Oct 2021 - Present (8 months +)
Sr. Product Designer - Flipkart Retail
Part of Supply and Selection team, I lead parts of the product design and research for Retailer and Vendor ecosystem. I understand context and drivers for business to define Information Architecture, contribute to create scalable design system, define design philosophy for product / feature. Also, I plan and execute exploratory research and experiments this involves creating conceptual prototypes to communicate product strategy. I contribute to below product areas
Reconciliation and Payments (RAP)
Supplier Relationship Management (SRM)
Contacts Lifecycle Management (CLM)
User Access Management (UAM)
Inventory Planning (IP)
Product Cataloging and Listing
Retail as a Service (RaaS)
Pricing and Promotions (PnP)
Design Language System (DLS)
Apart from retail systems, I also take care of few initiatives in
Value Recovery Platform (VRP)
Mentoring fellow designers
Hiring
Oct 2019 - Oct 2021Â (2 years 1 month)
Product Designer II - Flipkart Marketplace
Complete responsibility of Seller Hub Mobile app design and research. Achieved significant improvement in terms of functionality and ease of use for sellers. App features launched were
Onboarding
Home page - Business Overview
Product Listing Management
Brand Management
Advertising
Buyer question and answers
Seller Support and protection fund ticketing
Order management
Big Billion Day specific insights.
Design System V0
These deliveries lead to jump in app rating from 3.8 to 4.4. Proud to be part of team which created India's highest rated marketplace app within very short span of time.
Apart from Mobile app UX , I also revamped business critical experiences on Desktop app like -
Seller Payments
Seller Protection Fund claim management
Report Center
​These experiences helped business boost the seller NPS significantly.
Jan 2018 - Oct 2019 (1 year 10 months)
Product Designer I - Flipkart Marketplace
Joined as entry level product designer to enter into e-commerce domain. Took ownership of below areas and made my mark in Flipkart Marketplace.
Landing Page/Welcome Portal Revamp
Optimisation and fixes in seller onboarding UX
Metric detailed pages to communicate performance overview
Insights and Recommendations
Apart from Marketplace initiatives, I took complete ownership of Flipkart's Seller Partner Network. This is an ecosystem designed to supply third party services to seller to enable ease of doing business. This involved
Understand business goals and define product strategy
In depth competitive study of similar products
MVP launch of both Seller Side and Partner side end to end experience
Service customisation Module
Service Quality Module
Advertising and Monetisation
Partner communication and Marketing
Within few days of launch we onboarded ~ 100+ services and started serving Flipkart sellers
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Jul 2016 - Jan 2018 (1 year 7 months)
UI / UX Lead Designer - Kirusa (now dotgo)
Conceptualisation and UI/UX Design of Mobile apps for iOS, Android and windows platform
InstaVoice - An app for Visual Voicemail, Instant messaging and free missed calls, worked on onboarding, phone number configuration, messaging UI design, voice to text feature etc.
InstaVoice Ring - InstaVoice Ring is Kirusa’s unique call-completion service that sends a missed call to the called party when the person trying to call or text, has zero prepaid balance.
Kirusa Channels - It is an exclusive celebrity-fan engagement service that brings celebrities and fans together. It has been designed to intensify and deepen celebrity-fan interactions by leveraging the power of voice. With Kirusa Channels, fans get daily voice messages and videos from celebrities about their special moments, tips, motivational messages and updates. These are instantly delivered to fans via SMS, RCS, or the Kirusa Channels app. Fans can listen, like and respond to the messages and videos, making them feel like a part of the celebrity’s life and building an interpersonal connection between the two.
Apart from this I worked closely with marketing team to define the brand strategy and brand guidelines
Few activities done so far are
Continuous support and collaboration on marketing campaigns
Guiding and mentoring graphic design team
Revamp of complete product line branding
Creation and launch of Kirusa brand guideline book
Setting up base for Design system with engineering team
Org level alignment for branding exercise
leading org level awareness about importance of consistency in user experience
Jul 2014 - Jun 2016 (2 years)
Design Research and Teaching Assistant - IIT Delhi
Masters in Industrial design
Area of work: Human Psychology, UCD approach, User Interaction and User Interface Design, Product design and aesthetics, Communication Design, Automotive design.
Part of Assistech engineering and design team for Refreshable Braille Display to design and develop affordable accessibility devices in India. Know more > http://assistech.iitd.ernet.in/rbd.php
Part of team who completed the ~3 month long training and workshop includes research, conceptualisation, clay modelling and industrial design rendering with Maruti Suzuki Automotive Design team.
Represented IIT Delhi at AutoExpo 2016, Delhi with rural utility vehicle (RUV) interior design.
Jul 2013 - Jul 2014 (1 year 1 month)
Associate- Product Engineer III - John Deere
Design and development for Backhoe loader machine components. Area of work
Product Styling
Sheet metal component design
Analysis
Ergonomics
Cost Reduction projects
Vendor site visits
Indian Backhoe loader- Part of team to file design patent on product styling
Experience of one entire product cycle, presence on assembly line for ~3 months
Jul 2012 - Jul 2013 (1 year 1 month)
Product Engineer IIÂ - John Deere
Got an opportunity to work on Final Tier 4 machines in United States, projects includes
Underhood component design
Fuel Tank design and analysis
Cooling package design and assembly
Filed testing
Roll Over Protection Systems
Jul 2011 - Jul 2012 (1 year 1 month)
Graduate Engineering Trainee - John Deere
Placed in dream company through campus. First year was full of training and testing on field.
I refined my hands on -
Drafting engineering drawings
Fit and Tolerance
3D Modelling tools and practices
Analysis tools and practices
Tractors and other earth moving equipments
Testing and standards
Multiple soft skill trainings on presentation, communication and stakeholder management
After the rigorous training and field work joined India Backhoe loader team. Started contributing to engineering in
Sheetmetal Design
Hydraulics
Bill of Material and cost reduction
Machine chasis
Driving and Operation of Backhoe Loaders
Dec 2010 - Jun 2011 (7 months)
Intellectual Property Analyst - John Deere
Interned for Intellectual Property and law Department
Experienced 30+ novelty searches through online patent database and gained knowledge of
Intellectual Property (IP)- Types of Intellectual Property, Industrial Property, Copyright
Patents
Utility Models
Trademarks
Industrial Designs
Geographical Indications (GI)
Trade Secretes
The World Intellectual Property Organisation (WIPO)
IP in India
Patent Searching
International Patent Classification (IPC)
Apr 2007 - Aug 2007 (5 months)
Production Assistant - Shree Advertising Company
TV Commercials, Strip advertisement design, cameraman for local news channel
Out of years of experience I have concluded that the design happens when Art meets the Function to achieve the user goal. Technology, Business and User are three pillars around which User experience revolves. Design thinking is the most interesting topic for me and there is more to learn as I go. I have practiced UCD and I take User Research as an opportunity for empathising with my user. My approach to solve any problem has been Utility first, then Usability, the result of which is the Experience. I solve problems in layers and observation skill is super power for me as a designer. I also take extra steps to research about interaction models and user psychology.
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Get in touch to know more about me