Flipkall

About

Role: Co-founder & Lead Product Designer

Team: 2 founders (Design + Engineering)

Deliverables: End-to-end MVP design, UX strategy, interaction design, scalable Figma design system, product strategy, qualitative and quantitative research, beta recruitment & onboarding, structured feedback loops, marketing site design, Go to Market Strategy

Tools: Figma, FigJam, Google Workspace, Notion, SurveyMonkey

Overview

Flipkall is a digital learning platform designed to enhance academic performance through spaced repetition, an evidence-based method proven to improve long-term retention.

As Co-founder and Lead Product Designer, I have led the product from concept through a robust MVP — shaping the core experience, building a scalable Figma design system, and directing product strategy in collaboration with engineering. We are now in the final stages of development and actively recruiting a diverse beta user base.

In parallel, I’m establishing structured feedback mechanisms — including surveys, usability testing, interviews, and analytics tracking — to capture both qualitative insights (user sentiment, pain points, ease of use) and quantitative metrics (task success rate, System Usability Scale scores, feature engagement). This mixed-methods approach will allow us to validate our product hypotheses, identify friction points, and iterate quickly in line with Lean Startup principles.

This work blends execution, product strategy and systems thinking — ensuring consistency across platforms, designing for multiple learner segments, and building the foundation for a product that can scale while staying clear, usable, and evidence-driven.

The Challenge

Balancing complexity, retention, and ease of use is the missing link in most study tools.

Existing solutions were either:

Overly complex, requiring significant setup and technical knowledge, or
Oversimplified, offering no data-driven feedback or adaptive learning.

Our goal: Design a platform that reduces cognitive load, keeps learners engaged, and delivers measurable progress without requiring them to learn how to use the tool itself.

My Role

In this founder-led, two-person team, I wore multiple hats:

Design Vision & Craft Leadership — Established the visual language, interaction patterns, and UX principles.
Product Strategy — Defined the MVP scope and feature priorities based on research and competitive analysis.
User-Centered Research — Designed the research strategy for our beta phase, including surveys, usability tests, structured interviews, and analytics tracking, to capture both qualitative insights (user sentiment, pain points, ease of use) and quantitative metrics (task success rate, feature engagement, System Usability Scale scores) once the product is in users’ hands.
Design System Creation — Built a scalable component library ensuring consistency across devices.
Cross-functional Collaboration — Partnered with engineering to balance speed, technical feasibility, and quality.