EXPERIENCE DESIGN · STRATEGY · LEADERSHIP
I’m Apeksha, an Associate Manager in Experience Design. I lead teams and shape digital products where intricate systems meet real human needs.
MY APPROACH
From understanding the problem
to guiding the experience into delivery.
01 / SELECTED ENGAGEMENTS
Commerce, education, sport, content operations, and independent music discovery. Different contexts, one consistent question: how do we make the next step easier for people?
PORTAL & SERVICE MAP01Leading a connected Salesforce customer experience across ordering, account management, dashboards, and self-service for multiple markets.
WELCOME & EVENTS02A personalized welcome and events journey that helps students discover, choose, and save what matters to them.
ANONYMIZED HEALTH DASHBOARDS03Interaction models and task flows for collecting consistent health and training information from medical and performance staff.
RESPONSIVE PRODUCT MOCKUP04Rethinking a role-based content hub for commercial teams, distributors, retailers, and support partners.
JOURNEY MAPS & SUPPORT SCREENS05Reviewing an enquiry journey, about 50 screens, and about 40 components to identify gaps and guide production design.
INDEPENDENT PROJECT · LIVE SITEA nostalgic music experience built around memories, moods, and late-night moments. Turning an immersive visual world into a clear path to discovery.
02 / HOW I LEAD
I translate business priorities into a clear design direction, define scope and delivery plans, and lead teams across parallel workstreams. I align product, business, and engineering partners around the decisions needed to move the work forward.
My approach combines clear ownership, constructive design reviews, and close collaboration—giving designers room to solve problems while maintaining consistency and delivery focus.
MY LEADERSHIP APPROACH
People’s needs guide the work. Clear direction helps the team move it forward.
Select a stage to explore ↓
Connect people’s needs with business priorities, agree on scope, and give the team a clear problem to solve.
ADDITIONAL EXPERTISE / RFPs & PROPOSALS
I contribute to RFP responses and strategic proposals by connecting a client’s ambitions with user needs, business value, and technology. I shape experience-led narratives and future-state journeys that make the proposed direction clear and tangible.
Translate RFP requirements and business ambitions into an experience vision, framing the challenges through user behaviour and desired outcomes.
Design future-state journeys and experience stories that show how the solution can meet the vision and create business value.
Collaborate across strategy, design, and technology to build a coherent proposal narrative and align teams around a shared solution direction.
03 / BEHIND THE WORK
Selected client engagements alongside an independent music-discovery project. The sports health engagement is anonymized. Explore the challenges, contributions, and decisions behind each experience.
Challenge. Customers needed one place to order, manage accounts, access business insight, and find support across different markets and user groups.
My role. I led discovery, research, journey mapping, IA, flows, prototypes, and delivery across multiple workstreams, leading the experience design team. I extended Salesforce Lightning Design System with reusable portal, dashboard, ordering, and support patterns in close partnership with product and engineering teams.
Contribution. The work established a scalable design framework and simplified self-service journeys. Reviews informed by feedback and analytics supported ongoing optimization. No quantified result is claimed.
Challenge. Students needed a searchable calendar, relevant events based on interests, and a timetable they could save in a student hub.
My role. I defined scope, approach, timelines, and sign-offs while leading the design team. The work covered journeys, task flows, prototypes, user testing, content integration, and technically validated UI, with accessibility considered against WCAG 2.2 and new design-system components.
Contribution. A coherent direction for discovering, choosing, and saving activities, supported by interactive prototypes.
Challenge. Manual health and training data collection placed a burden on team staff and delayed analysis and reporting.
My role. I evaluated requirements with product managers and developers and defined interaction models, task flows, and UX specifications for standardized digital capture.
Intent. Reduce reporting effort and support faster analysis. These are design goals, not verified impact metrics.
Challenge. An internal asset hub served commercial teams, distributors, retailers, and support partners through profile-specific views. Finding the right content could take too many steps.
My role. I worked with product, analysis, and development partners on requirements, interaction models, task flows, and UX specifications for new needs and usability improvements.
Intent. Simplify access to relevant assets and selling content for each audience.
Challenge. An existing enquiry journey and designs needed validation before production: what was ready, what needed improvement, and what was missing?
My role. I audited the information architecture, research, about 50 screens, and about 40 components; assessed usability; aligned stakeholders on readiness; and produced a gap analysis and delivery plan for outstanding screens and components.
Contribution. A clearer path for optimization and production design.
The idea. A late-night listening space where discovery begins with a time, a feeling, or a little curiosity. An independent live music-discovery experience combining atmosphere with straightforward navigation.
The design story. The live experience offers decade and mood results, instant Surprise Me selection, cassette mixtapes with Side A / Side B, and a persistent player.
Read the full case study ↗04 / THE PERSON BEHIND THE PRACTICE
I started in computer science, then followed my curiosity into design. That mix still shapes how I work: I care about the human experience and the systems needed to make it real.
Today my practice spans UX strategy, information architecture, product design, and design systems across enterprise domains. I enjoy making sense of ambiguous spaces, creating direction with teams, and carrying ideas into practical delivery.
05 / START A CONVERSATION