Rock Jethwa Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

FinTech Project (US based Bank, details confidential)• Lead UX & Interaction Designer for Machine Learning AI for Enterprise Business Intelligence Data Dashboard App, integrating Google Material UI, Salesforce and LLM backend systems• Journey Workflow Mapping & UX/UI screens to create a Reinforcement Learning from Human Feedback (RLHF) App, to optimize LLM accuracy, and re-train Machine Learning/AI models (reduce AI Hallucinations) in a production CRM environment

Toronto, Ontario, Canada

UX, SERVICE DESIGN CONSULTANT FOR ONE OF CANADA’S TOP BESPOKE CMS AGENCIESOPTIMIZING, IMPLEMENTING, LEADING:• Using UX Research and Design Thinking for new design vision to optimize processes for Product, Content, and Developers for eCommerce B2B Merchant and Payment Platform; increase Sprint velocity and usability by 20%DESIGN SYSTEM, DESIGN OPS, RESEARCH OPS:• Created Design System in Figma and Storybook, 100+ screens, components, with user stories, user flows, journey maps, to collaborate with developers for iterative wireframes, prototypes, client documentation, to simplify B2B implementations and reduce technical debt, also created UX Research and Design Ops Governance Framework (goal metrics confidential)DESIGNING, MAPPING:• Service Design Approach with Wireframes, Design System to help developers and SEO specialists with detailed documentation, for new features; also developed AI tools and Prompt Engineering Toolkits for Designers and Developers to reduce time on inefficient non-value added tasks; (goal metrics confidential)

CIBC Wealth ManagementProject: Wealth Management Public Website Contact Us Journey (Responsive Web)• Designed solutions and created wireframes and interactive prototypes to optimize Web Forms and UX workflows, enhancing the Contact Us journey from Call Center Operations to Sales Teams with Salesforce vs. Microsoft Copilot AI scenarios.• Gathered insights into user pain points and validated features using journey mapping, persona development, data analytics, user testing, and AI user research to improve usability and visual design.• Leveraged research and tools like Adobe Analytics, UserTesting.com, Figma, and FigJam to design a new UI and workflow for generating $5-50M+ in Assets Under Management (AUM).

Toronto, Ontario, Canada

UX/UI Strategic Design for Investor's Edge, Next Gen Trading Platform with Generative AI ToolsREIMAGINING, BUILDING FRICTIONLESS TRUST AND STICKYNESS:• Creating next generation Trading Platform integrating AI Tools, using Current State Mapping, Journeys, Personas, Analytics, 1:1 Interviews, Task Analysis, Behavioral Screen Flow Optimization; (metrics are confidential)BUILDING POWERFUL "BUY-IN" ENTEPRISE AGILE CAPABILITIES• Planning new AI Tools for Content Delivery to end users, to optimize workflow by analyzing Journeys, Jobs To Done, with Generative AI Tools for Text and Image content;

Web and Mobile Product Strategy, Bank wide UX Strategy and Operations: Digital Banking and Payments, Digital ID Onboarding, Business Banking Cash Management PortalREIMAGINED AND CO-LED: • Public Web Banking Portal, Secure Online Banking Mobile App, Infrastructure and Content Management Rebuild, with a new UX and tech stack, while managing change with launch and support models; cost savings for product development time to 1 year from initial plan of 2 yearsCREATED: • Mobile App Strategy and stood up Agile Team as initial Product Owner, using CX, Agile, Customer First Principles, and getting buy-in from enterprise stakeholders (English, French); launching in industry leading 7 months to launch (industry standard approximately 2 years)REDEFINED• How to use Design Thinking by growing the UX Design Team, creating Usability Testing processes, Enterprise Design System and Accessibility Toolkits to include 3rd Party Vendors; optimized payments process by 40% and reduced Customer Service calls by 90%STANDARDIZED SCALABLE SYSTEMS: • Created and managed Enterprise Design Systems along with Design Ops and Research Ops Governance for Customer Research, Journey Mapping, Prototyping, Usability Testing to have a more customer centric Mobile App, Retail Banking Portal, Business Banking and Commercial Cash Management Portals; new process and tools used by 5+ global Agile teams across the bank

