United States

Product Design

UX Design

Bachelor of Design

✊🏿🏳️‍🌈 Diversity & Inclusion

Shruti A

Founding Product Designer

Public Speaking

Product strategy

Communication

Problem-solving

Critical-thinking

Empathy

Team player

Stakeholder management

Negotiation

Analytical skills

Salesforce

UserTesting

Zapier

Axure

Balsamiq

ChatGPT

Figma

Miro

Confluence

PowerBI

As the lead product designer for the C2C web interface and admin interface, your primary duties include creating a consumer journey map to inform the team about prioritized design decisions. This will involve reducing the current journey from 10 clicks to just 4 clicks to rent equipment or find a project. You will also be conducting user research and working with the CFT to design a system that is tailored to meet user needs. To drive iterative experimentation for business outcomes, you will need to collaborate effectively with the CFT. 

In addition to this, you will work closely with the CEO to design apps that meet unmet customer needs while ensuring that the design guidelines are maintained. As part of your role, you will need to foster a strong design culture within the team. You will also be responsible for conducting viable experiments that effectively combine product data and user insights.

To effectively carry out these responsibilities, you will need to work diligently and independently. Regrettably, there will be times when the workload will be heavy, and you will need to put in extra effort to meet deadlines. However, your efforts will be rewarded as you make a significant impact on the business.

As a Senior Product Designer, I led the design of 3 features and 2 incubator experiments, including full-time hiring, job post generator and talent proposal consultant, that leveraged OpenAI’s chatGPT integration. I also ran design and product workshops to generate a backlog of ideas that were aligned with the customer needs, the company's goals, and new areas of exploration. I achieved higher task completion rates by incorporating generative AI & ML in the user flow through designing simple and elegant experiences that reduced users’ cognitive load.

To validate the designs, I collaborated with cross-functional teams (Product, Marketing, Legal, UXRs, engineers, and data scientists) to create user flows, wireframes, prototypes, and visual designs by rapidly prototyping and iterating on new products and features. Throughout the design process, I presented work in a range of mediums and fidelities, giving and soliciting feedback from other designers to continually raise the bar for quality.

I worked as a Senior Product Designer at Culture Amp, where I was the design lead for the team recognition squad on the Kudos product. I worked closely with the product and customer feedback (CF) teams to understand customer needs and problems. I mapped customer journeys and user flows to identify gaps, and designed interfaces that helped solve identified problems. I validated solutions with customers, using feedback to iterate quickly to find design solutions that should be built. I communicated and documented process, explorations, and conclusions to colleagues and other stakeholders across the organization. I collaborated with product owners and engineers to design and refine solutions, balancing design aspirations with any technical limitations. I also worked with other designers across different products to understand the other products of the business, creating holistic design and continually improving design quality.

As an Experience Designer, I led two squads and carried out user research to deliver high-fidelity mocks. I constantly echoed users’ voices while working on various projects, such as improving the LMS experience, calendar integration, automated invites, and improving diversity. I was responsible for prioritizing features to deliver the most viable, usable, and feasible product quickly. I collaborated with product managers, tech leads, developers, and stakeholders to push forward customer-centric design principles to create effective, cohesive design solutions that met the needs of varied users.
I maximized customer and end-user satisfaction by focusing on customers' and end-users' “Jobs to be Done”, needs, and pain points in order to drive the vision and define the product solution. I also improved product CSat score by 10% by the end of every year.
I ensured that UX Discovery, Validation, and Delivery practices were ongoing and aligned with business goals. I facilitated design workshops to test the hypothesis and direction of the project. I also conducted ongoing User Research and feedback activities to ensure customer involvement and input. I improved time to value by reducing UX discovery and user feedback time.
I managed stakeholder involvement and collaboration in the discovery process: user interviews, journey maps, planning sessions, and workshops. I also documented product delivery work for Visibility & Transparency, including measurable goals/OKRs, progress, upcoming work & history, and ensuring the project is ready for the launch.
I ensured data-driven decisions are made across the product lifecycle, i.e. Customer Research, surveys, prototyping, testing, reporting, and analytics. I also ensured all new solutions built must be user-friendly, accessible, and consistent with the design system.
I facilitated organization-wide UX chapters for knowledge-sharing of ongoing research or best design practices.

I created an application that was a one-stop solution to reduce the user’s cognitive load while also meeting the heavy data management requirements. The application was designed with a focus on simplicity and clarity, and it was built using a scalable architecture that could easily be adapted to meet the needs of a growing user base.

