Conversion-centric product
designer,
balancing user needs
with business goals
to drive
impactful solutions.
👋 Hi there!
I am Surya, a product designer with 11+ years across B2B and B2C, based in the Netherlands, originally from India.
Being a designer and co-founder of a digital agency for a bulk of my career taught me to balance design collaboration alongside fighting operational fires. Having built products in an emerging economy, I see constraints as creative fuel. Ship fast, design for impact, make every decision count!
After a decade of working, I moved to Amsterdam for a Master's in Digital Design with a focus on AI and Sustainability. My capstone was shown at the Dutch Design Week 2025.
👩🎨 Who am I beyond the work that I do? When I'm not designing products, I'm still making things. Fine art photography. Writing a children's book about climate change. Mentoring budding designers. Mentally evaluating every app I use. Or exploring hiking/trekking trails.
👩💻 What's next for me? Complex, high-impact problems where design creates clarity out of chaos. B2B platforms, sustainability, AI-powered experiences. If you're building something that needs to be impactful and a joy to use, let's talk.
Here are some moments from my Instagram that represent the ‘life’ in my work-life balance
- my love for my family, travel, books, gardening, mentoring, trying out activities that
pull me out of my comfort zone. I call it finding ‘magic’ in the mundane.
Storytelling through Photography
I tell stories of magic, wonder and grief through fine-art photography, often
self-portraits. I also love capturing special moments during my travels, or day to day
life on my camera. It helps me recover from when I feel creatively stunted.
CAREER TIMELINE
