Surinder T. AI Product Designer
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 onboarding

Users sign up, then vanish at KYC.

Find the friction. Remove it.

eCommerce Optimisation

Your ads work. Your product page doesn't.

The store rebuilt around why shoppers buy, in 3 to 4 weeks.

See the page

Mobile app design

Complex journeys break on small screens.

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

Agentic AI Product Build

AI makes designs fast. Not decisions.

AI products that decide and show their working. ProUX is the proof.

See the page

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

A mobile video editor I designedA Web3 marketplace I designed
Fintech app, screen 1 of 4Fintech app, screen 2 of 4Fintech app, screen 3 of 4Fintech app, screen 4 of 4
Real estate investing app, screen 1 of 3Real estate investing app, screen 2 of 3Real estate investing app, screen 3 of 3
Travel booking app, screen 1 of 4Travel booking app, screen 2 of 4Travel booking app, screen 3 of 4Travel booking app, screen 4 of 4
EdTech learning app, screen 1 of 4EdTech learning app, screen 2 of 4EdTech learning app, screen 3 of 4EdTech learning app, screen 4 of 4
eCommerce product page before the redesign
eCommerce product page after the redesign
luxury product page before the redesign
luxury product page after the redesign
eCommerce cart before the redesign
eCommerce cart after the redesign
eCommerce homepage before the redesign
eCommerce homepage after the redesign
ProUX dashboard wireframe
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.

  • Puffy
  • MyHouz
  • Medellin.co
  • AIBA World
  • Olam Solutions
  • Ramsha Homes
  • BidOnHomes
  • LivOn4ever
  • Whisper Invest
  • Alucor
  • FlyAdvisor
  • ooliv
  • Zoom Errands
  • Enov8
  • Supertools

Who it’s for

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

Hiring takes months

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

Topic
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 55,000+ ($14,950+) 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.

People quit KYC when a step asks for trust it has not earned yet.

WHAT I FIX

  1. 1The reason goes above each request, not in a help link
  2. 2ID capture that guides the photo instead of rejecting it
  3. 3Stop and resume on any device, so a missing document is not a restart

WHAT YOU GET ON DAY 5

The shipped flow, your files, and the number to watch: KYC completion

PROOF

90%CDPA score, persuasion, emotion and trust
$1B+Consumer and business brands
How I fix KYC drop-offThe method, step by step

Starts with a $3,000 pilot week

Ads work, product page doesn't?

eCommerce Optimisation

Product page to paid, rebuilt around why shoppers hesitate and leave.

Shoppers leave when a doubt goes unanswered: size, delivery, returns or trust.

WHAT I FIX

  1. 1Each doubt answered where it happens, on the product page
  2. 2A checkout that asks only what the order needs
  3. 3Reorder in 2 taps for people who already bought

WHAT YOU GET ON DAY 5

The shipped flow, your files, and the number to watch: add to cart and checkout conversion

PROOF

+67%YoY revenue at Puffy
-14%Cart abandonment at Puffy
PuffyeCommerce · $1B brand+21% mobile checkout conversion

Starts with a $3,000 pilot week

Day 7 decides if an app lives. People return when the first week gave them a reason to.

WHAT I FIX

  1. 1Signup that asks for the minimum, then earns the rest
  2. 2A first session that ends with one thing done
  3. 3A reason to return on day 2, 3 and 7, not more notifications

WHAT YOU GET ON DAY 5

The shipped flow, your files, and the number to watch: day 7 return

PROOF

+45%Daily engagement at Purpose
+25%Course completion at Purpose
PurposeMobile learning app+45% daily engagement

Starts with a $3,000 pilot week

Building an AI product?

Agentic AI Product Build

AI features people trust and keep using.

One wrong answer with no way to check it ends trust, so the recovery is the feature.

