles That Guide My Work
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)
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. I use critical and analytical thinking to build conviction around what we're solving for.
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 we were building for children, for whom feedback needs a different kind of thinking.
The initial version (first of many screens)
B. The new version (first of many screens)
B. The new version (first of many screens)
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.
Analysing primary research to uncover patterns and strategic leverage
Analysing primary research to uncover patterns and strategic leverage
Thinking With AI Still Requires Thinking
AI has changed the breadth and speed of my thinking, but not the responsibility that comes with making a call. It can give a weak idea the same confidence as a strong one.
AI helps me expand my thinking. I still need to believe.
How I Solve · (Authenticity)
A solution doesn’t need to be novel to work, but authenticity creates genuine value. When problems are ambiguous and layered, abstract thinking helps me connect seemingly unrelated ideas and find a way through.
One of my strengths is seeing connections others might miss, bringing different ideas and perspectives together to create something distinctly mine.
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.
I used AI to synthesise meat business insights through Maslow’s Hierarchy of Needs, surfacing new perspectives.
I used AI to synthesise meat business insights through Maslow’s Hierarchy of Needs, surfacing new perspectives.
Case 02
What Makes People Pay More? Using Maslow to Solve Licious’ Pricing Friction
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 Screen Is Where the Experience Shows Up, Not Where the Problem Starts
The interface is only where the user encounters the product. The real problem often sits deeper in the system, and finding what is holding it back can be harder than designing the interface itself. Design, to me, is about solving both.
An idea can take any shape. I care about how I shape it.
How I Build · (Communication)
The craft of building is ultimately the craft of communication. Details, interactions, and easter eggs can give a product depth, but they cannot carry the product on their own. When the core communication is unclear, even the best details become noise.
The job is to make the product's intent unmistakable, then use craft to make the experience richer.
Case 01
CrossBall: Recreating a Childhood Game, End to End
AI has changed my view of what it means to build a digital product.
A game felt like the right experiment because its many rules, use cases, edge cases, and interactions push design beyond the interface.
Building and publishing it with AI revealed a new level of agency, where I could shape far more of the product myself.
The fastest solve so far is 0.59 seconds. What’s your time?
The fastest solve so far is 0.59 seconds. What’s your time?
Case 02
Deejay-Graph: A Data Visualisation Tool
I had designed this concept years ago, but stopped at a static model because the cost of exploring it felt too high.
AI changed that by squashing the creative cost of iteration. I could build, experience, break, rethink, and rebuild without constantly weighing whether an idea was worth the effort.
The result is a product with a depth of interaction I simply would not have designed the old way.
