samriddhigarg.in
UX researcher · e-commerce & omnichannel retail

I find where shoppers drop off, and why.

I'm Samriddhi Garg. For 5+ years in retail and e-commerce, 3 of them in UX research, I've connected funnel data with what happens on screen and on the shop floor, then turned it into fixes a product team can act on.

Open to remote · hybrid · contractBased in Jaipur, India
Work with me Resume (PDF)
20×+gap in order rate traced to a forced login at checkout
130+participants in a single category study
3new tools added to the roadmap from store fieldwork
4cities of in-store field research and shadowing
Selected work · 2023–2026

From global e-commerce funnels to the store floor

Three studies from an omnichannel fine-jewellery brand. Figures are rounded or indexed, and company details are withheld.

Case 01 · US e-commerce · 2026Sole researcher

Why US shoppers weren't converting

Fewer than 3 in 1,000 visitors to the brand's US site bought. Nearly 9 in 10 were new, mostly on mobile from social ads. I analysed the funnel by source, landing page, device and login state, walked every path as a shopper, and mapped the journey with its tracking events.

The biggest leak was login. Shoppers who logged in at the cart prompt ordered at a twentieth of the rate of those already signed in: logging in cleared the cart, and new sign-ups landed on a profile page with no way back. Two in three ad visitors also left product pages that offered no path forward.

Methods: funnel analysis in Mixpanel and GA, journey mapping, navigation audit against Baymard guidance, benchmarking.

Outcome

A ranked list of six fixes, led by keeping shoppers in checkout after login, plus an annotated journey map, a tracking-gap log and a metric to judge each fix.

Case 02 · Omnichannel retail · 2025Lead researcher

Redesigning an in-store sales app around consultants

Store consultants use an iPad app to show jewellery, build carts and bill. I shadowed them in Mumbai, Chennai, Bangalore and Guwahati, followed a 36-customer walk-in cohort, and paired what I saw with Mixpanel usage data.

Half of walk-ins had already shopped online, but the app couldn't see their wishlist. Stacked discounts threw invoice errors with no next step, and bills over ₹2 lakh needed PAN details typed by hand, which got consultants flagged in audits.

Methods: observation, shadowing, cohort study, usability testing, Mixpanel.

~1 in 2walk-ins were influenced online
~6 minmedian from cart to invoice
Outcome

Three new tools on the roadmap: a price comparator, an instalment-plan calculator and an offline-to-online data aggregator.

Case 03 · New category · 2025–26Lead researcher

Why a new jewellery line wasn't landing

The brand launched natural diamonds set in silver and 9KT gold, and uptake lagged. I led a mixed-methods study with 130+ buyers, non-buyers and store consultants, online and in store, structured around five levers from awareness to value communication, with AI-assisted synthesis across every transcript.

The barrier was trust and recall, not price. Non-buyers judged the line like gold, as an asset with resale value, a test it can't win. It had been positioned as a cheaper gold alternative instead of a fashion upgrade.

Methods: interviews, surveys, quantitative analysis, AI-assisted synthesis.

~35%of non-buyers hesitated over trust or policy gaps
2 in 3buyers bought it as a gift
Outcome

A recommendation to reframe the line around gifting and trust. Product-quality fixes and clearer naming shipped.

Discovery workshop · 2025

Refocusing the global homepage on first-time visitors

New visitors drove about 4 in 5 sales but converted under 0.5%. I benchmarked 9+ brands and ran a workshop with designers that set the redesign direction: grid banners, top categories higher up, and a gift finder.

Heuristic evaluation · India + US

A checkout audit across two markets

Loyalty points worth up to 20% off went unused. A review against Nielsen's heuristics showed why: hidden balances, a failed payment that sent people back to the address page, and forced re-login for guests.

Approach

How I work

  1. Frame it with the business

    Start from the goal, the customer and the numbers the team already watches.

  2. Find the leak in the data

    Funnels and cohorts show where people drop, and where tracking is blind.

  3. Go and see it

    Walk the journey, shadow store teams, interview customers. The why lives here.

  4. Make it decidable

    A short, ranked list of fixes tied to evidence, with tests where the effect is uncertain.

Funnel & cohort analysisUser interviewsShadowingUsability testingHeuristic evaluationSurveysJourney mappingBenchmarkingWorkshop facilitationAI-assisted synthesisMixpanelGoogle AnalyticsMicrosoft ClarityFigma & FigJam
Portrait of Samriddhi Garg
About

Research grounded in how people actually shop

I started on the shop floor. Two years as a regional visual merchandiser across 30 stores taught me how people choose jewellery, and that shapes how I research digital journeys today.

I also illustrate and design packaging, which helps when research needs a quick concept for people to react to.

  • 2023 – 2026User Researcher, CaratLane
  • 2021 – 2023Regional Visual Merchandiser, CaratLane · 30 stores across Karnataka & Goa
  • 2017 – 2021B.Des, Accessory Design, Pearl Academy
Work with me

Looking for a researcher who can read the data and the room?

I'm available for remote and hybrid roles, and for contract projects like these.

Conversion leak audit

2–3 weeks

Funnel analysis in your analytics, an annotated journey map and a ranked fix list with metrics.

Checkout and UX review

1 week

A heuristic evaluation benchmarked against three competitors, with prioritised issues.

Customer or field study

3–6 weeks

Interviews, in-store observation or surveys, synthesised into decisions your team can act on.

Email
samriddhigrg02@gmail.com
LinkedIn
linkedin.com/in/samriddhi-garg-b137981b6
Files
Resume · Portfolio, short · Portfolio, full
© 2026 Samriddhi Garg · Jaipur, IndiaFigures are rounded or indexed for confidentiality.