Experience Summary
Dynamic and results-driven VP Senior Director UX Digital Experience, with over 25 years of experience leading innovative design teams and delivering exceptional user experiences across various industries. Proven track record of driving strategic initiatives, fostering a culture of collaboration and innovation, and optimizing user-centered design processes to achieve business goals.
Consistently deliver exceptional value through innovative solutions tailored for desktop, responsive web applications, native apps, and digital products/platforms with chatbots and Conversational AI capabilities. Expertise spans Financial Services, Banking, Retail and Commercial, Wealth Management, Trade Management sectors, E-Commerce, Media & Publication, Telecommunication, Health Care, and Pharma industries.
Skilled in strategic design methodologies and product management, Ensure best-in-class user experiences. Thriving in high-pressure environments, drive results through focused goal setting and stakeholder alignment for cross channel initiatives.
As an accomplished executive design leader, excel in transformational leadership, build out high performing teams, and process optimization. Leveraging a blend of business development acumen and hands-on expertise, spearhead operational transformations and business restructuring initiatives, especially during mergers and acquisitions, resulting in significant process enhancements.
Have a proven track record in establishing and managing global UX practices, adeptly assembling high-performing teams through strategic recruitment efforts. Leadership style fosters motivation and creativity, cultivating a challenging yet supportive work environment where unique talents are recognized and nurtured. Set the vision and direction to raise the bar within teams, by means of leading by example to inspire teams. Additionally, cultivate strategic vendor relationships to effectively address evolving team capacity and requirements, while mentoring global teams across various design disciplines.
With comprehensive experience in overseeing all project execution aspects, from initial innovation strategic planning through final delivery, collaborate closely with management to ensure alignment with company objectives. Drive the seamless integration of research, design, and delivery processes across diverse design disciplines and functional areas.
Seeking to leverage leadership skills and expertise in UX design to drive growth and success in a forward-thinking organization.
EXPERTISE
Leadership and Strategy:
- Ability to lead, inspire multidisciplinary design teams to deliver exceptional experiences.
- Skilled in providing design strategies aligned to business objectives & market trends.
- Senior strategy and business leader capable of working cross-functionally across all levels of the organization to execute enterprise-wide strategic programs.
UX Methodologies for Designing & Global Design Systems:
- Expert in leveraging HCD methodologies to drive research, design, & testing processes.
- Proficient in research techniques to evaluate holistic insights, into user needs/behaviors.
- Lead the execution of design thinking workshops and design methodologies to uncover insights and inform design decisions for comprehensive personas.
- Hands on and Manage Mentor to facilitate iterative design solutions.
- Knowledgeable in building and maintaining global design systems to standardize design elements and ensure brand consistency across diverse markets and regions.
Testing and Optimization:
- Skilled in implementing rigorous testing methodologies, including usability inspections, user testing, and A/B testing, to validate designs and optimize user experiences.
- Proficient in analyzing UX metrics and leveraging mental models to gain deep insights into user behavior and preferences.
- Experienced in championing mobile-first design principles and establishing style guides and design patterns to ensure consistency, scalability across products and platforms.
Research Analysis and Labs Setup:
- Expertise in setting up and managing multi-research analysis and testing labs, specializing in both quantitative and qualitative research methods.
- Skilled in performing competitor and descriptive analyses, as well as predictive and prescriptive analysis, to inform strategic design decisions and drive innovation.
- Capable of utilizing design thinking methodologies, user journey mapping, and empathy mapping to create compelling and empathetic user experiences.
Design & Management Skills:
- User Experience Design | User Interface Design | Interaction Design
- Customer Experience Design | Service Design
- Information Architecture | Taxonomy and Schemas | Card Sorting
- Design Thinking & Strategy | Customer Journeys & Maps | Navigation & Workflows
- Storyboarding | Wire-framing | Prototyping | Annotating
- Visual Design | Design Aesthetics | Flat, Lean and Glass Design Styling
- Design Systems | Widgets for Material Bootstrap Material and Google Designs
- User Research Analytics | Shadowing | Contextual Inquiry | Focus Group | Heuristics Evaluation | Gap, Predictive & Prescriptive Analysis | Qualitative & Quantitate Research
- Usability Testing | A/B Tests | Online & Email Surveys | Moderated Unmoderated Tests
- Device-Agnostic Interface Design | Touchscreen panels
- Responsive Solutions | Desktop, Mobile, Tablets & Flat Screens
- Conversational AI | Alexa Integration | Chatbots | Voice Bots (IVR) | Interactive Voice assistants (IVAs)
- Analytics Data to AI Solutions | AI for Predictive & Prescriptive Options for user needs
- AI integrated User Journey’s for Dashboards Data Population Visualization charts
- Team Leadership | Growing Building & Mentoring Teams | Global Team Relationships
- Stakeholder Management | Mentoring Empower UX Culture in Organization
- Vendor Management | Budgeting | Resource & Project Allocation | Capacity Planning
Her proficiency in the following tools helps her mentor her team work with ease:
- Design & Testing Tools: Design and prototyping tools: Figma, Sketch, Invision, Axure, iRISE, Indesign, Adobe Creative Suite, Adobe XD, Photo io, Zeplin and other standard.
