Designing & evaluating websites & applications

Enterprise UX - Omni-channel application for bank staff 


A mandate to focus on customer experience led to a large scale revamp of staff facing applications in South Africa's leading bank.

I was part of an embedded design team within the business process team at the bank. I worked on two phases in multiple business functions and designed several artifacts -

1. An interactive, end- to-end prototype

2. A re-usable asset library

3. Key screens for an adjacent business release

4. The information architecture and key screens for an information repository used by staff across the bank


For me, the biggest part of the year long project was communicating the value of design to the various people in the bank and getting management 'buy in'. The design part of it was actually a manifestation of conflict resolution, defining scope and making inconsistent patterns of interactions visible so that it could be addressed by the team as a whole. 

Applications for telecom staff
and partners


A telecommunications company based in the Philippines required several user interfaces of applications restructured. Since the client and I were not co-located, I chose to first conduct an expert review of the current applications in order to understand and communicate the needs. On the basis of this, the information architecture was restructured, page types determined, key screens designed  and interactive scenario-based prototypes created. 


Another part of my work involved conceptualizing a profiling and reporting tool based on market segmentation and big data. This tool opens up a broad range of possibilities for the client and the services they offer in the realm of contextual intelligence.

An indicative screen of the interactive prototype
Two detailed screens indicating when common UX patterns needed to be followed and broken
A comparision mapping of the 'As is' and the 'To be' information architectures
Key screens and page types
User testing


In my role as a senior usability specialist, I moderated usability tests for two different clients. One was a summative usability test we tested a functional prototype with several highly specialized user groups within a technical domain.


The second was a formative and comparative usability test of two live applications. This was a bit complicated to manage since it was a remote usability test with participants located across time zones across the globe. We had access to one of the live systems and only the participants had access to the other so we had to manage the switching over the screenshare. To ensure everything went smoothly, we had to create a system for invites, reminders, access to WebEx and conference call services and back up phones that worked like clockwork.

Expert review


We conducted an expert review for one of the largest e-commerce marketplaces in India. The expert review had several different components.

1. Stakeholder envisioning where we interviewed the senior management to understand their goals and vision.

2. Heuristic based UX scorecard, personas based on behavior, motivation and shopping expectations and category specific scenarios. 

3. In the review we deep dived into the task analysis and referenced heuristics, best practices and external research to highlight usability issues.

4. The review included problems with navigation, content, presentation and interaction as well as the impact on trust, emotion and persuasion.

5. Providing recommendations that ranged from quick fixes of low hanging fruit to strategic changes was an important part of the deliverable.


This expert review led to a significant revamp of the site and long term engagement with the client. The revamp led to a 10% increase in conversion after the just the first month.

Using persona-based reviewing to present the target audience's point of view
Explaining granular user interface issues with the navigation
Using drop-off rates to draw attention to certain pages
Analysing the problem areas more deeply

© 2020 by Shruti Aditya Chowdhury