01
Process
01
Discovery and Strategy.
The first part of my process is about learning the industry.
Map an approach to meet the business's design objectives.
01
Discovery and Strategy.
The first part of my process is about learning the industry.
Map an approach to meet the business's design objectives.
01
Discovery and Strategy.
The first part of my process is about learning the industry.
Map an approach to meet the business's design objectives.
02
Wireframe and Design.
Create wireframes to get alignment on the strategic direction, interaction, and the functional requirements.
Explore the art direction and animation for the experience, ensuring it aligns with your target audience and brand personality
02
Wireframe and Design.
Create wireframes to get alignment on the strategic direction, interaction, and the functional requirements.
Explore the art direction and animation for the experience, ensuring it aligns with your target audience and brand personality
02
Wireframe and Design.
Create wireframes to get alignment on the strategic direction, interaction, and the functional requirements.
Explore the art direction and animation for the experience, ensuring it aligns with your target audience and brand personality
03
Build
Finalize the prototypes and run a usability test and iterate.
Partner with cross functional teams to bring the vision into reality.
03
Build
Finalize the prototypes and run a usability test and iterate.
Partner with cross functional teams to bring the vision into reality.
03
Build
Finalize the prototypes and run a usability test and iterate.
Partner with cross functional teams to bring the vision into reality.
04
Deliver
Create a design system language to ensure effective development.
Compile and sent the project assets and guidelines on time.
04
Deliver
Create a design system language to ensure effective development.
Compile and sent the project assets and guidelines on time.
04
Deliver
Create a design system language to ensure effective development.
Compile and sent the project assets and guidelines on time.
02
Case Studies
03
Research Paper
04
Work Experience
JAN, 2024 - Current
Product Designer, Kroger
At Kroger, I was brought on to enhance the digital shopping experience across both mobile and web platforms, focusing on loyalty and checkout flows. Faced with high cart abandonment and fragmented design processes, my role was to design scalable, user-centric features that improve customer satisfaction and operational efficiency. I conducted usability testing and interviews with over 40 shoppers, translating insights into actionable design solutions. I created high-fidelity prototypes in Figma, enabling faster alignment across product, engineering, and marketing teams. As a result, we saw an 18% drop in cart abandonment, a 25% increase in digital coupon redemption, and a 22% rise in user satisfaction scores. Additionally, I contributed to evolving Kroger’s design system, which reduced handoff errors by 35% and improved cross-team collaboration.
JAN, 2024 - Current
Product Designer, Kroger
At Kroger, I was brought on to enhance the digital shopping experience across both mobile and web platforms, focusing on loyalty and checkout flows. Faced with high cart abandonment and fragmented design processes, my role was to design scalable, user-centric features that improve customer satisfaction and operational efficiency. I conducted usability testing and interviews with over 40 shoppers, translating insights into actionable design solutions. I created high-fidelity prototypes in Figma, enabling faster alignment across product, engineering, and marketing teams. As a result, we saw an 18% drop in cart abandonment, a 25% increase in digital coupon redemption, and a 22% rise in user satisfaction scores. Additionally, I contributed to evolving Kroger’s design system, which reduced handoff errors by 35% and improved cross-team collaboration.
JAN, 2024 - Current
Product Designer, Kroger
At Kroger, I was brought on to enhance the digital shopping experience across both mobile and web platforms, focusing on loyalty and checkout flows. Faced with high cart abandonment and fragmented design processes, my role was to design scalable, user-centric features that improve customer satisfaction and operational efficiency. I conducted usability testing and interviews with over 40 shoppers, translating insights into actionable design solutions. I created high-fidelity prototypes in Figma, enabling faster alignment across product, engineering, and marketing teams. As a result, we saw an 18% drop in cart abandonment, a 25% increase in digital coupon redemption, and a 22% rise in user satisfaction scores. Additionally, I contributed to evolving Kroger’s design system, which reduced handoff errors by 35% and improved cross-team collaboration.
