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

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

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

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 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
19
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
19
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
19
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
19
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.

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.

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