By Shradha
Settings Experience Optimization
36% Faster Task Completion | +4.2 NPS Points | +22% Retention
The Challenge
Discovery & Research lead to insights as
My Role
Led end-to-end platform transformation as Design Lead with alignment across cross-functional teams and guiding UX designers for consistency and scalability acorss mobile and web platforms.
What I did-
Led Design Strategy as -
Led transformation as -
Led Cross functional collaboration as -
Information Architecture Transformation
Validation
Impact
Note : This project is under NDA. You can get the access password from the resume or connect with me. Thank you.
Validation & Testing
I led the user validation plan for multiple rounds of testing for different features and overall workflow and also reviews with content strategy, accessibility, and engineering to confirm feasibility and compliance.
Testing Methods
-
A/B testing for hierarchy
-
Usability and comprehension testing
-
AI interaction testing
-
WCAG accessibility audits
What we tested :
-
Navigation
-
Section layouts
-
Task flows
-
AI features
-
Personalization relevance
-
Cross-platform behavior
Handover & Build Support
I owned the full handoff process, ensuring engineering had clarity, documentation, and interaction logic for overall flow.
Key highlights -
-
Authored annotated specs for complex flows
-
Led engineering and leadership walkthroughs
-
Defined a unified interaction model for consistency
-
Supported development and QA cycles through launch
Final work :
Mobile app :
Earlier experience
New experience
Website :
Earlier experience
New experience
Impact (Measured Outcomes)
Customer & Platform Impact -
-
36% faster task completion
-
+22% retention on Profile & Settings
-
+4.2-point NPS increase
-
Significant reduction in negative feedback
Business Impact -
-
Reduced support dependency
-
Increased engagement with benefits and memberships
-
Scalable IA and governance reducing future design/engineering overhead
-
Platform foundation for AI and personalization
Key Learnings
-
IA requires systems thinking - Navigation affects every downstream experience.
-
Alignment is continuous - not a phase - Cross-functional clarity is critical for complex programs.
-
Governance is essential for scale - Patterns allow consistency + speed across multiple teams.
-
Personalization = empathy - Users value relevance, not generic “smart” content.
-
Leadership is about enabling others - By creating tools, patterns, and clarity, teams move faster together.