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Amit Das

SVP — Native & Design at Urban Company

SVP — Native & Design at Urban Company

I make things with my hands. Sketches, paintings on the walls at home, a garden, some music when I get around to it. Whatever lets me build something that isn't on a screen.

Somewhere over Rajasthan, I opened the Kindle app on my iPad mini and started reading a book I'd just bought. This is my second time leaving paper. I own over 800 physical books now. The shelves at home are full. Unfortunately, the floor stacks have become their own piece of furniture. It has its own beauty but it's borderline messy.

The arc of my reading journey, if you're interested is as follows. In February 2017, I gave up on paper and bought a Kindle Oasis. It was my first Kindle device and I got the Oasis instead of the Paperwhite because I wanted the light one with longer battery. I immediately fell hard for it. I also made a sensible rule — physical for illustrated or graphic books, digital for everything else. You know if you travel with a couple of books, they cross 3kg easily, which is the sort of fact you learn when you're the one carrying them and find yourself moving to the cabin bag at the check-in counter.

Five years in, 2022, I drifted back to pens, highlighters because… there's a specific satisfaction of dog-earing a page. I sold the Oasis and went full paper again. Bought more books than any single human should own in a country where we pay rent by the square foot.

During my last trip packing, I pulled four books off a shelf for a two-week trip, weighed the bag, put three back. I packed the thinnest one and finished it on day two.

Which is how I ended up here, at 35,000 feet, opening the Kindle app again.

No Kindle device this time. This time it's my favourite iPad mini with the pencil for notes. Goodnotes in split view occasionally. On the iPad with a matte screen guard, it feels like writing. Will apply the same rule as before — illustrated books stay physical, everything else goes digital. This time it's just a different device.

I hope this sticks.

A few weeks ago, at the airport lobby, I picked up the Fortune magazine (India edition) from the bookstore. The cover story was compelling - The star designer who's reimagining Samsung. Followed by another - The world's most admired companies.

This was around the time when I was reading and putting together my South Korea & Samsung blog post.

Samsung electronics has hired Mauro Porcini as Chief Design Officer who's previously led design at 3M and PepsiCo and started his career as a product designer at Philips. He recalls moments from 3M where he was pissed at the fact that his designs were beautiful and functional but the packaging and overall retail and digital experiences were ugly. He pushed them to be done in the proper way which naturally pissed a lot of people there especially because doing this bit wasn't part of his job description.

He also put a simplistic approach to split responsibilities cleanly where designers come with human-centric approach, marketing with business, and R&D with technology on the table.

The article also covers the transformative story of Samsung all the way up to how they treat design today. For instance, Samsung executives assumed customers cared only about video and audio quality in televisions while the designers argued how TVs look is equally important since the TV spends more time off than on making it more like furniture than source of entertainment. Samsung's Frame TV was born as a result of that argument.

Porcini will now focus on making consumer devices from the ground-up given the ruling age of AI. He'll build towards devices that no longer need to adhere to the known form - the phone doesn't need to look like a smartphone at all. Today, it's important to bring more human into the equation since AI and robots will eventually become a commodity.

Earlier this month, for a long 10-hour+ journey, I printed a 4,000-word essay (from Substack) to read on the flight. I just didn't want to read it on the screen (phone or tablet).

I've been doing this more lately. Now, I read physical books and trying to switch to ebooks between 2016-2019 on a Kindle didn't help. Something about the screen has started making me feel like I've read something but keeping a slow pace to absorb properly becomes ridiculously difficult. It makes me just want to keep scrolling. I don't have a clean explanation for it but I notice the difference.

I still write on the blog. That part isn't changing. It's where I figure out what I think before I know what I think. But I've started wondering whether a 2000-word post is the right delivery for ideas that are better shown than described. The person I want to reach in India in 2026 is probably more likely to watch than to read. I've been thinking of using AI more often to convert these into polished short YT reels so the blogs get more reach. Then the time required to polish them to achieve visuals as I want becomes a task. Maybe someday. I haven't started that and will probably figure out as the year progresses.

A few weeks ago, I split my social accounts into three spaces (for now). A private Instagram album. A public Instagram workshop, and something on LinkedIn that doesn't make me cringe. Honestly, I don't know how to use that platform beyond the occasional hiring posts.

I've had @one.more.colour on Instagram for years. I'd use it haphazardly by sharing (uploading) things when I remembered to while scrolling through the phone gallery. Nandini, my wife, keeps poking me, "your relationship with social media is complicated." Here's my new thing. It was obvious that phone cameras replaced the physical album so we kept on capturing everything and revisiting nothing. My phone is a graveyard of thousands of photos I don't look at. I want to undo some of that. I am turning it into something closer to what families used to do with physical albums before camera phones existed. They would print a selected set of photos, walk through different phases of life, revisit a beach vacation or a school year or a house move. The album was for themselves and a small circle.

