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.
Managing 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.
Where 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.
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.
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.
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.
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.
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.
Co-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.
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.
Scale: 1.5M+ learners · Constraint: mobile-first, mixed literacy · Role: UX Lead and Program Manager
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.
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.
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.
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.
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.
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.
Client: World V · Market: India investments · Work: Branding
Branding project for World V, an India-based alternative investment fund.
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.
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.
Client: Futr Energy · Market: Energy automation · Work: Branding redesign
Complete branding redesign for Futr Energy, an AI-enabled energy automation and management software provider.
Client: MFinovo · Market: Germany software consulting · Work: Website template
Microsoft services consultant website template for MFinovo, a Germany-based software consultant.
Built 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.
Jewellery overlay using face tracking and HTML canvas. Responsive, works across major web platforms. Deployed for Tanishq and other leading Indian jewellers.
Notes from founders, collaborators, designers, and developers across the work.
