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Leadership & perspective

Chief Product Officer · India

2026-08-18 edition

Tovi Dezqevni

I want the game to carry the work of play, so the people around the table do not need to become its designer, referee or permanent host before they can enjoy it.

Leading article

Design for the table after the demonstrator leaves

The pieces looked distinct to the people who had designed them. That was too much of the basis on which I approved our colour-only faction tokens in 2020. In an observed exercise, thirteen of thirty-two adults assigned a token incorrectly during play. Familiarity with the palette had helped us see a distinction that the product itself did not make equally clear to every participant. I had accepted the component before asking enough about how it would be recognised around a home table.

We funded ₹35 lakh of shape and embossed-symbol development. A later group of forty adults still included five who needed assistance. The groups were different, so the counts do not establish a precise causal improvement or universal accessibility. The case diagnoses no participant and makes no safety-certification claim. It records an approval I owned, a changed component brief and a remaining group whose experience could not be removed from the account merely because the new design looked more considered.

I grew up in Dimapur and completed product design at the fictional Mezqetvi Design College in May 2004. That July I joined Zeqverni Play Design as a junior designer. The studio employed forty-eight people and recorded ₹7.2 crore revenue for the year ending March 2005. I was part of a six-person team, without direct reports or delegated spending. Early work taught me how much a demonstrator can contribute without noticing: explaining a turn, pointing to a piece or resolving an action before the player has to ask.

In July 2009 I became a product lead. Zeqverni had 110 employees and ₹24 crore revenue for the year ending March 2010. Ten colleagues worked within ₹1.2 crore annual function expense under the studio head. The role required me to make a design intention useful to other disciplines and to examine what a group actually did with a prototype. I became more interested in the work surrounding play than in presenting every difficulty as a need for another explanatory sentence.

I joined Treqezmi in September 2014 as head of product. The retailer had 120 employees and ₹38 crore revenue for the year ending March 2015. Sixteen product colleagues worked through two leads within ₹2.7 crore annual expense under the CEO. The move connected studio design with specialist shops and the expectations created by a demonstration. Product choices would now be repeated in homes where nobody from our team was present to interpret the intention behind a component or keep a session moving.

From April 2019 I was product-development director, a management role without a statutory appointment. Treqezmi employed 190 people and recorded ₹71 crore revenue for the year ending March 2020. Twenty-four colleagues worked through three leads within ₹4.5 crore annual expense under the CEO. The token approval occurred in that role. So did the 2022 two-player prototype review, in which seventeen of thirty adult pairs needed help managing neutral actions. Both cases made the invisible work of the host more consequential in my thinking.

I became CPO in January 2023. Thirty-one colleagues now work through four leads within ₹6.1 crore annual function expense and a separate ₹2.2 crore approved development programme. CEO Maya Treqevri retains enterprise authority, and Rakesh Qevzerni leads play research. The sixteen-shop business has 230 employees, ₹94 crore revenue and ₹7.8 crore operating profit for the year ending March 2026. Founders hold 25%, a growth investor 45% and employees 30%, including my 0.7%. I have no statutory seat.

Recent work has addressed campaigns paused across weeks, explicit timed and untimed modes, and the problem of seeking help about a private action without revealing it to the table. These are different product decisions, with different costs and unfinished questions. I do not treat a study preference as a market share or a funded programme as a successful public launch. The account should show the task that changed our brief and the responsibility retained by manufacturing, quality, safety and operating colleagues.

I am based in Guwahati and work in English, Hindi and Nagamese. Indian independent-director databank registration and proficiency preparation have not begun, and no exemption is represented. Twenty-one provisional days would need employer agreement and company-specific review. I would bring a product perspective to collective oversight while learning beyond tabletop retail. The contribution I seek is an ability to ask what a proposition requires of its user, including the work that an experienced team may have made invisible to itself.

Continued on the profile page →

Design for the table after the demonstrator leaves

I am chief product officer at Treqezmi Tabletop Stores in Guwahati. Our fictional business develops adult tabletop games and puzzles and sells through sixteen specialist shops. Thirty-one product colleagues work through four leads within ₹6.1 crore annual function expense, with ₹2.2 crore of separately approved development. The company's 230 employees and ₹94 crore revenue describe the wider enterprise, not my personal operating authority.

My twenty-two years began in a product-design studio. I learned to watch the work a group performs around the game rather than judge only the game we show them. A person identifies a faction piece, remembers a neutral opponent's action, pauses a campaign for another week or checks a private card. If the product depends on a host quietly resolving each difficulty, the home experience may be different from the demonstration we approved.

In 2020 I accepted colour-only faction tokens because their palette looked clear to our team. During observed play, thirteen of thirty-two adults assigned a token incorrectly. We funded ₹35 lakh of shape and embossed-symbol development. In a later group of forty adults, five still needed assistance. The groups differ, the evidence is not a causal comparison and it diagnoses no health condition. My initial approval had relied too heavily on the way familiar designers saw the pieces.

Two players were doing the work of an unacknowledged third person

Seventeen of thirty adult pairs needed help managing a prototype's neutral opponent actions. A ₹66 lakh programme developed a bounded two-player turn track and neutral-action deck. We retained the product-development stage instead of claiming a completed launch or improved win rate.