NOV, 2020 - JUL, 2022
UX Designer, Tata Consultancy Services
While at TCS, I worked on transforming internal HR systems that were causing inefficiencies and high support costs. I was tasked with redesigning the DigiGov HRMS dashboard and supporting digital platforms to enable better employee self-service and decision-making. By closely collaborating with HR/payroll stakeholders and conducting research with over 50 users, I crafted 70+ wireframes and prototypes in Figma, enhancing usability across core modules. I also led the UI rebranding for Byzzer by NielsenIQ, which improved navigation efficiency by 30% and boosted user satisfaction by 25%. The launch of a self-service HR portal reduced support costs by 20% and empowered 80% of employees to resolve their queries independently. My automation of repetitive reporting tasks further cut manual reporting time by 40%, accelerating business decisions.
NOV, 2020 - JUL, 2022
UX Designer, Tata Consultancy Services
Collaborated with engineers to enhance the Design System and product experiences for 3 major B2B clients, increasing usability efficiency and achieving a 30% increase in brand consistency by standardizing typography and integrating elegant design solutions. Defined and implemented user personas, market analysis, affinity mapping, journey maps, and scenarios to guide design decisions, improving the user interface by 75% for better navigation. Led a team to enhance HRMS modules in an agile setup to create high-quality designs and conduct usability testing. Delivered over 50 high-fidelity prototypes and wireframes using Adobe XD and Figma, accelerating project completion rates and improving user experience.
NOV, 2020 - JUL, 2022
UX Designer, Tata Consultancy Services
Collaborated with engineers to enhance the Design System and product experiences for 3 major B2B clients, increasing usability efficiency and achieving a 30% increase in brand consistency by standardizing typography and integrating elegant design solutions. Defined and implemented user personas, market analysis, affinity mapping, journey maps, and scenarios to guide design decisions, improving the user interface by 75% for better navigation. Led a team to enhance HRMS modules in an agile setup to create high-quality designs and conduct usability testing. Delivered over 50 high-fidelity prototypes and wireframes using Adobe XD and Figma, accelerating project completion rates and improving user experience.
DEC, 2019 - OCT, 2020
UI/UX Designer, Iauro Systems Pvt. Ltd.
At Iauro Systems, I was immersed in fast-paced product development, working on consumer apps like food delivery, parking, and dating platforms. The challenge was to boost engagement and usability across products still in their early design maturity. I applied design thinking and user research methods to redesign the food delivery app, resulting in a 20% increase in engagement and 15% growth in daily active users. For the parking app, I crafted a new flow based on user insights, which improved task completion by 25% and lowered drop-offs by 18%. I also built a scalable design systemfor a dating app, which increased developer efficiency by 30%. To scale team capabilities, I led workshops on Figma, design thinking, and platform-specific guidelines—improving consistency and boosting design team productivity by 20%.
DEC, 2019 - JUL, 2020
UI/UX Designer, Iauro Systems Pvt. Ltd.
Crafted user-friendly experiences for a Food Delivery App, reducing user issues and boosting app engagement through systematic design thinking methodology, and enhancing user experience with usability testing and gamification. Developed and iteratively refined UI guidelines for the Digital Experience Team, maintaining a global UI Kit that increased design consistency by 35%. Coordinated minimal design graphics for social media and facilitated over 5 workshops on Design Thinking and tools like Figma, UserZoom, Hotjar, and Optimizely.
DEC, 2019 - JUL, 2020
UI/UX Designer, Iauro Systems Pvt. Ltd.
Crafted user-friendly experiences for a Food Delivery App, reducing user issues and boosting app engagement through systematic design thinking methodology, and enhancing user experience with usability testing and gamification. Developed and iteratively refined UI guidelines for the Digital Experience Team, maintaining a global UI Kit that increased design consistency by 35%. Coordinated minimal design graphics for social media and facilitated over 5 workshops on Design Thinking and tools like Figma, UserZoom, Hotjar, and Optimizely.
SIDDHI DURVE
©
siddhidurve
2024
SIDDHI DURVE
©
siddhidurve
2024