Partner

• Aug 2021 - Present

Head of Design

• Aug 2020 - Present

Ideate Innovation is a pioneering service design agency that combines human-centered design methodologies with tools borrowed from anthropology, systems thinking and product design to deliver solutions with social and commercial impact. We have helped clients create user-centered products, services and experiences in fields ranging from financial inclusion, healthcare and agriculture, to remote banking and digital multimedia distribution.We have partnered with some of the leading non-profits in the world, including Bill & Melinda Gates Foundation, UNDP, GSMA and IDEO.org; and with major corporations like Pepsi, Jazz, Telenor, HBL and MobileLive.Since joining IDEATE in August 2020, I’ve led a number of service and UX design projects, including:1. Research and design for a digital credit management platform for small-scale merchants (in collaboration with IDEO.org)2. Research and intervention design to increase post-abortive contraceptive uptake in rural areas (in collaboration with IPAS)3. Research and design for a credit product based on the stock purchasing practices of small utility store owners (in collaboration with Mastercard and BOPInc)4. Simplifying agri processes for smallholders farmers through digital solutions (in collaboration with GSMA and YUX Design) 5. Redesign of a Pakistani Personal Finance Management (PFM) application6. Research, service design and process implementation assistance for the rebuilding of a town’s investment experience. Show less

Design Consultant

• Apr 2021 - Oct 2021

I worked as a research and design consultant on a project that aims to understand the demand of education for girls in Pakistan. The research team is studying this by exploring how low-income parents in Pakistan perceive their daughters' marital outcomes to be related to their educational attainment. The core project team was made up of Rice University and World Bank researchers, while my role included: 1. Helping the core team test and finalise the content of the survey. 2. Creating contextual visuaizations to help low-literate users understand the survey. 3. Designing the digital interface for remote dissemination of the survey. Show less

Design Manager

• Jan 2021 - Oct 2021

I led the MobileLive service design team in researching and redesigning the investor experience for the town of Innisfil (Ontario, Canada). The project was made up of the following major phases: 1. Scoping and research on the current state of the town’s investor experience 2. User journey mapping and service redesign of the entire experience 3. Strategic recommendations for long-term process redesign and implementation 4. Change management assistance I led the MobileLive service design team in researching and redesigning the investor experience for the town of Innisfil (Ontario, Canada). The project was made up of the following major phases: 1. Scoping and research on the current state of the town’s investor experience 2. User journey mapping and service redesign of the entire experience 3. Strategic recommendations for long-term process redesign and implementation 4. Change management assistance

Adjunct Faculty

• Mar 2021 - Jul 2021

Taught a course titled Philosophy of Interaction. About the Course: This course explores the field of interaction design by looking at its philosophical and academic origins; its place in our world today; and how it may change as the arc of technological progress continues to move at exponential rates. The course starts by connecting interaction design to earlier discussions about our place in the world in fields like philosophy, psychology and sociology. We then explore how those discussions developed through the industrial revolution, and into the digital age – focusing especially on the journey from the first machines we could call computers, to their current place in our lives. We also look at the role of the designer in today’s world: the what, why and how of interaction design today. Towards the end of the course, we delve into the fields of futurology and design fiction; asking where we might be headed, where we want to go, and how we might align those possible futures. Show less

Senior Design Consultant

• Aug 2020 - Jan 2021

1. Led weekly skills-building workshops with the design team.2. Managed the industrial and UX design teams working on a robotics product in the healthcare space.

Head Of Design

• Nov 2019 - Aug 2020

After 20+ years of developing software solutions for some of the world's largest businesses, Xavor has now added significantly to its already extensive technological and logistic capabilities, with the aim of designing and developing physical products that solve real-world problems in new and delightful ways.As the Head of Design at Xavor, I am responsible for helping move the company towards becoming more product-focused, by implementing a human-centred, exploratory approach to identifying, understanding and solving problems. Our current design team is made up of industrial and interaction designers from across Pakistan and China. Apart from working closely with the embedded systems, artificial intelligence, mobility and cloud teams within Xavor, we also collaborate with partners and subject matter experts around the globe, from the inception of each idea, to its commercialisation, and beyond. Show less

UX Design Lead

• Sep 2018 - Nov 2019

I led the UX research and design of Ricult's digital products, including a smartphone application for smallholder farmers in Pakistan and Thailand. We took a human-centred design approach to learning about our users, identifying their needs, before co-designing, and iterating on solutions with them. I led the UX research and design of Ricult's digital products, including a smartphone application for smallholder farmers in Pakistan and Thailand. We took a human-centred design approach to learning about our users, identifying their needs, before co-designing, and iterating on solutions with them.

Visiting Faculty (Electrical Engineering)

• Jan 2019 - Jul 2019

I taught DLab; a course that helps engineers learn human-centred design techniques in order to develop and deploy practical interventions to solve global poverty challenges.

Teaching Fellow

• Sep 2016 - Dec 2018

I managed Makeistan, Pakistan's first academic makerspace; alongside teaching the following courses in the university's Electrical Engineering department:Lab (Design & Development Lab)Computer-Aided Engineering DesignElectronics Workbench

Design Associate

• Mar 2017 - Jan 2019

Senior Lecturer

• Aug 2015 - Sep 2016

Courses taught: Interaction Design Design Portfolio Branding Contemporary Design Seminar Introduction to Computer Graphics Courses taught: Interaction Design Design Portfolio Branding Contemporary Design Seminar Introduction to Computer Graphics

Design Consultant

• Feb 2016 - Jul 2016

Working as Design Consultant to GRID Impact on a project for Karandaaz. The project aims to utilize mobile technology to promote financial inclusion in Pakistan. My role requires involvement across four stages of the project: field research, concept development, prototyping and user testing. Working as Design Consultant to GRID Impact on a project for Karandaaz. The project aims to utilize mobile technology to promote financial inclusion in Pakistan. My role requires involvement across four stages of the project: field research, concept development, prototyping and user testing.

Student, MFA Industrial Design

• Aug 2012 - Aug 2015

Fulbright Scholar

• Aug 2012 - Aug 2015

Design Intern

• Jun 2014 - Jun 2015

Industrial design conceptualization, 3D mockups, consumer journey research, user interface design and branding. Industrial design conceptualization, 3D mockups, consumer journey research, user interface design and branding.

Product Designer

• Jun 2013 - Aug 2013

Industrial Designer

• Mar 2013 - Jun 2013

Design Studio Instructor

• Jan 2011 - Jul 2012

Illustrator/ UI Designer

• Aug 2011 - Jun 2012

UI/ UX Designer

• Jul 2010 - Aug 2011