Hello! I'm Arpita
I help businesses
I help businesses
I help businesses
users with product design
users with product design
users with design
For 8+ years, I’ve designed for activation, retention and revenue as one system, from research to launch. Most recently at ADPList, I helped grow users 25x at a 75% retention rate. On the side, I build 0→1 AI-native products in Claude Code & Codex.
For 8+ years, I’ve designed for activation, retention and revenue as one system, from research to launch. Most recently at ADPList, I helped grow users 25x at a 75% retention rate. On the side, I build 0→1 AI-native products in Claude Code & Codex.
Projects
Side Quests
about me
about me
About
I'm a product designer who starts with good questions and doesn't stop until it ships. I care about two things: why people come back and outcomes the business can measure.
I'm a product designer who starts with good questions and doesn't stop until it ships. I care about two things: why people come back and outcomes the business can measure.
I started in graphic design in 2013. Then I built my own app, Sterio1 and knew this is what I want to do. 8+ years later, product design is still my favourite job. Most recently I led design at ADPList2, a mentorship platform, for 300K+ members across 150+ countries. Along the way I've mentored3 2K+ designers.
I started in graphic design in 2013. Then I built my own app, Sterio1 and knew this is what I want to do. 8+ years later, product design is still my favourite job. Most recently I led design at ADPList2, a mentorship platform, for 300K+ members across 150+ countries. Along the way I've mentored3 2K+ designers.
Lately, AI is at the centre of my work. In my last role, I designed AI features that users actually trusted. In my own time, I build AI products4 in Claude Code, playing PM, designer and engineer at once.
Lately, AI is at the centre of my work. In my last role, I designed AI features that users actually trusted. In my own time, I build AI products4 in Claude Code, playing PM, designer and engineer at once.
Most-used product in my life? Notebooks. I still think best on paper5 and no updates needed.
Most-used product in my life? Notebooks. I still think best on paper5 and no updates needed.
Outside product, I'm always making or learning something, usually while caffeinated. Right now I'm building a board game6 and learning Japanese. I co-host a supper club7 and rarely go anywhere without my camera.
Outside product, I'm always making or learning something, usually while caffeinated. Right now I'm building a board game6 and learning Japanese. I co-host a supper club7 and rarely go anywhere without my camera.
A cross-platform music-sharing app with 500+ users.
Fully remote, deeply cross-functional and rewarding yet.
I designed a UX curriculum for Growth School too.
An RSVP bot, a music discovery app, a video deflicker tool.
