Lahore,
Pakistan
(
GMT +05:00 )
About
A Product Designer with an eye for detail and a deep sense of empathy, committed to crafting meaningful and inclusive experiences. With 4+ years of expertise in Product Design, I've successfully led 15+ design and SaaS projects with cross-functional teams. Focused on solving complex problems, I've made significant contributions in designing accessible technology for individuals with learning disabilities, elevating the user experience of job hunting and banking applications, conducting impactful design workshops, offering mentorship and product design consultancy to ventures.
A Product Designer with an eye for detail and a deep sense of empathy, committed to crafting meaningful and inclusive experiences. With 4+ years of expertise in Product Design, I've successfully led 15+ design and SaaS projects with cross-functional teams. Focused on solving complex problems, I've made significant contributions in designing accessible technology for individuals with learning disabilities, elevating the user experience of job hunting and banking applications, conducting impactful design workshops, offering mentorship and product design consultancy to ventures.
Experience
• Product Design Consultant at Maltseven. Worked towards establishing an instant digital payment system in Rwanda, providing UI/UX and CX advisory and conducting field research.
• Senior Product Design Consultant at Taraki. Led the UI/UX revamp of both products guided by deep understanding of end user needs, led impactful design-led workshops, set up design processes, reviewed weekly PRDs and utilized Mixpanel to make insights-driven design decisions.
• Facilitator and Lead Designer of design workshops for the Provincial Government in close collaboration with Common Thread. The workshops aimed to foster empathy, identify challenges and create a strategy to eliminate under-immunization of children in Pakistan, culminating in the delivery of synthesized data to international funding organization, Gavi.
• Led the digital banking revolution at Bank of Punjab and Bank of Senegal (France) as Team Lead, in collaboration with NDC Tech, for their internet banking and mobile app project. Oversaw product management, client relations, UI/UX design, and mentorship utilizing Visualizer and Temenos technology.
• Led the creation of Designist's inaugural design playbook. Skillfully guided the UX and UI design sections, articulating processes and elevating the company's design standards.
Education
I was the Valedictorian and was in the Dean's List for 3 consecutive years.
Projects
I designed an adaptive and engaging mobile game for children with Dyslexia in the Urdu language. I learnt a great deal since I wore multiple hats throughout the course of this project (UX researcher, strategist, UI designer, brand manager, product manager). I not only followed a full design cycle, but also supervised the product as it was getting ready for commercial-use.
I completely revamped and restructured the venture's job-seeking mobile application and employer portal. Challenges the startup faced included: less downloads, low user retention, engagement and a frustrating user experience. I conducted UX Strategy sessions, ideation along with affinity mapping, user journey mapping, wireframing and moved on to high-fidelity design and definition of a scalable design system. We conducted A/B tests to verify our design choices and reiterated. Finally we conducted usability tests and incorporated most of the valuable feedback.
- User retention increased by 50%
- Signup conversion reached 67%
- New users increased to 141 (+ 10% MoM)
- Employers posted 254 new jobs (+52% MoM) in a month
- Employers started paying for the service, increasing the company's revenue
I completely revamped and restructured the venture's job-seeking mobile application and employer portal. Challenges the startup faced included: less downloads, low user retention, engagement and a frustrating user experience. I conducted UX Strategy sessions, ideation along with affinity mapping, user journey mapping, wireframing and moved on to high-fidelity design and definition of a scalable design system. We conducted A/B tests to verify our design choices and reiterated. Finally we conducted usability tests and incorporated most of the valuable feedback.
- User retention increased by 50%
- Signup conversion reached 67%
- New users increased to 141 (+ 10% MoM)
- Employers posted 254 new jobs (+52% MoM) in a month
- Employers started paying for the service, increasing the company's revenue
Technologies
Courses
Trainings
I worked as a research assistant at the Computer Human Interaction and Social Experience Lab (CHISEL) at LUMS.
• Led the development of a Urdu-language dyslexia screening tool as Team Lead, UI/UX Designer, and Project Manager. Conducted comprehensive research, including interviews with professionals and affected individuals, to inform the creation of a user-friendly, visually appealing mobile application.
• Led the design of Autism Assisted (https://autism.assisted.pk/en), Pakistan’s first autism portal designed in local context. Conducted extensive user research to understand the unique challenges and crafted a user-centric solution, including branding and UI design.