Scotiabank - Enterprise Project Management PortalREDESIGNED • Workflows UX/UI design, Content Management and Intake Portal of Enterprise Project Management Portal; 350+ pages, interactive tools, project templates in less than 16 months vs. 2 year original planINCREASED • Developer efficiency, task completion, stickiness, using Agile Design processes, Design Thinking Workshops, Prototyping, Usability Testing; also updated Design System components, Analytics Dashboards; increase portal usage from 20% to 90% resulting in $millions of cost savings (details proprietary)INFLUENCED • Using Change Management techniques, got buy-in for new UX, UI and new workflow process for 10+ countries, 500 internal stakeholders; created and led 10+ training workshops and UX QA program to minimize risk, increase adoption and satisfaction rates; highlighted by CIO as one of the top 5 Transformation Change successes

Facilitating the creation of new FinTech > The next gen of disruptive products and services.Projects• Blockchain• IoT Internet of Things• UX/UI Design• Loyalty Systems• Settlement Systems• POS Point of Sale Systems• Chatbots• Augmented Reality• AI/Machine Learning• Retail Banking• Savings Calculators• Insurance/Smart Cars/Self Driving Cars• Wealth Management Calcualtors• Competitive Data Analysis and Visualization

Next Gen FinTech InfrastructureLead IT 3.0 Marketplace, with IT Architecture CIO, from whiteboard scribbles to launch (on time) • CEO Bharat Masrani's project for his first Board of Director's meetingUX Success• Creator and Product Owner of Enterprise UX, UI Guidelines, now standard across the bank • Created, managed new UX innovation process; facilitating buy-in for LOB, IT Stakeholders• Prototyping Tools, with sign off from Business and IT VPs in 2 weeks, saving 25%+ of dev costs • Managed team of developers and designers• Created Developer Hackathon, Enterprise Gamification tool; $Millions savings for dev costsInnovation Success• Chief Architect CIO's Global Innovation Award• 2 projects chosen by Deloitte to be presented to Board of Directors as Case Studies for IT Innovation Projects• IT 3.0 Marketplace • Executive Dashboards • Infrastructure Store, API Store• App Store, Data Store• Credit Protection Tools • Digital Workbench/Doc Manager• Mobile Mortgage Tablet App • Business Banking Monitoring• Business Credit Card Management Tool• TD Cloud User Guide • Mortgage Affordability Calculator

Toronto, Canada Area

Platform Development & Optimizing Purchase Flows• Charts, Watchlists, Order entry• Account Lead Conversion• Behavioral Economics• Mobile: iPhone, Android, Window Mobile, Blackberry, Mobile Web• Tablet: iPad, Android, Microsoft Surface RT, Tablet Web browsers• PC: Windows app, Web BrowserStrategic Product Roadmaps• Mobile stock market trading platforms• Gamification of products, services

Toronto, Ontario, Canada

Creating: RBC iPhone, Android App - 1st Mobile Interac eTransfer - Implemented mobile design patterns, Wireframe purchase behavior screenflows, usability testing to implement RBC's first implementation of for e-transfer payments (Interac); resulting in millions of customer mobile payments in 1st six months, on team that won Apple Award for best Finance AppFixing: Secure Banking International Payments - Re-designed "broken" International Payments UI by using Task Analysis and 1:1 Usability testing to pinpoint user confusion and errors for Wire Transfers and International Remittance; resulting 30% increase ($millions) in 1st month and reduction of call support volume and unnecessary in person Branch Staff support by 90%Optimizing: Branch Sales and Management Tools Dashboard - Redesigned new platform upgrade of vendor tools for staff input and management reporting data visualization of 300+ screens with modern UX/UI components; resulting in 25% productivity increase and 90% decrease in error rates

Bachelor Of Commerce (B.Com.), It Management

Certification, Visual Analytics

Micro Credential, Virtual Production

The Data Scientist’S Toolbox

Gamification