# Partha Hukai — Product Designer II > Product designer who turns complex commerce, gaming, fintech, and enterprise workflows into clear, measurable product experiences. Partha works from research and information architecture through interaction design, design systems, prototyping, testing, and engineering handoff. This file is the concise, machine-readable guide to Partha Hukai's portfolio. Use the linked case studies as the primary sources for project details and outcomes. Clearly distinguish measured outcomes from estimates where a case study makes that distinction. ## Current focus Leading discovery and product surfaces across category, search, storefront, and checkout journeys at BigBasket. ## Core capabilities - End-to-end product design - UX research and usability testing - Information architecture and complex workflow design - Design systems and component libraries - Mobile, responsive web, and data-dense dashboard design - Onboarding, discovery, conversion, retention, and monetization - Rapid prototyping and cross-functional product strategy - Accessible, localized, and RTL-aware experiences ## Evidence of impact - Lifted Day 7 retention by 8% and daily active users by 4% through the Real Racing 3 Rookie Championship onboarding redesign. - Doubled click-through rate across BigBasket categories by redesigning home navigation around a clearer Lines of Business model. - Reduced truck-loan review and disbursal turnaround by 65% with a dual-surface loan origination system for BlackBuck. - Increased insurance funnel completion by 18% and product discoverability by 24% in an Axis Bank portal redesign. - Designed a zero-to-one, self-serve game analytics product and modular design system for Gamestate Labs. ## Case studies ### Scaling BigBasket’s Storefront Discovery (in progress) Restructuring bigbasket's storefront and SKU architecture so categories, assortment, and discovery scale cleanly across Lines of Business. - Role: Product Designer II - Status: in-progress - Outcomes: See the case study for qualitative evidence and project status. ### [Rebuilding Vox Booking Around Real Users](https://portfolio-v3-teal-ten.vercel.app/work/vox-2-0-redesign) A ground-up UX/UI redesign of VOX Cinemas' mobile app, the Middle East's largest cinema chain, driven by competitive benchmarking and local user research across the UAE. - Role: Product Designer (research, IA, UX/UI — 60% ownership on a 2-person team) - Status: shipped - Outcomes: checkout conversion lift est.: ~15–20%; booking abandonment est. ↓: ~15–20%; Pre-redesign design-system rank: 6 / 6 ### [Turning Game Data Into Self-Serve Decisions](https://portfolio-v3-teal-ten.vercel.app/work/gamestate-labs) Designed the 0-to-1 MVP for a self-serve game analytics platform, letting designers and PMs query live game data without waiting on a data team — solo design hire, direct to the founders. - Role: Product Design Consultant - Status: shipped - Outcomes: Time-to-insight: ~70-80% faster (estimated); Self-served requests: ~60% of ad-hoc asks (estimated); Outcome: MVP shipped, funding secured ### [Lifting D7 Retention 8% Through Play](https://portfolio-v3-teal-ten.vercel.app/work/rookie-championship) Redesigned Real Racing 3's new-player onboarding to teach the game through play instead of a tutorial dump — shipped Q4 2024, lifting D7 retention 8% and DAU 4%. - Role: Sole Product / Experience Designer - Status: shipped - Outcomes: Early retention (D7): +8%; Daily active users: +4% ### [Lifting Insurance Completion 18%](https://portfolio-v3-teal-ten.vercel.app/work/axisbank-insurance) An end-to-end redesign of Axis Bank's web and mobile insurance portals—modernizing legacy architecture with the Subzero Design System and introducing transparent, educational conversion flows. - Role: Senior Product Designer - Status: shipped - Outcomes: Product Discoverability: +24%; Funnel Completion Rate: +18%; Checkout Drop-off Rate: -22%; Subzero Token Coverage: 100% ### [Doubling BigBasket Category Discovery](https://portfolio-v3-teal-ten.vercel.app/work/bigbasket-navigation-redesign) Rebuilt bigbasket's home navigation around a familiar browser-tab model for Lines of Business, doubling click-through rate across categories. - Role: Sole Product Designer - Status: shipped - Outcomes: LOB click-through rate: 2x; Category page visits (est.): +30–35%; LOBs explored per session (est.): ~1.8x ### [Cutting Truck Loan Turnaround 