I'm Ashley
Hello, I’m Ashley. 8+ years of experience in design thinking, my career has been a cross-discipline exploration of the tools and methods needed to understand, design and build easy-to-use products. My core design principles are to make customer experiences delightful and digital products smart, intuitive, and useful, I specialises in solving problems to produce intelligent user-centric designs, deliver engaging digital experiences and believes in minimalism.  I handle multiple roles from providing creative direction and leadership on large scale projects to building briefs, presenting ideas and working as part of design teams delivering at scale digital transformation engagements
Experience
Career History
Check out my professional history to learn more about my experience and career milestones. Throughout the years, I’ve developed critical skills that have led me to partner with leading industry professionals and work on exceptional projects. For more information about my work or to discuss a collaboration, simply get in touch.
August 2022 – Present (Employment Duration 2yr 3 mos)
Senior Product Designer @Zalando MOST RECENT!
Leading design systems projects like the messaging ecosystem within the deisgn system for "Lounge by Zalando"
Accountable for guidelines, and consultant design system to other teams in the organisation
Design lead for the Checkout as well as Post shopping experience working with a team of backend and front end engineers as well as aligning and setting strategy with Project managers and other squad design leads.
Setting guidelines and consultations with internal squads, while working within a central enabling team
Apr 2020 – July 2022
Art Director @ Fractal Ink Design Studio, Mumbai
Managing multiple and complex projects around the problem space
Leading strategy and the execution of design
Working from creative briefs to translate marketing strategies to creative execution
Assisting with the design resourcing & planning
Mar 2018 - Apr 2020
Design Lead @ Fractal Ink Design Studio, Mumbai
Managing cross profile teams
Stakeholder alignments, Insight generation,
Storyboarding, journey mapping,
Apr 2017 - Mar 2018
Senior Creative Designer @ Fractal Ink Design Studio, Mumbai
Owning feature designs that create engaging and immersive experiences across desktop and multiple device types on iOS & Android
Working closely with Product Managers, Engineers in your team and collaborate with Designers, UX Researchers, UX Writers, and Marketers
Transforming complex and abstract concepts and challenges into well-articulated, tangible solution ideas with a strong problem-solving mindset and craft excellence
Gaining a deep understanding of our target users through observations, research, and analytics so that you can champion their needs
Jan 2016 - Apr 2017
Ui Designer @ Fractal Ink Design Studio, Mumbai
Owning feature designs that create engaging and immersive experiences across desktop and multiple device types on iOS & Android
Working closely with Product Managers, Engineers in your team and collaborate with Designers, UX Researchers, UX Writers, and Marketers
Transforming complex and abstract concepts and challenges into well-articulated, tangible solution ideas with a strong problem-solving mindset and craft excellence
Gaining a deep understanding of our target users through observations, research, and analytics so that you can champion their needs
Oct 2015 - Dec 2015
Design Intern @ Fractal Ink Design Studio, Mumbai
Executing design tasks set by the team leads
Working within the visual strategy set for projects
Timely execution of design tasks
Trainee under a senior designer
Experience
Career History
November 2023 - present
Leading strategy and initiatives in checkout and post shopping journeys
As the design lead for the Checkout as well as Post shopping experience, working with a team of backend and front end engineers as well as aligning and setting strategy with Project managers and other squad design leadsSetting guidelines and consultations with internal squads, while working within a central enabling team
August 2022 - January 2024
Messaging Ecosystem Redesign (Design systems)
Creating Messaging Components for Scalable Conversational Customer Experiences: Broaden the range of messaging components and refine color choices to align with 2023 initiatives
Implementing Defined Patterns and Logic: Institute messaging components with well-defined patterns and logic, grounded in considerations of emotion, interest, and engagement. This established clear guidelines for usage, promoting a more structured and intentional approach to messaging, optimizing the overall customer experience.
Visual Coherency with the Rebrand initiative: Aligning the messaging components with the rebrand conducted by updating colors. Mapping existing components in the user journey will aid in reassessing the use of relevant components and establishing visual hierarchy for better communication of urgency and attention.
Reducing Squad Engineering Effort: Streamline and optimize the app messaging system to significantly reduce the engineering effort required for each project. The goal is to transition from weeks to hours/days per project through the implementation of refactored and more user-friendly components.
October 2020 - November 2021
Digital Transformation and Redesign digital product for an Islamic Bank in Dubai (Strategy + Design systems)
Led a design team of 6 , working in sprints to build digital solutions for a Dubai based bank
working in an agile setup
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Mar 2018 - Apr 2020
Designer in building the Strategy for a Digital attacker for a nationalised bank- Cairo
Working with stakeholders to collaboratively work on the value proposition and vision of the product and coming up with an MVP
Apr 2017 - Mar 2018
B.E.S.T - Helped build Digital Information Design System for Mumbai’s local transportation
Leading design to build a site for portfolio management service cataloguing for HNI (High Net Income Custormers) in India.
Jan 2016 - Apr 2017
Lead Designer in designing and prototyping quick concepts for a Hackathon- South Africa
Built a end to end prototype for the of the winning idea of a South Africa based hackathon
Oct 2015 - Dec 2015
WIFT (A Hyperlocal Platform design for Job searching and hiring) - India
Leading design to build a site for portfolio management service cataloguing for HNI (High Net Income Custormers) in India.
Aug 2014 - Sep 2015
Axis Asset Management Company
Leading design to build a site for portfolio management service cataloguing for HNI (High Net Income Custormers) in India.
Skills
9/10
User Interface Design
9/10
Design System
8/10
Experience Design
8/10
User Experience Strategy
7/10
User Experience Design
4/10