resume-cum-portfolio shashank shekhar design research & uxd · project: mobile enabling...

Strategic Design Management is concerned with integrative and collaborative business management requiring a new breed of managers who are skilled at working with a wide range of multi-disciplinary inputs and diverse team members in order to achieve holistic and sustainable business solutions. Pedagogy dwells from varied necessaries like Design and Culture, Design Research, Scenario Building, Trend Forecasting, Branding, Marketing, Strategy formulation, Innovation, Communication, Product/Service Design, Sustainability, Humanizing Management and Consumer Delight.

Born on the 4th of July’84 to: Er.Sudarshan Singh & Dr.Usha SinghPassport No. : F 2252768Accessibility : [email protected]

+91 88983 30001

Resume-cum-Portfolio

Shashank Shekhar I Design Research & UXD

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Strategic Design Management, NID listed among the World’s best 25 design courses by Business Week, Bloombergyear 2009 Ref: http://www.businessweek.com/interactive_reports/dschools_2009.html?chan=innovation_special+report+--+design+thinking_special+report+--+design+thinking

A post-graduate in Strategic Design Management from National Institute of Design, Ahmedabad and graduate in Fashion Design from NIIFT, Mohali with around 3 years of diverse work experience, the current being in User Experience around Mobility Solutions. As a Design Research Consultant for an innovation consulting firm, I had undertaken multi-disciplinary projects for clients including the Bill & Melinda Gates Foundation, GE Health & BBC WST . I have an experience of more than 400 hours of lead research protocol and on-field ethnography in multi-cultural contexts.

www.coroflot.com/shekhar-design/Portfolio-Booklethttp://in.linkedin.com/in/atray

Education

Project / Design Management • Ethnography & Qualitative Research • User Experience Design • Consumer Insights & NPD • Systems Thinking • Ideation & Strategy Design • Trend Forecasting • Multi-Disciplinary Player •

Professional ExperienceCurrently working for Mobility Solutions Unit at Tata Consultancy Services, Mumbai as UX Professional- Creating user experience for different mobile and tablet platforms including iOS & Andriod- Defining Information Architecture & UI specs for complex briefs- Undertaking User Research , Persona Creation, Heuristic Evaluation & Usability Testing- Facilitating a wider team of PMs, Developers, Visual designers & Account Managers including Clients

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• PGDPD in Strategic Design Management from National Institute of Design, Ahmedabad (2006-08) [www.nid.edu]• Graduate diploma in Fashion Design from NIIFT, Mohali (2002-05) [www.niiftindia.com]• Bachelor of Arts (Sociology, Public Administration & English) from Panjab University, Chandigarh (corr.2002-05) [www.puchd.ac.in]• 10+2 in C.B.S.E (English, Physics, Chemistry, Mathematics & Engineering Drawing) from Delhi Public School, Ranchi• Matriculation in I.C.S.E from St.Xavier’s School (a residential convent), Sahebganj (1999)

Core Competencies

@ TCS, Mobility Solutions UnitClient: TCS Inernal Project: Mobile enabling Timesheet Entry

TCS follows a web-based attendance i.e Timesheet Entry and all the associates log-in via a protal to register the details of their daily work schedule, inclusive of project details, the time spent on the same and so on. The objective of this project was to facilitate TCS Associates worldwide by providing them with a platform for mobile based Timesheet Entry and transform the associate’s behavior by giving them a channel to enter timesheets by leveraging the smartphones that they may carry.

My role as a UX Designer was to interact with all the stake holders, including the business analyst, understand the requirement, study the current online portal for timesheet entry, interact with the user to understand his / her pain points, create information architecture for the mobile application, come up with concepts in wireframes and get approval from all stakeholders including the internal IPMS team. I also coordinated with the visual designer and provided a brief about the concept, presented the visual design mock to the stake holders, handled the successive iterations before forwarding it to the development team. I closely worked with the development and the UAT team as well to ensure that UX is not compromised.

This application is currently in its final stage of development (backend integration and perfomance testing) across iOS and Android platform and would be released for TCS associates worldwide shortly.

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Client: ConfidentialRole: UX Design

This project (category finance) was for one of the esteemed American Client, the objective of which was to create a Tablet Application for an existing online portal concerned with managing Client Engagement Reports. With the help of design, the workflow of portal across levels and CERs ranging in pages of documents were brought down to a single page navigation. The design concept was very much appreciated by the client.