I also built an MVP solution for a new product which was scalable by design with lean functionality on the screen. This allowed the product to be launched quickly and to gather feedback from users early on. The MVP was built using an agile methodology, which allowed for rapid iteration and improvement.

In addition to my experience in designing and building applications, I also have experience working in agile environments and with offshore teams. I am proficient in using agile tools and methodologies, and I am able to effectively communicate and collaborate with team members from different cultures and backgrounds.

I am a highly motivated and results-oriented individual with a passion for creating user-friendly and scalable applications. I am confident that I can make a significant contribution to your team and help you achieve your goals.

As the UX lead, I led the process of redesigning the incident management interface to reduce the number of clicks from 286 to 48 by simplifying the navigation to support critical decision-making during disruptions.

I started by conducting project scoping with stakeholders and persona mapping. I then created a user journey map and user flows, identifying the pain points. I engaged in contextual inquiry and interviewed SNCs and SMEs. I utilized empathy mapping to present the findings to the business. I worked on the HMW approach with the product team to solve the problem.

I facilitated a design studio workshop with the product team to brainstorm and prototype new solutions. I designed an optimized UI that reduced the number of clicks from 286 to 48, and the number of fields from 50 to 30. I also added 3 checkpoints to keep users informed during disruption.

Stakeholder management: Worked with various different stakeholders including product owners, Salesforce architects, and scrum team members from both onshore and offshore to ensure alignment of features built with UX and Telstra brand guidelines

Product Strategy: Deliver an intuitive experience to end uses while conforming to out of the box features of Salesforce platform. Redesign the entire basket experience for Cloudsense which has influenced the product roadmap for Cloudsense.

User & Product Research: The project required us to work within the constraints of Salesforce and Cloudsense. As part of my role, I studied and researched both Salesforce and Cloudsense and worked with project teams by conducting interviews, including in-depth personal mapping, affinity diagramming and AB testing for the project. Created click-throughs and prototypes for web and mobile and advocated for changes based on test findings.

Interaction Design & IA: I documented the design guidelines for the portal that included visual designs, layouts, color schemes and typography for the offshore team to ensure consistency across all pages on the portal. Also, formalised the content management strategy by introducing a formal process for content creation and approval. Simplified the partner onboarding process by reducing multiple touchpoints in the process and also reducing number of fields from 50 to 18 captured in the entire process. This was a huge win for partners uses as it was indicated as the biggest pain point in the existing process. 

Validation: Managed usability testing for end to end navigation and testing each and every functionality in preparation for Website restructuring. Defined testing parameters, prepared prototypes, recruited users, facilitated tests and reported results.

Challenges: The main challenges included working within the constraints of Salesforce and Cloudsense platform. Managing stakeholders including business and technical to agree on the design proposed.

To Me Love Me is an e-tailor feature that integrates into the retailer website and gives customers a curated look book for their online shopping experience. This helps lower the retailers cost of returns and assists in increasing sales and better engage the customer by personalising their online shopping. I was the lead experience and interaction designer and my key responsibilities were:

Product Strategy: Being a self driven public facing feature on the retailer’s website, the key drivers were intuitive with minimum steps for end user. I did this by interviewing retail end users and did usability testing and created personas to help align with the strategy.

UX Design: working through the early stages of a design strategy and feature definition into information architecture, sketching and prototyping, testing and iterating. 

User Research: Conducted stakeholder interviews, empathy mapping, include in-depth persona and scenarios and keep checking with it, led affinity diagramming sessions, in-person user interviews and usability tests. Created click-throughs and prototypes for web and mobile and advocated for changes based on test findings. 

Interaction Design: Created competitive reviews, strategy documentation, concept models, heuristic reviews, sitemaps, process flows, sketches, wireframes, prototypes, and detailed specifications for mobile/web applications. Led interaction design for responsive website keeping accessibility in mind, worked in both waterfall and agile methods. Also deciding the visual designs, layouts, colour schemes and typography.

Collaboration: Worked closely with visual, production and programming team members to create intuitive, delightful user experiences.

The Global Women’s Project (GWP) wants to revamp and redesign their current website to showcase their journey and how they have created the change through their work, with an essential objective to attract more donors from a broader demographic range and subsequently acquire a greater number of donations using MVP approach. My key responsibilities were:

Research: User Interviews, Market Research, Affinity Diagramming, Stakeholder Mapping, Competitor Analysis, Comparative Analysis, Personas, Scenarios, Storyboard, User Journey Mapping, Empathy Mapping, User Flow, Surveys using Google Form.

