Sudarshan Birla

The Sleep Company

Product Designer I

Aug 2025–Ongoing

D2C sleep & comfort brand · 60L monthly visitors

• ·Repositioned the brand by reimagining visual design language and information architecture, driving a 30–40% increase in category page traffic and 3–4× uplift in user engagement.
• ·Independently diagnosed top-of-funnel drop-offs using GA4, redesigned the product listing page UX from scratch, and validated through structured experiments, resulting in a 10–15% uplift in leads.
• ·Built SleeperCell, an AI pipeline that processes customer call recordings using a local stack, eliminating hours of manual work and enabling cross-functional teams to act on structured behavioral data at zero recurring cost.
• ·Leveraged analytics and consumer research to uncover high-intent drop-offs, running structured experiments that reduced bounce rate 15–20% on key pages.
• ·Architected The Sleep Company's first full design system including a design.md enabling AI-assisted design workflows across product and engineering teams.

Shiprocket

Product Designer I

Aug 2023–Jul 2025

D2C logistics & commerce enablement

• ·Owned end-to-end design of the checkout customization framework with custom design system states to address diverse client needs, enabling B2B scalability and improving onboarding efficiency.
• ·Identified and prioritized checkout drop-off points through funnel analysis, designed hypotheses independently, and ran A/B tests that drove an 8–12% increase in conversion rates.
• ·Headed a project to improve the on-site D2C experience through a frictionless login journey, resulting in a 12–15% reduction in drop-off rates and increased customer satisfaction.

Shiprocket

Product Design Intern

May 2023–Jul 2023

D2C logistics & commerce enablement

• ·Delivered strategic design solutions for an intuitive e-commerce product page and mini-cart, seamlessly integrating the checkout experience to reduce friction and drive conversions.
• ·Reimagined the mobile checkout experience by minimizing cognitive load, resulting in improved user retention.
• ·Designed the Cargo app MVP, unifying hyperlocal logistics on a single platform focused on user simplicity.

uFaber

UX Researcher

Mar 2023–Apr 2023

EdTech

• ·Conducted in-depth market research and competitor analysis on scholarship management platforms to identify user needs and opportunities for differentiation.
• ·Provided actionable insights to drive product innovation and strategic decision-making.

Indian Institute of Technology Guwahati

2019–2023

B.Tech

The Business of Product Management

2024

Product Management Course

Google UX Design

2022

UX Design Certificate