Dubai, UAE AI Product Designer

People never say where a product hurt them. They just leave.

I find that point with a systematic approach and remove the friction, in fintech, eCommerce and mobile apps.

Fractional design lead for onboarding people finish.

Pilot Flow: The flow we agree on, redesigned in one week.

Fintech

Users sign up, then vanish at KYC.

Find the friction. Remove it.

eCommerce

Your ads work. Your product page doesn't.

The sale happens on the product page. Rebuilt to convert: +67% YoY revenue at Puffy.

Mobile

Complex journeys break on small screens.

Rebuilt for touch, thumb and screen size. 1 step at a time.

AI made the screens. Users still get lost.

Judgment still needs a human. 19 years of it, on your product.

Design mentorship

You design screens. Teams hire thinkers.

Upgrade how you think, and how you work with AI.

Drag the image to compareSwipe the image to compare

Real estate investing app, screen 1 of 3

Real estate investing app, screen 2 of 3

Real estate investing app, screen 3 of 3

eCommerce product page before the redesign

eCommerce product page after the redesign

ProUX dashboard, the AI product I built and run

4.98/5 from 300+ founders

Trusted by founders

Since 2007. The work, in the words of the people who paid for it.

+21% mobile checkout conversion

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.

Arthur Andreasyan Founder, Puffy
3 months design to market

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.

Carlos Arias Founder, Medellin.co
On time every time

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.

Avin Kline CEO, Lucyd

Who it’s for

Teams where the journey is the business. Find your line.

A lighthouse on the rocks, its beam reaching out Founder

Users drop off. Is a designer really the fix?

1 senior name finds where they leave, ships the fix on Day 5, and shows the number.
A funnel: many people in, few out, some leaking away Head of product

Conversion is falling. The board meets on a fixed date.

A senior designer beside you this week. The flow ships before the board sees the number.
A figure climbing a blue staircase, step by step Head of design

Too many flows to map. Not enough senior hands.

A fractional lead maps and ships the hardest flow. Your team keeps its roadmap.
A hiker with a flag on the peak at sunrise Junior designer

Your case studies look junior. You want to be the designer who thinks.

30 minutes with someone senior. 3 honest fixes, not a grade.

Hiring takes months

And the leak won’t wait. Here is the difference, line by line.

A senior hire in Dubai

Working with me 1 senior lead, shipping

Start

Months Find, hire, onboard. Then the work starts.

5 days Book a call, agree the flow, start the week.

Trial

None Probation still pays a full salary.

1 week Pilot week, AED 11,000 ($3,000) fixed. Then decide.

Cost

AED 45,000+ ($12,250+) a month. Plus visa, medical, hardware, gratuity.

AED 29,400 ($8,000) a month. No visa, no gratuity, no hardware.

Output

A queue Mockups, when the queue allows.

3 flows a month Plus 1 measure week to read the numbers.

Commitment

Open-ended A salary, for as long as they stay.

Month to month No minimum term. Stop any time. Your pilot counts toward month 1.

How I help

1 senior lead across the journeys that earn. 1 shipped flow at a time.

60% of new users quit an unfamiliar fintech at KYC. The step that scares them gets found and removed.

Onboarding and KYC

First transaction

Repayment

Years designing
user journeys

$1B+

Consumer and
business brands

How I fix KYC drop-off →

The sale happens on the product page. +67% YoY revenue at Puffy came from the buying journey, not more traffic.

Product page

Checkout

Reorder

+67%

YoY revenue
at Puffy

+21%

Mobile checkout
conversion

See the work: Puffy →

Day 7 decides if an app lives. The first week gets designed so people come back.

Signup

Activation

Day 7 return

+45%

Daily engagement
at Purpose

Years designing
user journeys

See the work: Purpose →

Screens got cheap. Judgment did not. 19 years of it, on your product, shipped in weeks.

New products from zero

Design to code

Shipped, not mocked

Years designing
user journeys

ProUX

My own AI product,
live and running

See it live: ProUX →

30 minutes, 3 honest fixes, no grade. Then you apply with the work ready.

