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Nithya Parepally

Resume

Nithya Parepally, Senior UX UI Designer

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Experience

Senior UX UI Designer, Ericsson

Sept 2025 – Present · Bangalore

  • Lead UX initiatives across enterprise automation, AI-powered experiences, and workflow modernization within Ericsson's UX/UI Chapter.
  • Own UX strategy and execution across 5 AT&T rApps over two quarters: reduced design rework by 60%, accelerated delivery by 50%.
  • Transformed a Bharti Airtel & Reliance Jio bulk order upload into a transparent, stage-by-stage workflow: SMEs estimate a 35% reduction in validation time.
  • Led UX evaluation of Ericsson's AI-powered goal-setting beta, identifying 15+ improvement areas across explainability, control, automation, and interaction.
  • Leading UX for an enterprise self-service data platform (ongoing).
  • Contribute to Ericsson design bootcamps, facilitating discussions on emerging design topics.

Senior UX Designer, Tata Consultancy Services

Aug 2021 – July 2025 · Mumbai & Bangalore

  • Led UX exploration for retail digital-transformation initiatives, translating business opportunities into experience concepts and prototypes.
  • Circle K: led UX strategy and end-to-end design for a task management platform used across 15,000+ stores, reducing task completion time by 25% and increasing user satisfaction by 40%; built a scalable design system that reduced design and development effort by 20%.
  • UNFI: shaped the design direction for an AI-powered communication platform and introduced an Auto Layout–based system that improved design-to-code handoff, increasing delivery speed by 30%; ran user research and accessibility audits across the experience.

UI Developer & Designer, Tata Consultancy Services

Dec 2015 – Mar 2019 · Hyderabad

  • Started as a UI Developer building enterprise web applications for DuPont and Xerox, the foundation for every engineering conversation since.

Education

Master's in Visual Communication Design

2019 – 2021

Srishti Institute of Art, Design and Technology, Bangalore

Distinction, full-time. Merit Recognition for generative visual systems built in code.

Bachelor's in Information Technology

2011 – 2015

BVRIT, Hyderabad

Distinction.

Recognition

  • All Stars Global Recognition, Ericsson, For delivering customer-centric UX transformation across AT&T's rApps portfolio.
  • Beyond Performance Award, TCS, Circle K UX strategy proposal that drove project approval and stakeholder buy-in.
  • Merit Recognition, Srishti Institute, For generative visual systems built in code, translating Ikat weaving logic into algorithmic design.