Conceptualisation: Interaction Design, Task Analysis, Journey Map, Interface Design, Design Studios, Wireframes, Low & High Fidelity Prototyping Pen/Pencil/Posticks, Axure, InVision, Balsamiq, Sketch.

Information Architect: Navigation & Card Sorting, Site Mapping, Priority Matrix, Content Strategy, Heuristic Evaluation, Optimal Workshop.

Validation: A-B testing, Guerrilla usability testing, In-house usability testing

Ugg Australia is a leading sheepskin footwear manufacturer and wants to extend their line of products. My role was to design this new line that includes bags, apparel, accessories, toys and households. I introduced company’s first standard design process, reducing errors and increasing efficiency in production by handling the team on 10 people.
Key Responsibilities:

Research: Following forecast mainly from WGSN and Promostyl for coming season and planning for 2 seasons ahead. Understand local and international trend by doing market research, attending fashion shows and exhibition. Collaboration with sales and other teams to understand the best selling product and incorporate feedback in the design .

Design: Designing a contemporary line of women’s, men’s kid’s wear, accessories and homeware by deciding on colour, pattern and product presenting in an illustration form.

Development: Starting with pattern making keeping in mind the properties of different animal skin to create a sample and keep on refining it till the desired look is achieved. Also working jointly with production team to get the product ready.

Selection: the process includes collaboration with  stakeholders and marketing and sales team and most importantly customers on the complete range..

Planning: After further iteration outlining the final designs for mass production. Communicating with local and overseas vendors for trims and accessories. Also, creating tech packs and flat sketches using Adobe Illustrator and Photoshop.

•	Assisting the Designer in the developing a complete range for the season 
•	Assisting the Designer in trend forecasting and market study
•	Assisting with new sample development with finalization of fabric, colors and trims
•	Assisting the Designer with the look book
•	Attending meetings with vendors and pattern makers to finalize the pattern for upcoming range
•	Preparation of buying sheets with technical drawings
•	Preparing the production sheets and the order sheets
•	QC the garments in detail to meet the requirements of high end fashion house
•	Hand finishing the garments if required to meet the standards
•	QC the pattern and grading done by pattern maker
•	Assisting Designer with preparation of range presentation and photo shoot

•	Entire range planning according to forecasting, trends and market survey, for women denim wear
•	Analyzing the earlier season's performance of designs, colors, product category and accordingly structuring new season
•	Range developments, costing, sourcing
•	Deciding on various finishes / washes (wet & dry)
•	Print/Graphics Development for fabric, labels and tags
•	Final sample and quality approvals
•	Handling suppliers & vendors independently
•	Managing outsourced production and on-time delivery of product
•	Handling the garment manufacturing processes, SOPs, production reviews, production monitoring on regular basis
•	Handling the team of merchandisers
•	Attend fashion shows and trade fairs to search out new products and suppliers 
•	Choose product ranges and evaluate product quality and gather customer feedback 
•	Looking after sales of all the products, improving the product branding and obtain increased sales
•	Traveling around for market survey

•	Fashion forecasting and trend analysis 
•	Designing and Developing range of women’s top wear 
•	Creating themes, designs, mood boards, color board, swatch board, trims board every season
•	Range and merchandise mix planning 
•	Development of final sample and range presentation 
•	Handle pre-production and post-production woven category

•	Managing multiple buyers in parallel for women’s wear
•	Developing themes, designs, mood boards
•	Designing garments and product execution, from pattern cutting till final sample with packaging, printing, embroidery, trims finalization, washing & other stage associated to design of the garment
•	Studio settings, team management and coordination with merchandising managers and buyers

•	Designed and developed range for Autumn Winter 2008
•	Analyzed sales performance and consumer behaviour 
•	Guided the sales team on floor for display of merchandise 
•	Range planning & merchandise allocation 
•	Carried out extensive study of all the 70 stores across the country
•	Framed policy to improve upon the supply chain management
•	Carried out study to improve upon Kitty Management
•	Created brand identity, developed concept and design range of T-shirt for a new brand ‘Ruggerio’
•	Designed and developed range for Femina Miss India 2008

Shruti A🇺🇸

About Shruti A

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