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Users

Primary audience is NLP/ML practitioners and researchers — people who read technical blogs to learn, evaluate credibility, and decide whether to follow the author’s work or reach out professionally. They arrive from search (specific technical queries), YouTube, LinkedIn, or Medium cross-links. Their job to be done: quickly assess “does this person actually know what they’re talking about,” then read a post or watch a video that teaches them something concrete (transformer internals, PyTorch, semantic search, embeddings).

Secondary audience: recruiters/hiring managers scanning for credibility and a path to resume/contact, but content depth for practitioners is the primary design driver.

Product Purpose

A personal site for Sachin Kalsi (Data Science Architect, NLP) that functions as a technical blog + portfolio. It exists to establish expert credibility in LLMs, semantic search, embeddings, and applied ML, and to surface that expertise through posts, YouTube videos, and a resume/contact path. Success = practitioners read and trust the content, engage with posts, and the site reads as an expert’s technical home rather than a generic personal-site template.

Brand Personality

Sharp, technical, credible. Voice is precise and no-fluff — closer to a well-written engineering blog or paper than a marketing landing page. Confidence comes from clarity and specificity (real diagrams, real code, real depth), not from decoration or hype language.

Anti-references

Explicitly avoid the generic SaaS-template look currently in place: royal-blue (#2563eb) + slate-50 background + white card grid + Inter + rounded corner cards + soft shadows. This palette/layout combination reads as an AI-generated or templated SaaS marketing site, which undercuts technical credibility. Avoid: uniform card grids for content that isn’t inherently card-shaped, tiny uppercase tracked eyebrows, hero-metric-style stat blocks, gradient text, glassmorphism.

Design Principles

• Credibility through specificity, not decoration — real content (code, diagrams, depth) should be the visual hero, not chrome around it.
• Content-first hierarchy — blog posts and videos need to scan quickly for a practitioner deciding what to read next.
• Typography carries the technical/editorial feel; color should be restrained and deliberate, not templated SaaS blue.
• Fast and legible over flashy — this audience bounces off slow, bloated marketing sites.
• One distinct visual identity, consistently applied across homepage, blog index, and post pages (currently the writing-page state visibly diverges from the homepage; unify).

Accessibility & Inclusion

Standard WCAG AA baseline: sufficient contrast (body text ≥4.5:1), keyboard navigable nav/links, meaningful alt text on images, no motion-dependent content without a reduced-motion fallback. No additional stated requirements beyond this baseline.