Sarika Goel
Sarika Goel
Senior Digital Designer, Ford Motor Co.
I am a Canada-born, Silicon Valley-based Senior Digital Designer at Ford, where I’m spearheading design and strategy for numerous in-vehicle and in-app safety features targeted at protecting drivers on the road. Prior to Ford, I helped Getty Images revolutionize their platform by pioneering the design of AI-driven content generation capabilities. I also established and led the design team in building an esports platform at Enthusiast Gaming, where I was the only woman and POC on the team. With a background in systems engineering that evolved into a fruitful career in design, the gears in both my left and right brain are always turning, as I strive to deliver solutions that perfectly blend analytical precision with deep-rooted empathy for the user.
Designing for the Worst Day of Your Customer's Life
Venture Hall, Wednesday 3:00 pm - 3:45 pm
As designers, we often focus on delight, efficiency, and engagement - but what about when users are overwhelmed, injured, or in shock? This talk flips the script to focus on the unhappiest path: the high-stakes moments we hope never happen. Drawing from real-world work in automotive safety, I’ll share a framework for designing digital experiences that hold up under pressure. Attendees will learn how to apply urgency-based UI patterns, behavioral psychology, and accessibility principles to high-stakes scenarios—whether guiding drivers through crises, supporting patients in emergencies, or securing fintech interactions, these principles are essential for any designer working on products that people rely on when it matters most.