Proud stationery addict. There's always room for more.
It's a strategy game played on a rotating board.
I co-host intimate five-course, modern European dinners for Oxalis. I overlook the interiors and growth strategy.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="f2C7kOKOC-2720005844-linear-gradient" x1="0.9438516338966013" x2="0.056148366103398684" y1="5.551115123125783e-17" y2="1"><stop offset="0" stop-color="rgb(193, 47, 185)"/><stop offset="0.51" stop-color="rgb(239, 78, 100)"/><stop offset="1" stop-color="rgb(255, 204, 82)"/></linearGradient></defs><path d="M 30 73.799 C 13.431 73.799 0 60.368 0 43.799 L 0 30 C 0 13.431 13.431 0 30 0 L 43.799 0 C 60.368 0 73.799 13.431 73.799 30 L 73.799 43.799 C 73.799 60.368 60.368 73.799 43.799 73.799 Z" fill="url(%23f2C7kOKOC-2720005844-linear-gradient)" height="73.79910000000001px" id="f2C7kOKOC" transform="translate(13 13)" width="73.7991px"/><g d="M 0 45 L 0 0 L 45 0 L 45 45 Z M 37.228 43.82 C 40.252 42.652 42.643 40.26 43.812 37.236 C 44.365 35.803 44.752 34.168 44.858 31.777 C 44.882 31.217 44.902 30.747 44.92 30.275 L 44.92 14.299 C 44.907 13.965 44.894 13.618 44.876 13.228 C 44.77 10.837 44.383 9.194 43.83 7.77 C 43.259 6.258 42.379 4.904 41.229 3.78 C 40.103 2.636 38.741 1.748 37.246 1.187 C 35.813 0.633 34.178 0.246 31.787 0.141 C 29.378 0.026 28.613 0 22.504 0 C 16.395 0 15.629 0.026 13.23 0.131 C 10.839 0.236 9.196 0.624 7.771 1.177 C 6.259 1.748 4.905 2.628 3.78 3.78 C 2.637 4.905 1.75 6.268 1.187 7.761 C 0.633 9.194 0.246 10.829 0.141 13.22 C 0.026 15.629 0 16.394 0 22.504 C 0 28.614 0.026 29.379 0.131 31.779 C 0.236 34.17 0.624 35.814 1.178 37.237 C 1.75 38.749 2.637 40.103 3.78 41.229 C 4.905 42.371 6.268 43.26 7.763 43.822 C 9.196 44.375 10.83 44.762 13.221 44.867 C 15.621 44.974 16.386 45 22.496 45 C 28.606 45 29.369 44.974 31.77 44.867 C 34.161 44.762 35.804 44.375 37.229 43.822 Z M 22.512 40.955 C 16.507 40.955 15.787 40.928 13.422 40.823 C 11.224 40.726 10.038 40.357 9.247 40.05 C 8.272 39.689 7.384 39.118 6.662 38.371 C 5.915 37.641 5.342 36.763 4.983 35.786 C 4.676 34.995 4.307 33.799 4.21 31.611 C 4.105 29.238 4.078 28.526 4.078 22.521 C 4.078 16.516 4.105 15.795 4.21 13.432 C 4.307 11.234 4.676 10.047 4.983 9.256 C 5.344 8.28 5.915 7.392 6.672 6.672 C 7.4 5.925 8.28 5.354 9.255 4.993 C 10.046 4.686 11.242 4.316 13.43 4.219 C 15.803 4.114 16.516 4.088 22.519 4.088 C 28.523 4.088 29.245 4.114 31.61 4.219 C 33.807 4.316 34.994 4.686 35.785 4.993 C 36.76 5.354 37.648 5.925 38.368 6.672 C 39.115 7.402 39.688 8.28 40.047 9.256 C 40.354 10.047 40.724 11.242 40.821 13.432 C 40.926 15.805 40.952 16.517 40.952 22.521 C 40.952 28.524 40.926 29.228 40.821 31.601 C 40.724 33.799 40.354 34.986 40.047 35.777 C 39.291 37.738 37.735 39.294 35.775 40.049 C 34.984 40.356 33.789 40.725 31.6 40.822 C 29.227 40.927 28.515 40.953 22.511 40.953 Z M 22.504 10.942 C 16.121 