Before designing any screen, I map the whole system — all the users, all the states, all the connections between parts. A design decision made without understanding the whole creates problems downstream. This is where most projects go wrong.

Understand the behaviour

For existing systems, I find where human psychology works against the intended flow — and why. For new products, I research the behaviours that need to be created. Both require the same rigour: understanding why people do what they do, not just what they do.

Design through BIAS

BIAS describes how humans process any designed experience. Block — we filter out what feels irrelevant. Interpret — we make sense of what gets through using our existing mental models. Act — we take action based on that interpretation. Store — we remember the experience, which shapes whether we return. Every design decision I make maps to one of these four.

Validate the whole

Testing a single screen is not enough. I validate that the solution holds across all journeys, all personas, all edge cases. A fix that solves one problem but creates another somewhere in the system is not a fix.

About

The thinking
behind the work.

I design products that work with human behaviour — not against it.

Five years across the Ministry of Defence, Vodafone, and independent consulting have taught me that the difference between a product people use and one they abandon almost never comes down to how it looks. It comes down to whether it respects how the human brain actually works.

I approach every design problem as a systems problem first. Before touching a screen, I map the whole — all the users, all the states, all the connections. Then I apply behavioural psychology to understand where the system needs to work harder for the human using it.

I also build. Geeta Daily shipped to the App Store in 2026 — a Flutter app applying the BIAS framework to daily spiritual practice. Four more apps are in development. Building has made me a better designer: you understand constraint differently when you're also the one writing the code.

I'm based in the UK, SC Cleared, and open to senior product design roles, contracts, and consulting engagements that involve genuinely complex problems.

I also explore behavioural psychology for everyday wellbeing on Instagram — making the invisible visible, one bias at a time.

Skills & Tools

User ResearchIA Audit & RestructureInteraction DesignVisual DesignJourney MappingWireframing & PrototypingUsability TestingDesign SystemsAccessibility (WCAG 2.2 AA)Workshop FacilitationCRO & A/B TestingAgile DeliveryStakeholder EngagementDeveloper HandoffFigmaHTMLCSS

Experience

Get In Touch

Let's work
together.

Available for freelance projects, contract roles, and consulting engagements. Based in the UK — working globally.

linkedin.com/in/sutejarao

BehaviouralProductDesigner.

Case Studies.

Experiments.

Thoughts on design.

How I work.

The thinkingbehind the work.

Let's worktogether.

Behavioural
Product
Designer.

The thinking
behind the work.

Let's work
together.