Hetal Ajmeri

About

With a diverse background in user experience design and visual merchandising, I bring a unique blend of creativity and analytical skills to my work. I hold a UX Design Full-time Immersive degree from General Assembly (2022), an M.Sc. in Visual Merchandising and Communication Design from FDDI (2014), and a BCom in Accounting and Finance from The Maharaja Sayajirao University of Baroda (2010). As a Freelance UX Designer since 2023, I have successfully combined design and research to create user-centric solutions, utilizing tools like Figma, FigJam, and Notion. My previous roles include User Experience Designer at Tikler, where I improved sales qualified leads by 10%, and Visual Merchandiser at Shoppers Stop, where I enhanced customer experiences and increased sales by 30%. I thrive in agile environments, collaborating with cross-functional teams to deliver impactful and timely outcomes.

Experience

• UX Designer · Freelance01-01-2023

  Effectively combined design and research to create user-centric solutions, balancing user needs with business goals and timelines, resulting in timely and impactful outcomes. Engaged with clients through user interviews to understand their needs and pain points, defined problem statements, and employed UX methodologies such as affinity mapping, user personas, MoSCoW prioritization, and competitive and comparative analysis to ensure designs were aligned with real-world requirements. Utilized FigJam and Notion to facilitate these processes. Designed wireframes and prototypes using Figma, incorporating storyboarding and user flow mapping to better understand product needs and establish product requirements. Leveraged research insights and user testing with Maze to inform and iterate these designs, leading to more effective and data-driven design decisions. Created cohesive and elegant user experiences across digital platforms, enhancing overall user satisfaction. Collaborated with data analysts, technical engineers, software developers, and product managers throughout the development process to ensure design feasibility within project constraints. Actively sought and incorporated feedback from end users and cross-functional teams, fostering a constructive approach to iteration and design improvements. Led design reviews, communicated design concepts to key stakeholders, contributed to roadmap planning, and participated in sprint planning. Thrived in an agile team environment, managing multiple priorities and timelines simultaneously.

• User Experience Designer · Tikler11-01-2022 – 12-01-2022

  Teamed with 5 UX designers to collaborate with a client of a SaaS-based company and gain insights into business and customer needs. Conducted user research, 2 rounds of user feedback interviews, and data analysis. Developed personas, affinity mapping, and information architecture. Designed user task flows and sitemaps. Created Design Systems, Mid Fidelity, and High-Fidelity wireframes and prototypes. Tracked usage metrics to validate design decisions and iterate wireframes and prototypes to convert 10% of current sales qualified leads to prospective subscribers.

• UX Design Fellow · General Assembly09-01-2022 – 12-01-2022

  Completed 450 hours + of expert-led instruction in understanding users and solving problems and hands-on learning of UX fundamentals and the industry's most in-demand technologies.

• Visual Merchandiser · Shoppers Stop08-01-2014 – 12-01-2015

  Designed engaging customer experiences for 500+ daily visitors, leading to a 30% rise in sales. Collaborated with the store operations team to design communication for 450+ brands in the store. Collaborated with vendors for seasonal displays and store communication to facilitate the implementation process.

Education

• General AssemblyUX Design Full time Immersive, User experience design
• FDDIMaster of Science (M.Sc.), Visual Merchandising and Communication Design
• The Maharaja Sayajirao University of BarodaBachelor of Commerce - BCom, Accounting and Finance

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