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Building a new creator-driven video shopping experience (Amazon Live) for customers in India and other Emerging Markets

Led a team of 7 designers to build and deploy a new design system (called Dopamine) from scratch, across 3 platforms with highest % of users - Android, iOS, mWeb and 4 lines of business -
Pharmacy, Diagnostics, Doctor Consultations and Health Records (in decreasing order of revenue).

My key responsibilities were:

1. Securing buy-in and trust from co-founders, business and tech leadership to implement such a massive change at scale
2. Project strategy, roadmap planning, resource allocation, delivery and timeline management
3. Thought leadership, guidance, and feedback to design team members
4. Quality check, adherence reviews and change management with front-end development team

The Dopamine Design System team, comprising 7 designers and 5 front-end developers went on to win the Team of the Year award in entire Technology Department in 2021.

Worked with HRBP to establish a comprehensive role guideline and evaluation framework, along with career progression plan for the Product Design team.

Managed and executed a complete brand transformation across all digital platforms (Desktop, mWeb, Android, iOS) and omni-channel marketing communications.

My key responsibilities were:

1. Coordinating with the branding agency to build UI components as per the new identity and style guide
2. Creating the revamped designs for all key pages across 4 digital platforms(Android, iOS, mWeb and Desktop)
3. Detailed walkthroughs and education on new design principles with the engineering team
4. Quality check, adherence review and change management with front end engineering team before release
5. Creating guidelines and standard templates for marketing communications and educating the relevant design team on the new principles, brand identity and communication style.

Got promoted to an enhanced role as UX Manager in recognition of my performance.

Created a Vanishing Dashboard for Delivery Centre Managers to improve their real-time fleet monitoring and completion rates of key admin tasks. It provided a unified visibility instead of jumping across multiple applications, and this helped improve the efficiency of Last Mile operations in multiple ways -
i) 18% reduction in fake remarks
ii) 35% rise in first attempt closures
iii) 14% increase in SLA adherence of 24 hrs
iv) 27% rise in same-day remittances for cash collected from Pay on Delivery orders
v) ~9% reduction in contractual manpower due to better next-day planning at the grassroots centres

Redesigned the app for delivery executives to introduce a BYOB - Build Your Own Bag feature, which allowed them to see earnings against each package that they added to their dispatch for the day. This, along with visibility of performance-based incentives (attendance, closure %, weekend/evening service), promoted a sense of transparency and self-control, especially amongst the freelance contract personnel.
We also introduced weekly/monthly/quarterly contests, rewards and leaderboards on the app, which led to better engagement.
These initiatives led to a ~40% reduction in attrition across the last mile network, along with improved efficiency:
i) 8% rise in executives with >80% attendance over a 6-month period
ii) 24% rise in referrals through the app; 18% overall
iii) 2.5% increase in % of first day closures, alongwith 1.8% increase in average number of packages taken in a dispatch

Restructured the monolithic, desktop-only order fulfilment software into a suite of mobile applications that could be run on handheld scanning devices and a set of desktop-based dashboards that collated real-time data from these devices.
This change helped operations to scale over large warehouses more effectively and tailor the software suite into various configurations depending on the client's needs.

This led to successful partnerships with 30+ major clients (Paytm, Amazon, Xiaomi, OnePlus, Zara, H&M, and more) and the fulfilment business saw a revenue growth of 250% YoY in FY2017-18.

Got promoted to Senior Product Designer in recognition of my performance

Computer Science and Engineering