Shalini Kumar
Product Portfolio
Personal Projects
WeWork – Community Connect
📝 Product design exercise for a hiring process
Problem: WeWork members lacked organic ways to connect and collaborate despite sharing physical spaces.
Goal: Create a community platform to help members engage in meaningful conversations, promote their work, and build networks.
What I Proposed:
-
Seamless onboarding with interest tagging and progressive profiling
-
Discovery via curated events, feeds, and interest-based member search
-
Smart content curation using collaborative filtering
-
7-day engagement journey and launch strategy
Rapido – Metro Integration Concept
📝 Assignment project for the interview round
Problem: Metro commuters in Bengaluru face last-mile issues and poor smart card UX.
Goal: Position Rapido as the go-to daily commute app by integrating metro ticketing and solving last-mile pain points.
What I Proposed:
-
In-app metro booking and smart card recharge
-
Route planning and fare estimates
-
Dedicated Rapido pickup zones at metro stations
-
Strategy to acquire and retain metro users
SmallCase Acquistion Strategy
📝 GrowthX project
Designed an acquisition strategy for Smallcase, a platform offering curated baskets of stocks for passive investors who want more control than traditional mutual funds. The project focused on defining customer segments, understanding market trends, and designing user acquisition channels to expand Smallcase’s reach.
Key Highlights:
-
User Segments: Identified two ideal profiles – stock market enthusiasts and beginner investors – with tailored messaging and onboarding strategies.
-
Market Opportunity: Analyzed the Total Addressable Market (TAM) of ~30 crore working Indians, with a Serviceable Obtainable Market (SOM) of 4.5 crore mutual fund investors.
-
Channels: Recommended a mix of organic growth, paid ads (Google, Meta, YouTube, LinkedIn), and referral programs.
-
Content Strategy: Prioritized trust-building with educational content instead of viral loops, positioning Smallcase as an expert-led, credible platform.
-
Risks Considered: Decision fatigue, market volatility, and performance expectations were addressed in the strategy.
Runna Onboarding flow evaluation
📝 GrowthX project
Evaluated and redesigned the onboarding flow for Runna, a training app for runners. The focus was on understanding diverse user profiles, identifying friction points, and recommending improvements to boost conversion and user trust.
Key Highlights:
-
User Research: Defined and prioritized three core customer segments — busy professionals balancing training, intermediate runners leveling up, and users recovering from injuries or weight gain.
-
Insights: Identified common pain points like time constraints, flexibility needs, and decision fatigue during onboarding.
-
Onboarding Audit: Mapped each onboarding screen, highlighting what worked (clear goals, personal plans) and what didn’t (lack of upfront value proposition, too many repetitive questions, no clarity on plan flexibility).
-
Recommendations: Suggested clear value messaging early, grouped goals for simplicity, added progress bars, transparency about plan edits, and repositioned Runna as a holistic fitness app covering strength and mobility, not just running.
-
Impact: Designed to reduce user drop-offs, build trust, and increase trial-to-paid conversion.
GrowthX Projects
HSBC Projects
Change Contact Details
Enabled users to update contact information via the mobile app, complying with regulatory standards.
We reimagined the contact details update journey for HSBC’s mobile app. The goal was to address regulatory requirements and reduce friction in customer self-service.
This involved rewriting APIs, optimizing journeys, and ensuring backend systems handled updates across linked accounts. I worked on implementations in the UK and Hong Kong, focusing on performance, UX simplification, and compliance.
We ensured the flow covered edge cases and was scalable to other markets.
Report Lost or Stolen Card
Built a scalable, secure journey for reporting lost/stolen cards, integrated with chat and future card view features.
This project aimed to standardize and scale the process of reporting lost or stolen cards across markets. We overhauled legacy APIs and aligned them with updated security protocols.
We worked closely with the new Card View component team to ensure backward and forward compatibility.
UX design included deciding the optimal entry point for users and integrating chat messaging at key points to reduce dropout and call center reliance.
Cheque Deposit via Mobile
Enabled cheque deposit through mobile app in select markets with clear user guidance and error handling.
The goal was to provide a seamless mobile cheque deposit experience. We had to consider image recognition, backend validation systems, and user education (e.g., how to photograph cheques correctly).
This required working across teams, testing different UX flows, and ensuring compliance with region-specific regulations.
Focus was on reducing customer errors, minimizing drop-offs, and improving backend success rates.
Card Management Overhaul
Revamped HSBC’s mobile app card services to improve usability, eliminate backend dependencies, and scale across markets.
The existing card services were hard to navigate and relied on outdated APIs with some manual interventions by backend teams. We conducted a complete landscape review, technical audit, and competitor analysis. We defined a scalable architecture, resolved tech debt, and implemented a base UX. The overhaul reduced operational costs and improved user experience.
Post MVP, we expanded the card carousel to handle credit limit changes, disputes, rewards, and more.