Resume
6 years of pixels & progress
6 years of pixels & progress
6 years of pixels & progress
Apr 2020
-
Present
Founding Designer
Senior
Lead
Designers & All Other Teams
March 2020 - Naimal - our first child was due in 3 months. On one end was a stable software engineering job with substantial equity - while on the other, passion tied with uncertainty. I chose the latter...
March 2020 - Naimal - our first child was due in 3 months. On one end was a stable software engineering job with substantial equity - while on the other, passion tied with uncertainty. I chose the latter...
Over the past 6 years we have shaped & refined PosterMyWall’s design DNA. It has evolved from a product with no designers to one where every decision is rooted in user needs, design principles, and attention to detail. As we have grown from 1 to 6, together we have fostered a culture of inclusion, authenticity, and ownership.
Table of contents
Table of contents
Table of contents
🏛️
How we think
How we think
How we think
Principles & Values
🦅
How we work
How we work
How we work
Core, Process & Growth
🌳
The outcome
The outcome
The outcome
In a few numbers across 6 years
How we think
Principles & Values
Principles & Values
More than just positive culture and vibes, we understand that it takes something tremendous to create products that solve complex problems with simple solutions. For us, it’s the shared values and principles that define how we:
&
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
How we work
Core, Process & Growth
Core, Process & Growth
Translating values to outcomes requires directional action. Our focus is solving problems, not following rules. We constantly make processes, break processes & grow by delivering effective solutions.
During 1-on-1s, there is one thing I discuss often - to not loose sight of the core. For a cricket batter, the most important part of their job is the quality of the shot they play i.e. ‘bat on ball’ - regardless of how big the crowd is or what brand sponsors they have. Our ‘bat on ball’ moment is ‘the solution we design’ to real problems for real humans. Everything else is built around it...
During 1-on-1s, there is one thing I discuss often - to not loose sight of the core. For a cricket batter, the most important part of their job is the quality of the shot they play i.e. ‘bat on ball’ - regardless of how big the crowd is or what brand sponsors they have. Our ‘bat on ball’ moment is ‘the solution we design’ to real problems for real humans. Everything else is built around it...
In a nutshell
In a nutshell
Ideation: Jams, Collaboration & Conversations
We believe that great ideas come from great collaboration. Our creative process is built on deep listening, open-ended exploration, and a “how might we” mindset. Here, every question matters, every voice is heard, and every possibility is worth pursuing—because that’s how innovation truly happens.
Progression: Quarterly Goals, Sprints, Output & Retros
We align our work through quarterly objectives, which translate into prioritized projects organized by product verticals - each owned by a primary & secondary designer for focus & bandwidth optimisation. Supported by roughly six sprints per quarter, this structure provides a clear roadmap while allowing designers autonomy over their workload and deadlines. Sprint retrospectives guide our continuous improvement, and built-in flexibility alongside active knowledge sharing ensures collaboration thrives across boundaries.
Harmonizing: Design System & Shared Knowledgebase
We keep our craft aligned and our insights accessible by harmonizing our design system with a living knowledge base. Through user interviews, data analysis, and usability testing, we capture what we learn - and document it clearly, so every discovery becomes a shared step forward for the entire team.
Thriving: Growth, Friendships & Beyond
We believe growth and friendship fuel great work. Our 1-on-1s are safe spaces for support - not status. And through traditions like Design Hour, we make time to imagine, play, and connect. It’s this balance of meaningful growth, strong bonds, and shared joy that keeps our team inspired and thriving together.
The Outcome
In a few numbers across 6 years
In a few numbers across 6 years
Total Users
Total Users
6m → 25m 317%
6m → 25m 317%
6m → 25m 317%
Focus on seamless and empowering user experience on core user journeys has supported and sustained an increase in users - tripling our user base.
Focus on seamless and empowering user experience on core user journeys has supported and sustained an increase in users - tripling our user base.
Premium Subscribers
Premium Subscribers
15k → 100k 567%
15k → 100k 567%
15k → 100k 567%
By designing and iterating on the upgrade paths and UX of premium & premium+ offerings, we have significantly increased the value perception of our paid tier.
By designing and iterating on the upgrade paths and UX of premium & premium+ offerings, we have significantly increased the value perception of our paid tier.
