![Soumya Raj](https://res.cloudinary.com/read-cv/image/upload/c_fill,h_92,w_92/dpr_1.0/v1/1/profilePhotos/LMjeXLsjuhexmF7XCpIzLlL7jay1/12d64485-e67f-4ebf-b26b-7a26dcfe3c4e.jpg?_a=DATAdtfiZAA0)
About
Product designer with 3.5 years of experience in scaling products 0-1 in early stage to Series A companies. Have a strong experience in solving for grassroots financial fitness at scale in India. Enjoys data-based product thinking and collaboration with cross-functional teams. Also has a deep interest in type design, illustration and integrating design with technology at a granular level.
Work Experience
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Worked in the retention and engagement charter to redesign Spends Tracker - doubling the transactions resulting from CTR, increasing discoverability by 4.62%, and enabling 69.94% of users to set up Daily Savings (core product) from the funnel
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Collaborated with the Data and Product team to introduce spends categorisation and multiple account inclusion in spends tracker flow
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Redesigned the Live Gold Price Widget for two consecutive iterations (V2 + V3)
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Designed for reduction of cancellation for Daily Savings through new information architecture and multi-cohort experimentation for M1 to M3+ cohorts, showing a reduction of 7% in test cohort
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Led the art-direction and conceptualisation for Jar’s year end engagement feature “New Year Reply 2023”
All my projects required a design of water-tight information architecture, hi-fi prototyping, cross-functional collaboration with product, data and developers. -
Worked on several in-app enhancements such as exit surveys for user attrition, pre-populated payment options, contextual cross-selling banners, coupon/offers/winnings/Spin the Wheel redesign, etc., averaging an improvement of 5-15%
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Contributed to the hiring process for the design team by interviewing 20+ applicants, onboarding 4 designers to the current team. I was also a part of the central visual design team.
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Redesigned the Search & Filter function of the app and accomplished 6X adoption
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Validated design findings through usability testing and spearheaded user research for the feature
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Collaborated with the CEO, Product Manager, the Design Lead to create the foundational information architecture and design for premium business profile on app, a shift from the previously free version for individual vendors
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Designed debit card KYC & SIM binding “Add Money/Request Money” flows for the PPI payment processes including delete business/account funnels for business dashboard
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Collaborated with representatives from M2P and NPCI for regular usability and design checks for final in-app SDKs for KYC and VKYC flows
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Redesigned the onboarding experience of the app for Indian and global users, showing a sign up improvement of 24%
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Created prototypes for campaign concepts and produced digital items aimed at supporting brand communication for various clients under the Head of Designs, TBWA\ India Design Lab.
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Included large scale illustrations for IDFC’s office environment design, UX prototypes for in-app campaigns for Ajio, communication design for AMD Chips, etc.
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Contributed as a creative designer within the Hong Kong 2D creative team to conceptualise visual identities, in-store experience and environment design, and brand strategies and digital products for businesses and non-profits, and conducted user experience design research for the product and UX team
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Developed design systems for renowned global UX design clients for the firm (HK TV Mall)
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Projects : Olay China “Pursuit of Fearless”, Toys R Us, Huawei, local real estate projects - visual identity for Khroma Real Estate, Central Terraces, etc.
Education
Design, Marketing and Fashion
Community Organisation and Social Work
English Language and Literature
Certifications
UX, UI and Interaction Design
Visual Design and Typography
Fundamentals of Design