Senior Product Designer & Systems Architect
Designing high-retention software for ambitious teams.
I’m Durga Prasad, a freelance product designer with 7+ years helping early-stage and scale-up tech companies turn complex engineering into intuitive, commercially defensible products.
Most software doesn’t fail for lack of engineering horsepower. It fails because of friction debt: convoluted onboarding, ambiguous navigation, and cognitive overload that make users churn before they see value.
I bridge user psychology, tokenised design systems and front-end engineering to remove that friction, whether it’s a fintech lending flow, an AI observability dashboard, or a multi-tenant SaaS platform.
Design philosophy
How I approach software.
Designing software is an engineering discipline anchored in behavioural economics and ergonomics, not decoration.
Systems over isolated screens
Single mockups don't scale. I build tokenised design systems where every Figma variable maps 1:1 to code, so what ships matches what was designed.
Time-to-value is everything
If users cannot feel value within 180 seconds, churn spikes. I design progressive onboarding that postpones friction until after value is unlocked.
Data density without chaos
B2B and fintech operators need actionable data, not empty white space. I design glanceable hierarchies, sticky table geometry and contextual drill-downs.
Engineering empathy by default
I speak TypeScript, Git and React. Designs ship with edge cases, loading states and accessible states, so handoff has no guesswork.
Career
Track record & experience.
2024 — Present
Fractional Design Partner & Systems Architect
Durga.design (global remote)
Partnering with seed to Series B SaaS, fintech and AI startups across North America, Europe and Asia. Delivering UX audits, token architecture and fast product redesigns.
2022 — 2024
Lead Product Designer — Fintech & Lending
Dhani (Indiabulls ecosystem)
Designed multi-step credit verification flows, digital wallet interfaces and biometric authentication for 10M+ users. Reduced checkout drop-off by 38% and raised KYC completion to 91%.
2020 — 2022
Senior Product Designer — Enterprise SaaS
EyeOnTask & Vilcart
Redesigned field service dispatching SaaS and B2B rural supply-chain software. Cut dispatcher workflow time from 12 to 4.2 minutes and onboarding churn from 28% to 13%.
2018 — 2020
Product Designer & UI Engineer
Early-stage ventures & studios
Designed zero-to-one MVPs, web apps and customer portals for early-stage B2B SaaS founders, bridging visual design, user psychology and front-end implementation.
Toolkit
Technical & design toolkit.
Product & UI design
Figma (Variables, Auto-Layout, Token Studio), Principle, ProtoPie, FigJam
Front-end & code
React, Next.js (App Router), TypeScript, Tailwind CSS, HTML5 Canvas, Git
UX research & analytics
Heuristic audits (Nielsen Norman), PostHog, Hotjar, UserTesting, FullStory
Project operations
Linear, Notion, Loom, Slack (async workflow)