POP Club
Reward-focussed UPI app
years in Product
and UX design
hours learning emotional dynamics
hours
coached
When I built a finance super app
Case studies and project documents on how we built Freo's financial super app
My design dream-team
Some more specialist roles brewing in my mind…
A quick career summary
I've worked across industries — ecommerce, social media, travel tech, L&D, and fintech
2025
2024
2023
2022
My UX strategy borrows from
First principles thinking
Starting with the 'why' – down to the root cause
Breaking problems into their most basic form
Building using only the most fundamental truths
Human emotional dynamics
Distilling human driving-forces down to their most basic fabric
Deciding UX elements to use based on their 'feeling quality'
Predicting user feelings at different points in a user journey
Distilling human driving-forces down to their most basic fabric
Storytelling
Bringing story structure into product flows
Designing UX with story beats and arcs
Ensuring narrative continuity in user journeys
Bringing story structure into product flows
Principles of system design
Designing UX that's abstract, scalable, modular, and idempotent
Creating internal UX tools that automate manual processes
Creating sustainable, progressive work built upon the previous
Designing UX that's abstract, scalable, modular, and idempotent
Some more
case studies
When I write, I put them here
Sometimes, I write
My reflections on design, UX strategy and product philosophy
What I'm listening to
Some playlists I've curated. Happy listening!