10.942 10.944 16.12 10.944 22.503 C 10.944 28.885 16.121 34.063 22.504 34.063 C 28.887 34.063 34.063 28.885 34.063 22.503 C 34.063 16.12 28.885 10.942 22.504 10.942 Z M 22.504 30 C 18.363 30 15.005 26.642 15.005 22.501 C 15.005 18.36 18.363 15.003 22.504 15.003 C 26.645 15.003 30.003 18.36 30.003 22.501 C 30.003 26.642 26.645 30 22.504 30 Z M 37.219 10.486 C 37.219 8.995 36.011 7.788 34.52 7.788 C 33.029 7.788 31.822 8.996 31.822 10.486 C 31.822 11.975 33.03 13.184 34.52 13.184 C 36.009 13.184 37.219 11.977 37.219 10.486 Z" fill="transparent" height="45px" id="QcuMztbl1" transform="translate(27 27)" width="45px"><path d="M 0 45 L 0 0 L 45 0 L 45 45 Z" fill="transparent" height="45px" id="feOWypuxH" width="45px"/><g d="M 37.228 43.82 C 40.252 42.652 42.643 40.26 43.812 37.236 C 44.365 35.803 44.752 34.168 44.858 31.777 C 44.882 31.217 44.902 30.747 44.92 30.275 L 44.92 14.299 C 44.907 13.965 44.894 13.618 44.876 13.228 C 44.77 10.837 44.383 9.194 43.83 7.77 C 43.259 6.258 42.379 4.904 41.229 3.78 C 40.103 2.636 38.741 1.748 37.246 1.187 C 35.813 0.633 34.178 0.246 31.787 0.141 C 29.378 0.026 28.613 0 22.504 0 C 16.395 0 15.629 0.026 13.23 0.131 C 10.839 0.236 9.196 0.624 7.771 1.177 C 6.259 1.748 4.905 2.628 3.78 3.78 C 2.637 4.905 1.75 6.268 1.187 7.761 C 0.633 9.194 0.246 10.829 0.141 13.22 C 0.026 15.629 0 16.394 0 22.504 C 0 28.614 0.026 29.379 0.131 31.779 C 0.236 34.17 0.624 35.814 1.178 37.237 C 1.75 38.749 2.637 40.103 3.78 41.229 C 4.905 42.371 6.268 43.26 7.763 43.822 C 9.196 44.375 10.83 44.762 13.221 44.867 C 15.621 44.974 16.386 45 22.496 45 C 28.606 45 29.369 44.974 31.77 44.867 C 34.161 44.762 35.804 44.375 37.229 43.822 Z M 22.512 40.955 C 16.507 40.955 15.787 40.928 13.422 40.823 C 11.224 40.726 10.038 40.357 9.247 40.05 C 8.272 39.689 7.384 39.118 6.662 38.371 C 5.915 37.641 5.342 36.763 4.983 35.786 C 4.676 34.995 4.307 33.799 4.21 31.611 C 4.105 29.238 4.078 28.526 4.078 22.521 C 4.078 16.516 4.105 15.795 4.21 13.432 C 4.307 11.234 4.676 10.047 4.983 9.256 C 5.344 8.28 5.915 7.392 6.672 6.672 C 7.4 5.925 8.28 5.354 9.255 4.993 C 10.046 4.686 11.242 4.316 13.43 4.219 C 15.803 4.114 16.516 4.088 22.519 4.088 C 28.523 4.088 29.245 4.114 31.61 4.219 C 33.807 4.316 34.994 4.686 35.785 4.993 C 36.76 5.354 37.648 5.925 38.368 6.672 C 39.115 7.402 39.688 8.28 40.047 9.256 C 40.354 10.047 40.724 11.242 40.821 13.432 C 40.926 15.805 40.952 16.517 40.952 22.521 C 40.952 28.524 40.926 29.228 40.821 31.601 C 40.724 33.799 40.354 34.986 40.047 35.777 C 39.291 37.738 37.735 39.294 35.775 40.049 C 34.984 40.356 33.789 40.725 31.6 40.822 C 29.227 40.927 28.515 40.953 22.511 40.953 Z M 22.504 10.942 C 16.121 10.942 10.944 16.12 10.944 22.503 C 10.944 28.885 16.121 34.063 22.504 34.063 C 28.887 34.063 34.063 28.885 34.063 22.503 C 34.063 16.12 28.885 10.942 22.504 10.942 Z M 22.504 30 C 18.363 30 15.005 26.642 15.005 22.501 C 15.005 