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Amolendu Hajraa
Welcome to the personal website of

Amolendu Hajraa

Twenty-three years of UX decisions + AI velocity, over a hundred shipped products, and five books on UX design.

Ex-Head of UX for Pepperfry, Briq, S&P500
23
Years
100+
Products shipped
$600M+
Raised by clients
5+
Books published
View My Portfolio
Companies I've designed for Enterprise, funded startups, and family-run brands.
Walmart
Porsche
Earnst and Young*
Accenture*
S&P Global*
Pepperfry*
Durian
LTI
TerraPay
Suryoday Small Finance Bank
Kanaa
Upwards
Sarifa
Monexo
KnexUp

Work delivered directly by me, * marked brands where our founder worked as a consultant directly or via other vendors.

The Tech Stack

Tools I use

OpenAI
Claude & Claude Design
Figma
Sketch
Slack
Google Gemini
Microsoft Clarity
Miro
Notion
Bolt
Lovable
Shopify
WordPress
Adobe XD
Google Analytics
Selected work

Six products, and what changed.

Customer-facing products and the internal tools behind them, across four countries and five regulators.

Featured
B2B SaaS · USA · AI agent

Briq · Otto

Otto watches the platform, flags risk, and acts on cashflow and project data without a human in every loop. The model was never the hard part. Trust was. Every action Otto takes shows its reasoning, its confidence, and a one-click undo, so a finance lead can hand over control one notch at a time.

AI agent UX Explainability Autonomy controls
70%Adoption in 6 months 3Modes: co-pilot, auto-pilot, off 1-clickRevert on every action
Read the case study →
Float₹ wealth app onboarding screens
Fintech · India · Wealth

Float₹

45%SIP lift

A super app for people who had never invested before. Onboarding and goal planning rebuilt so starting a SIP became a two-minute decision instead of homework.

UX researchOnboardingGoal planning
Shariah-compliant neobank dashboard, Arabic-first
Fintech · GCC · Islamic finance

Shariah Neobank

100%Halal-screened

Arabic-first from the first wireframe, KYC built around SAMA and CBUAE expectations, and an assistant that explains murabaha and ijara in plain Arabic before anyone signs.

Arabic RTLKYCAI assistant
Durian furniture e-commerce storefront
E-commerce · India · D2C

Durian

5×Online sales

Strong showroom sales, a website punching well below its weight. The 136-point checklist run across the entire funnel. Cart-to-checkout went up 390%.

CRO auditCheckoutMerchandising
Choice FinX all-in-one investment app
Fintech · India · Investing

Choice FinX

5 → 1Apps merged

Stocks, mutual funds, bonds, insurance and fixed deposits used to live in five separate products. Researched and redesigned into one app a first-time investor can navigate unaided.

UX researchConsolidationSEBI
DONNA Visual Analytics module for insurance underwriters
InsurTech · Global · Visual analytics

DONNA · Visual Analytics

230%User activity

The screen where underwriters read cohort patterns, claim-risk distribution and policy trends. Dense data made scannable in seconds without sanding off the precision underwriters need.

Data visualisationDashboard UXAI co-pilot
Sarifa insurance comparison platform
InsurTech · USA · Comparison

Sarifa

6+Insurance lines

Buying insurance online in the US still usually ends in a phone call. A comparison-first flow that takes a customer from quote to bound policy without leaving the site.

Comparison UXQuote-to-bindDesign system
See all work →
From the people who hired me

In their words.

★★★★★
Amolendu boosted our conversion rates and engagement, and met our expectations.
Durian
Somesh Dokania
Director · Durian Furnitures
★★★★★
Our traffic went up 2× and e-queries almost 4×. A great impact on our business.
Nanova
Dr. Swapan Ghosh
Founder & CEO · Nanova Care Coat
★★★★★
They solved a very complex problem without much reference.
KnexUp
Kaushik Ghosh
Co-Founder · KnexUp Australia