Shreya

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by Shreya

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[Work]

I drive ideas to [execution] through research, design strategy, and user-centred thinking.

1. Primary Research

With a background in Human-Centered Design, one of the first things I learned was the power of primary research interviews, contextual inquiry, and truly understanding users beyond what they say. Over time, I’ve realised that the problem we are asked to solve is rarely the real problem. I don’t take requirements at face value; I challenge assumptions, dig deeper, and uncover insights that shift the conversation from ‘what needs to be built’ to ‘what needs to be solved.’ This process isn’t just about gathering data, it’s about revealing blind spots, reframing challenges, and making sure we focus on what truly matters.

I love the process of discovering the real problem statement, it gives me purpose, and more importantly, it gives the team clarity and direction. When we understand the core issue, every design decision becomes more intentional, and the impact becomes more meaningful. I talk to potential users and current customers to uncover what will actually make their lives better, not just what fits within a given requirement. By pushing beyond the obvious and questioning the status quo, I ensure that the solutions we create don’t just check a box but drive real, measurable improvements in people’s experiences.

2. Product Design

Product design is at the core of what I do. While solving user problems gives me purpose, delivering a product that people truly enjoy using is what brings a smile to my face. I’ve worked across a variety of industries like XR, E-commerce, healthcare, fleet management, insurance, and nonprofits each with its own unique challenges and opportunities. What excites me is not just designing a screen, but shaping an entire system of experiences that seamlessly work together. While there are countless guides and best practices available online on how to build a website, product design goes beyond that it’s about crafting experiences that extend across different touch-points, ensuring they feel intentional, cohesive, and valuable.

A great product is more than just functional—it has personality, magic, and something that makes it memorable. It’s the small, thoughtful details, the moments of delight, and the way everything comes together effortlessly that create an experience people remember. I love thinking beyond conventional solutions and building systems that make a product feel alive. Whether it’s designing intuitive workflows, defining interactions, or shaping a product’s identity, this entire process excites me because, at the end of the day, it’s about creating something that isn’t just useful but also truly enjoyable

3. Design Performance optimisation

Designing and delivering a product is an incredibly fulfilling experience, but assuming users will engage with it exactly as intended is just wishful thinking. Expectations evolve every six months users demand more, competition gets tougher, and staying ahead requires constant evaluation. This is where usability metrics become invaluable. They tell me whether we’re keeping up, where friction exists, and how our product is truly performing at scale. What’s most rewarding is seeing the research, ideation, testing, and storytelling we did months ago come to life and get validated by real users. It’s proof that great design isn’t just about vision it’s about impact.

While marketing and sales may sell the product, a shared understanding of ‘what value are we delivering?’ is what truly aligns us. I track usability metrics through Pendo, run usability testing via Maze, and maintain a feedback loop through Product board, regular calls, and feedback emails. Different teams handle the setup, but interpreting these insights and deciding the next course of action falls to me. My role is to ensure that every iteration is informed, strategic, and focused on improving the user experience not just reacting to numbers, but using them to shape a stronger, more intuitive product.

4. Product North Stars & Strategy

Designing solutions has always come naturally to me, but understanding product strategy and business impact took time, effort, and continuous learning alongside my peers. As I gained more experience in product design, I realized that strategy isn’t optional it’s essential for a product’s success. A great design means little if it doesn’t align with business goals and user needs. I don’t approach this alone; with the help of a team we setup metrics, define priorities, break down what needs to be built, and determine when it should be delivered. What was once solely a leadership decision has evolved now, insights from usability metrics and customer feedback shape these choices just as much as business objectives.

5. Parternships and collaboration

My design work thrives through meaningful collaboration across teams. With Product Managers, I leverage deep product knowledge to define clear priorities and acceptance criteria. Engineering partnerships involve finding the optimal balance between design vision and technical feasibility without compromising user value. I advocate for customers with leadership by translating research data into business-relevant insights. Internally, I've helped establish efficient processes for design handoffs, system maintenance, and research coordination that keep our team aligned and effective. These collaborative relationships form the foundation of my design practice, enabling solutions that transcend what any individual could create alone.

6. Systems thinking

I've guided several organizations through early design system development, establishing organization-wide consistency that builds user trust across platforms. By implementing structured review processes, all designers stay informed of system changes while maintaining cohesive experiences. My approach includes rigorous PAT and UAT testing before releases, ensuring quality standards are met while enabling efficient scalability. This methodology has proven effective in maintaining design integrity even with multiple contributors, resulting in unified experiences that enhance both user confidence and team productivity.

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