The design industry today stands at an intriguing juncture. As businesses around the world become increasingly digital, the role of design in shaping user experiences has never been more critical. Design is no longer just about aesthetics; it’s about bridging the gap between technology and what people want, making interactions seamless and meaningful. Its relevance is only set to increase as we tread further into the future, where emerging technologies and the ever-evolving preferences of consumers will shape the landscape.
Navigating the fluidity of design and technology, we meet Ojashwi Sapkota, a woman whose impressive design and research capabilities have made a lasting impact in numerous sectors. With a background in human-centered design, she has built an illustrious career that spans industry titans like Accenture Song and Shapiro+Raj, as well as contributions to non-profit organizations and Fortune 500 companies. It’s her adaptability, her deep understanding of user behavior, and her knack for embracing emerging technologies that have defined her success in such diverse work environments.
Her role as a design researcher saw her lead impactful projects. One such project was with a pet retailer where her empathetic exploration of customer journeys helped optimize the utilization of digital touchpoints to offer an unparalleled service experience. At Accenture Song, she overcame the challenge of a project with fluctuating client expectations through clear communication and flexibility, eventually delivering high-quality design deliverables. She enhanced the digital experience of users at an organization through a comprehensive heuristics analysis of key flows in their portal and insightful user interviews.
Ojashwi’s tenure at Shapiro+Raj was instrumental in shaping her understanding of applying qualitative research in the real-world. She expertly conducted research studies in a fast-paced environment, blending her deep understanding of customer preferences with a firm grasp of business goals.
Ojashwi’s diverse experience is a testament to her versatility and her commitment to creating design solutions that not only address people’s problems but also contribute to the success of the business. Her work at non-profit organizations and Fortune 500 companies reveals a design researcher who can adapt to different scales and impact parameters, always centering her work around the user experience.
In an extensive interview, we had the opportunity to delve deeper into Ojashwi’s practical experiences and achievements, her commitment to human-centered design, and her knack for staying ahead in an ever-evolving industry. Join us as we unfold the narrative of Ojashwi Sapkota, a prominent figure in the realm of design research, and her commitment to bridging the gap between design, technology, and human needs.
Hi, Ojashwi. Can you describe a project you have worked on that had a significant impact on a company? What was your role in it?
I led user research using a human-centered design approach for a pet retailer planning to introduce a new service. Their goal was to maximize the use of digital touchpoints to deliver the best possible service to customers. So, I immersed myself in the customers’ journey, scrutinizing each step from their initial search for an appropriate pet service to visiting a nearby location and seeking post-visit care guidance.
Through this empathetic exploration, I identified opportunities where a digital experience could effectively meet their existing problems. Subsequently, I chronicled these opportunities as user journeys, illustrating their potential impact for users. These journeys demonstrated how human-centered designs could not only enhance pet parents’ confidence in the available services but also ensure they were better equipped for their forthcoming appointments.
What was the most challenging project you encountered while working at Accenture Song, and how did you overcome those challenges?
The most challenging project to date was with a client who did not distinctly outline their requirements and altered their expectations throughout the project. This made it difficult to ensure that I was producing work that satisfied their evolving expectations. Fortunately, I had the support of my team, who helped establish clear communication channels and ensure alignment on deliverables. We initiated a weekly meeting and gradually shifted to biweekly check-ins, which proved immensely helpful.
This served as an invaluable learning opportunity for me to become more adaptable, as I sought feedback from the client early and was able to iterate frequently to accommodate their requirements. Through clear communication and a flexible mindset, I was ultimately able to deliver high-quality design deliverables, keeping the project on track.
How did your experience at Shapiro+Raj shape your understanding of design research and its application in the real world?
Working in market research at Shapiro+Raj proved extremely beneficial, as it shares the user-centric approach of understanding users’ preferences, and behaviors. I also had the opportunity to conduct research studies using surveys, focus groups, interviews, and analyzing market trends in a fast-paced environment, which was enormously helpful.
