How I think about designing for large numbers of people.
Designing for two hundred and fifty million people is mostly not visible. It lives in tokens, in transitions, in the half-second after a tap. The visible bits are about ten percent of the job.
A design system is not a cage; it's a chord progression. Knowing the chords makes you write better songs. The system is what lets a small team move at the speed of a much bigger one.
The first hundred users define the next hundred million. I don't design the launch; I design the conversation with the first cohort, and then design the second version with what they tell me.
Missions, streaks, rewards, badges — they're either earned or they're noise. The line between the two is taste, and taste is the hardest thing to copy from another team's playbook.
Design collabs I'm proud of. Okay, maybe a little bit of name-dropping.
Dream11's creator console for live sports — designed and shipped in 60 days. A live console where 250M users could watch sports together. One surface, the room rebuilt.
Rewrote Watch Along's mobile hierarchy — from portrait feed to 16:9 landscape. A behaviour shift, not a layout pass. Average watch time jumped from 2.3 to 15.2 minutes once users rotated their phones.
Shipped free in 2024 to prove users wanted expert help — then turned the same marketplace paid in 2025. Two gurus passed $120k+ in earnings; 50+ creators crossed $1k+ in payouts.
I worked with Salman on various projects during my time at Media.net. He is enthusiastic about problem-solving and is constantly seeking to broaden his knowledge and skills. Salman is sincere, always helpful and takes interest in mentoring new joiners and freshers in the team.
Salman is one of the most dedicated professionals I have worked with and is willing to put in that extra help whenever you need it. He is a design enthusiast and creative with his design concepts and always comes up with new and fresh ideas. His biggest strength is the attention to detail he puts into his designs.
Salman is a skilled designer and a design thinking enthusiast, able to convey his ideas clearly and decisively. He is an excellent communicator, easy to work with and always professional.
Salman is a highly capable person with an impressive state of mind. His speed on design delivery is fantastic while in terms of professionalism, ethics was unbeatable. The way he creates UI is mind blowing to me. If I need to develop something next, I will definitely give him a call to create the UI/UX for the product.
Salman is a problem solver. His focus is always on the user's requirement and this obsession helps him be extremely focussed in his design thinking. He's punctual, delivers on timelines and I don't think I've ever seen him take a leave or absence that is uninformed — tells you a lot about his work ethic. A pleasure to work with, and a designer any product would love to hire.
When I'm not at the desk: collecting sneakers.
A passport that keeps getting stamped. A flat that is always, somehow, being rearranged. A mirror selfie a day, give or take.
