Purnima Anand
Experience Designer
Master of Design
New Media Design
2012
Bachelor of Technology
Information Technology
2009
MAARICI
Brand Story
With more than a decade of experience in creating diverse digital experiences, I manage projects from start to finish, covering everything from discovery to delivery. Exploration in business development, branding, product design, UX, and research has enabled me to approach problems as interconnected systems, considering both the business and all related entities to design human-centric solutions.
Refined by Experience
My Design Process
Perfected
SKILLS
Analytical & Critical Thinking
Ideation
Psychology
Sociology & Anthropology
Empathy
User-centric design approach
Business growth approach
Strengths
In-depth research orientation
Observation and pattern recognition
Quick Learner
Innate curiosity
A natural advocate for people’s well-being
Strong sense of ethics and social responsibility
Tools
Adobe Creative Suite
Microsoft Tools
Figma
Canva
AI-Grok, Claude, Chatgpt
Any
Design Education @NID
Design Thinking
Ethnography
Ergonomics
Photography
Visual Design
Bamboo Material Exploration
Advanced Model Making
Graphical User Interface
Mobile Application Design & Business Modelling
Animation Design
Embedded Systems & Interaction Design
FEATURED PROJECT
AI-Integrated CRM
Multiple user groups, multiple systems and messy workflows, what do all these have in common? Complexity. Handled this project solo with the PM, identifying core problem and solving it. The problem? UI? UX? the untapped business opportunities. Which is what I solved using AI. What is the objective of having a CRM? Is it just for customer service? Taking calls resolving queries? No, a CRM is much more than that and that is what the current system at Scripbox was missing. Employees left because of the frustration with project before I took over, because no one was looking at the problem. The Solution? Bring all customer data in one place so IT CAN BE ANALYSED. Customer data was being stored in excel sheets outside of CRM because of dispersed workflows, CRM users talking to customers, collecting crucial information all stored outside of the CRM. Bring workflows that collect customer data on CRM, employ AI to analyse the data and look for pattern to present the insights to correct user group so they can act on it quickly. Timely alerts, upsell and cross sell opportunities, devlivered in seconds that would take users to analyse and act on days! So respective users could work effeciently growing the business. How? Learning about the CRM systems, Identifying the User groups that use Scripbox CRM, and studying them. I conducted a large user study of 8 user groups, 3 users from each group. Interviewd them, their day, observed their workflows and identified the problems they face while doing their work, the data collection and identified untapped business opportunities. AI- integration to analyse the data to spot patterns and give timely alerts.
Relevant Work
Product Design, Mobile Application
Upcoming & Confidential. The product is designed to significantly improve users’ experience in discovering a partner for long-term relationships/matrimony online, with a unique and novel matching system based on psychology, features that help eliminate ghosting or scams and ensure success in finding & maintaining a long-term relationship. Freemium business model. AI-integrated features and a 360-degree approach to dating ensure high engagement, retention, and customer loyalty while adding significant value for customers.
The process: Deep research on user dating behaviours online and offline, Competitive Analysis, Domain research on relationships and dynamics, Ideation on identified user needs, Tasks and flow analysis, Information architecture, Ui and interaction design. Business modelling with competitive unique selling properties, defined MVP scope and future scope for revenue generation for the next few years. Delivered high-fidelity interactive Figma MVP prototype.
Wellness & Self-care E-Commerce, Branding, Web, UX
An E-Commerce business selling print-on-demand products in the wellness domain. Designed canvas prints, journals, and other artwork for print-on-demand. Established Brand identity and Shopify storefront, along with Creative writing, UX, Visual design, and coined the brand name.
The process: Secondary & Primary research on the domain, Identifying user attitudes and values, Ideation & products design, Information Architecture, Shipped a fully functioning - branded - responsive website.
Gemstone & Silver Jewelry Business Development, Original jewelry design, E-Commerce
Designed semi-precious jewelry, developed a low-investment sustainable business model, and dealt with manufacturers to fit the business model. Identified target customer group, defined products' features and brand mission to fit the customers' values, and branding to promote and support sustainability and environmentally friendly lifestyle. A blend of value, quality, and sustainability, aiming to reduce consumer waste that ends up in landfills.
The Process: Extensive research on competition in the target market, Research on designs, quality, branding, and price trends across the competitors, Developed understanding of customer values, needs and attitudes, Created original jewelry designs that are low cost to produce but high return margins and align with customers' aesthetics & values with global appeal.
