Led the design of a fully customized digital gift card buying process, which led to the purchase of more than 300,000 gift cards last yearRedesigned the registration form by reducing the count of input fields and adding hints, which reduced name exit rate from 15% to 6% .Boosted user navigation in store efficiency by 70% by improving design of information kiosk resulting improved store employee efficiencyEnsured consistent user experiences and met business requirements by aligning design with Human-centered design principles.Conducted thorough user research, created user stories, journey maps, and conducted usability testing to ensure the best possible user experience.Created user flows, information architecture, mental models, wireframes, and both low and high-fidelity prototypes to effectively communicate and validate design solutions.

Conducted a usability study that revealed difficulties with finding and paying utility bills, as a result of which it was decided to add a function for saving payment information that increased user satisfaction score by 17%.Lead research projects in and support projects in day to day research activities such as writing research plans, running sessions, data analysis, and presenting findings.Collaborated with cross-functional teams of designers and developers to ideate, design, and develop prototypes and conducted usability testing with users to validate new product concepts.