AI-First UX for
Exponential Results
AI-First UX for
Exponential
Results

Ship faster, optimise smarter, and drive revenue for SaaS & eCommerce products with my AI-enhanced design framework.

12k

Designers
Trained

4.98/5

Positive reviews

$100M+

Revenue
Impact

18+

Years
Experience

How I help Transform Your Product

Four core services designed to accelerate your UX process and maximize business impact

Available for new projects

2-week delivery

98%

Clients
satisfaction

120+

Projects
delivered

Recent Case Studies

Successfully aligned user needs with business objectives to drive significant impact.

ProUX

Developed a system to help designers grow their skills.

Increased user engagement by 35%
Reduced onboarding friction by 40%.

Purpose Mobile App

Purpose: A Mobile-First Approach to Distance Learning

+45% Higher Daily Engagement
+25% Increase in Course Completion

98%

Clients
satisfaction

120+

Projects
delivered

My Process: From Deep Insights
to Business Impact.

A systematic approach combining 18 years of experience with cutting-edge AI tools for faster, smarter results.

Design Thinking

Design Thinking → From Insights to Visionary Impact

This applies across scales from empowering startups with foundational user insights to steering complex digital transformations in established enterprises.

AI-Driven UX Strategy

AI-First UX Strategy → Intelligent Systems that Scale Growth

My approach ensures AI enhances usability and delivers concrete value, whether streamlining complex workflows or creating novel user interactions.

3 Main Pillars

This 3-step framework cut our research time by 40%

I believe that exceptional user experiences are born from a blend of strategic insight, rigorous critical thinking, and a profound understanding of user needs.

99%

Clients who see measurable
UX gains

80%

Faster output than regular
traditional workflow

18+ Years in UX. Still Evolving Ahead of the Curve.

I help founders build faster, convert more, and stand out with AI-enhanced design. From early-stage startups to Fortune 500 companies, I combine proven methodologies with cutting-edge AI tools.

Why Founders Work With Me

Proven track record with $100M+ in
measurable product impact
AI-enhanced workflow delivers
80% faster iterations
Deep expertise in conversion optimization
and behavioral psychology
Strategic thinking paired with
hands-on execution

UX, UI

AI-Driven

LEARNING

Also the founder of ProUX, where I train the next generation of top-tier product designers.

I am

different

The goal is to feel a part of something, not just play a part in anything.

UX, UI

AI-Driven

LEARNING

Also the founder of ProUX, where I train the next generation of top-tier product designers.

Executive Summary

Global UX leader who grew Puffy’s revenue +67 % and cut cart abandonment 14 %. I fuse deep user research with AI-first design to unlock scalable growth.

JUL 2023 - Present

Dubai, UAE

UI/UX Design Manager

Puffy (2 yrs +)

Achieved significant revenue and user engagement growth at Puffy through strategic UX leadership and data-driven optimization.

Led full-site redesign and 10 A/B growth experiments across 1 M sessions, raising revenue 67% and desktop CVR 21%.

Used Full Story, Voice-of-Customer analytics, Competitive Analysis and User Testing insights to cut checkout abandonment 14%.

Scaled DesignOps from 5 to 12, introduced weekly design critiques and tailored growth plans; eNPS up to 82.

Integrated generative-AI tools (Topaz, Flux, DALL·E) to shorten concept cycles 30%.

Directed & designed the MyHouz real-estate platform and ooBlue AI personalization tool, each lifting engagement 40% and 20% respectively.

Team Leadership

AI-Pilot

E-commerce

CRO

JUN 2016 - JUN 2023

USA · Remote

MAY 2012 - MAY 2016

USA · Remote

AUG 2007 - APR 2012

INDIA · Remote

Professional Certifications

Continuous learning and professional development through industry-leading bodies.

AI Product Design

AI-First UX Design Process

Prompt Principles
AI in Research
AI for Ideation
AI Prototyping - MVP
AI Design Workflow

NN/G - UXC

User Experience Certification
Score: 93.4%

Cross-platform UX Design
Information Architecture
User Research Methodologies
AI + UX Possiblities

HFI - CUA

Certified Usability Analyst
Score: 83%

User-Centered Analysis
Conceptual Design
Usability Testing
Project Methodology
UX Audits for Optimization

HFI - CDPA

Digital Persuasion Analyst
Score: 90%

PET: Research-based knowledge to include motivational factors such as Persuasion, Emotion, and Trust.
PET Architecture: Techniques in applying sociological, psychological, and behavioral economics principles.

Figma Design System

Scale Design Systems for Teams

Tokens & Structure
Global Variables
Semantic Aliasing
Components Variable
Scaling & Governance

Rated 5 stars by 300+ investors

Trusted by Founders Worldwide

See how AI-First UX translated into measurable gains for SaaS & eCommerce teams.

Consistently came up with out of the box design solutions and took ownership of them end to end. Designs implemented have had positive impact on user experience and bottom line growth.

+67% conversions

Arthur Andreasyan

Founder, Puffy

I’ve worked with Surinder for nearly a decade, and he’s become both a trusted friend and the most talented UI/UX engineer on my team. He consistently delivers on time often ahead of schedule and his professionalism is unmatched. Surinder led the design for our Medellín launch, producing exceptional user experiences that took the product to market in record time.

Launched in 3 months.

Carlos Arias

Founder, Medellin

While Surinder is a very talented designer, what I appreciate most about him professionally is his tenacity and dependability. If he says he will do something, there’s no question that it will get done.

+30% conversions

Avin Kline

CEO, Lucyd

Hear It From the Founders

Unscripted clips from the people who signed the Checks.

Avin Kline

E SCALE, Founder. USA

José Navarro

Barefoot Media, Founder. Australia

Sheila Raper

AJElite Homes, MD. USA

Uli Schönleber

Ooliv, Founder. Germany

Ready to see what AI-First UX can do for you?

Simple Pricing

Choose the plan that fits your needs from ongoing partnership to complete redesigns

MOST POPULAR

Monthly Design Partnership

$4,995

/mo

$7,700

SAVE 35%

2 slots available

Unlimited task requests

One active request at a time

Avg. 48 hour delivery

Weekly strategy call

Your own Asana board (24/7 visibility)

Clear timelines and deliverables

Priority support

Monthly billing

Most clients see ROI within 90 days

3-step process

Subscribe → Request →Receive

MVP or Redesign

$8,000

Starting price, varies by scope

SEND INQUIRY

1 slot available

Fixed scope & price

Clear timelines & deliverables

Milestone-based payments

Includes research, flows, final UI

Your own Asana board (24/7 visibility)

Ideal for SaaS or eComm businesses

Up to 3 revision rounds

30 days of post-delivery support

Perfect for scale-up phase

Pause Anytime.
Keep Unused Credits

Need to take a break? Easily pause your subscription and I'll freeze your billing cycle so you never lose value.

7-Day Money-Back
Guarantee

If you're not completely satisfied within the first 7 days, I'll issue a full, 100% refund. No questions asked.

100% Satisfaction
Guaranteed

My job isn't done until you love the result. I'll revise the design until it's exactly what you envisioned.

Trusted By Industry Leaders

My 100% Quality Assurance
on Design Aesthetics & Usability.

Hey there! I’m passionate about transforming user experiences with over 18 years of hands-on UX expertise.

I believe in doing the deep, upfront work that makes a real difference delivering strategies that work and a digital presence that stands out.

If you're after tangible results and a boost for your user experience, let's chat and make it happen.