Open the experiment
Interaction design · Jul 2026
Basketball 404
Drag a destination through the hoop instead of staring at a dead end.
LabExperiments and systems
Things start messy here
This is where I test ideas before they have a neat category. Some become client systems. Some become public experiments. The useful failures stay here too.
Explore MediaMen →
Open the experiment
View the Webby awardAI experiment · Apr 2026
My First Voice
A personalised voice for non-verbal children, preserving accent and identity.
Watch the storySystems on the bench now
Less polished than a case study, more concrete than a pitch. These are the systems currently being built, tested, or hardened for production.
ActiveIVA industryUpdated Apr 2026
Custom WordPress IVA client intake plugin
Custom-built tools and workflows for large-scale IVA businesses in the UK. The first build is a WordPress plugin for complex client intake forms, where sensitivity and scale make standard form tools a poor fit.
ActiveAI campaignsUpdated Apr 2026
AI marketing activation systems
Personalised video generation, custom graphics, and WhatsApp-based user journeys built for brands that need genuine personalisation without adding a production team for every asset.
Open the campaign pipeline walkthrough
WhatsApp input1 of 5
A keyword starts the conversation
A user sees the brand campaign and sends a keyword to its WhatsApp number. The system recognises the trigger and starts a guided conversation, collecting the user’s name, the person they want to appreciate, and their relationship.
- WhatsApp Business API
- Keyword detection
- Guided conversation
Conversation excerptWhatsApp
System
Welcome. Before we begin, please read our terms and conditions.
User
I agree
System
What is your name?
User
Rahul
System
Who would you like to appreciate today?
User
My mom, Priya
CompletedContent AIUpdated Apr 2026
AI UGC and content pipelines
A production pipeline built for a major FMCG brand in India, moving campaign briefs through generated scripts, visuals, edits, and final assets with human review at the checkpoints that matter.
The graveyard keeps the lessons
Open a record for the full story and photographs. The useful failure is visible first.
Pondicherry · Shut downSamosa CompanyThe product intuition held up. The operating system did not.
Built around a simple gap: Pondicherry had plenty of food, but very little in the way of genuinely good evening snacks. Samosa Company turned that insight into a focused brand with stronger product thinking, better presentation, and fusion fillings that could stand out.
After more than a year, constant staffing instability, unreliable hires, and management overhead made the business too expensive in time and attention to keep carrying.
What stayed with me
Clear demand and strong product intuition are not enough. If the human systems are weak, the business leaks energy faster than the brand can create it.
College years · Did not continueComputer CampersThe mission was right. The structure needed to sustain it was missing.
Computer Campers started from a simple belief: if Digital India was going to mean anything outside major cities, digital literacy had to become practical, not just theoretical. The project helped rural Indian youth get hands-on exposure to computers and digital tools in a format that needed more effort than capital.
It was early, idealistic, and directionally right. I was still in college, so the conviction was there but the operating maturity was not. The project never became a durable institution, but the instinct behind it still matters to me: build things that lower the distance between people and opportunity.
What stayed with me
Mission-driven work still needs structure, continuity, and a realistic path to keep going after the initial energy fades.
