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The story behind ProUX

Good design moves the business.I spent 19 years proving it.

ProUX is how I did it, written down for designers and the founders who hire them.

Surinder Thakur, founder of ProUX

Surinder ThakurAI Product Designer · Founder, ProUX

  • NN/g UX Certification
  • HFI Certified Usability Analyst
  • HFI Certified Digital Persuasion Analyst
  • Designing since 2007
  • NN/g and HFI certified

Five stops, one lesson each

  1. 2007India

    Freelance, shipping every screen myself.

    I learned by shipping, client by client.

  2. 2012USA

    Remote design for US product teams.

    I learned to read the number behind it.

  3. 2016Worldwide

    Leading design teams for clients worldwide.

    I learned handoffs fail on reasoning.

  4. 2023Dubai, UAE

    UX/UI Design Manager at Puffy.

    Research, design, revenue: one table.

  5. 2025Founder, ProUX

    Started building ProUX as a product.

    All of it, written down for anyone to use.

The gap was never skill

I worked with brilliant designers and watched one pattern repeat.

Flows no developer could build.Research decks nobody opened.Screens perfect in Figma, flat in production.

The missing piece was the connection between design decisions and business outcomes.

Nobody teaches it. The tools do not carry it. So the screens stay beautiful and the numbers stay put.

Proof it can be fixed, and repeated

Puffy · every figure A/B validated

+67%
Year on year revenue
+21%
Mobile checkout conversion
−14%
Cart abandonment

How it was done

Four habits. The same four ProUX now puts in your hands.

  1. Every redesign started from what customers actually did.

    ProUX starts every answer the same way, with the guideline it stands on.

  2. So each result could be traced to one decision.

    Upload one screen and ProUX works the same way, one decision at a time.

  3. 30+ tests over two years. The losers taught as much as the winners.

    Both are written into the method you get.

  4. Each decision went to the founder as the number it would move.

    That is the language ProUX teaches you to argue in.

Consulting works. It also has a ceiling.

Clients in the US, UAE, India and Europe got the whole method: research, redesign, a measured result. One company at a time, one engagement at a time.

The designer inside still could not repeat it on the next project. The method stayed in my head and my invoices.

That bothered me enough to build a second brain.

ProUX carries the method for every designer, all day. Ask it, and the answer comes back with the guideline it stands on. The same work, in half the time.

ProUX is the system I wish had existed

Everything I learned, available instead of billable. Three doors, one method.

The Platform

Live

Ask a question or upload a screen. Every answer cites the guideline it stands on, so you can check it.

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The Training

Booking open

Small-group cohorts that teach the method itself: research, persuasion, and design decisions argued in revenue.

See the bootcamp

The Consulting

At surinder.design

For companies that want it done with them, the whole method, in the room.

See consulting

Credentials you can check

Three proctored certifications in UX research, usability and persuasion. What each one covers, so you know why it matters.

Certified

  • NN/g UX Certification

    NN/g UX Certified

    Nielsen Norman Group

    User Experience Certification · proctored exams · score 93.4%

    • The one-person UX team
    • Assessing UX designs with proven principles
    • UX leader: essential skills
    • Practical AI for UX professionals
    • Successful stakeholder relationships
  • HFI Certified Usability Analyst

    Certified Usability Analyst (CUA)

    Human Factors International

    Proctored exam · score 83%

    Verify on Credly
    • User-centred analysis
    • Conceptual design
    • Usability testing
    • Project methodology
    • UX audits for optimisation
  • HFI Certified Digital Persuasion Analyst

    Certified Digital Persuasion Analyst (CDPA)

    Human Factors International

    Proctored exam · score 90%

    Verify on Credly
    • Persuasion, emotion and trust as motivational factors
    • PET architecture: psychology and behavioural economics, applied
Everything else I have trained in is listed on surinder.design

ProUX is the method from 19 years of client work, encoded. Here is what those clients said.

  • Positive impact on user experience and bottom line growth.

    Consistently came up with out of the box design solutions and took ownership of them end to end. Designs implemented have had positive impact on user experience and bottom line growth.

    Arthur Andreasyan · Founder, Puffy

  • Delivers on time, often ahead of schedule.

    I've worked with Surinder for nearly a decade, and he's become both a trusted friend and the most talented UI/UX engineer on my team. He consistently delivers on time often ahead of schedule and his professionalism is unmatched.

    Carlos Arias · Founder, Medellin

  • Tenacity and dependability.

    While Surinder is a very talented designer, what I appreciate most about him professionally is his tenacity and dependability.

    Avin Kline · CEO, Lucyd

Two kinds of people end up here

Designers who want to own the outcome, and founders who want it owned.

For designers

You design well. You want to argue it in the language the business listens to.

Start with the platform. It is free.

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For founders

You suspect UX debt is quietly taxing your conversion rate.

You want someone who has fixed it before. Start with a call.

Book a call

I built ProUX so the line from design to revenue stops being a consulting secret. If that is the work you are doing, you are in the right place.

Surinder Thakur

AI Product DesignerFounder, ProUX

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