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Pratiksha
About me

I make
complexity
disappear.

I'm Pratiksha — a Senior UX Designer based in Toronto with 12+ years of experience turning tangled systems and high-stakes user journeys into products that feel effortless. I've worked across fintech, banking, e-commerce, and healthcare, from early-stage startups in Mumbai to enterprise platforms at TD Securities.

My work lives at the intersection of user psychology and business outcomes — I'm as comfortable in a stakeholder workshop as I am iterating wireframes at midnight.

Get in touch → LinkedIn ↗
Open to Sr. UX roles in fintech & banking
12+
Years of experience
3
Countries worked across
70k
Users reached at Yesweed
350%
Order time reduction, McDonald's
How I think

Clarity isn't just a style.
It's a design constraint.

Most complex products aren't complex because they have to be. They're complex because no one made hard decisions about what to cut. My job is to make those decisions — with data, with empathy, and with a clear eye on what actually matters to the person using the product.

I'm fascinated by how people make decisions under uncertainty — the cognitive shortcuts, the moments of hesitation, the small frictions that compound into abandonment. Every design choice I make is an attempt to work with that psychology, not against it.

Start with the hardest question
Before wireframes, I ask: what would have to be true for this to work? Forcing that question early saves weeks of revision later.
Design for the anxious user
Especially in fintech — users approach financial products with fear, not curiosity. Every screen should reduce anxiety, not add to it.
Simplicity is earned, not assumed
A clean interface takes more iterations than a cluttered one. I don't stop at "good enough" — I stop when nothing can be removed.
Ship, learn, improve
Perfect is the enemy of shipped. I design with enough confidence to move, and enough humility to iterate based on what real users do.
Career

Where I've
done the work.

Twelve years across India and Canada — from fast-moving startups to regulated financial institutions. Each stop shaped how I think about scale, risk, and the cost of a bad user experience.

2021 — Present
UX Designer
TD Securities — Toronto, Canada
Designing complex trading interfaces for High-Net-Worth Individuals and institutional clients. Led design thinking workshops with Product, Engineering, and Compliance to align stakeholders and translate regulatory requirements into usable flows. Built interactive prototypes in Sketch and InVision; partnered directly with developers to optimise platform performance and reduce friction across key trading touchpoints.
✦ Led workshops · Improved platform agility for HNI & institutional clients
Aug – Nov 2021
UX Designer — Contractor
Accenture / TD Bank — Toronto, Canada
Embedded with a cross-functional product team to deliver features balancing business goals with measurable usability improvements. Produced journey maps, personas, storyboards, and experience flows. Supported CI/CD rollouts by aligning design deliverables tightly with engineering workflows under the DCX Lead.
✦ Contributed to measurable improvement in platform usability
Nov 2020 – Feb 2021
UI/UX Designer
Yesweed — Toronto, Canada
Rescued a failing project by redesigning and delivering a scalable web directory from the ground up. Hired and led a team of 6 developers, delivering core features within 6 months. Designed 20+ landing pages and native app screens. Conducted usability testing across Android and iOS, applied WCAG accessibility standards and CRO techniques throughout.
✦ 80% budget reduction · 20% bounce rate reduction · 70,000+ users
Nov 2018 – Nov 2020
Sr. Graphic Designer
Printfast — Toronto, Canada
Mapped end-to-end user journeys through information architecture diagrams, task flows, and wireframes. Delivered high-quality design solutions across multiple client engagements under strict budget and timeline constraints.
✦ Consistent client satisfaction across multiple engagements
Jan 2015 – Aug 2017
UX Designer
Robosoft Technologies — Mumbai, India
Designed user journeys and interactive prototypes for 5+ active client projects simultaneously. Redesigned a bank loan application — cutting total pages by 30% and streamlining the application flow through data analysis and journey mapping. Optimised the McDonald's mobile ordering app, delivering a 350% reduction in average order times and 97% customer satisfaction scores.
✦ 350% faster order times · 97% customer satisfaction · 30% fewer loan application pages
What I bring

Beyond the deliverables.

01 — End-to-end
Research to high-fidelity
I work the full stack of UX — from discovery workshops and user interviews through to polished, developer-ready UI. No handoff gaps, no "that's not my lane."
02 — Cross-cultural
India & Canada
Having designed for users across two very different markets gives me a more honest perspective on assumptions. What feels "obvious" in one context is often a major barrier in another.
03 — Stakeholder fluency
Engineers, PMs, Compliance
I've worked in regulated environments where design decisions need sign-off from legal, compliance, and engineering simultaneously. I know how to navigate that without losing the user.
04 — Visual craft
Strong UI alongside UX
My background in graphic design means my high-fidelity work doesn't need a second pass from a visual designer. What goes to engineering is finished.
05 — Fintech fluency
Complexity is familiar
Financial products are hard because the stakes are high and the information is dense. That's exactly the kind of problem I find most interesting — and have the most practice solving.
06 — Accessibility
WCAG built in, not bolted on
Accessibility has been part of my practice since Yesweed — I apply WCAG standards as a design input, not a post-launch checklist. It makes the product better for everyone.
Tools & Skills
Design
  • Figma
  • Sketch
  • Adobe XD
  • InVision
  • Adobe CC
UX Practice
  • User Research
  • Usability Testing
  • Journey Mapping
  • Design Systems
  • Prototyping
Specialisms
  • Financial UX
  • Accessibility (WCAG)
  • Information Architecture
  • Design Thinking
  • CRO
Collaboration
  • Stakeholder Workshops
  • Cross-functional Teams
  • Agile / CI-CD
  • Developer Handoff
  • Team Leadership

Let's make
something good.

Currently open to Senior UX Designer roles in fintech and banking — Toronto-based, open to hybrid. If you're working on something complex that needs to feel simple, I'd love to talk.

Email me → LinkedIn ↗