@ TCS, Mobility Solutions Unit

Project: CER OnlinePlatform: iOS, HTML5 Development

Client: ConfidentialRole: UX DesignProject: Dynamic Sales ApplicationPlatform: iOS, Native Development

This project (category aviation) was for a major Aircraft Manufacturer of the West. It was an application to be used by the sales team for pitching to their clients. The App. had three levels of drill-down with non-linear navigation and comprised of pictures and videos in different categories which could be realigned, hidden & unhidden and showcased very personally.

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Worked as a Senior User Researcher in context to a rural UX Evaluation multiple-phase project for BBC World Service Trust called ‘Mobile User Testing in the Context of Maternal and Child Health’- Creation of Field guides (qualitative & quantitative) for Usability Testing- Handling logistics including setting up Usability Lab at the Block level for facilitating on-field research- User Recruitment, Moderating Usability Testing and team lead for on-field Ethnography

The IVRS training tool is divided into courses accessible to frontline health workers through their mobile phones by dialling a number, similar in nature to a customer care service. Specific instructions about navigating through the training course are provided at the beginning and end of each lesson by a male voice. All the lessons in the course are presented in the voice of a lady doctor. At the end of each chapter there is a quiz that tests the knowledge of users around the information shared in each chapter.

@CKS Consulting Pvt. Ltd 22

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Platform: iOS, HTML5 Development

Worked in a research project as a team lead for the client World Health Partners in a rural ethnography project called ‘Information and Communication Strategies to Create Awareness and Stimulate Demand for Health Services’ 21

To understand the cultural beliefs, values, perceptions and knowledge levels that influence existing health seeking behaviour.To understand existing awareness levels (causes, signs and symptoms, preventive and curative measures) around four targeted diseases.To understand access and receptivity levels of beneficiaries for various existing communication channels (print and electronic media and human channels).Propose communication strategies (media and content) for promoting TPC services for general healthcare.Propose communication strategies (media and content) for educating beneficiaries around four targeted diseases, in order to motivate them to avail TPC services.

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Trajectory of health seeking behavior

@CKS Consulting Pvt. Ltd

To understand the cultural beliefs, values, perceptions and knowledge levels that influence existing health seeking behaviour.To understand existing awareness levels (causes, signs and symptoms, preventive and curative measures) around four targeted diseases.To understand access and receptivity levels of beneficiaries for various existing communication channels (print and electronic media and human channels).Propose communication strategies (media and content) for promoting TPC services for general healthcare.Propose communication strategies (media and content) for educating beneficiaries around four targeted diseases, in order to motivate them to avail TPC services.


My role as Senior Design Researcher in a consulting position for reputed GE Health in context to a multi-country contextual research & delivery strategy project in Bangladesh & Indonesia called ‘Design of Antenatal Diagnostic Device’

- framed parameters for research location rationale- individually undertook pilot field study, including expert interviews for the project- refinement of field guides, post pilot study- liaison with vendor at Bangladesh & Grameen Kalyan for facilitation of the project- lead main field ethnography at Bangladesh, including timeline, logistics and budget- individually represented the field findings to the client during post field interim workshop

The project aimed to understand the usage scenario, mechanism for roll out, design improvements required and a business model for its portable ultrasound product and had five frameworks, as maintained by GE Healhcare:a) Technology Research and Development b) Capacity Development c) Health System Integration d) Business model d) Infrastructure required for effective functioning and repair and servicing of devices

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http://www.telenor.com/en/news-and-media/articles/2010/empowering-women-through-financial-services-in-india


I was designated as a Senior User Researcher in a consulting role for the telecommunications leader Telenor in context to an Ethnography & Qualitative Research focused on m-Finance called ‘Future Service Scenarios of Agent Based Branchless Banking in India’

The objective was to understand branchless financial service offerings and reception at different levels of the socio-economic hierarchy to identify critical opportunity areas. Understanding the financial behaviour included a probe into innovative agent based community banking models; informal local financial systems for low segment users which further included reviewing basic retail financial services such as small amount withdrawal and deposits, cheque cashing, money orders, domestic and international remittances, short-term informal loans, savings accounts, and other services that could be facilitated through agent based transactions

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http://www.telenor.com/en/news-and-media/articles/2010/empowering-women-through-financial-services-in-india