User Designs Created
User Designs Created
435k → 1.8m 314%
435k → 1.8m 314%
435k → 1.8m 314%
User-generated value is a core aspect that drives our business. Enabling experiences that reduce friction and incentivise creatives to design templates has enabled a rise in the platform's utility and stickiness.
User-generated value is a core aspect that drives our business. Enabling experiences that reduce friction and incentivise creatives to design templates has enabled a rise in the platform's utility and stickiness.
Product Verticals
Product Verticals
3 → 9 200%
3 → 9 200%
3 → 9 200%
As we capture new market segments owing to the rising demands from our own community, we have designed and launched 6 new verticals. Events - being the most popular - with on average 3000 live events.
As we capture new market segments owing to the rising demands from our own community, we have designed and launched 6 new verticals. Events - being the most popular - with on average 3000 live events.
Design Team Size
Design Team Size
1 → 6 500%
1 (Me) → 6 500%
1 → 6 500%
By establishing clear processes, allocations, and a culture of critique, we have amplified the design team's capacity and impact to match the company's 3x growth in headcount.
By establishing clear processes, allocations, and a culture of critique, we have amplified the design team's capacity and impact to match the company's 3x growth in headcount.
Company Headcount
Company Headcount
20 → 65 225%
20 → 65 225%
20 → 65 225%
Although this may not be a direct consequence of our efforts, but we still love to appreciate how the team has grown with exceptionally talented new people joining and contributing.
Although this may not be a direct consequence of our efforts, but we still love to appreciate how the team has grown with exceptionally talented new people joining and contributing.
Final reflections
Final reflections
The work we do is driven by genuine passion, yet grounded in the profound awareness of how much there still is to learn. We see every project not as a finished summit, but as the next mountain to climb - a continuous journey of improvement, iteration, and refinement. For us, learning is not a phase; it's the core of our process, and it keeps us humble, curious, and committed to the work ahead.
Hi 👋🏼. Thank you for your time.
Hi 👋🏼. Thank you for your time.
6 years of pixels & progress
6 years of pixels & progress
6 years of pixels & progress
Apr 2020
-
Present
Founding Designer
Senior
Lead
Designers & All Other Teams
March 2020 - Naimal - our first child was due in 3 months. On one end was a stable software engineering job with substantial equity - while on the other, passion tied with uncertainty. I chose the latter...
March 2020 - Naimal - our first child was due in 3 months. On one end was a stable software engineering job with substantial equity - while on the other, passion tied with uncertainty. I chose the latter...
Over the past 6 years we have shaped & refined PosterMyWall’s design DNA. It has evolved from a product with no designers to one where every decision is rooted in user needs, design principles, and attention to detail. As we have grown from 1 to 6, together we have fostered a culture of inclusion, authenticity, and ownership.
Table of contents
Table of contents
Table of contents
🏛️
How we think
How we think
How we think
Principles & Values
🦅
How we work
How we work
How we work
Core, Process & Growth
🌳
The outcome
The outcome
The outcome
In a few numbers across 6 years
How we think
Principles & Values
Principles & Values
More than just positive culture and vibes, we understand that it takes something tremendous to create products that solve complex problems with simple solutions. For us, it’s the shared values and principles that define how we:
&
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
How we work
Core, Process & Growth
Core, Process & Growth
Translating values to outcomes requires directional action. Our focus is solving problems, not following rules. We constantly make processes, break processes & grow by delivering effective solutions.
During 1-on-1s, there is one thing I discuss often - to not loose sight of the core. For a cricket batter, the most important part of their job is the quality of the shot they play i.e. ‘bat on ball’ - regardless of how big the crowd is or what brand sponsors they have. Our ‘bat on ball’ moment is ‘the solution we design’ to real problems for real humans. Everything else is built around it...
During 1-on-1s, there is one thing I discuss often - to not loose sight of the core. For a cricket batter, the most important part of their job is the quality of the shot they play i.e. ‘bat on ball’ - regardless of how big the crowd is or what brand sponsors they have. Our ‘bat on ball’ moment is ‘the solution we design’ to real problems for real humans. Everything else is built around it...
