My UX Research Principles
My Work
Generative
Increasing Monthly Transacting Users of Airtel Pay by creating new value propositions
Case study of 4 interconnected projects with the objective of increasing the number of people transacting through Airtel Pay.
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Research methods used: stakeholder interviews, telemetry studies, cold calling, contextual inquiry, guerrilla test, in-depth interviews.
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Explorative
Understanding New Internet Users as they navigate smartphones & apps for the first time.
An exploratory research for Airtel Lite - a small size app aimed at customers using internet for the first time.
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Conduced over 120+ short calls & 18 in-depth interviews to understand needs, expectations and apprehensions of new smartphone owners. I identified incremental changes to Lite app, and make guidelines for other products
Explorative
How can we entice customers to pay for Hellotunes, which are currently free?
Hellotunes is the most popular feature used by Wynk customers (70% of all Wynk MAU), but has been free and unchanged for years.
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Through this research we fixed awareness and usability issues, and proved that a widely held assumption about 'Why people use hellotunes' was false. This new paradigm led to the release of multiple new features, including Specialtunes.
Generative
Increasing customer retention by understanding customers' expectations and experiences with rewards
A generative research to understand rewards, their relevance, use and perception.
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Outcome: identified relevant models of low-cost rewards that increased reward redemption and retention. It led to a reframing of how we perceive 'loyalty' - marking a shift from ARPU (average revenue) to CLV (customer lifecycle value)
Explorative
Increasing the CTR of an online acquisition journey by 900% via usability research
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An evaluative research for Airtel Black, Airtel's flagship telco-bundle service geared towards their most premium customers.
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The evaluative research was conducted to understand where the digital journey failed against customer expectations when navigating a telco construct.
The visit-to-order rate increased by 900%
Explorative
Why have our customers flocked to a new music app? Is it worth copying their design?
A large number of Wynk customers flocked to a competitor, Resso, in a short period. Stakeholders believed that the customers were lured by the visual appeal and interaction patterns of the 'youthful' app, and considered incorporating a similar pattern within Wynk.
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Findings revealed the true reasons of the shift, and led to new value propositions to combat the competitor.
Thank you for your interest in my work. As the projects I'm proudest of are still being used by my employers, I am unable to share details in the public domain. I'll be happy to take you through my work over a call or in person.
Rooted in evidence
Across various kinds of research, the common denominator is evidence. So you can make your decisions on evidence rather than assumption or gut feeling.
Thought-about in systems
Zooming in to notice the slightest behaviours, and zooming out to see the big picture, and all the interconnections that bind them. Connect recommendations to strategic goals, and ensure we treat the problem, not just symptoms.
Human shaped
Whether it's B2B or B2C, it's always H2H - human to human.
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Keeping the human at the heart of the research means I'm always prioritising our customers and users. When users are satisfied, businesses flourish.
Collaboration & communication
Research doesn't mean anything if all it does is stay in a dump of files and folders. Insights need to reach the right people at the right time, and influence how product decisions are made.
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I strive to bring the 'creators' as close to the users as possible, and equip them to have meaningful interactions that yield to greater understanding.
Inclusive & ethical
At my core, I believe in protecting the interests of our customers. I refuse to do unethical and exclusive research, and will not support dark patterns.
Hello, I’m Srishti!
I help you make decisions based on evidence, not assumptions.
I'm an experienced UX researcher with a background in design strategy, and a keen interest in service design, designing for systems, and futures thinking. Currently I work as a Senior UX researcher at IDFC FIRST Bank, leading research for our customer facing app.
