Nithyashree
Prabhu.

Ran interviews and surveys with 100+ women, most of them regular gym-goers, and synthesized the findings into problem statements and design criteria: makeup for working out that also looks and feels right afterward. The recurring need was never just longer wear.

Mapped the competitive landscape across biotech beauty, soft-glam, and long-wear brands, then framed the white space through a jobs-to-be-done lens: active performance, skin-conscious ingredients, and one-handed portability together, without claiming that any single competitor lacked all three.

Narrowed the initial concept to lip balm, concealer, and blush: frequently used formats that could fit into a refillable keychain case. Glide-on sticks, precision tubes, and pens make quick use the organizing design principle.

Wrote the launch hypotheses and a testable go-to-market plan: direct-to-consumer, social commerce, creator partnerships, and fitness pop-ups. Manufacturing and unit economics in the board are modeled assumptions to validate, not actual operating results.

Interviewed 150+ trades workers and business owners to understand both sides of the hiring problem. Affinity-mapped the findings around job discovery, hiring friction, trust, and accessibility, then turned them into the product's core opportunity.

Translated research into wireframes, UX flows, and a PRD. Prioritized the feature set by reach, impact, and effort to land on five high-ROI features. The product bet was to make the first connection easier and accessible across languages before expanding the marketplace.

Built and launched a multilingual website with lead capture. The initial site onboarded 80 early adopters, a useful early signal of demand, not yet proof of successful placements or marketplace scale.

Developed the go-to-market plan and pitch: market sizing, competitive positioning, and a phased launch roadmap. TradeMatch won 1st place at the Berkeley Method of Entrepreneurship Startup Competition and was a SCET Collider Cup finalist.

Defined the core job: vocabulary practice in context instead of another isolated word list. Applied cognitive load principles: learners choose a proficiency level and an interest category, giving each crossword a more relevant, lower-effort starting point.

Built a journey map tracking what a learner does, thinks, and feels from selecting a puzzle through checking progress. Friction around unfamiliar words and the momentum drop after finishing shaped every subsequent screen.

Designed the wireframes from category selection to solving, reviewing clues, hearing pronunciation, defining a word, saving it to a personal dictionary, and seeing progress. Each step makes the next practice session easier to begin.

Progress statistics, category completion, and a session-complete state act as habit loops that give learners a reason to come back. These are retention hypotheses embodied in a prototype, not measured retention outcomes.

Redesigned the information architecture of the Education, Shop, and Skin Concerns experience around customer needs. The product decision: offer multiple paths in, whether they want to learn about a concern, browse solutions, or get personalized guidance, instead of forcing everyone through a generic catalog.

Education and concern-led navigation help a shopper understand the problem before choosing a product. The skincare quiz and recommendation flow then turn a broad need into a smaller, more relevant set of options.

Authored a PRD for the AI-powered recommendation engine with user stories, feature flows, and a KPI tree covering conversion, engagement, and retention. Partnered with engineering, design, and marketing on wireframes and user acceptance testing before launch.

The recommendation launch was associated with a 40% increase in product purchases. Ran a hypothesis-driven experiment program with a dynamic-discount engine spec and pop-up and CTA A/B tests. Used GA4 and content analytics to prioritize the roadmap. My CV reports 35% growth in subscribers and 35% growth in organic traffic.

Ran a competitive teardown of how peer banks present bundled products, and framed what business owners actually need to evaluate: what belongs in the suite, why the pieces work together, and what it costs them to choose. That research set the page's product story.

Supported usability sessions on the page experience and translated findings into clearer content and design direction so visitors could evaluate the suite without decoding internal product structures.

Created 18 new prototypes in Microsoft Copilot, Figma Make, and Claude to assess component capabilities and pressure-test page concepts, then designed and wrote content for the Business Essentials suite page. A scannable hierarchy introduces the combined offer first, then makes each individual product easy to inspect.

Partnered across product, design, engineering, CX, and marketing to support the launch. As product owner for an offshore engineering team, wrote 50+ Jira epics and user stories with acceptance criteria, prioritized the backlog, resolved cross-functional dependencies, and used Dragonboat to support Q3 planning. No conversion lift is claimed for this page.