- Led a short-duration project for an international client, handling end-to-end design—from research and sketching to wireframing, UI design, and prototyping—for a strategic partner pitch.

- Arranged the standardization of design-to-development handoff procedures across teams, enhancing collaboration efficiency by 20%, resulting in faster turnaround times on future projects while maintaining quality deliverables.

- Created responsive UI and device-specific adaptations, streamlining the platform’s interface and enhancing user satisfaction through visual and usability improvements.

- Participated in building a robust design system, reducing UI inconsistencies across platforms by 70%.

- Contributed to the end-to-end design process of the agent tool, which achieved a 98% user retention rate and prompted the decommissioning of legacy systems due to strong user preference over alternatives.

- Crafted a content management system (CMS) that reduced content update time by 35%, improving operational efficiency for the Admin team at the client side.

- Designed a user-friendly interface tailored to health and wellness needs, integrated feedback loops, and conducted usability testing, with a 4.0 out of 5 rating on the App Store and 10K+ downloads on the Play Store.

- Crafted a high-conversion UI for an online yoga studio, merging calming visual storytelling with mobileresponsive layouts to streamline onboarding and class bookings.
- Designed of a technical portfolio website in Figma, aligning minimalist aesthetics with user-centric navigation to amplify project visibility and client engagement.

Gained hands-on experience with web development and creating functional UIs using HTML, CSS, and JavaScript.

Qwikcilver, a sub brand of Pinelabs, is one of the biggest gift card issuance brands in India. It holds an 80% market share in India. It contributes 45% of Pinelabs' business revenue. Qwikcilver offers a comprehensive suite of solutions, including Issuing, Processing, and Distribution—an end-to-end approach that sets it apart in the industry.

I had the privilege of wearing two hats on this project – first as a UX designer, focusing on research, user flows, and wireframing, and later as the UI designer, translating all that groundwork into polished, pixel-perfect screens.

The Challenge: A brand struggling to tell its story

Qwikcilver was a leader in prepaid solutions, yet its website failed to reflect its expertise. The stakeholders shared their concerns:

The website lacked depth, failing to showcase Qwikcilver’s compliance strengths, technical capabilities, or connection to Pine Labs, a major fintech company. As a result, potential clients quickly left, sales teams struggled to explain offerings, and competitors gained an edge.This was more than just a redesign—it was an opportunity to reposition Qwikcilver as a trusted industry leader.



The user base for the Qwikcilver website was very vast, so it was hard to choose any one or two, but we funneled it down to 3 to cover all types of users coming to this website. We further separated these personas based on their needs into the Awareness, Interest, and Desire phases. 

Key takeaways - What does the personas wants to hear?&nbsp;

We conducted a PET (Persuasion, Emotion, and Trust) analysis to examine how competitors position themselves, motivate users to take action, and foster lasting relationships through persuasive and trustworthy experiences. These insights were key in shaping the page structure during the sketching phase.

Laying the Groundwork: Strategy, Ideation &amp; Wireframing

Structuring the Journey for Decision-Making

To ensure that visitors—from business leaders to developers—could quickly match their expectations with Qwikcilver’s offerings, we structured the website experience around a user journey funnel. This approach helped guide potential clients from initial discovery to confident decision-making.

Refining Core Focus Areas Through Sketching

To effectively reposition Qwikcilver, we explored two strategic approaches:

We developed initial sketches for both directions, translating these strategic concepts into early visual representations. Through stakeholder discussions, we assessed their impact. While the Expertise Route stood out as the stronger narrative, further conversations revealed that some pages would benefit from the Enabler Route approach. This led to a blended strategy—positioning Qwikcilver as a leader while structuring certain pages to highlight its enabling capabilities.

With a clear strategic direction, we moved into wireframing to establish content hierarchy and navigational flow:

Bringing the Strategy to Visual Experience

Once the UX foundation was solid, it was time to bring some personality into the design. The UI phase was where the magic happened. 