@CKS Consulting Pvt. LtdIn role of a Senior Design Researcher for an Indian client ‘EKO India Financial Services Pvt. Ltd.’ in context to a usability & UX Project called “OkeKey” & market favorability evaluation & service enhancement UX project called “TagPay”

- Creation of Field guides (qualitative & quantitative) for the Usability research (urban & rural) - Workshop scripting and moderation for post field research - Analysis of field data, Concept development & Prototyping for the Concept Validation Phase - Creation of field guides for the Concept Validation Phase - Handled the rural usability ethnography inclusive of concept validation on-field research

This study aimed at understanding the perceptions of security, technology and usability in the financial sector. Consequently, CKS designed and executed usability and user experience scenarios that dealt with opening up the formalized banking sector to rural and low-income consumers

The subsequent study also aimed at the assessment of acceptability of a newly developed prototype which facilitates payments at a merchant location with the aid of a mobile phone and possible recommendations for enhanced service design and experience promoting its favorability

Delhi I Bihar

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Sept Oct Nov Dec Jan Feb Mar Apr Secondary Research Expert Interviews Field Pilots Fieldwork Planning Fieldwork 1 Internim Analysis Fieldwork 2 Ethnographic Analysis Report Creation Workshops Concept Development Concept Validation Final Workshop


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In the role of a Project Manager for reputed Bill & Melinda Gates Foundation in context to a Health Care project called “Vaccine Delivery Innovation Initiative”

- Recruitment of a multi-disciplinary team of 12 including external experts for the project - Location rationale for rural research & Expert Interviews before Pilot Project - Review of qualitative field guides, check-in delivery milestones and to update team regarding any changes in project plan - Project kick-off meetings to capture deliverables and timelines for the extensive research phase - Weekly Client updates via conference call, team progress, coordination, guidance and field travel & logistics - Setting up a local regional office & engaging potential research partners for the 10-week extensive rural ethnography

The purpose of the project was to apply the methodology of ethnographic research to better understand barriers to routine immunization from the unique perspective of users- namely, frontline health workers and recipient familiesand identify innovative solutions that account for user-preferences and helps them overcome everyday challenges to increase immunization coverage, which required several weeks in five locations across the northern Indian state of Bihar shadowing frontline health workers, interviewing families, and observing community life

Post field work saw the cluttering of raw field data and diverse insights into a framework that focused on six key areas:

- Identifying, registering and locating children for immunization - Immunization session planning and management - Immunization session execution and logistics - Tracking children and work activities - Accountability and training - Awareness and demand

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http://www.cks.in/VaccineDeliveryInnovationReport.pdf

As you proceed...

Multi-disciplinary Activities

Sports / Hobbies, Testimony & References

Skills & Experience - projects / freelance experience - industry experience

Pan Pilgrim Project, Banaras

Disssertation at Studio ADIG, Bangalore

Project at Incubation & Innovation Cell, Future Group, Mumbai

Department Elective - Mobile Mania, NID

System Design - live project for Municipal Corporation, Vishakapatnam

Contemporary Menswear Designer - Sportking, Ludhiana

Internship at Raymond Ltd, Thane

Anukama - graduate show at NIIFT

World Usability Day - UMO Certificate of Excellence

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Senior Design Researcher - New Delhi I Bangalore Aug 2009 - Nov 2011 22-15 (on-field protocol experience of > 400 hours, including international research experience)

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june 2005 - may 2006

apr - june 2007

jan - march 2008

jan - mar 2009

may - july 2008

may - june 2004

apr 2005

2006

http://www.cks.in/

• Winner of U.M.O Bad Design contest ‘2006 (nuisances with technology). Details on the host’s official website (usabilitymatters.org) • Specialized training at NID in Sustainability workshop, Multi-Sensory workshop, Innovating Innovation, Image make-over, Service Design, Desig Concepts and Concerns & Systems Thinking • A week journey to Goa for Kyoorius Design Yatra-07 ‘design empowers business’ (sep 07) & Design Yatra-08 ‘convergence’ (sep08) • Witnessed the week long international seminar ‘Doors of Perception-09’ by John Thakara at new Delhi, India (march07) • Experienced the IIM-A annual venture conclave 2007 & the conference ‘the next practices – Innovations from India’ – host Mr C.K.Prahlad, organized by IIM-A and AMA (dec 06)

