I prototype so teams can decide faster.

Kickd came out of university FIFA arguments — the result screen gets skipped and all you're left with is he-said-she-said. I designed and shipped it to both app stores: the score read off the post-match screen by OCR or typed in, confirmed by your opponent before it counts, with the banter landing on the result itself. The dev partners built from Figma, so I handed them running prototypes of the interactions rather than annotated stills — the specificity Figma can't carry.

Creators run a business out of WhatsApp and a spreadsheet, and wait 60–120 days to be paid. I took it from first conversation to build-ready in five months, structured around the business rather than the invoice — clients, agreements, milestones that can be refused as well as approved, and a running ledger underneath. Getting that model right early meant no architectural rebuild months post-launch. Not a job tracker; the admin layer a freelance business actually runs on.

Most air purifiers in Pakistan are ugly plastic boxes people hide in cupboards — and out of sight, the problem stops existing, in a city with some of the worst air in the world. Kair is the first product out of Phir/Se, the studio I co-founded: I designed the purifier, set the app's structure and core UX, and designed the storefront it sells through. Five builds from cardboard to walnut — aligning hardware constraints like single-sheet plywood yield along the way — with 100 units now in production.

The platform was modelled around a single account view, and merchants operate across several — the job they actually came for was comparing between them. I built that view as a working prototype: what aggregates, what compares, what stays separate, argued out in the room instead of in a spec. The rework landed before mass rollout rather than after it.