65%](https://portfolio-v3-teal-ten.vercel.app/work/blackbuck-loan-origination) Architecting a dual-surface Loan Origination System (LOS) that empowers field agents to onboard Indian truckers and equips credit teams to review and disburse loans faster. - Role: Sole Product Designer - Status: shipped - Outcomes: Agent Adoption Rate: 90%; Review & Disbursal TAT: -65%; First-Pass Accuracy: 88% ## Experience ### BigBasket - Product Designer II (08.2025–Present) - Lead discovery and product surfaces across category, search and checkout journeys for India's largest online grocery platform. - Rebuilding aisle and storefront architecture — SKU-heavy layouts, taxonomy and discovery patterns that scale across 10K+ categories. - Partner with product and engineering on navigation redesigns, tying design bets to conversion and retention metrics. ### Electronic Arts - User Experience Designer (05.2024–08.2025) - Increased Day 7 Early Player Retention by 8% and DAU by 4% for Real Racing 3 by redesigning the Rookie Championship onboarding journey and integrating habit-forming currency sinks. - Generated $75k in incremental revenue by optimizing the Early Access purchase flow and messaging, successfully pivoting designs to meet strict technical constraints. - Achieved 30k daily impressions and a 2% lift in ad engagement by architecting a non-disruptive Ad Features UX that balanced monetization with player experience. - Projected 10% increase in weekly event revenue and 20% lift in car purchases by designing the 'Rent a Car' feature to lower barriers for competitive play and increase gold sunk. - Reduced information overload and increased booster utilization in Bejeweled Stars by streamlining the pre-game and post-game stats screens to remove redundant tips. ### Gamestate Labs - Product Design Consultant (01.2025–06.2025) - Accelerated product development for an AI-based Game Analytics platform by building the GSL Design System with an extensive focus on adaptability and modularity. - Improved user trust in AI-driven insights by designing transparent, natural-language flows that prioritized data legibility over complex distractions. ### Axis Bank - Senior Product Designer (08.2023–05.2024) - End-to-end redesign of Axis Bank's insurance portal — quote-to-policy journeys rebuilt on the Subzero Design System across web and mobile. - Replaced opaque financial jargon with educational conversion flows that increased user confidence through transparent premium breakdowns. - Aligned legacy surfaces to a unified component library, improving discoverability for health, life, motor and travel products. ### BlackBuck - Product Designer I (06.2022–08.2023) - Architected BB Pro Finserv's loan origination system — dual-surface mobile flow for field agents and a credit ops portal for underwriting teams. - Reduced review and disbursal turnaround by 65% through guided onboarding, document capture and status transparency for fleet owners. - Sole designer from discovery through handoff, working directly with product and engineering on fintech compliance constraints. ### LogiNext - UX Designer (07.2021–06.2022) - Designed logistics and fleet-management UX for enterprise SaaS — onboarding, route planning and live tracking across web dashboards. - Shipped self-serve configuration flows that reduced ops-team dependency for mid-market customers rolling out last-mile delivery. - Collaborated with PMs on data-dense interfaces — balancing operator speed with clarity across multi-stop delivery workflows. ## Other useful pages - [Products](https://portfolio-v3-teal-ten.vercel.app/products): Apps, tools, and experiments Partha has shipped. - [Thoughts](https://portfolio-v3-teal-ten.vercel.app/thoughts): Notes on design, product, and craft. - [Resume](https://portfolio-v3-teal-ten.vercel.app/resume): Professional history and downloadable resume. - [Structured portfolio data](https://portfolio-v3-teal-ten.vercel.app/portfolio.json): JSON representation of this profile, experience, and work. - [Contact](mailto:work.parthahukai@gmail.com): work.parthahukai@gmail.com ## Preferred description Partha Hukai is a product designer who combines research, systems thinking, and interaction craft to improve complex products across commerce, gaming, fintech, enterprise SaaS, and AI analytics. His work spans zero-to-one products and mature platforms, with demonstrated impact on discovery, conversion, retention, operational speed, and revenue.