WHAT I FIX

  1. 1A first run that shows what the AI does in one real task
  2. 2Sources shown and doubt admitted, so a wrong answer is recoverable
  3. 3A reason to come back after week 1, when the novelty is gone

WHAT YOU GET ON DAY 5

The shipped flow, your files, and the number to watch: repeat use after week 1

PROOF

ProUXMy own AI product, live and running
19Years designing user journeys
ProUXAI product · designed and shippedLive and running

Starts with a $3,000 pilot week

FOR DESIGNERSCOMING SOON

Design mentorship

Sharper design thinking, and the AI workflow teams now hire for.

Hear first when it opens

$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.

October 2026

Dubai · Mon to Fri

Book today. Call Fri 9 Oct, shipped Fri 16 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 · 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.

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

Browse all answers →

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.

You can go monthly, and the pilot counts. $8,000 a month buys 1 senior lead beside your team, 3 shipped flows a month, plus 1 measure week: week 4 reads the numbers and picks the next 3. It runs month to month, with no minimum term. Upgrade within 14 days of the pilot shipping and the pilot counts as flow 1 of your first month. The first monthly invoice is then $5,000, not $8,000.

Yes. The pilot is the small first step, not a gate. Book a call, agree the first flow, and the monthly starts within 5 working days. $8,000 a month, 3 shipped flows a month, plus 1 measure week: week 4 reads the numbers and picks the next 3. Month to month, no minimum term.

Fintech onboarding: onboarding and KYC, first transaction, repayment. eCommerce conversion: product page, checkout, reorder. Mobile apps: signup, activation, day 7 return. AI product design too. 1 flow at a time, never hours, audits or decks.

Yes. AI product design runs like any pilot week. 1 flow, designed around the moment users doubt the AI. It ships on Day 5, with the number to watch next.

You can, and many founders try. Tools produce screens fast. What they miss is why your users hesitate, and that judgment is what you are paying for. 19 years of it.

No. The work is 1 shipped flow at a time, because depth beats volume. Custom or in-house work? Email hey@surinder.design for a written quote.

Yes. Design mentorship gets its own page on this site, opening soon. It covers design thinking, AI workflow and portfolio review, from a mentor to working designers for over a decade. Email hey@surinder.design to hear first when it opens.

Hourly billing rewards slow work. A fixed price ties the fee to 1 shipped flow. You know the cost before the week starts.

Prices are in USD. Every engagement starts with a call. Once we agree the flow, 50% upfront books the pilot week and 50% is due on completion, when the flow ships. The monthly is $8,000 a month, billed 50% on day 1 and 50% at month end. It runs month to month, with no minimum term: stop any time, and the month you are in is the last one billed.

No. The monthly runs month to month, with no minimum term. Stop any time, and the month you are in is the last one billed. Every file is yours at every stage.

A 30-minute call to pick the 1 flow losing the most people. You leave with a read on that flow either way. If we fit, the pilot week starts within 5 working days.

The flow is agreed on the call and holds for the week. New ideas become the next flow. Feedback has a set place: you review it live on Day 3, and your 1 round of feedback goes in on Day 4.

Day 1 to 2 are design days. Day 3 to 4 are for review and iteration: you review it live on Day 3, and your 1 round of feedback goes in on Day 4. On Day 5 the flow ships, with the number to watch next.

Everything lives in shared files from day 1. The Figma files and specs are yours at every stage, so you are never locked in.

No. The pilot week is $3,000, agreed before it starts. Third-party costs like hosting are billed at cost, with no markup.

Fintech, eCommerce and mobile app founders. UAE first, from Dubai, plus referrals in the US. If a flow is losing people, that is my lane.

No. 1 senior lead, 19 years in. The person on the call is the person designing your flow, so nothing is lost in translation.

Real engagements. +67% YoY revenue at Puffy, where I was design manager at a $1B brand for 2 years. Mobile checkout conversion up 21%, validated by A/B test.

Yes. Design mentorship gets its own page on this site, opening soon: design thinking, AI workflow and portfolio review. Email hey@surinder.design to hear first when it opens.
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