Aanand Madhav
Aanand MadhavSenior PM · UX
WorkCareer and case studies

Product leadership.A builder’s instinct.

I bring product direction, UX judgement and engineering depth to teams with complex products to ship.

Nine years across fintech, ed-tech, ecommerce and government.

Discuss a product role →Open to full-time product leadership roles
ProductDirection & prioritiesUXJourneys & decisionsEngineeringSystems & integrationsDeliveryTeams & outcomes

The path here.

From building interfaces to owning products, teams and delivery. Current work first; the foundations below.

Apr 2025 - PresentEmployment

01 / YAMU Media

UX Expert & Developer · Remote

  • 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.
2024 - PresentLab / independent practice

02 / MediaMen Services

  • Led design direction and project management for a complex CRM in the UK debt and IVA market, built around thousands of data points and a six-year lifecycle for each converted customer.
  • Built 4+ AI-powered campaign pipelines with WhatsApp flows, personalised video generation and custom graphics for a national consumer brand via a Tier-1 global agency, reaching tens of millions. Also created AI video ads for a major FMCG brand in India, from campaign brief to final assets.

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.

Projects at MediaMen Services · 5 projects

My Debt Plan

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.

  • Revenue: $300k+/mo environment
  • Complexity: 100+ integrations
  • Role: Product / UX / Systems

Problem solved: Solved the lead-routing bottleneck by building a custom decision engine for 1,000+ qualified leads per day.

Read the case study

Large-scale CRM for the UK debt and IVA market

15-month build covering design direction and project management. Purpose-built for the UK debt and IVA market.

Client confidential (NDA)

Case study coming soon

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.

Client confidential (NDA)

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.

Custom WordPress IVA Plugin

Built because existing plugins cannot handle the complexity and sensitivity of IVA client data collection.

Jan 2020 - Jan 2025Co-founded

03 / Calypsu

Co-founder, Creative Director, Product Lead

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.

Projects at Calypsu · 12 projects

Emirates Mars Mission

May 2020 - Jul 2020

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.

  • Scale: 200k concurrent users
  • Stakes: National launch
  • Role: Lead frontend

Problem solved: Delivered a national-scale launch platform under extreme time pressure without breaking on launch night.

Read the case study

Skillstrainer

Jun 2021

UX and technology partner to the world's largest vocational skilling platform. Supported growth from 300,000 to 1.5 million users.

  • Scale: 1.5M+ learners
  • Constraint: mobile-first, mixed literacy
  • Role: UX Lead and Program Manager

Problem solved: Reworked the product system so growth would not collapse the learning experience as usage multiplied.

Read the case study

Live101

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: Live on Oven
  • Market: India entertainment
  • Work: App redesign

Case study soon

View on Behance

BharatEasy

Full-fledged product design and development for Vakrangee Limited, a publicly listed Indian company, covering entertainment, banking, shopping, and investing.

  • Client: Vakrangee Limited
  • Market: India listed company
  • Work: Product design & development

Case study soon

View on Behance

Consolidation Expert Website

Website project for Bridgewater Finance, a large UK-based finance company, built around clear service storytelling and conversion-focused page structure.

  • Client: Bridgewater Finance
  • Market: UK finance
  • Work: Website design

Case study soon

View on Behance

Galactic Pool Game Design

Game UI design and development project for PokerBaazi, one of India's biggest real-money gaming companies.

  • Client: PokerBaazi
  • Market: India gaming
  • Work: Game UI design & development

Case study soon

View on Behance

DocHome Health App

Health app UI/UX design for a UAE-based medical business, focused on making care access feel clear and approachable.

  • Client: DocHome
  • Market: UAE healthcare
  • Work: App UI/UX

Case study soon

View on Behance

World V Branding

Branding project for World V, an India-based alternative investment fund.

  • Client: World V
  • Market: India investments
  • Work: Branding

Case study soon

View on Behance

Inceptra Lifestyle Website

Lifestyle website for Asmara International Limited's India business, managing apparel brands including Tom Tailor and Kidsberry.

  • Client: Asmara International Limited
  • Market: India apparel
  • Work: Website design

Case study soon

View on Behance

National Debt Help Experts Landing Page

Complete website design and development for National Debt Help Experts, a UK-based debt consolidation company.

  • Client: National Debt Help Experts
  • Market: UK debt consolidation
  • Work: Website design & development

Case study soon

View on Behance

Futr Energy Branding

Complete branding redesign for Futr Energy, an AI-enabled energy automation and management software provider.

  • Client: Futr Energy
  • Market: Energy automation
  • Work: Branding redesign

Case study soon

View on Behance

MFinovo Consultant Website Template

Microsoft services consultant website template for MFinovo, a Germany-based software consultant.

  • Client: MFinovo
  • Market: Germany software consulting
  • Work: Website template

Case study soon

View on Behance

+ 38 more platforms across fintech, ed-tech, consumer, and government

Dec 2018 - Feb 2020Employment

04 / StyleDotMe (mirrAR)

Frontend Developer

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.

Projects at StyleDotMe (mirrAR) · 1 project

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.

Try it live
2016 - 2018Foundations

05 / Earlier roles

Veriscript · UI/UX Designer & UX Engineer · Nov 2017 - Nov 2018 · Part-time

Designed user flows, wireframes, and high-fidelity prototypes. Supported frontend development.

Ghugharmedia · Frontend Developer · Jun 2018 - Dec 2018

Learning, experimenting, and getting things done. Multiple client websites and web applications.

Next Pixar Web · WordPress Developer · Oct 2016 - Oct 2017

30+ websites built using WordPress and HTML/CSS/JS.

The work, up close.

Financial systems, ecommerce and AI campaigns, alongside national launches and learning platforms. Explore the problems, my role and the work behind them.

3 projects · Case studies

The My Debt Plan website and financial assessment interface.

MediaMen Services

My Debt Plan

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.

My role & the challenge
Revenue
$300k+/mo environment
Complexity
100+ integrations
Role
Product / UX / Systems

Solved the lead-routing bottleneck by building a custom decision engine for 1,000+ qualified leads per day.

Emirates Mars Mission project artwork showing the Hope Probe, Mars and mission facts.

Calypsu · May 2020 - Jul 2020

Emirates Mars Mission

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.

My role & the challenge
Scale
200k concurrent users
Stakes
National launch
Role
Lead frontend

Delivered a national-scale launch platform under extreme time pressure without breaking on launch night.

The Skillstrainer vocational learning platform on mobile.

Calypsu · Jun 2021

Skillstrainer

UX and technology partner to the world's largest vocational skilling platform. Supported growth from 300,000 to 1.5 million users.

My role & the challenge
Scale
1.5M+ learners
Constraint
mobile-first, mixed literacy
Role
UX Lead and Program Manager

Reworked the product system so growth would not collapse the learning experience as usage multiplied.

The people behind the work.

From founders, teammates and clients who have seen how I work.

Looking for a hands-on product leader?

Tell me about the team, the product and the role. I’ll bring the context behind the work you’ve seen here.