• Attended the Management Week hosted by eminent spiritualists sharing thoughts and Wisdom on ‘knowledge and enlightenment’ organized by Ahmedabad Management Association (sep 06)

MS-Office (Word, Excel, PowerPoint), CorelDraw, Adobe Photoshop, • Adobe Illustrator & Adobe In-Design

I.T Skills

Multi-Disciplinary Activities

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Basketball- State Level participation (U-18), Table Tennis- school champion & district level participationHobbies include social interaction & awareness, intellectual discussions with friends/ peer group, keenness to know the unknown

My mission has been to excel in whatever I do, to bring passion and enthusiasm in and around me. I look forward to challenging projects, which has a high content of research, conceptualization, analytical and management skills as these functions offer immense opportunities for lever-aging and scope for learning. With innate skills in design and acquired expertise in design management, my objective is to try and gravitate towards the very best that a career can offer, working in-sync with the firm and for the betterment of it. I value a long-term relationship with an organization towards a positive growth

Dr. Aditya Dev Sood, CEO, CKS Consulting Pvt Ltd, New Delhi I Bangalore (+91 9999991701) • Mr. Shashank Mehta, Senior Faculty – ID, Chairman – Research & Publications, NID, Ahmadabad (+91 9825633605) • Mr. Mustaffa Merchant, Senior Design Manager, Future Group, Mumbai (+91 9322927496) • Mr. Praveen Jotaniya, Creative Head, Sportking, Ludhiana (+91 9815342727) •

Sports/ Hobbies

References

Testimony

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a) Projects/ Freelance Experience• Worked in a team with visual communication student at IDC, IIT Bombay on a special project on documenting a panwala called ‘Pan Pilgrim’ (a research based illustrative documentation on pan wala, the activities around him, with a flavour of Banarasi culture) simultaneously exploring the 5th P of Marketing- the Pan wala (jan-feb-mar09)

• Worked for the ideation project (systems thinking) on the eradication of ‘Open Defecation Issues’ (a tender project of the govt. of Vishakapatnam, A.P) (jan- feb-mar08)

• Designed and delivered the entire service costume including accessories for Foodking (a chain of restaurant and catering services started by IIM-A graduate turned entrepreneur) at Gujarat Sachiwalaya, Gandhinagar (dec06-jan07)

• Visual Merchandising for Khadi Store, sector 22, Chandigarh and P.P.Jewellers, Pitampura, New Delhi (sep03,dec03)

b) Industry Experience• Dissertation (design research & strategy formulation)at studio ADIG, Bangalore on ‘Fine-Jewellery Segment- Know your Customers’ (may-june-july08) Research techniques used- Laddering, Zaltman Metaphor Elicitation Technique, Ethnography & Aspiration Mapping

• Industrial training at Incubation and Innovation Department, Future Group, India specializing in consumer behaviour analysis, retail experience (store) and business opportunity mapping (april-may-june07)

• Worked as a contemporary MENSWEAR and Kids wear (boys) designer for Sportking group of Industries, Ludhiana (Domestic Brand Mentor) for a period of around a year (june05-may06) - Design experience in Fine Knits, Flat Knits & Woven - Miscellaneous designs in Flat & Fine Knits appreciated by retail buyers comprising Pantaloons (Bare Denim), Shoppers Stop (Stop), Lifestyle (Life), Max India (Max) & Pepe Jeans - Developed ranges in denim jeans (speciality in washes) for menswear (Mentor) and different trouser variations for kids wear (Sportking)

• Six week internship at Raymond Apparel Design Studio (RAYMOND Ltd, Thane) during which developed a range of evening wear shirts for Park Avenue (may-June04) Obligations- Market Survey, Trend Forecasting, Range Development & Presentation

Skills and Experience

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Pan Pilgrim @ Banaras 11

My dissertation, design research carried out across the city of Bangalore, studies an overview of the changing face of fine jewellery segment in context to the changing lifestyle of the consumer. The project focuses primarily on the consumer, his aspirations and preferences in terms of both product and service, his buying behavior and covers some aspects of the changing retail environment from unorganized family jewellery shops to organized jewellery retail brands.Nature of Duties: Market/ Design Research, Ethnography, Aspiration Mapping, Strategies based on the study & documentation.

