Research, interface, and shipped React code. One person, 4 weeks. The Figma file is a refinement layer. The deliverable runs in production.
Three ways in. A sprint to ship one AI flow, a flagship to design the whole product, and an embedded partnership for the long game.
Weeks 9 to 12 absorb deeper research, additional surface area, or extended prototype iteration when scope requires.
Weeks 9 to 12 absorb deeper research, additional surface area, or extended prototype iteration when scope requires.
Four projects that show the methodology in production. More case studies shipping through 2026.
19 years of senior product experience, applied with the AI tools that ship today. Faster results, no theatrics.
Exceptional user experiences are born from a blend of strategic insight, rigorous critical thinking, and a profound understanding of user needs.
Figma files don't ship. React components do. I treat the design system as source code from day one, so there's no translation loss between what I design and what users see.
AI belongs where it earns its place. I build conversational interfaces that retrieve, reason, and cite, not chatbots bolted onto static pages. Citation-ready. Retrieval-aware. Quiet when silence serves better.
A prototype isn't a product. I measure launches by conversion, activation, and retention, not Dribbble shots. Every engagement ends with numbers you can show your board.
Figma files don't ship. React components do. I treat the design system as source code from day one, so there's no translation loss between what I design and what users see.
Scroll. Each step crosses the axis as you move through the process.
Understand the business, the user, and the jobs-to-be-done before touching pixels.
Claude reads transcripts, support tickets, and analytics dumps to surface the questions users actually ask, not the ones we assume they do.
A one-page problem brief with the three questions the product has to answer. Shared with the founder before week one ends.
I'm Surinder. For 19 years I was a UX designer. Researching, drawing screens, handing off Figma files, then waiting three weeks for something close to what I imagined to ship.
Now I'm an Agentic AI Design Engineer. I ship the code too. Fintech, luxury DTC, healthcare, AI-native startups. I've led teams, built design systems, launched products that generated real revenue.
Then I went solo. Started taking on funded SaaS founders who needed one person instead of an agency. This site is the proof.
AI Design
Intelligence
ProUX
Also the founder of ProUX. AI-powered UX scanner with 350+ expert guidelines. Ship better designs in half the time.
proux.design ↗Remote · Global
Founded ProUX in 2025. AI design workflows, prompt patterns, and component systems. Alongside ProUX, taking on AI Flow Sprint, AI-Native Product Design engagements, and Embedded Design Partner retainers for funded founders. One senior brain across research, design, AI behavior, and code where the engagement calls for it. Selected late-2025 work includes the Sheikh Khalifa Excellence Award (SKEA) digital platform for the Abu Dhabi Chamber (engaged through PwC, lead solo designer) and the KGC educational platform for Abu Dhabi University (design consultant).
Dubai · Luxury DTC
Led a 12-person design team on a full-site redesign of a luxury DTC commerce platform. +67% revenue YoY, +21% checkout conv., −14% cart abandon. 10 A/B experiments across 1M+ annual sessions.
USA · Remote
Led product design for Bidonhomes, the SaaS property listing platform built by Allison James Estates and Homes Elite. 35 user flows, 300+ screens, three Figma libraries adopted by 200+ agents across the United States.
USA · Remote
Client-facing UX across the Middle East and North America. Key clients: KIA Abu Dhabi, Abu Dhabi University, and UAE Ministry projects.
India · Remote
Learned the craft end-to-end across web, mobile, and enterprise applications. Studio and freelance work for US and UK clients built strong remote-collaboration habits and a high tolerance for ambiguity from the start.
19 years of hands-on UX expertise across research, systems, and shipped code.
I do the deep, upfront work that makes the difference. Strategies that work, sites that ship.
If you're after tangible results and a boost for your user experience, let's chat and make it happen.
Unscripted clips from the people who signed the checks, and written reviews from two decades of shipped work.
If you have a question or just want to say hello before you make a commitment, please get in touch.
updated 2026-05-23
One senior designer who covers research, product design, AI behavior architecture, and code where the engagement calls for it. The deliverable is either a working AI flow live on staging or a designed product with a clickable prototype handed off dev-ready, depending on the engagement. The role exists because AI-native products break the old separation of design and engineering. When the interface is conversational and the behavior is probabilistic, the prompt architecture is part of the product design.