In a nutshell
In a nutshell
Ideation: Jams, Collaboration & Conversations
We believe that great ideas come from great collaboration. Our creative process is built on deep listening, open-ended exploration, and a “how might we” mindset. Here, every question matters, every voice is heard, and every possibility is worth pursuing—because that’s how innovation truly happens.
Progression: Quarterly Goals, Sprints, Output & Retros
We align our work through quarterly objectives, which translate into prioritized projects organized by product verticals - each owned by a primary & secondary designer for focus & bandwidth optimisation. Supported by roughly six sprints per quarter, this structure provides a clear roadmap while allowing designers autonomy over their workload and deadlines. Sprint retrospectives guide our continuous improvement, and built-in flexibility alongside active knowledge sharing ensures collaboration thrives across boundaries.
Harmonizing: Design System & Shared Knowledgebase
We keep our craft aligned and our insights accessible by harmonizing our design system with a living knowledge base. Through user interviews, data analysis, and usability testing, we capture what we learn - and document it clearly, so every discovery becomes a shared step forward for the entire team.
Thriving: Growth, Friendships & Beyond
We believe growth and friendship fuel great work. Our 1-on-1s are safe spaces for support - not status. And through traditions like Design Hour, we make time to imagine, play, and connect. It’s this balance of meaningful growth, strong bonds, and shared joy that keeps our team inspired and thriving together.
The Outcome
In a few numbers across 6 years
In a few numbers across 6 years
Total Users
Total Users
6m → 25m 317%
6m → 25m 317%
6m → 25m 317%
Focus on seamless and empowering user experience on core user journeys has supported and sustained an increase in users - tripling our user base.
Focus on seamless and empowering user experience on core user journeys has supported and sustained an increase in users - tripling our user base.
Premium Subscribers
Premium Subscribers
15k → 100k 567%
15k → 100k 567%
15k → 100k 567%
By designing and iterating on the upgrade paths and UX of premium & premium+ offerings, we have significantly increased the value perception of our paid tier.
By designing and iterating on the upgrade paths and UX of premium & premium+ offerings, we have significantly increased the value perception of our paid tier.
User Designs Created
User Designs Created
435k → 1.8m 314%
435k → 1.8m 314%
435k → 1.8m 314%
User-generated value is a core aspect that drives our business. Enabling experiences that reduce friction and incentivise creatives to design templates has enabled a rise in the platform's utility and stickiness.
User-generated value is a core aspect that drives our business. Enabling experiences that reduce friction and incentivise creatives to design templates has enabled a rise in the platform's utility and stickiness.
Product Verticals
Product Verticals
3 → 9 200%
3 → 9 200%
3 → 9 200%
As we capture new market segments owing to the rising demands from our own community, we have designed and launched 6 new verticals. Events - being the most popular - with on average 3000 live events.
As we capture new market segments owing to the rising demands from our own community, we have designed and launched 6 new verticals. Events - being the most popular - with on average 3000 live events.
Design Team Size
Design Team Size
1 → 6 500%
1 (Me) → 6 500%
1 → 6 500%
By establishing clear processes, allocations, and a culture of critique, we have amplified the design team's capacity and impact to match the company's 3x growth in headcount.
By establishing clear processes, allocations, and a culture of critique, we have amplified the design team's capacity and impact to match the company's 3x growth in headcount.
Company Headcount
Company Headcount
20 → 65 225%
20 → 65 225%
20 → 65 225%
Although this may not be a direct consequence of our efforts, but we still love to appreciate how the team has grown with exceptionally talented new people joining and contributing.
Although this may not be a direct consequence of our efforts, but we still love to appreciate how the team has grown with exceptionally talented new people joining and contributing.
Final reflections
Final reflections
The work we do is driven by genuine passion, yet grounded in the profound awareness of how much there still is to learn. We see every project not as a finished summit, but as the next mountain to climb - a continuous journey of improvement, iteration, and refinement. For us, learning is not a phase; it's the core of our process, and it keeps us humble, curious, and committed to the work ahead.
Hi 👋🏼. Thank you for your time.
Hi 👋🏼. Thank you for your time.
