Priya Tirtha

Graphic Designer • Product Designer • Detroit, MI, US

Product Design

Design Systems

Design Thinking

User-Centered Design

Usability Testing

User Flows

User Research

Brand Design

UI/UX Design

Customer Experience

Available for hire fromNegotiable

Contracts

User-Centric UX Strategist and Designer

With a BFA in Service Design from Savannah College of Art and Design, I have cultivated a robust career in user experience and product design. As a Senior UX Strategist at Lafayette American, I spearheaded digital strategy initiatives, enhancing client satisfaction and optimizing resource allocation. Notably, I launched the Ram Revolution campaign, significantly contributing to production funding and market readiness. My tenure at Detroit Labs as a Product Designer involved leading design efforts for a product vertical, enhancing the auto financing process on Driveway.com, and fostering cross-functional team alignment. At Royal Caribbean Cruises Ltd., I developed an iOS application that improved task management for stateroom attendants, boosting efficiency and customer satisfaction. My freelance work with Spacely allowed me to explore brand concepts for an artist collective. My expertise lies in creating user-centric solutions that drive engagement and innovation across diverse industries.

Work History

Senior UX Strategist

Lafayette AmericanJun 2021 - Jul 2023 • 2 yrs 2 mosDirected user experience and digital strategy initiatives for diverse clientele; implemented data-driven UX improvements and thoughtful technological solutions, resulting in less internal resources spent per project and increased client satisfaction. Launched an integrated campaign for Ram’s new line of electric trucks, Ram Revolution, raising hundreds of thousands of dollars towards production costs while testing the market's readiness. Reimagined the user journey on the Toledo Museum of Art website (toledomuseum.org), optimizing navigation and content layout to increase online engagement and an overall rise in repeat visitors. Engineered and launched a custom tool for reversing in-state sales tax on female period products in multiple states, including Michigan, directly contributing to legislation changes and increased consumer affordability. Managed all aspects of the agency's Squarespace website, ensuring timely updates, troubleshooting technical issues, and implementing design improvements that increased client inquiries and conversions.

Product Designer

Detroit LabsAug 2019 - Aug 2020 • 1 yr 1 moLed the design efforts for a product vertical, defining the product vision, devising a comprehensive go-to-market strategy, and visualizing service design. Directed creating and deploying a newly designed checkout interface on Driveway.com, allowing customers to gain full transparency of the auto financing process before purchasing. 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 increased 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.

Interactive Designer

Royal Caribbean Cruises Ltd.Mar 2019 - Jul 2019 • 5 mosDeveloped 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.

Education

Savannah College of Art and Design

BFA, Service Design2008 - 2012

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