A flow is one path through your product. The onboarding that runs through an assistant. A copilot moment. A smart search. The CRO agent in your store. The AI Flow Sprint takes the single most important flow and ships it live on staging in 4 weeks for $15,000 fixed. AI-Native Product Design takes the whole product surface. Research, flows, the AI behavior model, every screen, a clickable prototype your users test before code gets written. 8 to 12 weeks, from $45,000, handed off dev-ready. Many engagements start with the Sprint and grow into the full Product Design.
Both, depending on the engagement. The AI Flow Sprint ships a working build live on a staging URL your engineers can fork. AI-Native Product Design ships design through a working prototype, handed off dev-ready, because at that scale your engineers usually build the production app themselves. Often they are native, Flutter, or mobile developers who build from design files. The Embedded Design Partner can do either, depending on what your roadmap needs. Figma is a tool, not the deliverable.
Three engagements, USD, with English scope. AI Flow Sprint ($15,000, 4 weeks) ships one important AI flow live on a staging URL your engineers can fork. AI-Native Product Design (from $45,000, 8 to 12 weeks) designs the whole product through a clickable prototype, handed off dev-ready. Embedded Design Partner (from $8,000 per month, rolling) is a senior design brain on your product every week, without the cost or wait of a full-time hire. Most founders start with the Sprint, move into the Product Design when scope grows, and switch to Embedded when the work becomes ongoing.
4 weeks for the AI Flow Sprint. The single flow locks in week 1 with a one-page brief by Friday, design in week 2, build on staging in week 3, refine and hand off in week 4, with 2 weeks of post-ship support. AI-Native Product Design runs 8 to 12 weeks across five phases: decode, architect, design, prototype, handoff. The Embedded Design Partner starts within a week of signing and runs on a weekly cadence agreed up front. Most founders see something working in their hands inside the first month, regardless of engagement.
Fit
Two main fits. First: funded founders building an AI-native product who need it figured out before their engineers build it. Often Series Seed to A, with native, Flutter, or mobile engineering teams that build from design. Second: founders who want to validate the most important AI flow in their product on a real staging URL before committing to a bigger build. Funded teams already shipping, who want senior design every week without hiring a Head of Design, fit the Embedded retainer.
Proof
Yes. Four are live on surinder.design with named metrics. ProUX (the AI design intelligence platform built solo, +35% engagement, -40% onboarding friction). Puffy in Dubai (luxury DTC commerce, +67% revenue, +21% checkout conversion, -14% cart abandonment). MyHouz (real estate MVP shipped concept to launch in 3 months, 10x session duration). Purpose (mobile-first distance learning, +45% daily engagement, +25% course completion). Most current Series A SaaS and e-commerce work stays under NDA, so the published case studies and surinder.design itself carry the proof.
Trust
NN/g UXC (Nielsen Norman Group), HFI CUA (Certified Usability Analyst), HFI CDPA (Certified Digital Persuasion Analyst). 19 years of senior product and UX design across in-house, agency, and consulting roles, including a Design Manager role at Puffy in Dubai leading a 12-person team on a luxury DTC redesign that delivered +67% revenue year over year. Rated 4.98/5 by 300+ founders. The work on staging is the primary signal.
Support
Yes. The Embedded Design Partner is built for that. A senior design brain on your product every week, on a monthly rolling agreement, with 2 weeks notice on either side. Most founders move into Embedded after a Sprint or a Product Design, when the work becomes ongoing instead of project-based. Weekly cadence is agreed up front so you can plan around it, and it scales with what your stage needs.
Risk reversal
Engagements are scoped with a clear deliverable. The AI Flow Sprint locks the single flow in week 1 with a one-page brief by Friday, so we're aligned before anything gets built. If the shipped flow does not match the agreed scope, the work is iterated until it does, at no extra cost. AI-Native Product Design moves through five phases with reviews at each, so course-correction happens early. The Embedded Design Partner is monthly and rolling, with 2 weeks notice on either side, so the arrangement adjusts as your needs change.
No pitch deck. A few lines by email and we’ll know in 30 minutes whether an engagement fits.
Email-first booking. Opens your mail client with a short template. Hit send and I’ll reply within 24h with available times.
