About me

I’m Fayyaz, product designer with 10 years of experience based in Los Angeles, curious about systems, impatient with unnecessary complexity, and convinced the best work starts when you’re willing to put something imperfect in front of a real person early.

For the last 5+ years I’ve been at Amplitude: building products from scratch, watching them scale, and iterating when the first version couldn’t carry what they’d become. I started on core analytics, moved to Session Replay and helped take it from an early MVP to a standalone product, and now work on Experiment — feature flagging, web experimentation, and the AI surfaces starting to weave through the stack. The problems keep getting harder, which is what keeps me excited.

I hold myself to a simple bar: if I can’t explain a flow to someone non-technical without reaching for jargon, the design is still too complex. I bias toward the smallest useful ship, real user feedback, and fast iteration. Prototyping in Cursor, Claude,or pushing code when it beats waiting on the queue.

Outside work I’m deep in early parenthood: my daughter recently started walking, so nothing in the house is safe and I’m more tired and more grateful than I expected. I’m learning latte art slowly, toying with training for a marathon again after fifteen years, and I have opinions about the right way to do a staycation (minimal screens, a few house projects, no agenda). I’m an introvert who genuinely likes collaboration. I show up having already thought about the problem, I share WIP before anyone asks, and I’m often the one saying let’s build it and see. Ask what I’m working on; I’ll send a prototype or a GIF.