How I think
about design
and technology

In design and technology, people say, “That will never work in the real world.” They cling to flawed methods and think society isn’t ready for change. I disagree. I believe in fresh ideas. I see technology as a force for progress. Yes, challenges exist, but design solves problems; it does not avoid them. If something has never been done, that won’t stop me. I’m happy to be the first. I refuse to be trapped by outdated thinking.

It should slip seamlessly into the user’s daily routine rather than forcing them to adapt to a new one.

If a technology works well, we can ignore it most of the time. Technology should not draw constant attention to itself unless necessary.

Touch has a high resolution in terms of human sensation. Information can be conveyed with no visual or auditory requirement.

In the AI era, switching is easy for utility products. Cheaper or faster tools will tempt users, but if your product becomes part of their identity or community, leaving can feel like betrayal. Resonant design creates an emotional moat.

Technology or design should create ambient awareness through different senses including visual cues, auditory signals, or haptic feedback

A person’s primary task should not be computing, but being human.

Principle of disclosure: Show only enough information to help people understand what kinds of information they’ll find as they dig deeper.

It isn’t just about people completing tasks; it’s about the quality with which they do them.

We need to understand the stories people tell so we can craft our own stories and our own products.

Behavior is best understood through observation. We design for people by understanding how they behave.

UX design extends well beyond the project at hand. You should craft everything—from organizations to emails—as carefully as you craft your products or services.

Don’t be distracted or seduced by feature creep. Focus your business and your product or service on a core benefit and overdeliver. Once you’ve established your core, you can extend systematically.

Human emotions are at the core of perception and interaction. As a UX designer, you must understand emotions and how to design for them.

Stay away from rushing major launches, or you risk “Sher banaya sone ka, puch banadi peetal ki”—delivering a great product with a poor launch, or a spectacular launch for a flawed product.

Understand that clicking on “skip” will be a conscious decision.

Bad or toxic managers are capable of causing “erectile dysfunction” of your brain.

Offers and discounts should be secondary solutions.

The way to grow your business is to focus entirely on your existing customers. Just thrill them, and they’ll tell everyone.

When you become a manager, selecting the right two people from the start is your most precious decision—everything else falls into place.

People might try a better tool. But they’ll fight for one that feels like home.