About me

I'm Sonali, born and brought up in India (now a USΒ Citizen), big time into tennis 🎾, traveling ✈️, movies 🍿, and reading πŸ“–!
Sonali Agrawal
I am a Dallas, Texas based Product Designer with over 10+ years of experience. My focus is on strategy, user-centric design, and creating positive impact products. I am extremely passionate about building products from ideation to execution.
Currently, I am leading the Search and Discovery product design experience + Design Systems at Provi.
In my previous roles, I've worked with startups focused on B2C as well as SaaS applications, design agency, healthcare, banking orgs, e-commerce, etc. I have also freelanced for several non-profits, helping them in developing their websites and product offerings.


End-to-end product design
User experience design
User interface design
Product strategy
Design systems

What i bring

User-centered design methods
Design strategy
Agile design - planning &Β facilitation
Design direction &Β execution
Design for mobile and web
Prototypes for testing
Facilitate workshops
Journey mapping
User scenarios
Conduct user / stakeholder interviews
Manage people and team
Align team and team goals
Strong work ethic &Β integrity

Selected Case Studies

Sr. Product Designer @ Bluebeam
Dec. 2019 - Nov. 2020

AXIS - Atlas Experience Implementation System

Crafting a design language that provides Atlas applications (mobil &Β web with a unified and coherent experience.
Sr. Product Designer @ Bluebeam
Dec. 2019 - Nov. 2020

Atlas mobile &Β web applications

Improving current experience of the web app for the info keepers and crafting a new mobile app for the info seekers.
Sr. UX Architect @ Mobiquity
Jun 2017 - Dec. 2019

Kum & Go &Rewards App

Redesigning the app to introduce elements of personalization, engagement and delight.

Selected Work ––––––––––––––––––––––––––––––

Provi Logo

Sponsored Content Hub- Ads and Merchandising

Product Design
An internal ad creation tool that helps Suppliers curate a list of selected products and custom storytelling components (responsive web)
Provi - PLP Product Design
Provi Logo

Product Listing Pages

Product Design
Providing the foundation for a list view that allows a retailer to compare products and make better purchasing decisions (responsive web)
Provi - PLP Product Design

Bluebeam Atlas

Product Design
Building visualization solution that "maps" built world across the entire construction project lifecycle (web & mobile)
Provi - PLP Product Design
Provi Logo

Evolving "Fizz"

Product Design
Leading the efforts of building a design system used by 50+ engineers and 6 designers along with design systems engineer resulting in higher productivity and faster feature development.
Provi - PLP Product Design

Evolving "Bones"

Product Design
Build, maintain & evolve a scalable & efficient design system to make the app feel cohesive.
Provi - PLP Product Design

Evolving "AXIS"

Product Design
A new design system for the Bluebeam Atlas web and desktop application experience
Bluebeam Atlas Design System
Kum & Go

Mobile Ordering & other delights

Product Design
Bringing convenience to-go while earning rewards
Provi - PLP Product Design

EXPERIENCE ––––––––––––––––––––––––––––––

UX Certification Badge from Nielsen Norman Group


Lead Product Designer (2022 - Current)

Designing end-to-end product experience for alc-bev industry (suppliers and buyers) as well as the creation and evolution of the design system.

Fetch Rewards

Senior Product Designer (2021 - 2022)

Worked on the core product experience. Led the creation, evolution, and maintenance of the design system.


Senior Product Designer (2020 - 2021)

Designed end-to-end product experiences for the AEC industry. Led the initiative of building AXIS (Design System) from scratch.

10+ years of hands-on product design experience

For more than 10 years, I’ve been designing applications with a focus not only on how it would look (user interface) but also how it would feel and function (user experience).

In all these years, I’ve been honored to work with some amazing companies like Kum & Go, Kaleo, and more not just as a designer, but as a partner combining strategy, design and research to deliver engaging digital products.

Currently working at Provi leading the creation and evolution of Design System, as well as architecting experiences for the suppliers, bars, restaurants and retailers.

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From flowmaps, wireframes and prototypes to visual designs, it’s a never ending journey on the path to expand my expertise.


Design System

Design System
  • Enable shared set of principles and rules to build components (dev.)
  • Increase efficiency and consistency to build faster products at scale (dev.)
  • Reduce design and development cost
  • Build loyalty and trust (customers)
  • Reduce friction and cognitive load for customers

Competitive Analysis

Competitive Analysis
  • Get strategic insights into the features, functions, flows, and feelings
  • Inform the design process
  • Know the strengths and weaknesses of your competition
  • Have reliable evidence when making product changes
  • Help focus efforts in a target market

Heuristic Evaluation

Heuristic Evaluation
  • Uncover and solve usability problems
  • Focus on specific problems
  • Uncover and solve flow issues on overall customer experience
  • Uncover consistency and standard user experience issues
  • Help customer's recognize, diagnose, and recover from errors.

Product Design Planning

Product Planning
  • Create a UX Roadmap
  • Continuous discovery to understand customer's pains and needs
  • Prioritize the customer's pains to be solved
  • Create iteration plans and process
  • Build a cohesive process and design team


UX flowmap
  • Understand customer scenarios and journey
  • Get an overview of how a customer would navigate through the product
  • Visually trace the steps the customer takes to complete tasks
  • Understand customer interaction and behavior touchpoints

Information Architecture

Information Architecture Mapping
  • Get an understanding of how content should be structured
  • Get an understanding of how content should be presented to the customer
  • Craft meaningful and customer-centric taxonomy
  • Get organized content schemes based on customer's context


UX wireframes
  • Get an understanding of the user flow
  • Get an understanding of the features and functionality first
  • Helps to understand the intent
  • Helps focus on usability
  • Identify how your site/app will handle growth - scalability and flexibility
  • Iterate and save time


UX prototypes
  • Get a better understanding of the design intent
  • Provide and gather early feedback
  • Help get validation before development
  • Use to test with customers
  • Get a clear idea on the behavior and choreography
  • Iterate and save time

Selected Work

From flowmaps, wireframes and prototypes to visual designs, it’s a never ending journey on the path to expanding my skillset.

Kum & Go &Rewards App

Improve the current app experience by introducing elements of dynamism, surprise, and delight that would lead to customer engagement.

ATKΒ Digital Twin App

Design a smart application that enables real-time visibility into shipment’s location, predictive analysis for demand forecasting and more.

Pebbles of Hope App

Redesign the app allow medical professionals and parents of preemie babies to be able to communicate and ask/answer any concerns they might have.

Let's Connect

For any work inquiry, project collaboration, consultation and/or partnership, please reach out to me by sending me a message. I'd be happy to help.

Send a message