# 19 years in UX. The last 2 rebuilding it with AI.

> I design and build custom AI solutions, tools and agents people actually use, for founders and growing teams.

Surinder Thakur, AI Product Designer and Builder. https://www.surinder.design/about

## My story

I started designing in August 2007, at 19. Websites first, then apps and SaaS platforms. Most of my client work has been for US teams, found through referrals.

Then I led design at Puffy, a $1B brand, for 2 years. The work moved revenue 67% year on year.

After Puffy, I built ProUX myself, end to end. It runs on 350+ UX principles, and every answer cites its source. Building it is why I now build what I design.

A tool people can use is not the same as a tool people will use. I build for the second one.

## Why founders work with me

- 1 senior leads it, start to finish. So nothing gets lost between a designer and a developer.
- +67% revenue at a $1B brand. Measured year on year at Puffy, where I led design for 2 years.
- Proctored certifications in usability and persuasion. 3 exams from NN/g and HFI, so the method is tested. [See the certifications](https://www.surinder.design/about/certifications)
- A live demo every week. So you see what changed and can steer it early.

## What I believe

2 lines I work by, and what each one changes.

- AI does not replace taste. It exposes the lack of it. Screens got cheap. The reasoning under them did not.
- Usability decides if people can use a tool. Trust decides if they will. A tool nobody opens pays back nothing, so I design for weekly use.

## Clients since 2007

9 teams in 4 countries. Each role, and the number it moved, is on Experience. [See the full timeline](https://www.surinder.design/about/experience)

- Puffy (UAE, USA): Design manager for 2 years, at a $1B brand.
- Enov8 (Australia): Enterprise software. UX for environment and release management tools.
- BidOnHomes (USA): A SaaS platform for real estate agents. 35 flows and 300 screens.
- AJElite Homes (USA): Senior product design manager for 7 years, across their SaaS platform.
- ooliv (Germany): UX and interaction design across 30+ client projects.
- Success Agency (USA): UX and interaction design on 50+ projects in healthcare, finance and commerce.
- Barefoot Media (Australia): Partner work on client projects, including builds focused on accessibility.
- Comiida (USA): A food ordering app for local restaurants, designed from scratch.
- Alucor (UAE): A management system for people and finances, with a mobile app.

## Quality is not a promise here. It is the process.

19 years in, every project still gets the deep, upfront work. Research before screens. Evidence before opinions. A working prototype before a build. If that is how you like to build, we will get along.

Surinder Thakur, AI Product Designer and Builder

## Book a scope call

30 minutes. No pitch. Book from any page of https://www.surinder.design, or write to hey@surinder.design.

More about me: [Process](https://www.surinder.design/process), [Experience](https://www.surinder.design/about/experience), [Certifications](https://www.surinder.design/about/certifications).