Hi, I'm Anirudh.
Senior product designer. 7 years, the last 4 at 100M+ scale.
Paywalls, discovery, design systems and newsroom tools at India's largest news group. I also build with AI, in React.
- 100M+
- Downloads on Google Play
- +24.7%
- Checkout page views
- 1–2% → 9%
- Feed widget CTR
- 444
- Components in the design system
Selected work
Six case studies
01Paywall and subscription redesign
SubscriptionsPaywallField researchReaders did not know paid plans existed. I made the plans easy to see. When editorial pushed back on a sales card in the feed, I made its spot movable so both sides won.+24.7% checkout page views+19.5% ₹1 offer conversion
02Newsroom CMS and internal tools
Internal toolsCMSExperimentationThe screens the newsroom uses all day to make, place and test every feed feature. Dense forms for busy, non technical people.Every app experiment runs through itUsed daily by editorial teams across states
03Content discovery on the home feed
EngagementHome feedWidgetsFeed widgets felt like ads, so readers skipped them. I borrowed the story ring habit they already had, then won an A/B test against the PM's version.9% story ring CTR, from 1–2%~25% news-style widget CTR
04Rebuilding the design system
Design systemsTokensMulti-script typeOne library for the Hindi and Gujarati apps. A component joined only after it shipped, so design and code never drifted apart.444 components34 colour variables
05Notification permission onboarding
OnboardingPermissionsAndroidAndroid 13 made alerts opt-in. I kept opt-in steady through the change, then raised it by asking at the moment a reader would want an alert.70% held through Android 1379% with contextual asks
06Stock Verdict AI
AIReactClaude APIAn AI tool I designed and built for my own trading. The model only reads the documents. Plain code does every number, so the same input always gives the same answer.Every number traceable to its inputUsed weekly
About
Hi, I'm Anirudh.
A product designer based in Bengaluru, seven years in. For the last four I've been at Dainik Bhaskar, India's largest news group, designing for an app with 100M+ downloads, mostly on mid-range phones, and the tools the newsroom runs on. I worked with 4 PMs across the Android, iOS and CMS teams.
Before that, three years freelancing for clients in India and abroad. Four products across e-commerce, SaaS and mobile, end to end, including Cafino, a delivery app for a French cafe brand, shipped in 2 months. B.Tech in Computer Science from IIT Ropar. I still ship my own products in React and Python.
- I bring the number DataI agree the metric before we ship, and test when we can.
- I change how teams work InfluenceI brought React and AI prototyping to the design team. It is now how we build heavy prototypes.
- I test, not argue PartnershipWhen a PM and I disagree, I push for an A/B test. Sometimes I win. Sometimes I learn.