I’m Pournima Balasubramanian
an Ecommerce-focused
design expert.

I design digital interfaces that drive user engagement, simplify decision-making, and delight customers.

Problem Solving
Design Thinking
Visual Design
Interaction Design
UX Strategy

UI/UX Designer at
Home Depot Canada

How we lowered checkout abandonment by 29% through optimizing the checkout experience for Home Depot's online shoppers.

Role: UX Strategy, Information Hierarchy, Visual Design, Interaction Design, User Testing

Role: User Research, UX Strategy, Visual Design, Interactive Prototyping

Optimized the complex checkout process to reduce cart abandonment from 29% and increase sales completion.
Reduced customer service calls about product returns by ~140 minutes by strategizing and designing an online returns feature,launching it within 6 weeks through cross-team collaboration
Increased online purchases by 31% in Ontario, with pilot launch of the newly designed Gift card redemption feature

Earned first place at the Canada-wide TogetherVsVirus Hackathon and was a semifinalist at DMZ’s HacktheCurve for designing a safe daily commute app for frontline workers during the pandemic, with the MVP completed in just 3 weeks.

Scaled clientele for website branding and digital advertising to 27 clients (approximately 9 times) across Retail, Healthcare, Entertainment, Finance, and Real Estate sectors within 2 years
Rebranded a real estate website, integrating intuitive features that increased organic traffic by 43% and boosted form conversions 5X
Reduced the time to sign-up on an investment platform from 11 minutes to 7 minutes by simplifying the forms and data entry
50-60% decrease in bounce rate, by adapting mobile first designs, AMP and usability testing
Managed end-to-end operations for over 14 clients, from strategizing user experiences and designing to coordinating with developers and handling client communications