About
A writer who learned to design the whole system.
I'm Amit, a self-described sense-maker and logician in Bengaluru. My roots are in copy; my range is the whole product. I like regulated spaces where clarity is the product: payroll taxes, insurance, payments. Lately my job quietly stopped being about writing error messages, and started being about the logic, guardrails and evals behind AI agents.
- Button 2026 speaker
- Button 2021 panelist
- GoJek panel speaker
- Intuit India Superstar Award, FY25 Q3
- Interim content design lead, Intuit India
- Trained 70+ on GenAI content
- Trained about 50 designers on Amplitude
- Mentored 5 content designers at Expedia
- Co-created Expedia's CD Toolkit
- Legal framework for AIG and Generali
- Shift Nudge certified
The short story of a long career
Where I started
complexity
Insurance clauses. Tax regulations. Payroll rules. Fourteen years ago I went where language hurts most, and made it make sense.
300M+ people
clarity
Plain-language statements and taxes for PayPal: self-serve at scale, with $16M in projected savings.
30M app downloads
growth
Content-first design at PayPal. The words led, and the designs followed.
The frontier
agents
Now at Intuit: router logic, tone guardrails and eval rubrics. Designing how AI decides, not just what it says.
Keep scrolling ↓
The road so far.
- 2023 to now
Staff Content Designer, Intuit
Full-stack content design for GenAI: agent content systems, LLM training, and the logic and guardrails behind AI experiences. Interim content design lead for India.
- Jan 2022 to Sep 2023
Lead Content Designer, Expedia
Led content design for insurance and assurance across flights, hotels, cars and packages, building frameworks, mentoring content designers, and leading MAB experimentation.
- Jun 2019 to Jan 2022
Senior Content Designer, PayPal
Content lead for the two most heavily used sections, Activity and Profile. Led redesigns for 3 verticals and grew app downloads 4x.
- Sep 2016 to Jun 2019
Head of Product Content, Ola
Built and led the product content practice: 22+ ride categories, wallet, payments, subscription and accessibility.
- 2012 to 2016
Editorial and tech writing
Toradex, IKF and Media Sphere, where I learned that every word has a job.
Influence and leadership.
✱ Mentoring designers
5 content designers at Expedia · Hiring panel · India Community of Practice at PayPal · 2 UX writers at Ola
✱ Shaping communities
ZipperSnaps internal conference · CD Toolkit at Expedia · Button panel discussion · GoJek panel discussion
✱ Building frameworks
Legal review framework for AIG and Generali · Enterprise business requests intake at PayPal
✱ Creating impact
$8.5M+ in attach at Expedia · $5M+ saved in VoCs at PayPal · 4x app downloads growth · 300M+ users served