Nine years of making software people actually use.
Most of my work sits at the same intersection - reducing the distance between an idea and a working product. The interesting part is rarely the interface alone. It is the pressure around it: scale, launch risk, revenue dependency, operational complexity, and whether the system still holds when it matters.
YAMU Media
EmploymentManaging UX, development, and optimisation across a portfolio of D2C ecommerce brands, some generating $300k+ in monthly revenue. Own end-to-end store development: homepages, collection pages, product pages, funnel pages, and custom experiences. Build advanced product features including custom mix-and-match, bundling, smart collections, and conversion-focused UI. Drive measurable growth through CRO, page variations, and performance optimisation.
MediaMen Services
LabWhere I run experiments, build client solutions, and ship things that do not have a traditional brief. Some become long-term client relationships. Some stay as internal tools.
15-month build managing design direction and project finances. Purpose-built for the UK debt and IVA market.
4+ AI-powered campaign pipelines for a national consumer brand via a Tier-1 global agency. WhatsApp-based user flows, personalised video generation, custom graphics reaching tens of millions.
End-to-end content generation pipelines for consumer brands. Testing quality thresholds and production-scale workflows.
Built because existing plugins cannot handle the complexity and sensitivity of IVA client data collection.
Calypsu
Co-foundedCo-founded a product studio that shipped 50+ digital platforms over five years. Worked with founders, product managers, and stakeholders across fintech, ed-tech, consumer, and government sectors to define and build products end to end.
Artist and entertainer booking platform connecting 10,000+ artists with event organisers.
Super app concept covering entertainment, banking, shopping, and investing for the Indian market.
across fintech, ed-tech,
consumer, and government
StyleDotMe (mirrAR)
EmploymentBuilt the web AR jewellery try-on platform now used by top jewellers across India including Tanishq. Designed and developed UI/UX for the augmented reality product overlay system using face tracking and HTML canvas.
Jewellery overlay using face tracking and HTML canvas. Responsive, works across major web platforms. Deployed for Tanishq and other leading Indian jewellers.
An exceptional founder - dedicated to employee growth, supportive in leadership, creative in approach, collaborative in execution, ethical in every decision, and relentless in quality.