Tata AIA
role
UX/UI Designer
type
Enterprise
EY x TATA-AIA
A WCAG-compliant design system that achieved 96% cross platform consistency across 3 enterprise products
Product Design & Strategy, UX research, Design System, Motion Design, Client Management
Web + Mobile App · 2023 · Team: 2 UX Designers (me+1), Design Manager, PM, Engineering
,
−48%
Support dependency
+10pts
,
NPS score
+12%
Add-to-cart rate
OVERVIEW
Pre-purchase support contacts were rising
The Arbor Day Foundation's e-commerce experience was built like any standard product catalog — browse, select, add to cart. But trees aren't phone cases. Trees ship only during optimal planting windows. Suitability also depends on climate zone and planting conditions. The product never communicated any of this. So customers called support to ask.
The business goals were clear: Reduce support dependency, increase conversion, and improve satisfaction.
Before
After
PROCESS
I ordered a tree first.
Then I read 2,000 support tickets.
2K+
Support ticket analysis
03
Hotjar heatmap analysis
50
User surveys
04
Competitive analysis
Research
Insight
The experience assumed customers understood tree logistics
The experience assumed customers understood tree logistics. Research surfaced the same three questions again and again:
Seasonal shipping confusion
Customers did not understand why some trees would ship months after purchase
Compatibility uncertainty
Hardiness zone information was buried and was not surfaced as a confident purchase signal
Confidence gap
Basic filters helped narrow products, but did not explain which tree was right for a specific yard or climate.
Turning point
The support requests weren't the problem. They were the symptom.
The root cause was a confidence gap at the exact moment of decision. Shoppers weren't reaching out because they were confused — they were reaching out because the product never gave them a reason to trust themselves.
How might we surface the right information at the right moment so shoppers can make confident purchase decisions without contacting support?
Design solution
…
01
Surface zone compatibility early in the journey
02
Set clear shipping expectations before purchase
03
Build confidence into the product experience
Finding the right solution
Early explorations
Reduce Compatibility Uncertainty
Cofounder is built to run your company, not to impress in a demo. The challenge was staying
optimistic without naive, technical without cold, playful without losing credibility.
Error state
Iteration 1
❌ This iteration was complex for users to read
Final Iteration
✅ This iteration was easy and upfront for users
Proactive shipping clarity on PDP
Cofounder is built to run your company, not to impress in a demo. The challenge was staying
optimistic without naive, technical without cold, playful without losing credibility.
Iteration for shipping timeline
Iteration 1
❌ This iteration felt more like marketing timer
Iteration 2
❌ During testing, users got confused with the timeline. This version didn’t explain the why
Iteration 3
❌ This design felt like a warning and users were taken a back
Final Iteration
✅ This iteration showed the shipping timeline while also conveying the reason for it
Reassurance before commitment
The assistant handled open-ended questions shoppers couldn't easily translate into filters.
The assistant confirms location before giving compatibility answers, since a wrong compatibility claim is high-stakes and hard to walk back
Recommends zone compatible
trees
Clearly shows
Reassurance before commitment
Cofounder is built to run your company, not to impress in a demo. The challenge was staying
optimistic without naive, technical without cold, playful without losing credibility.
Added zone compatibility guidance
Proactive seasonal shipping expectations
Added a conversational shopping assistant
IMPACT
The numbers after launch
−48%
Reduction in shipping-related support dependency
Measured across 6 weeks post-launch, before vs after data
+3pts
Improved NPS score
Post-launch survey across users, driven by reduced confusion and improved clarity
+12%
Increase in add-to-cart rate
Measured across 6 weeks post-launch
Team feedback
"We're getting fewer 'when does it ship' calls and more questions about care instructions"
Support team sync, Week 8 post-launch ·
KEY LEARNINGS
What this project taught me
Research doesn't tell you what to build—it helps you decide what not to build. Prioritizing
compatibility guidance created a focused, measurable solution instead of a pile of features.
Confidence can be a product metric. Compatibility signals, shipping transparency, and guidance all addressed the same underlying uncertainty.
The best ideas come from collaboration. Cross-functional alignment with marketing, support, and engineering drove the strongest decisions.
Reflection
3 things I'd do differently
Validate zone / ZIP logic before locking mockups; stress-test edge cases like partial ZIPs and zone boundaries.
Design for "I don't know" answers — a lighter path for uncertain users.
This summer I had the pleasure of working directly with Anjali through our Harris Entrepreneurship Program.
Anjali played a critical role in ideating and designing major deliverables for this program. Her ability to quickly analyze and problem-solve in an adaptable way was refreshing to observe. Anjali consistently sought and embraced feedback. This humble approach allowed her to conceptualize and produce user-centered design with tailored depth.
More importantly, Anjali was such a pleasure to be around as she consistently brought positive and enjoyable moments to our culture. Her high-quality work ethic and quick ability to create applicable solutions was impressive. There is no question in my mind that Anjali will have a major ha
nd in bringing forth new, user-centered designs for substantial impact.
AUSTIN MACKRILL,
