I design how products behave, and build them in code.
Principal Product Designer. That means the structural problems — how a product is organised, why people come back to it, and what makes someone act at the moment they decide.
- 40M+Users Across Products
- 14+Years Experience
- 10+Years in B2B SaaS
- 4+Years in Real Money Gaming
Selected Work
Four structural problems. Four solutions.
Case Study 01
Points are easy. An economy is hard.
Skillsoft Percipio rewarded finishing things but nothing accumulated. I designed an XP economy for a corporate learning platform — monthly active learners rose 6.92% in organisations that turned it on — and read the results honestly enough to see which half of my thinking survived.
+6.92% Monthly active learners in organisations that turned XP on
Case Study 02
How I Redesigned MoEngage's Menu and Cut Support Complaints by 50%
Here's the story of how I turned MoEngage's cluttered menu into a business growth lever.
−40% Navigation Time
Case Study 03
MPL Rummy — The 7-Day Retention Journey
Led UX research, competitor analysis, and behavioral design to build a 7-day task-based reward journey for new MPL Rummy users — lifting Day 7 retention 12.7% over a control group, from a stagnant 25% baseline, within a 4-week sprint.
+12.7% D7 retention, test vs control
Case Study 04
Cricket Betting — Conversion Redesign (opens on Medium)
Revamped the cricket betting decision funnel. Found in Tableau that the biggest loss came before anyone committed to a bet — cognitive overload at match selection, not intent mismatch. Conversion went 8% → 32% in a controlled A/B test.
8% → 32% Conversion at match selection
Say anything. Stay no one.
soulyap is an anonymous confessions app I designed and built end to end — product, illustration system, motion and the React Native app. It is live on Google Play.
There are no comments, no DMs, no profiles, no following. That reads as a missing feature until you notice it is the only one that matters: you cannot be targeted for what you said if there is no way to reach you. What replaces all of it is one count — how many other people felt the same.
What people say
The humans who worked alongside.
He gives thoughtful feedback that can be taken ahead to arrive at a fruitful outcome. Above all, he's very meticulous.
Pritha Saha
Senior Product Designer
Reported to Ajay · MPL
Under his ownership, the Rummy and Call Break businesses at MPL have grown with customer experience improving many fold.
Rachit Rastogi
Gaming Industry Leader, BLAST+
Managed Ajay · MPL
He has the right sensibilities needed of a User experience designer and has the right technical skills to back them up.
Rahul Ajmera
Head of Design & Co-founder, Twist Open UX
Managed Ajay directly
Let's build something
Have a hard problem?
Let's work on it.
I'm selective about new engagements — I work best on complex problems where structure and behavioral clarity are the real blockers.