Amrinder is a product designer who believes that design must please the customers, not just designers.

Research is at the core of everything I do, and it’s one of my favorite design tools, along with empathy, data, and code. In design, I love problem-solving the most.

From September 2013 to March 2020, I was the Head of Design at Unmetric (acquired by Cision). From day one, I designed all three core products — Analyze, Discover, and Track — used by customers like Coca-Cola, Unilever, General Motors, and Accenture.

Prior to that, I worked with Intel to design their first browser-based server-status application and four early-stage startups, where I designed four products, end to end, from scratch. I have the chops to turn a mere idea into a product customers want and love.


I’d work with him in a heartbeat…

Lux Narayan
CEO & Co-Founder,
Unmetric

Forget design. Amrinder is the kind of person you want on your product team. Period. His thoughtful approach to designing great user experiences and products, unwillingness to accept intellectually lazy answers, and pursuit of beauty is refreshing and goes a long way towards building amazing products. I’ve personally and closely worked with him on at least three SaaS products and have been pleasantly surprised each time. I’d work with him in a heartbeat — on anything related to design. Heck, even if it wasn’t about design.

More good things people said about me →


My Skills & Toolkit

As a t-shaped key-shaped designer, I can wear many hats and possess skills that help me lead teams from discovery through delivery to build products and features faster, and achieve business outcomes.

  • Interaction Design
  • User Interface Design
  • Visual Design
  • Product Design
  • User Flows
  • User Story Mapping
  • Journey Mapping
  • User Research
  • User-centered Design
  • Sketching
  • Prototyping
  • Usability Testing
  • Design System
  • Front-end Architecture
  • Design Leadership
  • Manager of One

I can seamlessly switch between tools and use whatever helps me put ideas across clearly and quickly so that the team can easily understand, give actionable feedback, and make better decisions faster.

  • Moleskine
  • Post-it Notes
  • Whiteboard
  • Miro
  • Balsamiq
  • Figma / Sketch
  • Invision
  • Principle
  • Visual Studio

Behind the Screen

A few photos of the wireframes, sketches, and mapping exercise I have done over the years.

Portfolio mapping
Mapping for this site’s redesign
Portfolio mapping
Used 3 codes to indicate the status of a task.
Triangle in corner = planned. Filled triangle = WIP. Fold = Done.
ABO feature flow
Flow map for ABO feature
ABO feature flow
Flow map for ABO search
Insights feature
Mapping for the Insights features
Alert feature
Wireframe for Alerts features
Sales pitch notes
Notes from a sales pitch from our CEO. This helped me understand how and what we are selling to customers.
Sports app feed
Wireframes for Sports App feed
Unmetric Pulse
Unmetric Track mobile app onboarding flow
UI Patterns
Deciding colors for the Unmetric Design System
Notebooks
Moleskine: Home to my sketches and scribbles. This is where I go for brainstorming.
Onboarding flow
Unmetric Discover onboarding flow
DatePicker sketches
Sketches of all three sections of the new Analyze datepicker.

Experience

As an individual contributor, I built a dozen products from ideation to execution. With a user-centered approach, unwavering attention to details, and using data as a design tool, I continuously improved the quality and user experience of products while achieving business outcomes. I also built a design system and front-end architecture, designed websites, newsletters, and pitch decks.

As a UX designer, I have put myself in customer’s shoes, asked questions to understand their goals and figure out jobs they are trying to perform. I participated in user interviews, shared best practices and books, and wrote interview questions. While practicing user empathy, I contiunously encouraged our developers to think from the user’s perspective as they build products and features.

As a team player, I introduced best practices, frameworks, and tools across the company to help improve processes, collaboration, and communication. I collaborated cross-functionally to optimize the conversion funnel, reduce churn and improve user experience. I also contributed to product and content strategy, user research, usability testing, and copywriting.

As a design leader, I hired, mentored, and led a team of five to explore, experiment, and contribute freely to the design process and tools. I also conducted team retrospectives and feedback sessions with other teams. I highly encourage my team to practice user empathy, collaborate across functions, and focus on customer needs and business outcomes.

As a remote employee from day one, I have learned to overcome the biggest hurdles in a distant working relationship: communication and collaboration. I have worked with a dozen clients on 50+ projects across time zones. Over the years, I have introduced tools and processes to help teams and individuals build an excellent working relationship without feeling isolated.

For 10 years, I worked at Unmetric with various teams and people. Here are some good things they said about me…

His thoughtful approach to designing great user experiences and products… is refreshing

– CEO & Co-Founder

Catalyzed several process changes that helped us collaborate better and become more productive

– Head of Product & Co-Founder

Amrinder is unrelenting! One of the most effective designers I have worked with… consistently in awe of his enthusiasm

– Senior Product Designer

Unabatedly thinking about not just improving his team's performance but also elevating the entire organization

– Director of Customer Success & Operations

Raised everyone’s knowledge and understanding… at the forefront of bringing the latest tools, processes, and frameworks

– Head of Customer Success & Research

Part of the conversation at every stage of the customer journey from awareness to becoming a client

– Director of Marketing

See all the testimonials →