Sheetal Sharma

As a Senior UI/UX Designer in the Innovations team at HDFC ERGO, a leading insurance company, I would primarily focus on driving innovation and delivering exceptional user experiences for their digital products. I would collaborate with cross-functional teams to design user-centric, intuitive, and engaging interfaces, improving the customer experience across web, mobile, and other digital platforms. Here are the key responsibilities in this role:

• Research & Analysis: Conducted comprehensive user research through methods like user interviews, surveys, competitor analysis, and data analytics to understand customer needs, pain points, and behaviours in the context of insurance products (e.g., policy management, claims process, customer service).
• Persona Development: Created and maintained detailed user personas and customer journey maps to guide design decisions and identify opportunities for improvement and innovation in the insurance process.
• Data-Driven Design: Leverage analytics and data insights to drive design choices, iterating on user interfaces based on real-world customer interactions, feedback, and A/B testing results.
• UI/UX Strategy: Developed a comprehensive design strategy that aligns with HDFC ERGO’s vision for digital transformation. Focus on designing simple, user-friendly, and innovative solutions to complex insurance problems.
• Innovative Solutions for Insurance: Lead the design of new digital solutions (e.g., AI-driven claims processes, chatbots, personalized policy recommendations) that drive customer engagement, improve operational efficiency, and enhance the user experience.
• Driving Digital Transformation: Worked on innovative products, services, and tools that can shape the future of insurance, such as improving mobile-first experiences or integrating advanced technologies (AI, machine learning, etc.) to make insurance more accessible and easier to understand for customers.
• Wireframes & Prototypes: Created wireframes, interactive prototypes, and high-fidelity mockups for new product features, ensuring that the final design is intuitive, visually appealing, and user-friendly. Experimented with new design concepts and technologies, developing prototypes that push the boundaries of user experience in the insurance space.
• Design Systems & Consistency: Developed and maintained design systems (color palettes, typography, icons, UI components) that ensured a consistent experience across all HDFC ERGO digital platforms while adhering to brand guidelines.
• Collaborating with Product & Tech Teams: Worked closely with product managers, developers, business analysts, and other stakeholders to align on user needs, business goals, and technical constraints. Ensured that designs are feasible, scalable, and delivered on time.
• Team Leadership & Mentorship: Provided leadership and guidance to junior and mid-level designers, offering constructive feedback and helping them grow in their roles. Foster a collaborative and creative team environment. Handled a team of 7 junior designers.
• Usability Testing: Organized and conducted usability tests, user interviews, and feedback sessions to validate design solutions, identify usability issues, and optimize user interfaces based on user behaviour.
• UX Metrics & KPIs: Monitored key performance indicators (KPIs) such as conversion rates, engagement rates, and customer satisfaction scores to assess the impact of design changes.
• Prioritization & Time Management: Managed multiple design projects simultaneously, effectively prioritizing tasks based on business impact and deadlines.
• Clear Documentation: Document design workflows, guidelines, and specifications to ensure clarity for development teams and future project continuity.

As the Head of Design for a SaaS fashion platform like Mishka, my role was to lead the design vision, strategy, and execution across multiple touchpoints within the platform. This includes overseeing the user experience (UX) and user interface (UI) design for both customers (fashion brands, retailers) and end-users (consumers), driving innovation, and ensuring the platform’s design is aligned with business goals. The role involved a blend of strategic leadership, creativity, and collaboration with cross-functional teams to deliver outstanding and user-friendly design solutions.