18.36 18.363 15.003 22.504 15.003 C 26.645 15.003 30.003 18.36 30.003 22.501 C 30.003 26.642 26.645 30 22.504 30 Z M 37.219 10.486 C 37.219 8.995 36.011 7.788 34.52 7.788 C 33.029 7.788 31.822 8.996 31.822 10.486 C 31.822 11.975 33.03 13.184 34.52 13.184 C 36.009 13.184 37.219 11.977 37.219 10.486 Z" fill="transparent" height="45px" id="YLtmkBH9Y" width="44.919799999999995px"><path d="M 37.228 43.82 C 40.252 42.652 42.643 40.26 43.812 37.236 C 44.365 35.803 44.752 34.168 44.858 31.777 C 44.882 31.217 44.902 30.747 44.92 30.275 L 44.92 14.299 C 44.907 13.965 44.894 13.618 44.876 13.228 C 44.77 10.837 44.383 9.194 43.83 7.77 C 43.259 6.258 42.379 4.904 41.229 3.78 C 40.103 2.636 38.741 1.748 37.246 1.187 C 35.813 0.633 34.178 0.246 31.787 0.141 C 29.378 0.026 28.613 0 22.504 0 C 16.395 0 15.629 0.026 13.23 0.131 C 10.839 0.236 9.196 0.624 7.771 1.177 C 6.259 1.748 4.905 2.628 3.78 3.78 C 2.637 4.905 1.75 6.268 1.187 7.761 C 0.633 9.194 0.246 10.829 0.141 13.22 C 0.026 15.629 0 16.394 0 22.504 C 0 28.614 0.026 29.379 0.131 31.779 C 0.236 34.17 0.624 35.814 1.178 37.237 C 1.75 38.749 2.637 40.103 3.78 41.229 C 4.905 42.371 6.268 43.26 7.763 43.822 C 9.196 44.375 10.83 44.762 13.221 44.867 C 15.621 44.974 16.386 45 22.496 45 C 28.606 45 29.369 44.974 31.77 44.867 C 34.161 44.762 35.804 44.375 37.229 43.822 Z M 22.512 40.955 C 16.507 40.955 15.787 40.928 13.422 40.823 C 11.224 40.726 10.038 40.357 9.247 40.05 C 8.272 39.689 7.384 39.118 6.662 38.371 C 5.915 37.641 5.342 36.763 4.983 35.786 C 4.676 34.995 4.307 33.799 4.21 31.611 C 4.105 29.238 4.078 28.526 4.078 22.521 C 4.078 16.516 4.105 15.795 4.21 13.432 C 4.307 11.234 4.676 10.047 4.983 9.256 C 5.344 8.28 5.915 7.392 6.672 6.672 C 7.4 5.925 8.28 5.354 9.255 4.993 C 10.046 4.686 11.242 4.316 13.43 4.219 C 15.803 4.114 16.516 4.088 22.519 4.088 C 28.523 4.088 29.245 4.114 31.61 4.219 C 33.807 4.316 34.994 4.686 35.785 4.993 C 36.76 5.354 37.648 5.925 38.368 6.672 C 39.115 7.402 39.688 8.28 40.047 9.256 C 40.354 10.047 40.724 11.242 40.821 13.432 C 40.926 15.805 40.952 16.517 40.952 22.521 C 40.952 28.524 40.926 29.228 40.821 31.601 C 40.724 33.799 40.354 34.986 40.047 35.777 C 39.291 37.738 37.735 39.294 35.775 40.049 C 34.984 40.356 33.789 40.725 31.6 40.822 C 29.227 40.927 28.515 40.953 22.511 40.953 Z" fill="rgb(255, 255, 255)" height="45px" id="SpKzHtc8j" width="44.919799999999995px"/><path d="M 11.56 0 C 5.178 0 0 5.178 0 11.56 C 0 17.943 5.178 23.121 11.56 23.121 C 17.943 23.121 23.12 17.943 23.12 11.56 C 23.12 5.178 17.942 0 11.56 0 Z M 11.561 19.058 C 7.42 19.058 4.062 15.7 4.062 11.559 C 4.062 7.418 7.42 4.061 11.561 4.061 C 15.701 4.061 19.059 7.418 19.059 11.559 C 19.059 15.7 15.701 19.058 11.561 19.058 Z" fill="rgb(255, 255, 255)" height="23.120999999999995px" id="yuhZSnhE1" transform="translate(10.944 10.942)" width="23.1196px"/><path d="M 5.398 2.698 C 5.398 1.207 4.189 0 2.698 0 C 1.207 0 0 1.209 0 2.698 C 0 4.188 1.209 5.396 2.698 5.396 C 4.188 5.396 5.398 4.189 5.398 2.698 Z" fill="rgb(255, 255, 255)" height="5.3964px" id="D4L3_I8VQ" transform="translate(31.822 7.788)" width="5.397899999999993px"/></g></g></svg>)
