Ruchira Biswas
Ruchira Biswas
Senior Product Designer @ SMRT Systems
I’m a product designer with around 4 years of experience, currently leading end-to-end design for SMRT systems, a SaaS company based out of Raleigh. I work across platforms—driving research, design, strategy, and testing. I hold a Master’s in Interaction Design from California College of the Arts, where I also worked with Wikipedia to nudge readers to explore topics in a holistic, unbiased way. Previously, I was an in-house UX consultant at Deloitte Digital, designing for large-scale clients like Chipotle, Ecolab, etc. Every day, I am learning, failing, and trying to do better and contribute to this evolving definition of design right now while keeping our people at the center of it.
Designing for Trust: What a 30-Year-Old Laundromat Taught Me About UX
When our team acquired a 30-year-old laundromat, I assumed it needed modernization. What I discovered instead was a community built on trust, routine, and human connection. Through customer conversations, service redesign, environmental improvements, bilingual experiences, digital touchpoints, and system thinking, we learned that great design isn't always about introducing something new. Sometimes it's about understanding what already works and enhancing it without disrupting the people who rely on it. This session shares how a laundromat became a living UX case study, revealing how small changes across an entire service ecosystem can improve customer experiences, and create value beyond what traditional metrics can measure.