Another informative aspect was gaining an understanding of the client’s business problems. Market research depends on a robust understanding of business goals and market positioning. Similarly, design researchers also need to have a strong business perspective to ensure that the design solutions not only satisfy user needs but also contribute to the business’s success.
Can you provide an example of how your work has contributed to enhancing the digital experience for users at any of the organizations you have worked with?
I applied my human-centered design skills to evaluate an application management system’s usability issue, assess application processing for core use cases, and identify opportunities for UX/UI enhancements to inform design system development. This system was employed by staff members to evaluate individuals’ applications for necessary financial compensation. As the design researcher, my role was to comprehend the end-to-end workflow, encompassing processes, tasks, and tools. I conducted a heuristic analysis of key flows in the portal and held interviews with the product team as well as end users.
I translated the findings from the heuristic analysis and interviews into detailed opportunity areas and future research topics. This information was used to enhance the UX/UI of the platform, thus informing design system development. These insights are currently being utilized to design a new system experience that uses a modern front-end framework and is supported by a reusable design system employing a human-centered design approach. By improving the application management system’s experience, I was able to assist employees overseeing the cases of millions of people across the United States.
Could you share how your experiences in working with non-profit organizations differ from your work with Fortune 500 companies?
I am grateful to have the opportunity to work with both large corporations and non-profit organizations. While the work with non-profits might be on a smaller scale, their impact is often much larger, as they typically concentrate on addressing social issues. As a result, the success criteria differ, with the emphasis placed more on the impact on target communities rather than on revenue and project margins.
How has your experience at Accenture Song contributed to your growth as a Design Researcher, and how do you bring that experience into your current projects?
Accenture Song is one of the largest creative agencies globally, and the sheer volume and variety of projects I am involved in across diverse industries has been highly instructive. The range of projects I engage in spans technology companies, non-profit organizations, retail, and hospitality sectors. Learning to adapt my design approach to cater to different industries has proven a valuable skill that I can leverage in any project I encounter.
As part of a global consulting firm, I have the opportunity to learn from those who are actively crafting exceptional experiences. This exposure to diverse cultures and user behaviors around the world has been incredibly valuable, underscoring the importance of designing with empathy and cultural sensitivity. Recognizing the variations in design solutions across different regions, I have honed the skills to create inclusive and globally relevant designs. Even at a regional level, I have the chance to collaborate with leading professionals from across the nation, which has proved to be a deeply enriching experience early in my career. Observing their approach to tackling complex challenges, navigating intricate design processes, and communicating effectively with clients and stakeholders has been truly insightful.
In your work experience, have there been any surprising insights or discoveries that significantly changed the direction of your project? Could you share an example?
While conducting user research for a fintech company’s app, I uncovered a shift in people’s viewpoints around their desire to use money for altruistic purposes, to contribute positively to the world. This unexpected discovery was particularly notable. In the years since the pandemic, we’ve all undergone significant changes, and it’s intriguing to learn how these transformations affect different aspects of our lives.
Notably, there has been a distinct evolution in how people view money. I discovered that individuals are increasingly looking for straightforward ways to help others through the peer-to-peer payment apps they use daily. This insight indicated that the app needed to streamline the process of making charitable contributions for its users.
Could you discuss a project where you leveraged your understanding of various industries (retail, hospitality, and big tech) and how it helped in the successful delivery of that project?
The project with a North American pet retail company launching a new service allowed me to leverage my understanding of the retail and hospitality industries. It was interesting to delve into what “the best” care for pets meant to different people. Some customers, especially those who grew up with animals, were confident in their ability to care for their pets independently, while others sought more support to ensure they were doing things correctly.
To cater to these different groups, I recommended that the client provide a comprehensive, seamless, and convenient customer experience under one roof where information is readily available. This approach meant bringing convenience and ease to every customer touchpoint while balancing the human connection with the digital tools.