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="HMokMohwU-3815609634-linear-gradient" x1="0.9382389700994413" x2="0.061761029900558706" y1="1" y2="0"><stop offset="0" stop-color="rgb(39, 39, 39)"/><stop offset="1" stop-color="rgb(0, 0, 0)"/></linearGradient></defs><path d="M 30 73.799 C 13.431 73.799 0 60.368 0 43.799 L 0 30 C 0 13.431 13.431 0 30 0 L 43.799 0 C 60.368 0 73.799 13.431 73.799 30 L 73.799 43.799 C 73.799 60.368 60.368 73.799 43.799 73.799 Z" fill="url(%23HMokMohwU-3815609634-linear-gradient)" height="73.7991px" id="HMokMohwU" transform="translate(13 13)" width="73.7991px"/><path d="M 35.44 0 L 42.341 0 L 27.266 17.366 L 45 41 L 31.113 41 L 20.238 26.667 L 7.793 41 L 0.888 41 L 17.012 22.424 L 0 0 L 14.238 0 L 24.069 13.1 L 35.442 0 Z M 33.018 36.835 L 36.843 36.835 L 12.16 3.944 L 8.059 3.944 L 33.02 36.837 Z" fill="rgb(255, 255, 255)" height="41px" id="V1ptvIp7w" transform="translate(28 30)" width="45px"/></svg>)
नमस्ते
こんにちは
مرحبا
Let's talk!
Building something where design should own the outcome? Let's compare notes.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="vvDKIt8bg-2602173941-linear-gradient" x1="0.7254662035267836" x2="0.2745337964732164" y1="1" y2="0"><stop offset="0" stop-color="rgb(0, 0, 0)"/><stop offset="1" stop-color="rgb(50, 50, 50)"/></linearGradient></defs><path d="M 30 73.799 C 13.431 73.799 0 60.368 0 43.799 L 0 30 C 0 13.431 13.431 0 30 0 L 43.799 0 C 60.368 0 73.799 13.431 73.799 30 L 73.799 43.799 C 73.799 60.368 60.368 73.799 43.799 73.799 Z" fill="url(%23vvDKIt8bg-2602173941-linear-gradient)" height="73.79910000000001px" id="vvDKIt8bg" transform="translate(13 13)" width="73.7991px"/><g d="M 2.727 30.008 L 9.091 30.008 L 9.091 14.553 L 0 7.735 L 0 27.28 C 0 28.789 1.223 30.008 2.727 30.008 Z M 30.909 30.008 L 37.273 30.008 C 38.782 30.008 40 28.785 40 27.28 L 40 7.735 L 30.909 14.553 M 30.909 2.735 L 30.909 14.553 L 40 7.735 L 40 4.099 C 40 0.726 36.15 -1.197 33.455 0.826 M 9.091 14.553 L 9.091 2.735 L 20 10.917 L 30.909 2.735 L 30.909 14.553 L 20 22.735 M 0 4.099 L 0 7.735 L 9.091 14.553 L 9.091 2.735 L 6.545 0.826 C 3.846 -1.197 0 0.726 0 4.099" fill="transparent" height="30.007607150268548px" id="FmU0YodhP" transform="translate(30 34)" width="40.000100668334966px"><path d="M 2.727 22.273 L 9.091 22.273 L 9.091 6.818 L 0 0 L 0 19.545 C 0 21.054 1.223 22.273 2.727 22.273 Z" fill="rgb(66, 133, 244)" height="22.272699999999993px" id="dRa9U6vec" transform="translate(0 7.735)" width="9.090899999999998px"/><path d="M 0 22.273 L 6.364 22.273 C 7.873 22.273 9.091 21.05 9.091 19.545 L 9.091 0 L 0 6.818" fill="rgb(52, 168, 