Senior Product Designer

• Oct 2022 - Present

Senior UX Designer

• May 2019 - Oct 2022

Products working on: Dubainow mobile app, Invest in Dubai My Role : As Senior UX designer i am responsible for complete product life cycle design and support activities Activities: Stakeholder workshop , Competitor audit, Primary and secondary research (Data & store feedbacks), Empathy ( Persona and user flow diagram) , Information Architecture using Miro, Wireframes , High fidelity prototypes using Sketch, User testing done in-house CX Lab. Results achieved so far • Revamped Dubainow services to new design resulting in 30% increase in conversion rate (2021) • Invest in Dubai portal saw additional increase of 20% in onboarding new users attributed to simplified signup and verification process (2021) • Was instrumental in winning ICXA's gold award in the "customer at the heart of everything" category - 2020 • Team member for creating and implementing design systems for DubaiNow mobile app(2020) Show less

Senior Usability Analyst

• Feb 2018 - Mar 2019

Working in Agile squads improving user experience by Identifying problems and solving it by creating new workflows for online and mobile banking through research. Designed and architected user journeys , wireframes and interfaces through collaboration and iterations in the sprints. Products worked on: Emirates Islamic digital enhancements • Time taken for Bill Payments task in Emirates islamic reduced from 5 minutes to under 2.5 minutes in Post release user testing • Learned to use design thinking methods in agile environment to deliver user centric design solutions Show less

User Experience Design Specialist

• Feb 2013 - Feb 2018

Role: Interaction Designer - UX Design Consultant Clients worked for: Etihad Airways, Standards & Poors (S&P) Xerox, Mapfre , Power New Mexico, First Data Discovery: Did research using direct and indirect UX methods and usability testing by remote and direct usability study techniques. Empathy and Analysis: Empathized with users using persona , user journey diagram and mental model diagrams. Redesigned task flows , conducted stakeholder workshops , open and closed card sorting sessions brainstorming ,storyboarding and heuristic analysis for various projects Design Designed wireframes, UI interfaces using rapid prototyping tools like axure, invision , Adobe Photoshop, sketch and motion design using after effects, invision studio and principle. Created navigation flows and information architecture in form of page flow diagrams and sitemaps for multiple projects. Breadth of work: Worked in different projects ranging from traditional website to designing apps for Apple watch. Architected user experiences for fortune 500 clients. Achievements: Lead a team as design consultant for big aviation group in UAE. Achieved sales lead numbers within 1 month post live of the site for the aviation client . Best Mentor of the year 2015 Show less

User Experience Researcher

• Aug 2011 - Jan 2013

Danube is a well renowned chain of Hypermarkets in Saudi Arabia. I was part of Digital marketing team to increase the brand presence in the market through digital channels. As a part of this I also get to do primary research with customers in the hypermarkets to understand problems customer is facing in the floors to identify the product. I need to optimize the webpage to make sure the customers are not dropping out of the websites and clicking the CTA’s to reach the target sales objective of the business by analyzing the Analytics data. Show less

Usability Analyst

• Jun 2008 - Aug 2009

I joined this organization right after my college this was my first workplace as a designer. It is where my career journey began as a user experience designer. I was fortunate enough to have good mentors who guided and assisted me to understand UCD principles and jargons in UX field. Since Inautix is a product based company and had two products to improve UX I happened to work in all stages in a product life cycle as a user experience designer. It was a small team of 10 people when I joined so I was given a proper attention and guidance in this field. Show less