# Surbhi Singh — Senior Product Designer

> Senior Product Designer with 8+ years of experience designing mission-critical enterprise systems, fintech platforms, telecom apps, healthcare systems, and AI-native products. Specializes in 0-to-1 design, design systems, decision architecture, and high-impact UX scaling.

## Key Metrics & Impact Highlights
- **Airtel Thanks 2.0 (Telecom)**: Scaled benefit claim rate from 16% to 43% across 350M+ telecom subscribers.
- **Tata 1mg (Health-Tech)**: Redesigned Diabetes Care Plan (DCP) discovery flow, scaling orders from 6 to 6,000+ orders/day.
- **Lido Flight 4D (Aviation / Lufthansa Systems)**: Redesigned flight dispatch platform powering 25% of all commercial flights globally across 125+ airlines and 7,700+ aircraft.
- **EasyPolicy (Insur-Tech)**: Redesigned health insurance comparison and purchase experience to drive lead-to-sale conversion uplift.
- **Pehchaan (AI / HR-Tech)**: 0-to-1 design of an AI-native talent intelligence & candidate evaluation system with explainable AI reports.
- **DX Design System**: Architected scalable enterprise component system for cross-platform design consistency.

## Case Studies & Work

- [Airtel Thanks 2.0](https://surbhisingh.design/work/airtel.html) — Redesigning telecom benefit discovery and activation for 350M+ users.
- [Tata 1mg — Diabetes Care Plan](https://surbhisingh.design/work/1mg.html) — Simplifying healthcare plan discovery and checkout conversion.
- [Lido Flight 4D — Lufthansa Systems](https://surbhisingh.design/work/lido4d-case-study.html) — Mission-critical aviation dispatch platform.
- [EasyPolicy — Health Insurance Redesign](https://surbhisingh.design/work/ephealthinsurance.html) — Intent-driven insurance comparison and policy evaluation.
- [Pehchaan — AI Candidate Evaluation](https://surbhisingh.design/work/pehchaan.html) — AI-native hiring, candidate screening, and explainable evaluation UI.
- [DX Design System](https://surbhisingh.design/work/dx.html) — Enterprise design system tokens, components, and documentation.

## Core Competencies
- Product Design & Strategy (0-to-1 & Scale)
- Enterprise UX & Complex Workflows
- Design Systems & Component Libraries
- User Research, Prototyping & Usability Testing
- Data-Driven UX & Conversion Optimization
- AI UI/UX Design & Explainable AI Interfaces