- Led top-of-the-funnel product areas that drive user acquisitions.- Conducted roadmap planning, product audits, data analysis, formed initiatives and led them end to end.- Led sprint planning and streamlined team processes.- Provided the product design team of 11 with mentorship.

- Audited, formed roadmap initiatives, redesigned and conducted research for one of the largest product areas: Interview Preparation. As a result, sign-ups increased by 30.3%, purchases increased by 21.3%, engagement rates increased by 36.6% and bounce rated reduced by 13.2%.

Led the end-to-end product design and strategy for Counsel Clinic, a mental health startup: https://counselclinic.com/Key contributions included:- Defined product requirements by aligning business goals with user needs through competitor research and strategic insights.- Designed and delivered user flows, information architecture, wireframes, and branding with minimal iterations due to a best-practice approach.- Developed a responsive website UI that was praised by board members and stakeholders for its quality and usability.- Managed client communications and provided structured leadership to drive the project forward.

Establishing an instant digital payment system in Rwanda. My role involved:- Providing UI/UX and CX advisory- Conducting research to understand customer behaviour with digital financial services in Rwanda- Supporting RNDPS in creating standards for UI/UX- Conducting workshops with stakeholders- Studying the design landscape of Rwanda

• Lead Product Designer at AdalFi Techlogix - Designed a robust design system and UI/UX for AdalFi product• 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• Led customer-focused research for a major private bank in Pakistan, analyzing transactions like Cash Withdrawal, RTGS, etc. Conducted fieldwork in 2 cities, including mystery shopping, interviews, and observations. Collected, synthesized data, derived insights, and collaborated on solutions with the team• 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• Catalyzed the transformation of Designist's online presence with business growth in mind. Pioneered a complete redesign of the website's UI/UX design and branding• Revamped the digital presence of an international venture as the Lead Brand and UI Designer, working closely with the client to craft a user-friendly, visually appealing web app prototype and investor pitch presentation• Senior Product Designer at PayFast - Led the UI/UX revamp of PayFast's website

• Led the team to conduct usability and efficacy testing of a mobile game for intervention of Dyslexia in the Urdu Language in Pakistan.• Coordinated with business developers to build a monetisation model for several assistive applications.

• Lead UI/UX Designer and mentor at CHISEL, consulting teams from a design perspective.• Lead UI Designer and Brand Manager of LUMSx, a digital learning platform. Project showcase: https://www.behance.net/gallery/113640463/Digital-Learning-Platform-Design• Team Lead, UI/UX Designer and Product Manager of a research and commercial project, ‘Digitally Gamified Tool for Remediation of Dyslexia in Urdu’.• UI/UX Lead of a Machine Learning Dyslexia screening and data collection tool.• UX Consultant of a language learning mobile application for children with Autism.Details for all projects can be found in the ‘Projects’ section below.

I worked as a research assistant at the Computer Human Interaction and Social Experience Lab (CHISEL) at LUMS, with Dr. Suleman Shahid.• 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.• Led the design of Autism Assisted Workshop conducted at LUMS. Conceptualized and executed the workshop's branding and marketing materials, including posters, social media posts, banners, certificates, and shields.

Led the innovative Foundry program as a Program Manager. Guided the project with a clear vision and strategic plan, built a talented team, and designed multiple initiatives, including Design and Data Lounge, Drop-in Consultancy, Design It Yourself (DIY), and Foundry Goodies. Led the website's information architecture and branding, creating 30+ visually appealing Figma layouts that met high standards of design and development.

I transformed the website through comprehensive restructure, redesign, and branding efforts. I started with conducting user research and gathering requirements, and then brought the website to life with a compelling brand identity and visually appealing desktop and mobile mock-ups, all crafted on Adobe XD.

I directed all aspects of event coverage, including photography and post-production, poster design, and team management.