⇤   Amardeep Singh

Portfolio

UX / Product Design

Selected Work

a — Associate Director of Interaction Design at T-Mobile @ Kettle

b — UX Lead at Waze

c — UX Lead at AT&T @ BASIC/DEPT

d — UX Lead at Marcel

e — Creative Director, XD at HUGE

f — Creative Director at Raden

T-Mobile

Associate Director of Interaction Design

2024 – Current

Overview

At T-Mobile, I’m leading design on a large swatch of AI-powered mobile experiences — from 0-to-1 product and feature development that enables personalized recommendations via conversational AI, to rolling out smart features that get customers exactly where they need to go. I work side-by-side with senior leadership at T-Mobile to shape both a 3-to-5-year roadmap and a sprint-based roadmap for a seamless omni-channel commerce, blending digital and in-person experiences. On top of all this, I'm working with other AI teams in the organization to ensure our AI design principles are consistent and coherent, to ensure that the end user experience is a smooth one.

Under NDA, available to demo on a call.

Waze

UX Lead

Contract • 2021 – 2024

Overview

Waze is a mobile navigation app that enables drivers to use live maps while getting real-time traffic updates and other road data. Over the past few years, I’ve partnered directly with the Head of Design at Waze on several engagements, iterating on potential internal features. My process begins with a brief concept deck from Waze, which I then use to guide the project by defining requirements, gathering references, and developing the feature in a design sprint format. I put together everything from swipe and low-fidelity wireframes to high-fidelity pixel-perfect designs and Figma prototypes with animations. Final deliverables include a functioning prototype and a narrative recording, designed to present the concept to Waze and Google executives.

Demos available upon request.

AT&T

UX Lead

Contract • 2024

Overview

I worked with AT&T to craft comprehensive service blueprints that detail all front-end and back-end processes across various customer journeys for specific verticals. These blueprints serve as important pieces of documentation in guiding strategic front-end and back-end decisions, as well determining experience design decisions by identifying relevant technologies at specific journey steps. I developed these blueprints for about a dozen journeys, reaching out to multiple client-side teams to gather the required data. Once these journeys were documented, I contributed to designing major UX enhancements, from both "quick wins" and "blue sky" perspectives. This work supported key processes, including phone upgrade journeys as well as new user journeys.

Demo available upon request.

Marcel

UX Lead

2018 — 2022

Overview

Marcel is an internal tool for Publicis Groupe, one of the largest advertising and marketing agencies in the world. The tool is intended to help connect the 100,000+ employees all around the world to enable communication, collaboration, and productivity in ways previously not possible. I joined the Marcel team in August 2018 as a UX designer, a couple of months before launch of the 1.0 version of the product. In the course of my 4 years working on Marcel, the product went through many iterations and redesigns, and my role expanded to UX Lead – owning various headlining features in the product and working with visual designers, PMs, and developers to deliver core features and value to users and stakeholders alike.

Details

Marcel was born out of the desire to break down the knowledge silos that inevitably exist in a large multinational organization. The product is intended to democratize the organization as a whole and create a transparent environment for the 100k+ employees worldwide going forward, solving for a data-availability problem while also enhancing the Groupe ⇄ employee experience.

I began my time working on Marcel as a Sr. UX Designer helping wrap up the final batches of features before launch of the 1.0 version. This role quickly evolved to a UX Lead role, where I oversaw many different core features of Marcel and guided the design through UX, visual design, and QA for delivery. In my 4 years with the team, I played a significant part of 2 foundational redesigns, moving from a conversational, voice-based framework to a more traditional UI pattern.

For the two years at Marcel, I primarily oversaw three core features – Marcel Communities, Marcel Classes, and Workspace. Communities was a product feature intended to connect employees around the Groupe around commonalities, whether it was location-based (e.g. the USA Community), home agency-based (e.g. a single agency’s Community), or ERG-based (employee resource groups). Classes was a feature that leveraged LinkedIn learning courses as well as Publicis Groupe’s internal courses for employees, creating a centralized home for employee learning on the Marcel platform. Lastly, Workspace was a separate internal platform that allowed employees worldwide to book desks, workspaces, and meeting rooms for themselves and their teams, accounting for the Covid-reality of hybrid workspaces.

HUGE

UX Lead

Contract • 2021 – Current

Overview

HUGE Inc. is an agency based in Brooklyn, NY. I served as a Creative Director (XD) for a large multinational energy company, working to maintain consistency in design system across different pieces of the client’s corporate website. I managed a visual designer and worked on updating design system components based on client feedback, while also taking a proactive approach and updating analogous components where we saw best fit. The work-to-be-done came in discrete chunks, and was managed on a weekly delivery basis. Over the course of 3 months we made a number of enhancements to the corporate site and, accordingly, the design system, to bring it more in line with the suite of various corporate sites held by the parent company.

Raden

Creative Director / Design Director

2017-2018

Overview

Raden was a smart luggage company; i.e., luggage with an integrated removable battery you can use to charge devices via USB and an accompanying mobile app you can use to weigh your luggage. I joined the team in early 2017, about 12 months after Raden's launch, as their first in-house product designer and creative. This eventually turned into a creative director / design director role.

Details

When I initially joined the team my primary role was as product designer — leading the direction of the iOS application and helping plan both the short-term and long-term roadmaps. Within 2-3 months, I slowly took over all of the work previously being handled by the creative agency working with Raden since launch.

This additional work included higher-level brand and creative strategy alongside managing the production of day-to-day design (and front-end development) needs, including email marketing, designing & developing landing pages, front-end development for the e-commerce site, and so on. It also included zeroing in a more refined direction for the brand, and producing the necessary photo assets, either with selected photographers or myself, to steer the brand in this new direction.

The digital product at Raden was the mobile application. With fairly straightforward functionality — letting you pair your bag with the app, seeing the weight of your bag, and getting the charge status of the battery in the bag — the primary goal was to minimize the number of steps the user had to go through from opening the app to completing their objective, while also adding in new functionality that would encourage users to return to the app more often.

When I initially joined the team my primary role was as product designer — leading the direction of the iOS application and helping plan both the short-term and long-term roadmaps. Within 2-3 months, I slowly took over all of the work previously being handled by the creative agency working with Raden since launch.

This additional work included higher-level brand and creative strategy alongside managing the production of day-to-day design (and front-end development) needs, including email marketing, designing & developing landing pages, front-end development for the e-commerce site, and so on. It also included zeroing in a more refined direction for the brand, and producing the necessary photo assets, either with selected photographers or myself, to steer the brand in this new direction.

The digital product at Raden was the mobile application. With fairly straightforward functionality — letting you pair your bag with the app, seeing the weight of your bag, and getting the charge status of the battery in the bag — the primary goal was to minimize the number of steps the user had to go through from opening the app to completing their objective, while also adding in new functionality that would encourage users to return to the app more often.

Amardeep is a designer (UX, Product, Web, etc.) living in New York City. He's available for full-time & contract work worldwide.

📨 mail@amardeeps.com