- Led user research initiatives including interviews, surveys, and usability testing- Developed user personas and journey maps to understand user needs, behaviors, and motivations.- Analyzed qualitative and quantitative data to identify user pain points, opportunities, and areas for improvement.

Through the application of the GV Design Sprint methodology, designed an intuitive online platform for net sellers, focusing on enhancing the customer experience by streamlining the selection process for netting solutions. Our primary objective was to prioritise convenience and satisfaction, resulting in a user-friendly website that caters to the specific needs of our customers.• Conducted in-depth understanding of the target audience, their needs, and pain points. This involved creating affinity maps, personas, HMW questions and user mapping• Utilised Crazy 8s sketches, Miro and Figma to create both lo-fi and hi-fi wireframes and executed usability testing with users to gain valuable feedback and insights • Based on the testing, 3 key findings were identified and addressed in the design resulting in a 47% improvement in the overall user experience and ensuring a seamless and user-friendly website• Iterative design processes and models resulted in a 95% satisfaction rating from all usability testers, enhancing overall user satisfaction

Designed an intriguing and accessible website tailored using the double diamond method for a fashion house in Mumbai, offering an aesthetically appealing and seamless digital experience. • Engaged with cross-functional teams and conducted a comprehensive competitive analysis, user research using the red route analysis and questionnaire. This approach helped identify pain points for improving the user experience• By utilising Figma and Marvel as our workspace, we seamlessly integrated crazy 8 ideas and card sorting techniques. This allowed us to effectively work on the information architecture, resulting in a remarkable 120% improvement in the speed and ease of the redemption process for users from diverse backgrounds• Conducted 4 usability tests in the first round and 3 after iterating, wherein an overwhelming 92% of 40 participants expressed genuine enthusiasm towards the website• Leveraged essential UX/UI principles such as Hick's Law, Miller's Law, Jakob's Law, and the Law of Common Region. By integrating these practices, aimed to create an inclusive and accessible design that caters to the needs of all users