# Astha Sethi

> Senior Product Designer at Pearson • EdTech • Parsons Alum

Location: New York, New York, United States
Profile: https://flows.cv/astha

Mission-driven UX designer with 7 years of experience blending strategy, storytelling, and co-creation to craft impactful future-forward experiences. Creative edge in AR/VR, interaction design, and design systems.

Portfolio: astha.design

## Work Experience
### Senior Product Designer @ Pearson
Jan 2025 – Present | New York, New York, United States

### GIANT Expert | UX Researcher @ The GIANT Room
Jan 2024 – Present | New York, New York, United States
• Collaborated with Sesame Workshop to co-design Readiculous reading game app, playtesting with children to improve phonics learning experience and transforming research insights into actionable design decisions
• Conducted user research with Fred Rogers Productions, facilitating in-depth interviews and focus groups for The Daniel Tiger App for Parents; synthesized critical insights to discover patterns and fuel ideation

### Creative Tech Resident @ The GIANT Room
Jan 2024 – Jan 2024 | New York, New York, United States
• Lead and co-facilitate product design workshops for children aged 5 to 14, incorporating elements of design thinking, coding, and hands-on electronics to stimulate creative learning experiences and cultivate problem-solving skills
• Apply instructional design principles to craft playful onboarding and engaging lesson plans, simplifying complex STEM and Arts activity-based learning into enjoyable experiences that enrich student understanding

### Senior Product Designer @ Closegap
Jan 2024 – Jan 2025 | New York, New York, United States
• Drove the vision and execution of Closegap’s product design, shaping engaging user experiences for 300K Pre K-12 students to track their emotional well-being through playful check-ins
• Led end-to-end design for educator-friendly interface featuring real-time dashboards, empowering schools to monitor student insights and promptly triage support needs

### UX Designer @ Center for New York City Affairs
Jan 2022 – Jan 2024 | New York City Metropolitan Area
• Led UX for InsideSchools, defined long-term strategy and short-term tactics to improve NYC school search experience for parents
• Ideated and designed mockups for Center's website, drawing research insights from subscribers to create responsive interfaces and a user-centered experience

### Senior UX Designer @ Newfold Digital
Jan 2020 – Jan 2022 | Mumbai, Maharashtra, India
• Designed user flows to simplify WebPro Panel onboarding experience, translating complex actions into intuitive designs to educate new users in <30 sec
• Partnered with leadership and cross-functional teams to eliminate UX dark patterns in BigRock’s add-on purchase flow, leading to 20% increase in conversion rates
• Led UXR vision to refine existing design process for Bluehost Maestro to institutionalize research frameworks and UI styleguides; defined best practices for end-to-end product development to boost team efficiency goals

### User Experience Lead @ EvolutionCo
Jan 2019 – Jan 2020 | Mumbai Area, India
• Mentored and led a team of 4 to build WeConnect from 0 to 1, prototyped lean proof of concepts to gamify workspace collaboration, boosting employee satisfaction by 47%

### UX Designer @ EvolutionCo
Jan 2017 – Jan 2019 | Mumbai, Maharashtra, India
• Drove design and communication strategy to pivot brand proposition for TATA Projects channeling into B2B markets
• Conducted usability studies for Club Mahindra Bliss to understand travel planning challenges of 50+ age group, guiding accessibility features with dedicated helpdesk and 360° virtual tours; helped achieve 1.4x memberships QoQ

### UX Designer | Degree Project @ Nykaa.com
Jan 2016 – Jan 2017 | Mumbai
• Helped redesign the online shopping experience on mobile and web.
• Created a portal for the offline store useful in scanning a unique code.

### UX Designer | Summer Internship @ Hurix Digital
Jan 2016 – Jan 2016 | Pune Area, India
• Led the usability testing of an LMS- Assessment Portal and revamping of the company's website.

### UX Designer | Internship @ Nihilent Technologies
Jan 2015 – Jan 2015 | Pune, India
• Conducted user research and created wireframes of a mobile application for a virtual credit card.

### Design Intern @ Amura Marketing Technologies
Jan 2014 – Jan 2014 | Pune, India
• Designed icons, print advertisements and, social media graphics for the real estate of Maharashtra, India.


## Education
### Master of Science - MS in Strategic Design and Management
Parsons School of Design - The New School

### Bachelor of Design (B.Des) in Visual Communication Design
Symbiosis Institute Of Design


## Contact & Social
- LinkedIn: https://linkedin.com/in/asthasethi
- Website: https://astha.design/

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Source: https://flows.cv/astha
JSON Resume: https://flows.cv/astha/resume.json
Last updated: 2026-02-23