contribution
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Role: Senior UX / Researcher & Designer
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Team: 1 UI Designer, Senior Visual Designer (onboarded during project), Development & Delivery Team, Client Stakeholders
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Responsibilities: UX research & audit, flow design & service blueprints, analytics-driven redesign, design-system & theme development, chatbot strategy, gamification, usability testing, dev handoffs & client presentations
A redesign of Sangeetha Mobiles’ digital presence to integrate their offline retail and VAS (value-added services) with online processes - streamlining purchases, exchanges, returns and enhancing user journeys for both first-time and returning customers.
stakeholders & Benchmarking
Sangeetha Mobiles
Sangeetha Mobiles is one of South India’s largest mobile retail chains, offering smartphones, accessories, and value-added services through a vast network of offline stores and an expanding online platform.
Benchmarking of Ecommerce websites
areas of improvement
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Offline and online channels were disconnected — customers faced friction when transitioning from in-store services (like support, exchange/returns) to online flows.
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Website navigation, filter/search, product categorisation, and user flows caused high bounce rates and poor conversion.
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Lack of clear design consistency and system — visual identity, interactions, and structure varied across screens, harming user trust and retention.
Previous website look and feel
impact
Unified online–offline experiences, redesigned navigation, search, and product flows, and integrated VAS, payments, and returns — resulting in smoother journeys, reduced friction, and lower bounce rates.
Exchange user journey flow
Improving data visualisation focusing on user needs
Introduced coupons, spin-the-wheel, and delayed-delivery engagement models — driving higher retention, increased repeat visits, and stronger user interaction across the site.
Gamification flow for retention
Created a consistent monochrome theme, structured design system, and refined product discovery patterns — boosting user trust, improving clarity, and enabling a scalable, future-ready platform