83)" height="22.272699999999993px" id="lwEp_iL7n" transform="translate(30.909 7.735)" width="9.090900000000005px"/><path d="M 0 2.735 L 0 14.553 L 9.091 7.735 L 9.091 4.099 C 9.091 0.726 5.241 -1.197 2.545 0.826" fill="rgb(251, 188, 4)" height="14.553207308354551px" id="ur0EzL7ec" transform="translate(30.909 0)" width="9.090900000000005px"/><path d="M 0 11.818 L 0 0 L 10.909 8.182 L 21.818 0 L 21.818 11.818 L 10.909 20" fill="rgb(234, 67, 53)" height="20px" id="VORFQ4iSW" transform="translate(9.091 2.735)" width="21.818199999999997px"/><path d="M 0 4.099 L 0 7.735 L 9.091 14.553 L 9.091 2.735 L 6.545 0.826 C 3.846 -1.197 0 0.726 0 4.099" fill="rgb(197, 34, 31)" height="14.553207308354551px" id="UFr8mx78o" width="9.090899999999998px"/></g></svg>)
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="kvLn_ozmY-1534845019-linear-gradient" x1="0.7254662035267836" x2="0.2745337964732164" y1="1" y2="0"><stop offset="0" stop-color="rgb(0, 102, 153)"/><stop offset="1" stop-color="rgb(5, 140, 207)"/></linearGradient></defs><path d="M 30 73.799 C 13.431 73.799 0 60.368 0 43.799 L 0 30 C 0 13.431 13.431 0 30 0 L 43.799 0 C 60.368 0 73.799 13.431 73.799 30 L 73.799 43.799 C 73.799 60.368 60.368 73.799 43.799 73.799 Z" fill="url(%23kvLn_ozmY-1534845019-linear-gradient)" height="73.79910000000001px" id="kvLn_ozmY" transform="translate(13 13)" width="73.7991px"/><g d="M 8.698 36.656 L 8.698 11.923 L 0.484 11.923 L 0.484 36.656 L 8.699 36.656 Z M 4.593 8.547 C 7.456 8.547 9.239 6.647 9.239 4.274 C 9.186 1.846 7.456 0 4.647 0 C 1.836 0 0 1.846 0 4.274 C 0 6.647 1.782 8.546 4.539 8.546 L 4.592 8.546 Z M 13.244 36.656 L 21.457 36.656 L 21.457 22.846 C 21.457 22.107 21.511 21.367 21.728 20.84 C 22.321 19.362 23.673 17.833 25.942 17.833 C 28.914 17.833 30.103 20.101 30.103 23.426 L 30.103 36.656 L 38.316 36.656 L 38.316 22.475 C 38.316 14.878 34.264 11.343 28.861 11.343 C 24.43 11.343 22.484 13.821 21.403 15.51 L 21.458 15.51 L 21.458 11.924 L 13.245 11.924 C 13.352 14.244 13.244 36.657 13.244 36.657 Z" fill="transparent" height="36.65729959411622px" id="I7k1N1iXS" transform="translate(30 31)" width="38.315999617004394px"><path d="M 8.698 36.656 L 8.698 11.923 L 0.484 11.923 L 0.484 36.656 L 8.699 36.656 Z M 4.593 8.547 C 7.456 8.547 9.239 6.647 9.239 4.274 C 9.186 1.846 7.456 0 4.647 0 C 1.836 0 0 1.846 0 4.274 C 0 6.647 1.782 8.546 4.539 8.546 L 4.592 8.546 Z M 13.244 36.656 L 21.457 36.656 L 21.457 22.846 C 21.457 22.107 21.511 21.367 21.728 20.84 C 22.321 19.362 23.673 17.833 25.942 17.833 C 28.914 17.833 30.103 20.101 30.103 23.426 L 30.103 36.656 L 38.316 36.656 L 38.316 22.475 C 38.316 14.878 34.264 11.343 28.861 11.343 C 24.43 11.343 22.484 13.821 21.403 15.51 L 21.458 15.51 L 21.458 11.924 L 13.245 11.924 C 13.352 14.244 13.244 36.657 13.244 36.657 Z" fill="rgb(255, 255, 255)" height="36.65729959411622px" id="xP4K2DCjy" width="38.315999617004394px"/></g></svg>)