6 years of pixels & progress
6 years of pixels & progress
6 years of pixels & progress
Apr 2020
-
Present
Founding Designer
Senior
Lead
Designers & All Other Teams
March 2020 - Naimal - our first child was due in 3 months. On one end was a stable software engineering job with substantial equity - while on the other, passion tied with uncertainty. I chose the latter...
March 2020 - Naimal - our first child was due in 3 months. On one end was a stable software engineering job with substantial equity - while on the other, passion tied with uncertainty. I chose the latter...
Over the past 6 years we have shaped & refined PosterMyWall’s design DNA. It has evolved from a product with no designers to one where every decision is rooted in user needs, design principles, and attention to detail. As we have grown from 1 to 6, together we have fostered a culture of inclusion, authenticity, and ownership.
Table of contents
Table of contents
Table of contents
🏛️
How we think
How we think
How we think
Principles & Values
🦅
How we work
How we work
How we work
Core, Process & Growth
🌳
The outcome
The outcome
The outcome
In a few numbers across 6 years
How we think
Principles & Values
Principles & Values
More than just positive culture and vibes, we understand that it takes something tremendous to create products that solve complex problems with simple solutions. For us, it’s the shared values and principles that define how we:
&
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
Brainstorm in a casual setting. Sit on a couch, grab a bench or hijack someone’s desk :P
Difference of opinion is great. Conversations move the world forward.
Good collaboration is like great music. You can feel the acapella, when it happens.
Involve diverse lenses while getting feedback. Designers, Engineers & PMs.
Have a tangible artifact, before a discussion begins.
Quick and dirty tests - grab your prototype and get it in front of eyeballs asap.
Experiment, experiment, experiment.
Feedback is a blessing - build with others to break your biases.
Get ready to be blown away. Usability tests & user research shatters biases and grounds you to real problems & needs.
A problem’s gravity starts to unravel the moment you take action.
Iteration 1, 2, 3, 4...
Do something & discuss > Discuss & do something.
Pragmatic progress over unrealistic perfection.
Step aside and make way.
No one knows your team better than you do - provide the ideal environment according to their needs.
Know your team on a human level.
Do not run away from responsiblity. Own it and assign it.
Use 1:1 to share vision and discover purpose. Make it about them rather than yourself.
Do not underestimate the ‘Law of locality’.
Simplify - removing is harder than adding. Know your priorities & purpose.
Provide outstanding defaults.
Place the most important thing at the top - duh!
Make organic discoverability better than onboarding pop ups.
Avoid hierarchies - it takes brain computations to comprehend nesting. Scroll is better than tabs
Devil is in the details - spacing, font size, layout
Take inspiration from nature. We’re designing for humans who have lived in nature for at least 300,000 years. It’s in our DNA.
Consistency is hard - define atomic level styles and build bottom up.
Innovation is hard - don’t shy away from art, experiment top down.
Interactions must be natural on every platform.
Know your user the way you know your best friend.
Do not assume before talking.
Trust the user more than yourself.
Be sincere with the user - do not sell your product to those who don’t need it.
Take it with a pinch of salt - it has tendancy to oversimplify.
Do not compare apples to oranges.
Know what to track before you start designing.
Delve yourself in mutliple principles. Art, Science, Sports, etc.
To think out of the box, you first need to think inside the box.
The first draft of innovation is always scary.
Reduce friction through your body language, words and actions. The next big idea might be brewing in someone’s head.
Lovingly hate your work, the moment it gets shipped.
Dream big. Design a roadmap of baby steps to achieve them.
Comfort zone is addictive. Take inspiration from lobsters.
How we work
Core, Process & Growth
Core, Process & Growth
Translating values to outcomes requires directional action. Our focus is solving problems, not following rules. We constantly make processes, break processes & grow by delivering effective solutions.
During 1-on-1s, there is one thing I discuss often - to not loose sight of the core. For a cricket batter, the most important part of their job is the quality of the shot they play i.e. ‘bat on ball’ - regardless of how big the crowd is or what brand sponsors they have. Our ‘bat on ball’ moment is ‘the solution we design’ to real problems for real humans. Everything else is built around it...
During 1-on-1s, there is one thing I discuss often - to not loose sight of the core. For a cricket batter, the most important part of their job is the quality of the shot they play i.e. ‘bat on ball’ - regardless of how big the crowd is or what brand sponsors they have. Our ‘bat on ball’ moment is ‘the solution we design’ to real problems for real humans. Everything else is built around it...