Storytelling Ideation: Crafting an Engaging Homepage

To create an impactful first impression, the entire design team collaborated on a storytelling ideation session. We explored multiple creative directions, bringing 4 to 5 distinct concepts to the table. I actively contributed to this process, proposing two ideas:

Through multiple iterations and refinements, the “stack” concept emerged as the strongest approach. This metaphor visually represented how Qwikcilver’s layered solutions simplify complexities for diverse industries.

By aligning these elements, we transformed the website into a visually engaging experience that effectively communicated Qwikcilver’s expertise and value.

The revamped Qwikcilver website launched with rave reviews from both internal stakeholders and users. Metrics showed a significant improvement in key areas:

This project was more than a redesign—it was about repositioning Qwikcilver as an industry leader. Through collaboration and strategic design, I refined my skills in storytelling, structuring complex information, and aligning stakeholder goals with user needs. It was a rewarding experience that strengthened my ability to create impact-driven designs.

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&nbsp; View the live website:&nbsp; &nbsp;<a href="https://www.qwikcilver.com/">https://www.qwikcilver.com/</a>&nbsp;-&gt;&nbsp;

Enhancing digital presence to showcase expertise, drive engagement, and elevate Qwikcilver as a trusted industry leader.

Reimagining Qwikcilver: Unifying a fragmented brand into a global leader.

In today's fast-paced insurance market, efficiency and accuracy in quoting are paramount. This case study details my role in designing and developing "QLite", a web application aimed at streamlining the insurance quoting process for third-party agents. The project addressed critical challenges in the existing workflow, ultimately leading to significant improvements in user adoption, quote generation, and proposal creation. As a key designer on this project, I was deeply involved in the entire design process, from initial problem discovery and user research to ideation, prototyping, and implementation. My contributions focused on enhancing the user experience, simplifying complex workflows, and delivering a tool that truly met the needs of our users.

To sell an insurance policy in Brazil, third-party agents need to keep switching between the 6 different tools to perform actions like adding new client information, creating &amp; customizing a plan, and generating a final proposal. Because of this, it was getting harder to clarify the process of selling to a newly onboarded TPA.

The initial phase of this project was crucial: understanding the pain points and challenges faced by third-party insurance agents. We employed a double-diamond approach, emphasizing thorough discovery before solution design. &nbsp; 

To gain deeper insights into business objectives, requirements, and user frustrations, we conducted interviews with 4 Stakeholders and 2 third-party agents.

The outcome of the Affinity mapping:&nbsp;

This also gave the problem statements for different pain points. We used the HMW (How Might We) framework to bring out the insights from all the data we collected, which helped us move forward with our design approach. Some of the HMW statements: 

Based on the research findings, we developed a primary persona, "Paul Oliveira", representing our target user group. This persona helped us to empathize with our users, prioritize their needs, and make informed design decisions.

Design Thinking Process: A User-Centered Approach

Guided by design thinking principles, we embraced an iterative and user-centered approach to solution development.&nbsp; 

Before diving into the design process, we established key guiding principles to ensure the final product aligned with user needs and expectations.



Armed with user insights and these guiding principles, we embarked on an iterative design process that was closely mapped to the agile workflow sprints. This involved:


Through multiple design iterations and close collaboration with stakeholders, we refined the interactions and information architecture to optimize the user experience.

This iterative testing process allowed us to make data-driven refinements, ensuring the final product was intuitive, efficient, and aligned with the agents' workflows.

This project reinforced the power of user-centric design in driving efficiency and adoption. Observing real workflows uncovered hidden inefficiencies, allowing us to design solutions that truly addressed user pain points.&nbsp;By simplifying complex processes and integrating personalization, we not only enhanced usability but also built trust, leading to higher engagement and loyalty. 

This experience underscored that great design isn't just about aesthetics—it’s about creating impact, driving efficiency, and empowering users.

Hey I'm Sneha, Senior UX UI Designer.

Featured Projects

Reimagining Qwikcilver: Unifying a fragmented brand into a global leader.

QLite: Streamlining Insurance Sales for Third-Party Agents.

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Senior UX UI Designer

UI Designer - II

UX Designer

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