• Define Design Vision: Established and communicated a clear design vision that aligns with Mishka’s business goals, brand values, and target audience. Lead the overall direction for design, ensuring a cohesive experience across the platform.
• Design Strategy: Developed and executed a comprehensive design strategy that drives growth, enhances user experience, and ensures scalability, usability, and accessibility in all areas of the platform.
• Innovation: Stayed ahead of design trends and technological advancements in both the SaaS and fashion industries, incorporating innovative features and solutions into the platform's design to ensure Mishka stands out in the market.
• Lead and Inspire Design Team: Lead, mentored, and motivated a team of 10 designers (UI/UX, product designers & graphic designers), fostering a creative and collaborative environment. Encouraged professional growth and ensured high standards of design excellence. Build and scaled the design team as the company grows, hiring top talent and nurtured a team culture of continuous learning and innovation.
• Executive Reporting: Presented design strategies, progress, and outcomes to senior executives and stakeholders, articulating the value of design in achieving business outcomes.
• End-to-End Design Ownership: Oversaw the entire design process, from research and concept development to prototyping, UI design, and final implementation. Ensured that design decisions are made with a focus on both aesthetics and functionality.
• Agile & Iterative Design: Implemented an iterative, user-centered design approach that allowed for continuous feedback and improvement. Ensured designs are tested, validated, and refined with real user data and insights. Lead the development and maintenance of a scalable, consistent design system that ensured uniformity in design patterns, UI elements, typography, and visual assets across the platform.
• User Flows & Information Architecture: Developed and optimized user flows and information architecture to ensure the platform is easy to navigate, reducing friction and improving user satisfaction. Oversaw the research and testing process to validate design choices, improve user journeys, and identify areas for optimization. Conducted regular usability studies, A/B tests, and user feedback sessions.
• Creative Direction: Lead the creative direction of all visual assets across the platform, ensuring that branding elements are consistently applied across the SaaS platform, marketing materials, and user interface. Periodically assessed and evolved the brand’s visual identity and UI elements to keep up with trends and ensure Mishka’s design feels modern, stylish, and aligned with fashion industry standards.
• Fashion-Specific Design Challenges: Understood the unique challenges of designing for the fashion industry, such as product customization, visual styling, user-generated content, and inventory management. Developed tailored solutions for the SaaS platform that met the needs of fashion brands and retailers. Ensured a seamless design experience across web & mobile
• Usability Testing: Organized and conducted usability tests, user interviews, and feedback sessions to validate design solutions, identify usability issues, and optimize user interfaces based on user behaviour.
• Collaboration with Development Teams: Ensured smooth collaboration between design and development teams to ensure that design concepts are executed accurately, efficiently, and on time. Established design processes and documentation standards that help scale design operations while maintaining consistency and quality.
• SaaS Product Experience: Expertised in designing SaaS products, with a focus on B2B and B2C platforms, including an understanding of subscription models, user onboarding, and customer retention strategies.

As a Product Designer working with Cvent (a company known for providing event management software solutions) I typically had a diverse set of responsibilities that aligned with designing and improving user interfaces and experiences for event planners and other users of the platform. Below are key responsibilities.

• Conduct user research: To understand the needs, pain points, and behaviors of event planners, attendees, and other stakeholders. Gathered feedback from internal teams (sales, customer support) and external users (event organizers, guests) to inform design decisions. Developed user personas and customer journey maps to guide design work.
• Design and Prototyping: Designed wireframes, mockups, and prototypes for web and mobile platforms, ensuring an intuitive and seamless user experience. Created high-fidelity visuals that aligned with Cvent’s brand guidelines and enhanced the aesthetic appeal of the product. Designed user flows to streamline event planning processes, such as event creation, attendee registration, session management, and feedback collection.
• Supporting and Scaling Features: Designed scalable features that can accommodate various types of events (conferences, trade shows, webinars, etc.) with unique requirements. Worked on multi-platform design solutions that allowed seamless integration and consistency between web and mobile experiences for users managing and attending events.

As a Visual Merchandiser working with Tommy Hilfiger, my primary responsibility was to ensure that the brand's retail spaces (whether physical stores or visual displays in department stores) reflect the company’s aesthetic and strategic goals while driving sales and enhancing the customer experience. I worked closely with various teams, including store management, marketing, and design, to create engaging, on-brand displays that resonated with Tommy Hilfiger's target market.

• Creating Visual Displays: Designing and implementing visual displays to highlight products, enhance store aesthetics, and align with the brand identity.
• Product Placement: Strategically placing products to draw customer attention, improve flow, and encourage sales.
• Store Window Displays: Designing attractive, eye-catching window displays that grab the attention of passersby.
• In-Store Signage: Developing and positioning signs and promotional materials that communicate product information or sales promotions clearly.
• Ensuring Brand Identity: Maintaining consistency with the store's branding and overall theme, ensuring displays reflect the brand’s image and style.
• Collaboration with Marketing: Working closely with marketing teams to integrate seasonal campaigns or product launches into the store’s visual presentation.
• Staying Current with Trends: Keeping up with industry trends, competitor displays, and customer preferences to ensure that displays remain fresh, relevant, and appealing.
• Team Coordination: Working closely with store managers, marketing teams, and designers to execute store campaigns or promotions effectively.
• Training and Guiding Staff: Training store staff on visual merchandising standards and how to maintain displays.