At Firstleaf, I led design across the Growth and User Experience teams, focusing on conversion, acquisition, retention, and monetization.

Redesigned e-commerce experiences for B2C and B2B brands, blending strategy, systems thinking, brand alignment and storytelling.

I was part of both the Strategy and Design team. From the strategy side, I guided them with market research, user needs, and brand strategy. From the design side, I helped with design systems, user flows, user interviews, and user testing. As it was an upcoming start-up, I had to wear many hats and worked closely with upper management and the CEO.

We were a group of students, professors & professionals who used UX design and design thinking to create a positive impact in society. I was involved in two UX projects. One was to help visually impaired people navigate better in NYC and the other was finding ways to create harmony between NYU and the community surrounding it.

I was roped in the stage of UI Design, with background research already being completed. I engaged in team discussions and critiques to correct some UX mistakes and also designed further UI screens for the prototype. The prototype was about finance, which I had to educate myself upon before I began. I also learned to work remotely for the first time.