Mapped end-to-end user touchpoints across digital and physical retail channels, producing journey maps that informed layout redesigns for web, app, and in-store experiences, improving task completion rate by 23% on key purchase flows. Collaborated with Marketing, Product and Operations to translate business objectives into component-based design systems in Figma, reducing design-to-handoff time by 30% and ensuring consistency across touchpoints. Led iterative usability reviews using customer data and feedback, delivering 3–4 design iterations per sprint with measurable gains in information clarity and user satisfaction.

Graphic & Web Design Intern at University of Hertfordshire

January 1, 2023 - June 1, 2023

Produced wireframes, user flows and responsive layouts in Figma based on user research, improving task clarity across web and mobile. Built a reusable component library for web campaigns and product pages, cutting design handoff time by 40% and increasing cross-team consistency. Aligned decisions with WCAG 2.1 AA accessibility standards, ensuring AA compliance across delivered digital assets.

Freelance UX/UI & Digital Product Designer at Remote

July 1, 2021 - December 1, 2025

Delivered end-to-end UX/UI projects for 8+ clients across brand, e-commerce and campaigns from discovery through to interactive prototypes and production-ready UI assets. Redesigned information architecture and user journeys for 3 client websites, increasing audience engagement by up to 50% and reducing average task completion time by 20% post-launch. Conducted user interviews, usability testing and iterative design reviews, achieving SUS scores of 78+ (well above industry benchmark).

UX Designer & Retail Experience Designer at Decathlon Sports India

August 1, 2018 - June 1, 2021

Designed in-store visual communication systems and digital signage touchpoints that increased local brand visibility by 35% and improved wayfinding efficiency across 4 store locations. Contributed to customer behavior analysis and media planning that supported a 15% uplift in campaign conversions across regional markets. Adapted visual design systems for cross-cultural teams, maintaining global brand consistency while enhancing local relevance.

Freelance UX/UI & Digital Product Designer at Remote / Freelance

July 1, 2021 - December 1, 2025

Delivered end-to-end UX/UI projects for 8+ clients across brand, e-commerce and campaign contexts from discovery and user research through to interactive prototypes and production-ready UI assets. Redesigned information architecture and user journeys for 3 client websites, increasing audience engagement by up to 50% and reducing average task completion time by 20% based on post-launch analytics. Conducted user interviews, usability testing and iterative design reviews across all projects, achieving an average SUS score of 78+ (above industry benchmark of 68).