Crafting the future of Business News in the Indian Ecosytem

• Overhauled the BQ Prime (now NDTV Profit) Website by spearheading the A-Z Product Design process from user research, user interviews, understanding users needs and wants and aligning them with business goals, refactoring the Information Architecture (by performing a UX workshop with Stakeholders), baking our 1st drafts of the UI & collating feedback, Hi-Fi Prototyping , Motion Design (for Micro-interactions using Lottie), Usability Testing (using Useberry) , Accessibility Tests (WCAG 2.0) and A/B Split Testing (to test our multiple paywall strategy)• Revamped the Brand Guidelines for BloombergQuint in 2020 & again revamped the Brand Guidelines & component library in 2022 (after Adani merger) . BloombergQuint is now BQ Prime• Defined the user and business goals after discussion with readers and stakeholders to come to a common consensus using a priority matrix• Working closely with the Tech, Marketing and Leadership each week to keep constraints & priorities in mind so that we always adhere to the timelines.• Worked on multiple paywall designs for AMP & Non AMP Pages to increase subscription numbers of BQ Prime• Worked on Placeholders behind Ad Units to help us increase out CLS & LCP Score by 30% . This was done to better the UX by preventing Ads from dynamically pushing web elements in jerky manner affecting GSC Score• Initiated & currently working on standardising Video Thumbnail formats for our Videos so as to maintain consistency on the Web , Mobile and Social Media Channels• Designed Several Ad Unit Mockups to increase revenue & page impressions to thus increase revenue• Launched updated Emailer Designs following our new brand guidelines that is Web safe and Email Safe to prevent font resubstitution thus leading to a better UX. Emailers were designed using responsive layouts and tested on Outlook, Gmail and Yahoo• Assessed Usability / UI Issues on web & mobile browsers & fixed them (Safari & Mozilla . Phew!)

• Performed essential functions to understand user needs and enhance FreightBro's customer-facing website’s workflows, including employing a range of qualitative (user discovery research, focus groups, usability studies, etc.) and quantitative (surveys, analytics, market research, etc.) methods.• Conceptualized and launched a whole new brand guidelines document keeping in mind the vision and brand tonality in perspective• Established a comprehensive design system from ground up for the Freightify Mobile App and Web Platform (which was initially non existent). Built this baby from ground up !• Started off as the first UI/UX Designer here and was incharge of growing the team and led all UX Research, UI Designs, Prototyping, Micro Interactions, A/B Testing exercises• Brainstormed and designed the mobile and web user experience for ‘Tracking Freight - A Freight Container Tracking Tool"• Analyzed various sections of FreightBro website using Mixpanel, Hotjar, Fullstory: Designed data-driven changes instituting a user-centered design (UCD) approach, thereby reducing user drop-offs and increasing conversions• Used A/B split testing for various features and elements on the FreightBro Website• Conducted User Interviews with real customers (freight forwarders at their offices) to understand their workflow and needs. Our team was distrubuted in pods for interviewing our customers on all major port cities. Meaningful discussions also led to changes on our product thus increasing user retention on the platform• Introduced a much requested feature by our customers called "Spot Rates (for Maersk & Safmarine) " on the web and mobile user experiences which increased our average traffic by 30%• Standardized all Social Media Templates, Product Emails for FreightBro• Redesigned the company pitch deck to be animated, intuitive & engaging that was instrumental in helping us acquire a $2.5M funding which has now made "FreightBro" rebranded to "Freightify"

Truce - A F2C (Farmer to Consumer) Marketplace App • Redesigned the entire Web and Mobile UX of this product that helped farmers get the best rates of their produce in markets that sell for higher rates , thus cashing in more profits. Truce helps Indian farmers directly connect with other markets without the middlemen in picture• Incharge of the redesigning the "Farmer Chat Assistant" that made quoting prices easier for the farmer• Integrated Micro Interactions (using Principle & Flinto) for the Mobile App of Truce Inc. to make the app more intuitive and engaging• Launched Multi-lingual support for the Mobile App and Web User Experience to make communication as localized as possible for acquiring a larger user base• Developed a whole new Design System for Truce that helps convey their true brand proposition

• Focused extensively on designing to improve web accessibility and conversational interfaces for IoT devices in Refrigeration Facilities that are essential• Created and refined comprehensive user flows• Designed and validated workflows and interfaces through iterations and successfully designed + developed using Material UI Design System , HTML, CSS and Javascript

• Worked on multiple in-house UI development projects with Edifice Architects based on HTML, CSS, Javascript during my Engineering Degree . • My role was to work on feature enhancements on the Architectural Design Firm's website along with performing image optimisations on their image heavy website. Was able to achieve 45% faster page load speeds after my code tweaks using image compression algorithms without affect image quality.• Delivered the project way before the timeline assigned to me by the firm and was a great experience working with a talented bunch of architectural designers