In a nutshell
In a nutshell
Ideation: Jams, Collaboration & Conversations
We believe that great ideas come from great collaboration. Our creative process is built on deep listening, open-ended exploration, and a “how might we” mindset. Here, every question matters, every voice is heard, and every possibility is worth pursuing—because that’s how innovation truly happens.
Progression: Quarterly Goals, Sprints, Output & Retros
We align our work through quarterly objectives, which translate into prioritized projects organized by product verticals - each owned by a primary & secondary designer for focus & bandwidth optimisation. Supported by roughly six sprints per quarter, this structure provides a clear roadmap while allowing designers autonomy over their workload and deadlines. Sprint retrospectives guide our continuous improvement, and built-in flexibility alongside active knowledge sharing ensures collaboration thrives across boundaries.
Harmonizing: Design System & Shared Knowledgebase
We keep our craft aligned and our insights accessible by harmonizing our design system with a living knowledge base. Through user interviews, data analysis, and usability testing, we capture what we learn - and document it clearly, so every discovery becomes a shared step forward for the entire team.
Thriving: Growth, Friendships & Beyond
We believe growth and friendship fuel great work. Our 1-on-1s are safe spaces for support - not status. And through traditions like Design Hour, we make time to imagine, play, and connect. It’s this balance of meaningful growth, strong bonds, and shared joy that keeps our team inspired and thriving together.
The Outcome
In a few numbers across 6 years
In a few numbers across 6 years
Total Users
Total Users
6m → 25m 317%
6m → 25m 317%
6m → 25m 317%
Focus on seamless and empowering user experience on core user journeys has supported and sustained an increase in users - tripling our user base.
Focus on seamless and empowering user experience on core user journeys has supported and sustained an increase in users - tripling our user base.
Premium Subscribers
Premium Subscribers
15k → 100k 567%
15k → 100k 567%
15k → 100k 567%
By designing and iterating on the upgrade paths and UX of premium & premium+ offerings, we have significantly increased the value perception of our paid tier.
By designing and iterating on the upgrade paths and UX of premium & premium+ offerings, we have significantly increased the value perception of our paid tier.
User Designs Created
User Designs Created
435k → 1.8m 314%
435k → 1.8m 314%
435k → 1.8m 314%
User-generated value is a core aspect that drives our business. Enabling experiences that reduce friction and incentivise creatives to design templates has enabled a rise in the platform's utility and stickiness.
User-generated value is a core aspect that drives our business. Enabling experiences that reduce friction and incentivise creatives to design templates has enabled a rise in the platform's utility and stickiness.
Product Verticals
Product Verticals
3 → 9 200%
3 → 9 200%
3 → 9 200%
As we capture new market segments owing to the rising demands from our own community, we have designed and launched 6 new verticals. Events - being the most popular - with on average 3000 live events.
As we capture new market segments owing to the rising demands from our own community, we have designed and launched 6 new verticals. Events - being the most popular - with on average 3000 live events.
Design Team Size
Design Team Size
1 → 6 500%
1 (Me) → 6 500%
1 → 6 500%
By establishing clear processes, allocations, and a culture of critique, we have amplified the design team's capacity and impact to match the company's 3x growth in headcount.
By establishing clear processes, allocations, and a culture of critique, we have amplified the design team's capacity and impact to match the company's 3x growth in headcount.
Company Headcount
Company Headcount
20 → 65 225%
20 → 65 225%
20 → 65 225%
Although this may not be a direct consequence of our efforts, but we still love to appreciate how the team has grown with exceptionally talented new people joining and contributing.
Although this may not be a direct consequence of our efforts, but we still love to appreciate how the team has grown with exceptionally talented new people joining and contributing.
Final reflections
Final reflections
The work we do is driven by genuine passion, yet grounded in the profound awareness of how much there still is to learn. We see every project not as a finished summit, but as the next mountain to climb - a continuous journey of improvement, iteration, and refinement. For us, learning is not a phase; it's the core of our process, and it keeps us humble, curious, and committed to the work ahead.
Hi 👋🏼. Thank you for your time.
Hi 👋🏼. Thank you for your time.