Designer. Builder. Leader.
Product designer and AI builder in Karachi, Pakistan. 20 years making complex products useful, usable and ready for real users.
I learned to build. Then what to build.
I started on the web in 2006, self-taught, learning how things worked by building them. That led me into design, and to the part that matters most: understanding people and solving the right problem.
Since then I've worked across design, development and leadership as a UX/UI designer in Karachi, Pakistan, turning business problems into products people can use. Today I lead product design at Creative Chaos for clients like Etihad Airways and McDonald's.
I bring those disciplines together. I move from product strategy and UX to interface design and the build, with founders, product teams and agencies.
And I'm still building. calog.cc, an AI calorie tracker for desi food, is what happens when that experience meets AI. I designed and built it solo, in weeks.
The goal is a better product, every time.
- Role
- Principal product designer at Creative Chaos
- Building
- calog.cc · live, 140+ registered users
- Experience
- 20 years · since 2006, self-taught
- Based
- Karachi, Pakistan · working worldwide
- Focus
- Product strategy, UX, AI products, Webflow
- Background
- Agency, startup and independent product work
- Open to
- Contract, fractional and full-time · remote
Career timeline
How I got here
Every chapter added a different perspective. The best work happens when they meet.
- 2006Build
Web designer and developer, Creative Chaos
Self-taught. HTML, CSS and PHP, then my own CMS and custom WordPress themes. It's why I still design with the build in mind and speak the developer's language.
- 2011Design
Senior UX designer and team lead, Creative Chaos
From building pages to designing products. Turning business requirements and user needs into experiences for brands like Toyota, Unilever and Coke Studio.
- 2014Lead
Web development manager, Creative Chaos
Running a web team, aligning stakeholders and turning complex requirements into coherent products. Over the years I've hired and managed 50+ people.
- 2017Founder
CTO, Jambro
A live-music marketplace connecting independent musicians with venues. I led product, design and engineering and shipped the iOS and Android apps, with a small budget and the outcome on me.
- 2018Co-founder
Co-founder, Grocode
Co-founded Grocode, a digital product studio for startups. A close look at where product decisions meet commercial reality.
- 2021Principal
Principal product designer, Creative Chaos
Product design for Etihad Airways, McDonald's, Luminopia, McQueens Flowers and Wataniya. Design systems, stakeholder alignment, and design teams led from discovery to handoff.
- 2026Build again
calog.cc, built solo
An AI calorie tracker for desi food, now with 140+ registered users. What I learned: AI makes the loop between design and code fast, and judgment decides what goes into it.
Read the case study →
What 20 years taught me
Three rules I bring to every project, from enterprise platforms to the products I build alone.
Solve the right problem
A beautiful answer to the wrong problem is still the wrong answer. I start with the people, the constraints and the business goal before deciding what to make.
Design for reality
The best experience works outside the prototype. It accounts for technical constraints, business priorities, real behaviour and the team that builds and maintains it.
Make progress tangible
Ideas gain value once people can use them. I use the right tools, AI included, to get from uncertainty to something real users can try and judge.
How I work
Seven stages, one loop
Good products come from the right questions, tested assumptions and what you learn next. The order bends to the problem.
Understand
- 01
Empathize
Understand the people, their context and the problem they're trying to solve.
- 02
Define
Turn research, business goals and constraints into one clear problem worth solving.
- 03
Ideate
Go wide with engineering and product in the room, then pick the strongest direction.
Create
- 04
Design
Flows, interfaces and a component system the developer can build from.
- 05
Test
Real hands on a prototype, early. Watching someone struggle teaches more than any opinion.
- 06
Deliver
Spec it, pair with engineers, QA the build and stay accountable until it's live.
Evolve
- 07
Lead & reflect
Align people around decisions, mentor the team and learn from every outcome. The reflection loop is what compounds.
Launch is where the next questions begin.
Two ways to work together
A product to build, a website to launch or a design problem to solve. Senior product thinking with hands-on design and development, scoped to your goals.
See the services → For recruiters and hiring managersBring experience to your teamA principal product designer who covers strategy, design, technology and delivery. Open to full-time, contract and fractional roles, remote.
Get in touch →