priya tirtha - UX Designer, Self Employed

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Work Background

Lafayette AmericanSenior UX Strategist

Jun. 2021 - Jul. 2023DetroitDirected user experience and digital strategy initiatives for diverse clientele; implemented data-driven UX improvements and thoughtful technological solutioning resulting in less internal resources spent per project and an increase in client satisfaction. -Launched an integrated campaign for Ram’s new line of electric trucks, Ram Revolution, resulting in raising hundreds of thousands of dollars to go towards production costs, while testing the readiness of the market. -Reimagined the user journey on the Toledo Museum of Art website (toledomuseum.org), optimizing navigation and content layout to drive an increase in online engagement and an overall rise in repeat visitors. -Engineered and launched a custom tool for the reversal of in-state sales tax on female period products in multiple states, including Michigan; directly contributing to legislation changes and increased affordability for consumers. -Managed all aspects of the agency's Squarespace website, ensuring timely updates, troubleshooting technical issues, and implementing design improvements that led to an increase in client inquiries and conversions.

SpacelyIndependent

Aug. 2020 - Jun. 2021Detroit Metropolitan Area

SpacelyFreelance Experience Designer

Aug. 2016 - Aug. 2020Greater Philadelphia AreaSelf made brand concept for an artist collective.

Detroit LabsProduct Designer

Aug. 2019 - Aug. 2020Greater Detroit AreaLed the design efforts for a product vertical, defining the product vision, devising a comprehensive go-to-market strategy, and visualizing service design. -Directed the creation and deployment of a newly designed checkout interface on Driveway.com allowing customers to gain full transparency of the auto financing process before making a purchase. -Guided cross-functional teams through a comprehensive product discovery initiative, involving in-depth persona development, meticulous service blueprinting, and thorough market research analysis; outcomes included an increase in teamwide product alignment and actionable feature recommendations. -Championed cross-discipline alignment on UX and product strategy through collaborative sessions with key stakeholders, utilizing user testing, visioning exercises, and system role-playing.

Royal Caribbean Cruises Ltd.Interactive Designer

Mar. 2019 - Jul. 2019RemoteDeveloped and launched an innovative iOS application for stateroom attendants, optimizing task management and tracking processes; which led to an increase in task completion efficiency and a rise in customer satisfaction ratings. -Conducted sixty-plus user interviews aboard ships developing a team-wide understanding of user needs and design priorities. -Conceptualized the core iOS interactions through high-fidelity design compositions and created detailed user flows to demonstrate functionality to the development teams.

Philadelphia Museum of ArtInteractive Designer

May. 2018 - Nov. 2018Greater Philadelphia AreaOrchestrated user experience and visual design overhaul for philamuseum.org, aligning digital touchpoints with new museum brand; increased website engagement metrics and boosted online membership sign-ups. -Executed cross-discipline design workshops and reviews to identify and visualize website goals. -Developed content strategy through sitemaps and content models in conjunction with museum curatorial teams and key stakeholders, keeping user needs at the forefront of the conversation. -Led the facilitation of iterative design sessions resulting in obtaining visual design approval from the museum's brand designer, Paula Scher of Pentagram; the new design implementation led to an increase in visitor satisfaction ratings.

City of Philadelphia, Office of Open Data and Digital TransformationUser Experience Designer

Feb. 2017 - Nov. 2017Greater Philadelphia AreaImplemented a research-driven approach to optimize the user experience, resulting in an increase in website traffic and a decrease in bounce rate for the Philadelphia Municipal website. -Designed and launched the digital system for news, events, and time-sensitive announcements resulting in an increase of on-time water bill payments and an increase of user activity on phila.gov. -Mentored city municipal departments on utilizing core service design practices by facilitating interactive design workshops resulting in the redesign of a variety of city services. -Designed, prototyped, and launched the Philadelphia Parks Finder web app using the city’s open data platform and material design.

Urban OutfittersFreelance UI Designer

Oct. 2016 - Dec. 2016Greater Philadelphia AreaAccelerated the refactoring and re-platforming process of the customer-facing Urban Outfitters e-commerce website by authoring pixel-oriented scaling and spacing principles across webpage types. -Influenced the strategy and principles behind a refreshed visual design system, including type-setting, spacing, and layout design allowing multiple teams to adhere to a unified design logic.

Vemo Inc.Lead UX and Visual Design

Mar. 2016 - Aug. 2016RemoteSpearheaded the design of core user interactions and data visualizations for a workforce analytics dashboard.

P'unk Avenue, LLCUser Experience Designer

Dec. 2013 - Jan. 2016Philadelphia, PennsylvaniaManaged user experience and strategy components for significant website overhauls, leading to a high percentage of growth in online activity and enhancement in user reach for clients like the University of Pennsylvania (UPenn), and Franklin & Marshall College. -Conducted user research through stakeholder interviews, surveys, analytics studies, and collaborative workshops. -Led cross-discipline teams through synthesis, and developed comprehensive website strategy briefs. -Executed and delivered a variety of conceptualization outputs such as sitemaps, user flows, wireframes, design principles, and content outlines.

Smart DesignInsights and Strategy Contractor

Dec. 2012 - Feb. 2013San Francisco Bay AreaAssisted with a global pharmaceutical market research project which led to the design and mass production of a patient at-home care package; resulting in an overall increase of patient medication compliance. -Edited and synthesized key findings from hundreds of ethnographic research videos. -Identified and presented research themes adopted by marketing departments of pharma client.

Smart DesignInteraction Design Intern

Sep. 2012 - Dec. 2012San Francisco Bay Area

SCAD SDNPresident/Founder

Sep. 2011 - Jun. 2012Savannah, Georgia AreaFacilitated service design focused club meetings to form a community and share knowledge amongst like-minded students.

Global Service JamLocal Organizer

Feb. 2012 - Feb. 2012Savannah, Georgia AreaHosted the Global Service Jam in downtown Savannah, GA. Where 20-30 students, faculty and professionals developed an entire service concept in 48 hours. http://planet.globalservicejam.org/gsj12/project/1897

3MSponsored Project

Mar. 2011 - Jun. 2011Savannah, Georgia AreaDeveloped and conceptualized possible applications for new 3M capacitive feedback technology through the exploration of a gesture library that facilitates collaboration amongst users.

SCAD AdmissionsService Design Project

Mar. 2011 - Jun. 2011Savannah, Georgia AreaResearched an existing ecology and marketing communications within the university to prospective students. Collaborated with SCAD Admissions to apply research to the design of a new digital platform for prospective students to explore the SCAD community.

JCB North AmericaSponsored Project

Jan. 2011 - Mar. 2011Savannah, Georgia AreaActed with a team of Service Design students to help JCB North America increase sales, establish recognition and build customer loyalty through means of researching and discovering design opportunities for the factory tour experience.

Thinc SavannahSponsored Project

Sep. 2010 - Nov. 2010Savannah, Georgia AreaDesigned a system of touchpoints within the pre-interest service phase of becoming a member of a co-working space.

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