Kshitij Dhamala
Kshitij Dhamala

Build less. Think deeper.

Product engineer

KshitijDhamala

I build software that helps small businesses win customers and keep them, increasingly with AI.Co-founder of Sociora.

Build less.
Think deeper.

Everything engraved on this stone is something I could have built. Drag to cut it away.Tap to strike it away.

0% removed

See what I kept ↓

What I kept

Four things that made it through the cut: a startup I co-founded, a client I followed from website to counter, a platform I built at work, and a brand I run.

01

Sociora

Role
Co-founder · Startup, Lalitpur
Status
Building since 2025
Sociora product film frame: one coffee promotion adapted natively for LinkedIn and an Instagram Story, headed Native everywhere.

One post shouldn’t turn into a day of busywork. Sociora is the AI desk for social commerce: create, schedule and publish everywhere, manage conversations, and see what turns engagement into sales.

On a small engineering team, I’ve worked on the create-post flow and template library, the AI assistant editor, the unified publish-and-schedule drawer, and the All Posts library with tags and multi-channel filters.

What I cut

  • A separate scheduling drawer. Now or later is the last choice in one flow.
  • A three-step create wizard. Same choices, one screen.
  • The dark theme. One light design system instead of two of everything.
Inside Sociora
02

Naan Cafe

Work
Client work · Website and loyalty product
Status
Website live · Rewards built, launch on the owner’s schedule
Naan Cafe Rewards card on a phone: seven of eight flame stamps collected, one more for a free combo.
The card. Progress first, everything else after.
Phone screen confirming a stamp was added, with two of eight stamps filled.
A stamp, earned by scanning the counter code.
Full-screen saffron reward confirmation reading Reward used, Free Combo Meal, with a live clock.
The check screen staff see. A live clock makes it hard to fake.
Join screen headed Your first stamp is on us, asking for a first name and a mobile number.
Joining: two fields, no password, no app.

It started as a WordPress website for a two-store restaurant in Fontana and Redlands, California. Then came the harder question: how do you bring regulars back without asking them to install an app?

The counter tablet shows a code that rotates every minute, so a screenshot can’t be reused. Staff never type during lunch: anything they do is one tap. Every stamp and redemption is an entry in an append-only ledger, reversible but never edited.

What I cut

  • An app to install. The card lives in the browser.
  • Verification before the first stamp. It waits until a reward.
  • Points. Built, then switched off: stamps first.
The full story
Owner dashboard with visits per week for both stores, repeat rate and a return-visit table. Seeded demo data.
Owner dashboard, shown with seeded demo data.
03

Transit Education

Work
Full-stack build · Head of IT & Digital Systems
Status
Live
Transit Education homepage: Dream. Apply. Fly. beside a carousel of recent visa approvals.
Transit Education’s Study in Canada guide with a deep red hero and the Toronto skyline.

A study-abroad consultancy helping Nepali students plan an education overseas. I built its website full stack, and I run the digital systems behind it.

What I cut

  • Redirect chains. Every old WordPress link lands in one hop.
  • A second address. One canonical host instead of www and non-www.
  • Sales copy. Real offices, real requirements, real steps.
How it’s built Visit the site
Gymcell black compression T-shirt with blue seam lines and a gold dagger mark on the chest.
The compression tee.
Gymcell launch post: The Gymcell Hoodies, a black hoodie from behind and a grey hoodie from the front.
Hoodie launch post.
Gymcell black tank top worn in the gym, shoulders and chest in soft light.
The tank top.
04

Gymcell

My own brand · Founder · Running since February 2024

A fitness apparel brand from Nepal built on one idea: discipline engineered. It is where I apply UX thinking to things you can wear.

  • Discipline Engineered. Gymcell began as a personal philosophy about showing up every day with purpose, and grew into a lifestyle brand. The line runs through the apparel, the identity, the content and the voice.
  • Concept to customer. I run it end to end: concept, design, sampling, production and launch, plus the suppliers, the manufacturers and the customers. Comfort, fit and material are treated as UX decisions.
  • The store. An e-commerce platform on Next.js and Supabase. Orders are atomic database transactions that reduce stock as they’re placed, prices are snapshotted at purchase, and row-level security protects the data.
More on Gymcell

What I cut

  • Anything that doesn’t fit Discipline Engineered. It doesn’t go out.
  • Quick fixes. A slow sample cycle means deciding before committing.
  • Selling the last shirt twice. Stock drops in the same transaction as the order.

Earlier websites · designed and built by me

In research

MedSync AI

A bilingual, voice-first triage assistant to guide people safely to care without apps, forms or medical jargon. Co-designed with a doctor; still in research.

“In healthcare, clarity and trust matter more than complexity.”
Voice call backend on GitHub
For restaurants and local businessesWant this for your business?Websites, ordering and loyalty, adapted to you. See the live demos

It just stacked

Most people pick one lane. I kept getting pulled into the next one, because the last one wasn’t enough by itself. None of it left.

The longer version

  1. AI & Automation

    Now

    Agents and automation that take repetitive work off people’s plates, and knowing where AI actually earns its place.

  2. Growth

    Alongside

    Then what happens after launch: how people find a product and what makes them act. Search is a big part of my paid work now: SEO, plus AEO and GEO, so a business turns up in AI answers too.

  3. Product & UX

    Since 2023

    I got into HCI early, to understand why some products just work for people and others don’t. Freelance UI/UX and web design for small businesses followed.

  4. Engineering

    The degree

    Computer Engineering taught me how systems behave, and how they fail.

Notes

A case study written here, and short posts on building, deciding and AI.

  1. SEO didn’t die. The reader changed.Search ·
  2. Getting a two-location restaurant foundSearch ·
  3. What I check before calling a site search-readySearch ·
  4. Two buttons that should have been oneProduct design ·
All writing

Have something
worth building?

Bring the complicated version. We’ll work out what to cut. Tell me what you’re building and where it’s stuck.

A short outline, your preferred timeline and an approximate budget, if you have one, are a good place to start.

Open to

  • Product engineering roles
  • Freelance builds for small businesses
  • SEO, AEO and GEO work
  • AI and automation projects
Write to me directlykshitijdhamala69@gmail.com
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