Founder Story
Why I Built ProUX
18 years in. Still asking the same question — why does good design so often fail to move the business?
I started in India in 2007.
Freelancing. Figuring it out.
By 2012 I was working remote for US companies. By 2016 I was leading design teams. By 2023 I was running UX at Puffy — and we grew their revenue 67% through a systematic, research-driven redesign.
Different companies. Different industries. Different teams.
Same problem
every single time.
The Pattern
The Problem I Kept
Running Into
Talented designers. Some genuinely brilliant.
But designing in a vacuum.
Handing off flows no developer could actually build.
Running research nobody read.
Shipping products that looked great in Figma and barely converted in the real world.
The gap wasn't skill.
It was the missing connection between design decisions and what the business actually needed.
Nobody taught them to think that way. The tools didn't help either.
The Proof
What Consulting Fixed —
And What It Couldn't
$100M+
Product Impact
18+
Years
+67%
Revenue at Puffy
I built the Revenue Optimization Sprint to solve this at the company level. 4-week engagements. Deep research. Systematic redesign. Real outcomes.
It worked. Clients across the US, UAE, India, Europe. +67% revenue at Puffy. -14% cart abandonment. Products launched in under 3 months.
But consulting has a ceiling.
I could fix one company's UX at a time. The designer inside that company still didn't know why it worked. Couldn't replicate it next project.
The Solution
ProUX Is the System
I Wish Had Existed
I built ProUX to make what I learned accessible — not just billable. Three things. Connected by one purpose.
The Platform
AI-powered UX intelligence grounded in 350+ expert principles. Expert-level feedback without waiting for a consultant.
Explore Platform →The Training
Workshops that teach what agencies actually do. Real deliverables. Small groups. Direct feedback from me every session.
View Workshops →The Consulting
For companies that need the full transformation. Same methodology. Same frameworks. Hands-on engagement.
Learn More →One system. Three levels of involvement.
Who This Is For
For Designers
You're a mid-level or senior designer tired of executing other people's ideas. You want to own the strategy. Speak the language of revenue, not just pixels.
For Founders
You have UX debt quietly killing your conversion rate — and you want someone who's fixed this before.
ProUX is built for both of you.
18+
Years
$100M+
Impact
12,000+
Designers Trained
4.98/5
Rating
Ready to build, ship
and lead with AI?
Surinder Thakur is an NN/g-certified UX consultant, HFI-CUA™ and HFI-CDPA™ with 18+ years of experience. Founder of ProUX. Design lead behind $100M+ in measurable product impact across SaaS, eCommerce and enterprise. Consulting work at surinder.design.