Open to new opportunities
Senior UX
Designer
crafting experiences that work.
I'm Surbhi Mahendru — 13 years designing enterprise systems and consumer journeys that are clear, accessible, and genuinely human-centred. Open to Senior UX, Lead Design, and Design Systems roles.
Recent Projects
Selected Case Studies
Enterprise fintech, insurance experience design, and e-commerce conversion — each project grounded in research, shaped by systems thinking, proven by outcomes.
Model Library
Centralised governance and compliance platform for quantitative risk models. Transformed fragmented spreadsheets into a relational intelligence platform — dependency graphs, governed workflows, full audit traceability.
Home Quote Journey Redesign
End-to-end redesign of a 15-step insurance quote flow. Eliminated jargon, rebuilt accessibility from the ground up, consolidated steps from 10 to 6. Led to +13% completion rate and a Toronto Star Diamond Award.
Smart Vehicle Lookup Component
Solved a fundamental knowledge gap — most drivers don't know their exact trim. Tag-based dynamic filter lets users browse to their car rather than recall precise specs, cutting early-stage abandonment.
E-Commerce Conversion Redesign
End-to-end UX for a fashion platform. Removed sign-up friction, rebuilt checkout, created the brand's first design system. Drove +21% user registration and +15% checkout conversion.
About Me
Design that is invisible — it simply works.
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"Great design isn't noticed. It works, feels right, and gets out of the way."
I'm a seasoned UX designer with 13+ years helping organisations build digital products users love and businesses thrive on. I've worked across fintech, insurance, e-commerce, and telecom — always leading with empathy, research, and systems thinking.
My work at CitiGroup and Aviva Canada has proven that thoughtful design can transform compliance burdens into operational advantages — and that clarity is the most powerful design tool I have.
New York, United States · Open to Senior UX, Lead Design & Design Systems roles · surbhi.contactme@gmail.com
Core Expertise
Accessibility Champion
Led WCAG 2.1 AA/AAA and AODA initiatives at Aviva Canada and CitiGroup. ARIA labels, NVDA screen reader testing, focus state standards, inclusive design systems. Digital products must work for everyone.
Career Timeline
13 years of building things that matter.
Aug 2021 — Feb 2026
Capgemini
Toronto, Canada
Senior UX/UI Consultant
Consulted for Aviva Canada and CitiGroup — Led end-to-end UX design for enterprise financial platforms, translating complex workflows into intuitive user experiences across web applications.
Improved developer handoff by 30% through standardised Figma components and shared design system across 5+ products.
Produced journey maps, wireframes, interactive prototypes, and high-fidelity mockups to support product strategy and delivery.
Established and scaled design guidelines, improving UI consistency and reducing rework across multiple product streams.
Partnered with Product, Engineering, and Business teams to align design decisions with regulatory and operational requirements.
Mentored junior designers and facilitated recurring design critiques, raising overall design quality and team capability.
Mar 2020 — Aug 2021
Tata Consultancy Services
Toronto, Canada
Senior Product Designer
Built and operationalized a scalable design system adopted across 5+ products, increasing UI consistency and reducing duplication.
Improved developer handoff efficiency by 30% through standardized Figma components and documentation.
Bridged design and development workflows, accelerating delivery cycles and reducing iteration gaps.
Designed interaction models and translated them into high-impact visual designs.
Dec 2017 — Feb 2020
OfBusiness
Gurgaon, India
Senior UX/UI Designer
Designed entire OfBusiness mobile & web app from scratch.
+11% user satisfaction through comprehensive platform redesign and new design system.
Collaborated with the founder and cross-functional teams to align product features with growth objectives.
Aug 2016 — Dec 2017
Lulu and Sky
New Delhi, India
Senior UX/UI Designer
+21% user registration · +15% checkout conversion · -25% onboarding time.
Jul 2012 — Aug 2016
Airtel
Gurgaon, India
UX/UI Designer
Designed flagship products — My Airtel App & Wynk Music — used by millions of subscribers.
Delivered end-to-end design for the Deber web platform from concept through launch.
Certifications
Recommendations
What colleagues say
"Surbhi turns complex enterprise requirements into clean, intuitive interfaces. Her work on the Model Library at CitiGroup was exceptional — she transformed a compliance burden into a product our team genuinely enjoys using."
Vice President
CitiGroup · Enterprise Risk Platform
"Surbhi's accessibility leadership was transformative at Aviva. She understood inclusion at its deepest level. Her redesign of our quote journeys directly contributed to our Toronto Star Diamond Award."
Digital Lead
Aviva Canada · Digital Optimisation
"Working with Surbhi on our design system changed how we ship. Scalable, well-specified components helped us move 30% faster. She elevates everyone around her."
North America Lead
Capgemini · Customer Management
Available now
Let's work together
Open to Senior UX/UI, Lead Design, and Design Systems roles — in New York and globally.