Design + Business + Technology

= ProdUct Xperience

Smita Pawa is a seasoned design leader with 15+ years of expertise in UX design, including 4 years specializing in AI-driven solutions. Renowned for seamlessly aligning user needs with business objectives, Smita delivers visionary, strategic, and efficient design solutions that drive measurable outcomes. Her "design-with-business-mindset" approach has helped businesses acquire millions of users, generate over $1 billion in revenue, and achieve breakthrough success.

Her diverse portfolio spans partnerships with both large corporations and startups, creating B2B and B2C products that deliver exceptional user experiences. Her skill set encompasses product design, user research, and usability, alongside her proven ability to lead and mentor high-performing design teams. She excels in raising design standards, shaping product strategies, and building scalable processes. Smita collaborates with teams across all stages of growth, empowering them to craft polished, impactful designs and drive sustainable success.

A globally recognized leader in her field, Smita is frequently invited as a judge and a speaker, sharing her expertise to inspire and empower a global community of designers. Her dedication to fostering growth within the design industry has made her a sought-after voice and mentor.

Resume

Case Studies

Industries & Projects

Case Studies

Led design initiatives across diverse industries, delivering comprehensive and impactful design solutions while establishing streamlined, effective processes to ensure consistency and high-quality results. This cross-industry experience not only broadened my understanding of various business models but also challenged me to embrace a wider range of user perspectives, driving innovation and adaptability in my design approach.

Finance

Managed multi-million dollar projects at Citi, leading innovative mobile and web design experiences that enabled billions of users across the globe to effortlessly manage their accounts,

submit and track dispute claims, and replace cards, enhancing customer experience and operational efficiency.

Healthcare

As a Design Director, spearheaded multiple end-to-end design initiatives, including chatbots, provider tools, AI-powered search capabilities, and more, delivering innovative solutions for leading healthcare companies and driving user-centric experiences.

Food

Crafted strategic design solutions and seamless digital experiences for leading bakeries and QSRs, driving customer acquisition and boosting revenue through innovative rewards and fundraising programs. Was responsible for overall design quality, solutions, deliverables and increasing conversions.

Automobile

Led the redesign experience of the entire website for a collision repair company that roughly generates $380 M annually. The goal was to create a streamlined, user-friendly experience tailored to customers in urgent need of automobile repairs.

Travel

Designed highly customizable white-label solutions for leading airlines, including Etihad, Kulula, Air Serbia, and Ethiopian Airlines, enabling seamless booking and trip management experiences. These innovative solutions were showcased at multiple Sabre events, for their cutting-edge features and exceptional customizability

Clients & Companies

Case Studies

Collaborated with some of the top companies, taking pride in leading and shaping impactful design experiences that aligned seamlessly with their strategic goals and elevated their brand presence.

Explore the case studies to discover other transformative projects I spearheaded.

Smita is someone who sees the most complex business problem and is able to solve it through design. Her strengths lie not only in her design skills, but in the way she approaches the work and communicates her ideas. She is able to collaborate with business and engineering partners to quickly and accurately come up with solutions as well as describe to other designers her vision. Smita is one of the best.

Kristy Derosa, Program Manager at Amazon