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.
Best fit: teams with real delivery pressure, unclear product direction, broken handoffs, or a system that needs someone who can move between product, UX, and technical execution.
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.
My Debt Plan
Revenue: $300k+/mo environment · Complexity: 100+ integrations · Role: Product / UX / Systems
Tech partner to a UK financial services company that grew from 7th to 2nd largest in their category. Full ownership of decision engine, CRM build, and ongoing UX.
Solved the lead-routing bottleneck by building a custom decision engine for 1,000+ qualified leads per day.
Large-scale CRM for the UK debt and IVA market
15-month build managing design direction and project finances. Purpose-built for the UK debt and IVA market.
15-month build managing design direction and project finances. Purpose-built for the UK debt and IVA market.
AI Campaign Pipelines
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.
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.
AI UGC & Content Pipelines
Created video ads with AI for a huge FMCG brand in India, taking campaign briefs through generated scripts, visuals, edits, and final assets.
Created video ads with AI for a huge FMCG brand in India, taking campaign briefs through generated scripts, visuals, edits, and final assets.
Custom WordPress IVA Plugin
Built because existing plugins cannot handle the complexity and sensitivity of IVA client data collection.
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.
Emirates Mars Mission
Scale: 200k concurrent users · Stakes: National launch · Role: Lead frontend
Official website, iOS app, Android app, and satellite tracker for the UAE's first Mars mission. 45 days. 200,000 concurrent users on launch night. Tracker became the global media reference during the launch.
Delivered a national-scale launch platform under extreme time pressure without breaking on launch night.
Skillstrainer
Scale: 1.5M+ learners · Constraint: mobile-first, mixed literacy · Role: UX lead
UX and technology partner to the world's largest vocational skilling platform. Supported growth from 300,000 to 1.5 million users.
Reworked the product system so growth would not collapse the learning experience as usage multiplied.
Live101
Client: Live on Oven · Market: India entertainment · Work: App redesign
App redesign for Live on Oven, improving the experience for users and artists after UX bottlenecks and support complaints started slowing the product down.
BharatEasy
Client: Vakrangee Limited · Market: India listed company · Work: Product design & development
Full-fledged product design and development for Vakrangee Limited, a publicly listed Indian company, covering entertainment, banking, shopping, and investing.
Consolidation Expert Website
Client: Bridgewater Finance · Market: UK finance · Work: Website design
Website project for Bridgewater Finance, a large UK-based finance company, built around clear service storytelling and conversion-focused page structure.
Galactic Pool Game Design
Client: PokerBaazi · Market: India gaming · Work: Game UI design & development
Game UI design and development project for PokerBaazi, one of India's biggest real-money gaming companies.
DocHome Health App
Client: DocHome · Market: UAE healthcare · Work: App UI/UX
Health app UI/UX design for a UAE-based medical business, focused on making care access feel clear and approachable.
World V Branding
Client: World V · Market: India investments · Work: Branding
Branding project for World V, an India-based alternative investment fund.
Inceptra Lifestyle Website
Client: Asmara International Limited · Market: India apparel · Work: Website design
Lifestyle website for Asmara International Limited's India business, managing apparel brands including Tom Tailor and Kidsberry.
National Debt Help Experts Landing Page
Client: National Debt Help Experts · Market: UK debt consolidation · Work: Website design & development
Complete website design and development for National Debt Help Experts, a UK-based debt consolidation company.
Futr Energy Branding
Client: Futr Energy · Market: Energy automation · Work: Branding redesign
Complete branding redesign for Futr Energy, an AI-enabled energy automation and management software provider.
MFinovo Consultant Website Template
Client: MFinovo · Market: Germany software consulting · Work: Website template
Microsoft services consultant website template for MFinovo, a Germany-based software consultant.
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.
webAR by StyleDotMe
Jewellery overlay using face tracking and HTML canvas. Responsive, works across major web platforms. Deployed for Tanishq and other leading Indian jewellers.
Jewellery overlay using face tracking and HTML canvas. Responsive, works across major web platforms. Deployed for Tanishq and other leading Indian jewellers.
If there is one thing I have noticed about Aanand, it is his knack for finding innovative solutions to even the most complex problems. What stands out just as much is his clear-headed, calm approach to tackling them, which is genuinely inspiring.