Designed, planned, and executed qualitative user research to derive actionable insights. Developed the user experience for our digital products, crafting various process artifacts such as Personas, User Journeys, Information Architecture, Interaction patterns, task-flows, sketches, wireframes, etc. Conducted design experiments and validation exercises, including talk-along tests, focus group discussions, A/B testing, usability testing, etc., to effectively measure and learn from the outcomes of the design process.