Design thinking

AI workflow

Portfolio review

10+

Years mentoring
working designers

Years designing
user journeys

See ProUX →

$3,000 pilot week·$8,000 a month

2 pilot weeks open a month

Your week, on real dates

How it works

1 flow. 5 working days. Shipped on Day 5.

Sep to Oct 2026

Dubai · Mon to Fri

Book today. Call Wed 30 Sep, shipped Fri 9 Oct.

One flow first.

1 senior lead, 1 shipped flow at a time. Start with a pilot week, or go straight to monthly.

START HERE

Pilot week

Pilot Flow · sold once per client

$3,000

1 flow · 1 week · fixed price

30 minutes. No pitch.

2 pilot weeks open a month

1 flow, redesigned in 1 week

Starts within 5 working days

Day 1 to 2, design

Day 3 review, Day 4 iterate

Day 5, shipped

50% upfront, 50% on completion

Not included

Development or build. You get Figma files and developer-ready specs.
A second flow. That is the next week.
New ideas mid-week. They become the next flow.
More than 1 round of feedback.

See the work: Puffy →

Pilot Flow: The flow we agree on, redesigned in one week.

Monthly

Start directly, or after a pilot

$8,000

/mo

3 flows + 1 measure week a month · Month to month

30 minutes. No pitch.

Start directly, or after a pilot

1 senior lead beside your team

3 shipped flows a month

Your pilot counts toward month 1

Month to month, no minimum

The number to watch, every flow

See the work: Purpose →

The playbook behind +67% revenue at Puffy

Prices in USD. Book a call first. 50% upfront, 50% on completion. Custom or in-house work? Email hey@surinder.design for a written quote.

Only 2 pilot weeks a month, so every flow gets senior attention.

Screens are easy. Behaviour is hard.

Persuasion, Emotion, Trust. In fintech and eCommerce every step is a decision about money, so every step gets designed.

Persuasion

At checkout, anchors and defaults decide the basket before shoppers think. They get placed on purpose.

Emotion

Money makes people nervous. The moment of doubt at KYC or payment gets designed first.

Trust

A new wallet or store is a stranger asking for your card. Trust gets built before the first transaction.

Certified Digital Persuasion Analyst (HFI)

Hear it from the founders

Unscripted clips from the people who signed the checks.

Avin Kline

Lucyd, CEO. USA

José Navarro

Barefoot Media, Founder. Australia

Sheila Raper

AJElite Homes, MD. USA

Uli Schönleber

Ooliv, Founder. Germany

Bring your numbers. I will show you where they leak.

30 minutes. No pitch.

AI Product Designer
UI/UX Design Manager
Design Systems Manager
Design Mentor

Surinder Thakur

Fractional Design Lead · Dubai, UAE

I am Surinder Thakur, an AI Product Designer. I work with companies as a fractional design lead, a senior designer on the team without a full-time hire.

For 19 years I have designed user journeys, the path a person takes through a website, a web product or a mobile app, for $1B+ consumer and business brands.

I have built new AI products from zero, and built my own AI product, ProUX.

Certified by Nielsen Norman Group and Human Factors International in UX, usability and persuasion design.

19 years designing user journeys
$1B+ consumer and business brands
+67% YoY revenue at Puffy
+21% mobile checkout conversion
CUA · CDPA HFI certified, usability and persuasion

Everything you need to know about pricing, service, and terms.

Browse all answers →

Couldn’t find what you were looking for?

Send your question

The pilot week. The flow we agree on, redesigned and shipped in 1 week. On the call you pick the 1 flow losing the most people. It ships on Day 5, with the number to watch next. Sold once per client.

Couldn’t find what you were looking for?

Email your question

Custom scope?

A bigger build, a team in-house, or a brief that doesn't fit a week. Email the details. A written quote comes back, not a sales call.

hey@surinder.design

People never say where a product hurt them. They just leave.

Trusted by founders

Who it’s for

Hiring takes months

How I help

Fintech onboarding

eCommerce conversion

Mobile apps

AI product design

Design mentorship

Fintech onboarding

eCommerce conversion

Mobile apps

AI product design

Design mentorship

How it works

One flow first.