Hi, I’m Lipika

Proactive and user-focused UX & Product Designer with 10+ ​years of experience in crafting useful digital product ​experiences. Skilled in UX, UI, and visual/graphic design.

Proven ability to create user-centric applications, websites, ​and mobile apps that deliver both aesthetic appeal and ​achieve business goals. Expertise in wireframing, ​prototyping, and usability testing to optimise user ​experience. Skilled in collaborating with cross-functional ​teams to achieve business objectives and user goals.

Industry Experience: B2B applications, B2C applications, ​Travel, Telecom, Digital agencies, In-house design, Start-ups ​and Freelance.

End-to-End Experience Design

Lo-Fidelity Wireframes

Hi-Fidelity Wireframes

Interaction Design

Communication

Qualitative & Quantitative Research

User Flows

Prototyping

Human-Centric Design Thinking

Visual /Graphic Design

User Testing

Product Roadmap

Advance level:

Figma

Miro

Adobe Photoshop

Adobe Illustrator

Adobe Indesign

Maze

Basic level:

Jira/Wiki

Google Analytics

CMS/Mailchimp/Hub spot

Role: UX/Product Designer

UCaaS Enterprise Customer Portal (Telecom)

A self-service Enterprise platform where B2B users can easily view your organization's number ​inventory for Geo/Toll Free phone numbers integrated with Calling apps

Problem

User Research

Key Findings

Users of the customer ​portal are ​experiencing difficulty ​navigating from the ​homepage to specific ​tasks, leading to ​frustration and ​decreased efficiency. ​This issue is hindering ​user onboarding and ​overall portal usability

Interviews: Conducted ​in-depth interviews with ​B2B users to understand ​their goals, pain points, ​and experiences within ​the portal.

Usability Testing: ​Observed users as they ​attempted to complete ​common tasks, ​identifying areas where ​they became confused ​or lost.

Empty state: The ​homepage as an Empty ​state was making it ​difficult for users to ​quickly identify and ​locate relevant tasks.

Lack of Clear ​Pathways: Users ​struggled to find clear ​and intuitive paths to ​navigate from the ​homepage to their ​desired tasks.

Solutions

• Quick link cards on the homepage: Display a ​clear path indicating the user's to quickly access ​the page/feature within the portal.
• Avoid Empty States: Utilize visual elements ​such as quick link cards and helping text to ​represent different task categories to avoid ​empty state screens which confuses users.
  

User Testing Insights

• 7/7 users were able to navigate from quick links
  
• 6/7 users were successful in placing diversion to ​the numbers
  

Released New ​Navigation Design & ​Impact

• 25% increase in user traffic ​after the new navigation ​iteration was released.
• Increase in call diversion ​transactions via portal
• Reduction in call diversion ​support tickets
• Reduction in onboarding ​support requests from new ​users.
  

Role: Sr. UX Designer

CPaaS Platform (Wholesale Number Order/Porting)

A Communication platform as a service where B2B users can easily view Number Inventory and ​order new phone numbers (GEO/Toll Free) for their B2B customers and provision trunk endpoints.

Problem

• Users were unable ​to place the ​number orders for ​their chosen ​numbers in the ​checkout cart.

• Encountered error ​- number no ​longer available or ​expired.

• User has to restart ​the process again.
  

User Research

Key Findings

Insights from user ​testing & interviews:

• Researched data ​showed users were ​assuming the ​numbers are ​reserved for them ​for a certain time ​once the numbers ​are added to the cart.

• Users were not ​aware of the time ​limit in the cart.
  

Solution

• 60 mins Cart time banner to ​complete the checkout process ​or reserve the number for 24 ​hrs to get customer approvals.
• Added cart timer banner to let ​users know the numbers are ​reserved for a limited time only.
• Reducing cart abandoned ​scenarios and hence increasing ​the conversion rate.
• 70% FY24 number of orders ​came through the portal after ​the iterated features were ​released.
  

CVFR Travel Group ​Website Redesign

Linkmate

Social Health App

UX/UI design for website redesign (B2B):

Redesigned user experience, content, website ​navigation, UI, and visual designs to align with the ​company brand/vision, resulting in a 25% increase ​in website traffic.

UX/UI design for a start-up organisation:

User research, journey maps and A/B testing for ​Linkmate onboarding features.

Low to high-fidelity prototype for new features

Wedora for Wedding Photography

Landing Page

UX/UI design for a start-up organisation:

User Research & product market strategy

UI Designs for wedora landing page to attract or ​engage more users to onboard wedora for wedding ​photography leads and networking.

Published digital design artworks in travel media for global ​airlines’ marketing campaigns.