A campaign needed somewhere to wait between evenings

Among forty-eight adult groups, twenty-nine wanted to pause across weeks and nineteen preferred one evening. We funded ₹74 lakh of reversible physical state-saving through labelled envelopes and a board record. Added components replaced the assumption that every group would finish or leave the table untouched.

Asking what a card meant could reveal the choice it contained

Nine of twenty-four adult groups reported that checking a secret-action card's meaning exposed the intended action. A ₹53 lakh programme developed a private plain-language reference alongside public icons. The aim was help that preserved the task, without inferring cheating or requiring a new digital account.

Current focus

Products that carry the practical work of play beyond a hosted setting: recognisable components, a workable two-person mode, resumable campaigns and choices about time pressure and private help. I want the remaining assistance needs to stay in the development account.

Conversations I welcome

A first outside non-executive contribution after preparation and employer agreement. I hold 0.7% within employee ownership and no statutory seat. Databank registration and assessment have not begun; twenty-one provisional days require review against the actual appointment.

From the desk of Tovi

The demonstration table has advantages that a home table does not: a confident host, a known rule and an evening arranged around the product. I ask what the game itself must explain or preserve when those advantages disappear. The work includes recognising a piece, running the neutral turn, putting a campaign away and asking a question without revealing a private choice.

— Tovi Dezqevni

In this edition

Player roles and the work of play

The two-player game was borrowing a third person's attention

A prototype's competitive roles fitted two people, but its neutral actions depended on a facilitator. The product brief had to include the administrative work hidden by a confident demonstration.

Player roles and the work of play · 2026-08-18 · 5 min read

Resumable products and household routines

A campaign should be allowed to leave the dining table

The pause between sessions was a real product situation. A reversible physical record offered a way to preserve play without assuming a permanent table or requiring another digital account.

Resumable products and household routines · 2026-09-09 · 5 min read

Product assistance and private choices

The question about the card should not reveal the card

A reasonable request for help could expose a private action. Product assistance needed to preserve the decision's information boundary rather than make clarity conditional on announcing the choice.

Product assistance and private choices · 2026-10-06 · 5 min read

Dispatches from practice

Case 01

I accepted faction pieces whose only distinction was colour

In 2020 I approved colour-only faction tokens for an adult tabletop prototype. The palette looked distinct to the design team, and I treated that familiarity as sufficient evidence that players could use it. During observed play, thirteen of thirty-two adults assigned a token incorrectly. The finding concerned the task in that exercise; it did not diagnose a visual condition or establish how every player would respond in every setting. My approval had nevertheless preceded an adequate account of recognition in use.

The commercial sponsor wanted to preserve the clean component family and planned development date. Adding shape and embossed symbols meant more design and tooling work. I supported that work and allocated ₹35 lakh to the programme rather than rely on a host to keep correcting assignments. The brief asked the component to carry more of its own meaning while retaining a coherent visual identity. Manufacturing, quality and safety colleagues kept their respective assessments and release responsibilities.

In a later exercise with forty different adults, five still needed assistance. The new group and conditions prevent a precise causal claim from a simple comparison with thirteen of thirty-two. We did not describe the product as universally accessible or certified safe on the basis of either exercise. The useful result was a revised component proposition and a visible remaining assistance group. Funding and observed use still left further questions for development.

I retain this case because I had understood the game too well when I judged the pieces. The design team's ability to recognise an object was not the same as the object helping a new player do so under the attention demands of play. The correction required an owned change of brief and a cost, not a claim that the original participants should have concentrated more carefully. I would now ask what recognition the component itself makes possible before treating its elegance as evidence that the task is settled.

Case 02

The two-player mode still needed a third person's attention

In 2022 we reviewed a prototype described as a two-player game. Its competitive roles required two people, but neutral-opponent actions still needed to be advanced and resolved during play. Seventeen of thirty adult pairs required help managing that work in the observed exercise. A demonstrator could supply the missing attention so smoothly that the product appeared to fulfil its player-count promise. At a home table, that third person's contribution would not be present automatically.

The development team proposed retaining the rules and adding a longer explanation for the neutral actions. I agreed that clearer language might help, but the task also required remembering a sequence while both players were already engaged in their own choices. I recommended a bounded two-player turn track and neutral-action deck, funded through ₹66 lakh of development. The product would carry more of the state and sequence instead of relying on a hidden facilitator.

The choice added components and further review. It did not establish that the revised mode had launched, that every pair could play unaided or that the game had a better win rate. Research needed to examine the actual use of the new direction, while manufacturing and quality colleagues assessed their own responsibilities. The observed seventeen pairs were not a population estimate, and needing help did not make their participation a failure of intelligence or commitment.

My contribution was to make the player-count promise include the administrative work of play. Two competitive seats do not necessarily mean the whole task is designed for two people. A product leader should notice when a polished demonstration borrows attention from someone outside the advertised group. The immediate result was a changed development scope, with the cost and unresolved evidence retained. I would now remove the demonstrator's invisible interventions earlier in the review so the actual product can be evaluated on the work it asks its players to carry.