- Testing tools like:
TryMyUI, Usabilla, UserTesting, Optimizely and Crazy Egg
Analytical with an eye for perfection
Prathibha spent time in her associate program along with her undergraduate program pursuing interior designing, at an affiliated college. This helped her learn and gained immense knowledge in the field of anthropometrics, and the need to design to scale, proportion and precision.
She also learnt pencil sketching and painting, while she pursued a course in Fine Arts at an Art Studio in India.
That said her background from the above two fields allow her to get the magic of story-boarding down on paper, during discussions with business stake holders to precision via sketching. Each of her designs are always sketched to proportion and scale.
Mentored by her manager who identified the strength in her said Prathibha is – “Analytical with an eye for perfection” guided her into the the field of User Experience Design & Information Architecture.
Prathibha has always had an eye for perfection. She follows a methodical approach towards any task on hand. This helps her deliver error free designs at the first cut. She always believed and pursued the saying in Hindu mythology whats said as “When you are aiming at something, all that you should see is the target in front, and nothing around.”
With that in mind, she has always designed with an aim to achieve and deliver designs that meet all business requirements , and tailored to custom suite all user needs. This further provides the users with 100% satisfaction in their experience while using the medium.
So no matter what, she strives to maintain satisfaction at both ends, the business, and the user, “but keeping in mind that the target is always the audience.”
INDUSTRY EXPERIENCE
Banking – Investment Banking – Asset Management/Wealth Management/Prime Brokerage/Trading & Trade Settlements/ AUM/Trust Funds | Retail Banking – Card Services/Mortgage/Servicing Home Loans | Treasury Services – Payment Gateways & Servicing
E-Commerce – Product Management Platform & Warehousing/Checkout Rationalization/I19N & L10N
Media & Publication – CMS/Product Customization/Product Design/Customer Profile Management/Content Packaging
& Servicing
Telecommunication – Planning/Zoning/Servicing
Health Care – Care Performance/Care Quality/Care Risk and Care Economics – Areas include: Program Evaluation, Performance Measures, Quality Improvement, Benchmarking, and Physician Engagement, Alignment, Management, Ops Dashboard, Clinical Connectivity and Predictive Model-Cost, Utilization
Educational Background
Prathibha’s education has a wide spectrum of design background. She completed her Bachelors in Life Science with a major in Chemistry, along with Botany and Zoology at the University of Bangalore India. She always won awards and certificates in all modal, chart competitions in the Botany and Zoology faculties at her collage. While at Under Grad, in parallel to her Bachelors, she was also pursuing her Associate program in Interior and Exterior Designing at Jenson & Nicholson India. Post her Bachelors and graduating from Interior Designing she continued to pursue her further studies in Digital Graphic Art & Web Technologies at Edit Institute in India.
Prathibha also completed her course in Fine Arts at an Art Studio where she learnt pencil sketching, painting, and metal embossing. As she had chosen a minor of Biology at the undergrad program, it helped her master the art of pencil sketching.
Post Prathibha’s graduation in web technologies and digital art and design, she was chosen as a best student for her project and presentation. She was offered a Sr. Faculty of training Digital Art to the students in the institute, and was formally trained by Adobe and Macromedia. Prathibha started her career in the field of UX as a Graphic Interaction-designer in 2000. Mentored by her manager who identified the strength in her said Prathibha is – “Analytical with an eye for perfection” guided her into the the field of User Experience Design & Information Architecture.
Qualification & Certification
Qualification:
- BS: BMS College Bangalore University (BSc., Chemistry Botany and Zoology)
Certification & Associate Programs:
- Program Certification in
Executive Education – Digital Transformation, Leading People, Data & Technology – UC Berkeley.
- Associate Degree in Computer Digital Art- Web technologies, Multimedia/Animation at Edit Institute.
- Associate Degree in Exterior & Interior Design at Jenson & Nicholson.
- Certified Trainer for: Adobe and Macromedia Products
bachelors –
Bangalore university
Digital graphic Art & Web Technologies and multimedia –
edit institute
exterior interior designing –
jenson & nicholson
Executive Education – Digital Transformation, Leading People, Data & Technology
UC BERKELY
awards & Honors
Awards:
- At World Bank ISGIS Art Show, she stood one amongst the 10 best, out of couple of 100 entries in (2004).
- Stood first for the University of Kalakshetra in Indian Classical Dance in the year 1998.
- Was the sports V.Captain for the Thomas team in school, and participated and won prizes for throw ball, slow cycling, and badminton.
Prizes won:
- Won the first prize for the final project at the digital art associate program in Graphic Art and Animation at Edit Instiute. (Project: Nasa Space Shuttle take off into the Universe)
- Won prizes in Chart and modal making along with sketching competitions in the field of Botany & Zoology during her undergrad program – 1993, 1994 1995 and 1996.
Passion
Experience Across INDUSTRY sector
When Prathibha’s is not busy creating the next exceptional User Experience Design and Architecture for customers, she is out pursuing her passion for photography, cooking, painting and voluntary work. She also has flair for art and paining.
- Painting and Art work
- Photography
- Cooking
- Volunteering
In a way of paying forward, she volunteers by taking classes and designing through several different charitable non-profit organizations. www.dampathi.com