I removed 2,200 followers from this account because I want it private. I kept only the people I am genuinely comfortable sharing my life with. My ideal future version of this is what I half-jokingly call a 'zero gallery.'

@godgeez is the public Instagram account. I share my work at Native here along with the stuff I find inspiring and some other things I keep creating. Like the private account, I've not treated it with attention. I hope to turn this account into a loosely linked set of set of themes across hardware, systems, design judgment, and building in the real world. The build journey of Native products and the trade-offs we make. A lot of "this failed, here is why" moments that I find myself thinking about for weeks afterward. I hope to make this is a better working log to share the journey with other builders.

I wrote my first blog on Blogspot. I think I was in standard 10th, 2004. Then Orkut through college, then Facebook, then the rest of it as the years went by.

Looking back, that early era felt like something. Everyone I knew (school friends, college friends, mutual friends, crushes) were in one place with their life updates, photos, and I was looking forward to opening the tab just to see what had happened. It was like a shared living room where you could drop in anytime and somebody would be there.

Two decades later, that feeling is completely gone.

I can't quite articulate what changed but I can feel it every time I open the apps now. It's tiring before I've even seen anything. Something shifted at some point and I missed it happening. And now I'm standing in what used to be the living room and it's turned into a casino.

I'm not going to throw my phone into a lake. I'm also not writing one of those posts about deleting all my accounts. What I'm doing is more boring: figuring out what I actually want from these platforms, and redesigning my presence around that instead of around whatever the algorithm prefers or what trend bandwagon the world has moved on to. I intend to redesign how I use these platforms from the inside, with some actual intention behind the decisions.

I split my online presence into three spaces. A private Instagram album. A public Instagram workshop. A hardware journal on LinkedIn. Each with a specific job and goal.

The moment we get bored, we reach for a screen. Ten seconds later, dopamine hits. A hundred swipes later, nothing. We mistake stimulation for satisfaction. There was a time when an empty evening meant sketching, tinkering, fixing, or just making something dumb because it felt good. Now, “free time” means doing what everyone else is doing: consuming.

Then came the “monetise everything” era. Can’t paint without someone asking if you sell prints. Can’t bake bread without being told to start a channel. The second money enters, curiosity leaves. We’ve forgotten how to do things that don’t scale.

A hobby feeds you back. You finish a session and feel different, you feel less tense and more alive. Most of what people call hobbies today are just distractions. Scrolling isn't a hobby. Shopping new shoes, coffee grinders, pens isn't a hobby if the excitement ends at unboxing and you're not creating anything. Even fitness streaks aren't a hobby if it's just for scoring health badges. It is if you're learning form, building strength and routing. Uploading photos daily, checking likes. If you're posting, writing, shooting, because you care about the work, then it's a hobby.

Hobbies are important. They give you competence and flow. They’re proof that your hands and brain can still cooperate without an app telling them what to do. When you’re learning to play an instrument, shape clay for pottery, or roast coffee right, your brain shuts up. You stop running background tabs in the mind. You stop checking who’s watching. That peace is what hobbies give you.

If you don't have one, cut the noise first. No phone. No Netflix. Sit with boredom long enough that you start itching to do something. Anything. You can learn guitar chords, knife skills in the kitchen, code a small utility tool, shoot and edit photos. You can explore the locality by walking with a camera, sketch in a museum, hike a new trail, or go somewhere new.

Remember,  you were built to make, not just consume.

Last year when we visited Copenhagen to see architecture marvels of Bjarke Ingels (Nandini's favourite architect), I got a bit interested in unconventional yet supremely functional architecture. I came across Frank Gehry's work as well… especially his sketches.

After watching sketches of Frank Gehry, I realised how his workspace was like a playground. Full of materials, sketches, papers all around, models to mess with. It wasn't meant to make you sit behind a desk but rather made you feel like experimenting and test new ideas quickly.

IDEO, the design firm, encourages open spaces, movable whiteboards, and materials accessible all the time. IDEO’s offices had portable whiteboards on wheels, enabling teams to brainstorm anywhere. A movable workspace! How cool is that?

Yves Béhar from Fuseproject who designed for Yale, August, Coway, Tile, Jawbone and many more designed his studio to nurture innovation, much like Frank Gehry. His workspace is a mix of screens, physical models, and natural light!

For my personal workspace, I took a lot of inspiration from Stephen Wolfram's (creator of Mathematica, Wolfram Alpha and Wolfram language) productive desk setup. Here's some documentation on how we went about designing Urban Company's Bengaluru office.

Additionally, these books I referred to (mostly excerpts & videos):

I don't think of workspaces as just places for work — it’s where ideas are born.

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