Roop Sangam: 80-Year Heritage Digital Migration
User Testing Leadership, Design System Governance, and Financial Workflow Modernisation.
Overview
As a Senior UI/UX Designer and Lead for User Testing Initiatives within the Digital Wealth (DW) team, I architect intuitive enterprise solutions for high-stakes wealth management. I own the end-to-end usability testing framework for the organization, bridging the gap between data-intensive financial engineering and evidence-based user experience.
Role
Digital Transformation Lead & Operations Director
Sector
E-commerce / Retail Technology / D2C (Direct-to-Consumer)
Challenge
Transitioning an 80-year-old family-run heritage brand into a modern, scalable e-commerce business without alienating a loyal multi-generational customer base. The goal was to solve the limitations of physical footfall by creating a global digital storefront that maintained the "high-touch" intimacy of traditional saree shopping.
Strategy: The "Heritage-First" Digital Model
Brand Preservation
Strategically retained the original brand identity to honor the 80-year legacy. The digital strategy focused on "amplifying" rather than "replacing" the brand’s reputation for craftsmanship.
Localisation & Authenticity
Architected a hiring strategy for a Social Media Manager that prioritised cultural fluency (Marathi) and storytelling over generic marketing, ensuring the digital voice remained authentic to its Maharashtrian roots.
Hybrid Shopping Experience
Integrated WhatsApp-based Video Consultations and "Fabric Zoom" features to replicate the physical tactile experience of sarees in a digital format.
Technical Execution: Building the Ecosystem
Omni-channel Integration
Implemented a 3rd-party POS-to-Shopify bridge to synchronize real-time inventory between the physical Mumbai store and the global online storefront, preventing overselling and ensuring stock parity.
Financial & Logistical Infrastructure
Integrated Razorpay for secure multi-method payments and Shiprocket for automated logistics aggregation, enabling national and international fulfilment.
Operational SOPs
Designed the end-to-end "Order-to-Dispatch" pipeline, including custom high-end packaging design to enhance the "unboxing experience" and reinforce brand premiumisation.
Leadership & Human Capital
Team Architecture
Authored Job Descriptions and led the hiring process for critical roles (Social Media Manager & Inventory Manager).
Cross-functional Coordination
Managed the bridge between the on-ground warehouse team and the remote digital team, establishing reporting structures for SKU reconciliation and stock health.
Strategic Roadmap & Expected Metrics (Launch Phase)
I. Revenue & Market Expansion
Target: 250% Increase in Addressable Market
Transitioning from a single-location footfall model in Mumbai to national pan-India delivery, with a secondary goal of serving the Maharashtrian diaspora in the UK, USA, and UAE.
Omni-channel Conversion
Expecting a 15–20% uplift in total sales through the "Video Consultation" feature, bridging the gap between digital convenience and the tactile trust required for high-value saree purchases.
II. Operational Efficiency (Automation)
Inventory Synchronisation
Targeting 100% stock accuracy across physical and digital storefronts through the Shopify-POS bridge, eliminating manual reconciliation errors.
Fulfilment Velocity
Aiming for a 48-hour "Order-to-Dispatch" window for national orders by implementing standardised SOPs for the on-ground warehouse team.
III. Customer Engagement & Brand Retention
Digital Adoption Rate
Targeting a 30% migration of existing legacy customers to the online platform for repeat purchases and blouse-stitching customisations.
Social Growth & Community
Achieving a 15% MoM (Month-over-Month) growth in engagement on Instagram through culturally-nuanced, Marathi-first storytelling and community testimonials.
Impact & Personal Growth
Market Expansion
Successfully transitioned a local Mumbai landmark into a national D2C brand, expanding the total addressable market (TAM) by 100x.
Business Continuity
Secured the legacy of a family-run enterprise for the next generation through digital modernisation.
End-to-End Ownership
This role allowed me to move beyond the "Design" silo into General Management, overseeing HR, Supply Chain, Logistics, and P&L responsibility.