Hello, I'm Sarita 👋🏾 a Product Designer with 11 years experience designing intuitive products that balance user needs with business goals.
Featured case studies
Reducing friction at the Sainsbury’s self-service checkout
Self-service checkout is a high frequency touchpoint where small inefficiencies can have a significant impact on the customer experience. The goal of this project was to understand the root causes of checkout delays and identify the highest-impact opportunities to reduce completion time.
Improving First Time Deposit Activation
First deposit completion was a critical activation metric for new customers. Through research, experimentation, and redesign of the deposit experience, I increased first-time deposit conversion by 15%.
Improving Fundraising Activation Through a Seamless Registration Experience
Creating a fundraising page was a critical step after event registration, but requiring users to leave the platform introduced unnecessary friction. I integrated JustGiving directly into the registration journey, making it easier for participants to begin fundraising immediately.
Driving Discovery of Holiday Experiences
Customers were primarily booking hotels while overlooking available experiences. I redesigned the search experience to better surface complementary activities throughout the booking journey.