I'm Siddhartha,

I believe good design isn't about how something looks, it's about how deeply you understand the person you're designing for.

I'm currently at Numerize, a fintech AI startup, where I design AI products for internal teams, tracking how they perform, ideating new features with PMs, and staying close to devs to make sure what gets built actually holds up. I graduated from JNAFAU Hyderabad with a Bachelor's in Animation and VFX.

To me, empathy isn't a checkbox in the process. It's the whole process. If I don't understand the person on the other side of the screen, I haven't really designed anything, I've just decorated a guess.

I read UX case studies for fun, which probably says too much about me. I ride a Honda, and it tells you exactly how I like things – reliable, refined, no drama. I try to bring that same instinct into my work: fewer moving parts, fewer excuses, just things that work.

I'm a dog dad. I game when life gives me a spare hour, and my music taste has genuinely no business making sense: C418 to Two Steps From Hell to Annamacharya keerthanas to A.R. Rahman to Skrillex, all on shuffle, no shame.

I find art in most things if I look closely enough, a film scene, a chord change, a stranger's reaction on the street. I spend a lot of time down YouTube rabbit holes on art history and philosophy, mostly for no reason other than it feels good to know things.

Want to know more about how I work? Have a look at the selected work, or get in touch.

A collection of lines worth remembering

Would you weed the garden after all the roses are dead?