Fintech, CRM Redesign, AI-integrated CRM
Led end-to-end redesign of Scripbox's CRM platform, uncovering through user research that employees across the organization were maintaining informal, fragmented data systems outside the CRM — a shadow workflow the business was unaware of. This was causing significant inefficiency and causing the business to miss growth opportunities hidden in its own customer data. Consolidated these dispersed workflows into a unified CRM system and proposed an AI-driven analysis layer as a strategic recommendation, enabling the business to finally act on customer intelligence that was untapped. Converting a database for a CRM to an AI-integrated customer data analysis machine for better customer relationships.
The Process: Domain research to understand the CRM domain, Existing CRM system evaluation, Large user study with 8 different user groups with detailed interviews and workflow walkthrough, Identified user needs, Tasks and Task flow analysis, Information architecture, Documentation.
Lifestyle & Accessories E-Commerce Business Development, Branding & Rebrand, Website UX
Designed an E-Commerce platform for premium lifestyle & accessories products. Designed Brand identity, Brand name, Logo, UX, and Visual language. Later re-branded the business to fit the new product line. Established shopify storefront.
The Process: Domain Research, Competitive analysis, Defined market positioning and target customers based on products, User research on customers' values, identity and aspirations. Logo design, iterations and brand story based on the insights. Delivered fully functioning branded website.
iPad Version of Broker- Dealer Workstation
Designed an iPad app for J.P.Morgan's broker-dealer workstation that lets Brokers do their important tasks on the go with mobility-specific features. The application shifts the view from accounts to the client-view for brokers, helping them perform important tasks quickly on the go and build trustworthy relationships with their clients, helping them get new clients, manage, and retain existing ones.
The process: Intensive Research - Secondary & Primary on Investment Banking; iPad platform and the business, Competitive Analysis, Personas and scenarios, Concept generation, Information Architecture, Interaction and User Interface Design, Iconography, Delivered Medium Fidelity Prototype.
Archive to Social Gaming with Huawei
Snowflakes - Archive to Social Gaming app for early Huawei Android smartphones lets users play games, challenge, or set duels with other users(through Huawei’s new Cloud computing) while playing Archive games, thus making the games Multiplayer and the user Social.
The process: Exploratory domain research, Market segmentation research, Secondary & Primary research on communication patterns & social networking, Ideation & concept development, Task Analysis, Information Architecture, Medium Fidelity Prototype
MySocialTV for Huawei: An Interface for Set Top Box
Set Top Box interface that, besides fulfilling normal Set Top Box’s functions, is ‘smart and social’. The Concept gives the user experience of watching TV with friends while being alone at home. USP- Cheer/Jeer.
The process: Domain(Social media) Exploration, Primary research with in-depth interviews with the target users and Observations, Ideation & Conceptualisation from insights, Tasks & Task flow analysis, Ended with low Fidelity Paper Prototype.
.jpg)
Constant Vigilance - A Concept Mobile Application for NOKIA
A Stealth mobile Application for NOKIA N900 as a disguised emergency service for Emergency Situations, by providing immediate police assistance to the user without letting the robbers/assailants know about it.
The Process: Research, user study, ideation & conceptualisation- back-end service and front-end experience, Scenarios and user flows, Business modelling, Medium fidelity prototype and concept video.
.jpg)
Ethnographic Research on Grocery Vendors
Ethnographic research targeting Grocery Vendors in Ujjain, Madhya Pradesh, to observe their communication patterns to find everything out about their use of mobile phones in their daily lives.
The Process: Daily direct communication with the concerned community, building trust, non-communication observation of their attitudes, behaviours and daily life, understanding their work and way of living, observing them at their work, and visiting their homes.
An Interactive Therapy Kiosk Concept
An interactive kiosk for the detection and treatment of children with Symptoms of Autism. Designed to acclimate children with movements that stimulate and practice senses that are underdeveloped in this condition in a safe environment.
The process: Domain exploration, Problem Identification, Desktop research, and Interviews with Child Psychologists, Concept generation and iterations. Validating concept with child psychologists, Physical prototype - creating a capacitive touch panel with acrylic and wood-fitted Arduino; Python language to execute commands after detecting touch. Demonstrating the feasibility of the concept.
Hinglish: The Cross Pollination - Animation Video
An experimental animation on Hinglish. The animation was made by using a paper cutout technique and a glass plane(inspired by layers in Photoshop) - a combination of modern and traditional techniques of animation. The Animation shows Hinglish metaphorically as a result of Cross-pollination.
The process: Domain Exploration, Cultural Research, Story-boarding, Conceptualization, Iteration, Final Animation Video.
