“The strongest sword is forged in the hottest fire.”
This quote often conjures up inspirational images & anecdotes of strength through adversity. It reminds us that life is, indeed, an ongoing marathon chequered by hurdles and only those who choose not to stop, can savour the triumph of reaching each milestone. Though not a singular story of endurance and success, Tina’s prodigious transformation from a girl of modest beginnings in Mumbai, India to an influential User Experience (UX) Designer in the United States is a rousing tale for all who aspire to quash barriers and pursue their dreams.
With over 7 years of experience as a UX Designer in the Fintech industry, Tina crafts personalised experiences based on user preferences and behaviour to help people realise their financial goals. Tina’s distinctive blend of strategic business acumen, a sound understanding of human psychology, and a passion for continued excellence set her apart. She possesses an uncanny ability to optimise the adoption rate of financial services by fostering trust, simplifying complex interactions, and prioritising inclusivity and accessibility.
Having emerged as the trailblazer that she is today, her way to the top is defined by perseverance & unyielding resilience, inspiring others to challenge the status quo & beating all odds. “As a girl child, from a traditional and conservative family, I was never encouraged to do extremely well in studies or expected to have a glorious career,” Tina recalls. “Also, I had to put up with a lot of judgement and belittlement from people owing to my vernacular schooling & background during my childhood years.”
This did not deter her from seeking to study Engineering in later years. If at all, it only made her more determined to make an identity for herself and prove the naysayers wrong. Through sheer focus, persistence, and talent, she rose above all familial, cultural & societal dissuasion and cynicism and navigated an arduous path to earn a Master’s degree in Human-Computer Interaction from SUNY Oswego University in the United States.
Pursuing a two-year Master’s program in the US wasn’t a piece of cake either. “I was determined to fund my studies on my own. I paid for the tuition by first utilising my savings and then by securing a scholarship based on my good academic performance,” says Tina. Around this time, she went through an emotionally and financially challenging period when her father passed away.
Tina’s UX skills transformed OTO Capital’s software platform. By enhancing usability and accessibility, OTO Capital’s platform has witnessed a remarkable 30% increase in user adoption, with a 20% reduction in user errors and a 25% decrease in support requests. Additionally, her efforts in optimising auto lifecycle management have led to a 40% improvement in customer retention and a 25% increase in positive user feedback. Tina’s UX expertise has successfully assisted in providing an efficient car ownership journey for its customers by creating user-friendly mobile & web experiences.
Tina’s portfolio of work also boasts of a transcending impact on Citi’s customers through the redesign of the Certificate of Deposit (CD) experience, addressing various customer pain points. By streamlining the CD process, simplifying navigation, and improving transparency, Tina significantly boosted the overall customer engagement which in turn, positioned Citi as a leader in delivering exceptional banking experiences.
However, all these accomplishments find their underlying essence in Tina’s sublime vision – to make financial services more intuitive, accessible, and inclusive than ever before. She demonstrated this belief by pioneering an avant-garde initiative at Citi, enabling transgender and non-binary individuals to update their preferred names. This progressive gesture, simple yet profound, was a trendsetter for diversity in FinTech, bolstering customer satisfaction by 30% and setting a precedent for other financial institutions to cater to the unique needs of diverse populations.
“We must always remember that we design for people at the heart of it all,” she explains. Furthermore, she adds, “Technology and design, when thoughtfully harnessed, can serve as bridges to connect diverse individuals and empower them, regardless of who they are or where they come from.”
She continues to live by this maxim while working with Vanguard and improving their Digital Advisor Platform Experience. Currently, she is engaged in strategizing design solutions for their investment features such as Tax Loss Harvesting and ESG portfolio to facilitate hassle-free & productive customer engagement.
Dr. Bhaskaran Swaminathan, a Director, Research at LSV Asset Management & Prof. Of Finance at Cornell University, lauds Tina’s talent, hailing her as a “true visionary,” while Tara Bei, Lead Product Manager at ADP, admires Tina’s “simplicity and elegance.” These stellar reviews are just the tip of the testimonial iceberg; she has increasingly been recognized by industry experts as an enterprising torch-bearer of perceptive and futuristic design solutions. Invitations to serve as a mentor and judge at design events like AIVA, W3Award, and Davey Awards attest to Tina’s indisputable reputation as an expert in UX Design. This is evident by her being the proud recipient of the International Achievers’ Award 2023 in recognition of Outstanding Professional achievement in the field of Human-Computer Interaction + UX & Contribution towards Nation Building.
Despite her international recognition, her quintessential vision remains the driving catalyst behind her work: making a difference in the lives of individuals. She acts on it by providing personal mentorship to newbies in the industry to upscale their UX knowledge and guide them in accelerating their early careers. She features in the top 10% of mentors on ADPlist with 250+ mentees.
There are many who create, innovate and lead, but it is a rare few who nurture the selfless instinct to uplift others along the way. Tina is pushing the boundaries of what’s possible in UX design, consistently challenging herself & others to reimagine the relationship between people and technology. By aligning UX design with broader business strategies and infusing her designs with empathy, a human touch & an artistic flair, Tina creates captivating experiences that leave an indelible imprint in the world of fintech, not leaving anyone behind.
