About
Highly analytical UX Strategist with a proven ability to transform complex user friction points into strategic business advantages through systematic, research-driven solutions. Specializing in behavioral change design, Srishti leverages expertise in user research, product strategy, and business operations to drive measurable improvements in user experience and operational efficiency. Possessing a unique blend of analytical rigor and creative problem-solving, she is adept at identifying critical user pain points and delivering high-impact design recommendations that foster business growth.
Work
The Coca-Cola Company x NID
|User Research, Design Research
Ahmedabad, GJ, India
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Summary
Currently leading user and design research initiatives at The Coca-Cola Company x NID, focusing on enhancing in-store activation ecosystems and developing impactful POSM solutions.
Highlights
Led comprehensive field research, stakeholder interviews, and observational studies across diverse retail channels to meticulously map in-store activation ecosystems for a key industry project.
Synthesized research findings into actionable insights and strategic design directions for Point-of-Sale Material (POSM) solutions, aiming to maximize customer attractiveness, enhance shopkeeper retention, and optimize dealer cost-effectiveness.
PayU - LazyPay - Internship
|Customer Experience Design, User Research, Design Research
Bangalore, KA, India
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Summary
Co-led customer experience design and user research for PayU's LazyPay, focusing on identifying and resolving critical conversion barriers within the onboarding funnel.
Highlights
Co-led comprehensive user research initiatives to identify critical conversion barriers within the onboarding funnel and address transaction activation challenges.
Applied advanced behavioral analysis and competitor research to synthesize actionable insights, developing design recommendations with projected impact metrics to enhance user experience.
Morff
|Business Operations (Supply), User Research, Product Management
Bangalore, KA, India
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Summary
Managed business operations, user research, and product development at Morff, driving supply base expansion, user conversion improvements, and operational efficiency.
Highlights
Executed talent acquisition strategies that achieved a 60% supply base expansion and facilitated 66 successful lead conversions through strategic freelancer-client matching.
Conducted comprehensive user journey mapping and behavioral analysis, identifying onboarding friction points that resulted in a 5% improvement in user conversion rates across registration and profile completion.
Designed and implemented an automated WhatsApp communication system, streamlining collaboration between supply, sales, and project management teams and significantly reducing lead turnaround time.
Leo Burnett - Graduation Project
|Copywriter and Brand Strategy
Gurgaon, Remote, India
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Summary
Contributed to copywriting and brand strategy initiatives for major brands at Leo Burnett, enhancing brand engagement and supporting new business pitches.
Highlights
Developed compelling copy for business development projects across major brands (e.g., Whisper, Hero, Yash Pakka), and created long-form content for Valvoline and Philip Morris, significantly enhancing brand engagement.
Supported the Strategy VP by conducting comprehensive competitive and campaign analyses, providing critical insights that informed new business pitches and strategic initiatives.
Education
National Institute of Design
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Masters
Strategic Design Management
Courses
Behavioural Economics Ogilvy
National Institute of Fashion Technology
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Bachelor's
Fashion Communication
Skills
Research
Survey, Interview, Data Analysis, Usability Tests, User Flow, Journey Maps, Card Sorts, Qualitative Insight Generation, Ethnography, Focus Groups, Contextual Interviews, Quantitative and Qualitative Research, Surveys.
Design
Design Thinking, User-Centric Design, Strategic Planning, Analytical Thinking.
Tools
Figma, Adobe Creative Suite, Gen AI tools, Framer, Google Workspace, Prototyping, Jira, MS Office, Excel, SurveyMonkey.
Soft Skills
Empathetic, Leadership, Adaptability, Creativity, Problem-solving, Time Management.