Case 03

The campaign needed a way to leave the table and return

A 2023 campaign prototype assumed the group would either finish in one evening or leave the board arranged until it returned. Research with forty-eight adult groups found twenty-nine wanting to pause across weeks and nineteen preferring a single evening. Those counts described the participants, not market shares. The preference for pausing was nevertheless a concrete product situation. A dining table or shared room could not be treated as permanent storage merely because the campaign had not finished.

One proposed route used permanent stickers and marked components to record progression. That approach could make the story's changes visible, but it limited reversible use and did not by itself preserve every part of an interrupted session. I supported ₹74 lakh of development for labelled player envelopes and a physical board record that could preserve the necessary state without requiring an application or account. The campaign would need to explain what to save and how to reconstruct the next session.

The decision introduced components, instructions and testing work. It did not prove that every group could resume accurately, complete the campaign or remain engaged across several weeks. The nineteen groups preferring one evening remained part of the proposition rather than becoming evidence that a pause feature was unnecessary. Product owned the development direction, while research, manufacturing and quality colleagues retained their respective reviews before broader claims could be made.

The immediate result was a resumable physical-product brief, not a retention figure or commercial launch outcome. I wanted the product to respect the life around the table rather than assume the household would organise itself around our preferred session. A pause is not necessarily abandonment. Designing for it requires identifying which decisions, resources and private states must survive packing away. The work earns its place when the group can return to its game without reconstructing the designer's memory from scattered pieces or surrendering a shared room for the week.

Case 04

The same cooperative goal did not require every group to want a timer

In 2024 we examined a timed phase within an adult cooperative game. Among thirty-six participating groups, twenty wanted an untimed option and sixteen preferred the timer. The study did not diagnose why any individual felt differently, nor did it establish the preferences of all customers. It showed two ways groups wanted to engage with the same cooperative goal. The initial product proposition had treated time pressure as inseparable from the experience.

The creative team valued the urgency and worried that an untimed option would dilute the identity of the game. I understood that concern. I did not recommend removing the timer from every session or presenting one preference as better play. We funded ₹42 lakh to develop two explicit modes, with the goal and the effect of the timing choice explained. Product would need to make the modes understandable without turning the untimed option into an inferior label or a hidden adjustment only an experienced host could suggest.

The change required additional balancing and play review. This fictional account does not claim that the two modes have identical difficulty, that the new choice improved a measured wellbeing outcome or that either mode was successfully launched. The observed twenty and sixteen groups remain preferences within the review, not a sales forecast. Research colleagues retained evaluation, while quality and other specialist owners retained the responsibilities associated with a real product release.

My role was to separate the intended cooperative task from one source of pressure that not every group wanted. The decision accepted more design complexity and a less singular commercial description. It preserved the timer for people who valued it while giving the other observed use situation a legitimate development path. I would now ask which constraints define the game's purpose and which can be made explicit choices, before assuming that a compelling demonstration has established the only worthwhile way to play.

Case 05

The player needed help without announcing a secret action

A 2025 review examined a game in which players considered secret-action cards before revealing a choice. Nine of twenty-four adult groups reported that asking the table what a card meant exposed the action under consideration. The ordinary help route changed the decision itself. A confident host could answer, but a question about a specific card could still give other players knowledge the game intended to keep private until later.

The design team proposed a public explanation at the start of the session. That could help with general rules, but it did not address the moment a player wanted to revisit one card privately. I supported ₹53 lakh of development for a plain-language personal reference, using icons that matched the public vocabulary without requiring the player to announce a selected action. The aid would need to make the relevant meaning findable while avoiding a new account, device or shared search history.

The direction added a reference component and further testing. It did not demonstrate that every card became clear or that no private choice could ever be exposed. The nine groups supplied a problem in the observed task, not evidence of cheating or a diagnosis of participants' abilities. Product and research owners needed to examine the proposed aid, while manufacturing, quality and legal colleagues retained their own responsibilities. No actual game's wording or protected mechanics are used in this fictional account.

The result was a changed assistance brief. I wanted help to preserve a boundary between private and shared knowledge on which the task depended rather than treat the act of asking as outside the product's responsibility. The same principle does not require every instruction to be private; many rules belong in a shared discussion. The useful distinction is what a particular question reveals at the moment it is asked. Product leadership should notice when a reasonable request for clarity makes a player give up the choice the product invited them to make.

The full record of leadership work →

Letters to the editor

“Tovi made the campaign's pause a product decision, including the cost of preserving play when the household needed its table back.”
Maya Treqevri, CEO, Treqezmi Tabletop Stores; fictional colleague
“He kept the people who still needed assistance in the token account instead of allowing a more considered component to become a universal claim.”
Rakesh Qevzerni, Play-research Head, Treqezmi Tabletop Stores; fictional colleague

An invitation

Contact

A first outside non-executive contribution after preparation and employer agreement. I hold 0.7% within employee ownership and no statutory seat. Databank registration and assessment have not begun; twenty-one provisional days require review against the actual appointment.

Open to
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