MY ROLE
Research: Conducted on-site interviews,
surveys, and observations.
Analysis: Synthesized research and
generated reports.
TOOLS
Google Forms
Google Analytics
Google Meet
Figma
TEAM
3 UX Designers
2 Managers
1 Senior Manager
TIMELINE
Aug 2019 -
Dec 2022
OVERVIEW
At PwC India, my work focused on improving retail experiences through UX audits. I was part of a team that observed in-store behavior, analyzed customer feedback, and identified usability gaps—leading to improvements in navigation, wait times, and accessibility for diverse user groups.
Uncovered 20+ usability issues through 30+ store visits, 100+ review analyses, and 50+
user interviews.
Boosted monthly revenue by 7% and customer satisfaction by 15% through targeted
UX improvements.
Delivered tailored UX audits with a 10/10 client satisfaction rating from a top FMCG brand.
Retail shoppers felt lost due to poor layouts, long queues, and lack of multilingual support—leading to frustration and lost sales. Through on-ground audits, interviews, and observation, we identified two key pain points.
Multilingual Barriers Inside Store
English-only signage and labels made it tough for customers to locate and read product categories.
Long Wait Times at Checkout
Users faced delays from few billing counters and no self-checkout, leading to crowding.
The retail experience can be significantly improved by implementing multilingual, user-friendly solutions that address communication barriers and reduce checkout friction.
Digital Self-Service Kiosks
Recommended kiosks with a bilingual interface so shoppers can scan, pay, and leave without queues.
Multilingual Signage & Labels
Recommended bilingual signs and icons across the store for easier product discovery.
Due to strict NDA agreements, specific project details and client names cannot be disclosed. To showcase my design thinking, I’ve created a narrative walkthrough using AI visuals.
Retail Experience Optimization through UX Auditing
Arrival at the Store
Sneha, a young professional in India walks into Urban Collective expecting a very smooth shopping experience.
No Local Language
Sneha finds it difficult to get around the disorganized store, as the signs are hard to understand and only in English.
Stuck at Checkout
Sneha finds herself caught in a long billing queue, only to realize there’s no self-checkout or online payment option.
Spotting the Gaps
To solve Sneha’s issues, our UX team conducted in-store audits to uncover pain points in navigation, language, and checkout. The audit revealed two major issues: multilingual barriers inside the store and a disorganized layout.
Listening to Users
We followed up with customer interviews to validate in-store findings and understand buyer’s frustrations, with many expressing a wish for a self-checkout option.
No More Waiting
Sneha now pays effortlessly with self-checkout and regional language support—no more waiting in queues.
A Happier Exit
Sneha exits with ease; her shopping is now faster, clearer, and stress-free.
REFLECTIONS
This project taught me how small design changes in physical spaces—like clear signage or self-checkout—can create a big impact. It helped me better understand user behavior on the ground and design more inclusive, practical experiences.