Dissertation at Studio ADIG

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http://www.studioadig.com/

Following are some more salient features of the Indian jewelry trade:

§ High quality skills & manufacturing capacity§ Biggest consumer of Jewelry§ One of the biggest marketing networks worldwide§ Celebrity endorsement – a regular feature§ Families run businesses are getting rapidly organized to meet with emerging challenges - The Art of Jewellery

§ Diamond / Emerald cutting is synonym to us§ Undisputed world leader in handcrafted jewelry§ One fifth of total Indian export basket§ Industry growing at the rate of 35% since last 10 -12 years§ Processes 95% of small diamonds for global consumption§ New brands launched almost regularly

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Undertook projects at Incubation & Innovation dept., Future Group, Mumbai during my internship. In one of the week-long live projects, I used Consumer Behavior Analysis (observation, empathy & consumer interaction) for the newly launched ‘TOP 10’ store and came up with design interventions in service, merchandise display and walk-ins to increase the average sales of the store by 20%. Nature of Duties: Consumer behavior Analysis, Experience Design (store), Opportunity mapping & Business Recommendations (based on relevant survey).

Project @ Future Group

What draws him/her to Top 10 ?Expectations from Top 10 : -music -merchandise -staff -store look and feel -othersWas it a pre decided or an impulse purchase?When would you generally prefer shopping : -weekday -weekend -no restrictions -othersWhy did you actually make the purchase? Rate the preferences: -price -product -attitude -othersHow was the staff interaction?

First 3 things a customer notices :His/her first 3 minutes in the Top 10 store :

1st interaction with the merchandise(touch, feel, browse etc) :Conversion time ratio :Category appreciation / non-appreciation :

Staff interaction :Trial room :Decision process :

Pre-decided or impulse purchase :Miscellaneous comments :

sample questionnaire...

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http://www.futuregroup.in/

a) Mobile Mania : (a classroom-project) A futuristic strategic business design idea which facilitates retail payments through personal mobile. The concept also eradicates the concept of ATM as a mobile holder with a valid bank account is entitled to collect cash from any merchant location at his convenience. The ser-vice is provided by a joint venture between a mobile company service provider and a bank.

Department Elective

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System Thinking is a holistic approach to cater/refer to a problem (which is taken as a whole) by dissecting it to further sub systems and understanding/studying/analyzing each one of them independently and wholly to get some information/ insights on its influence on the system (the whole) and thus also referring to the alterations and pros/cons of the part on itself. The System Project taken up by our group of four was on Open Defecation Issues. It was a 3-months live project of the Government of Vishakapatnam directed for ideas to eradicate open defecation. We came up with the concept of a public toilet that was self-sustainable, created employment and generated revenue. A mere public toilet at a slum was leveraged psychologically and physically to a place for community interaction.

System Design

• Visual irritation• Disgust• Gender Crimes• Pedestrian Problem• Bad Odor• Tiff

• Contaminations• Skin Diseases• Air Pollution• Health Hazards• Pathogens• Food Contamination• Bad Hygiene

• Degrades Commercial Value• Social Stigma• Water Body

PROBLEMS...

Open Defecation Issues... 05

• Degrades Commercial Value• Social Stigma• Water Body

PROBLEMS...

http://www.sportking.co.in/

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Contemporary Menswear @Sportking

Worked as a contemporary MENSWEAR and Kids wear (boys) designer for Sportking group of Industries, Ludhiana (Domestic Brand Mentor) for a period of around a year (june05-may06)

- Design experience in Fine Knits, Flat Knits & Woven.- Miscellaneous designs in Flat & Fine Knits appreciated by retail buyers comprising Pantaloons (Bare Denim), Shoppers Stop (Stop), Lifestyle (Life), Max India (Max) & Pepe Jeans.- Developed ranges in denim jeans (speciality in washes) for menswear (Mentor) and different trouser variations for kids wear (Sportking)

Project @ Raymond Ltd.Undertook internship at Raymond Apparel Design Studio (RAYMOND Ltd, Thane) during which developed a range of evening wear shirts for Park Avenue.Nature of Duties: Market survey, Trend Analysis & Range Development – Evening Wear (Park Avenue).

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Anukama @ NIIFT

Held the post of a contemporary designer & stylist- Menswear @ Sportking group of Industries, Ludhiana, Punjab for a year. (june05-may06)Nature of Duties: Range Development (upper & lower : woven & fine & flat knits), Client handling, Design and Development – Menswear.

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resume-cum-portfolio shashank shekhar design research & uxd · project: mobile enabling...

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