I’m Amit.
I tend to begin with people, not products.
Long before I open a design file or write a line of code, I’m asking a smaller question: why did you click that, and not this? Why does one interface feel like it’s reading your mind, while another leaves you re-reading the same button twice? Why do some products earn your trust — and others lose it in a single bad moment?
Those questions have followed me across fifteen years of building for ecommerce, government, banking, and healthcare — sectors that don’t share much, except one thing: when the product gets it right, people stop dropping off. Somewhere in there, I stopped believing “just keep it simple” was useful advice. Simplicity doesn’t just happen — someone worked hard to make it look that easy. If a product feels effortless to use, it’s usually because a lot of hard, invisible work went into making it feel that way. But “simple” is a word with blind spots — it hides more than it explains. That’s why my toolkit isn’t just design instinct. It’s a mix of neuroscience, business thinking, and systems thinking — because getting to real simplicity means seeing what “just simplify it” misses.
There’s a sentence that still catches me every time I hear it: “I wish we could…” That half-finished thought is usually where my work begins.
Outside my day job as a UX architect, that instinct now shows up in two places. One is EurekAI, a research tool for academia I’m building with my son — I sit as CPO, he pushes the science. The other is Thinking in System, the blog we write together: he brings the rigor and the citations, I bring the plainer, people-first questions that got us both curious about this in the first place.
If any of this sounds like how you already think about your own work — good. That’s the conversation this space is for.
