He believes great user experiences are a blend of the right abstractions at play. Simplicity is just complexity in disguise, and achieving the right blend of abstractions is what he strives for. Focus on human-centric, innovative and functional design is the key driver he likes to put into his work. He has over 20 years of experience in digital design and behavioral psychology. He is passionate about travel and wildlife photography. At home, he would be seen either gaming or cuddling with his four cats.