• Spearheaded the design of Maqsad's web application for university entry test preparation, focusing on user-centric solutions to enhance learning experiences.• Collaborated with the sales team to optimize the 9-12 app's conversion rates, employing strategic design principles to meet business objectives.• Oversaw the management of internal CRM products, ensuring seamless integration and functionality for customer experience and sales personnel.• Worked closely with growth and marketing by designing landing pages for product conversion.• Redesigned Maqsad's website, with SEO informed design that helped with greater visibility for the business

• Initiated and led the development of Maqsad's inaugural design system, introducing the first component and foundational libraries to streamline design consistency across platforms.• Engineered the redesign of Maqsad's home screen and class change feature, enhancing user interface and experience.• Transformed the user journey for the grade 9-12 app, focusing on intuitive navigation and user engagement.• Partnered with the sales and community teams to re-envision Maqsad's freemium and premium offerings, aligning product design with business goals.• Directed the production of the launch video for Maqsad Premium, effectively communicating the product's value proposition.• Contributed to the MVP development for live classes, focusing on user-centric design principles.

- Lead MVP design for Tidal Cyber, a cyber security SaaS based in the US- Designed a CRM for a medical insurance company based in the US

As the first designer at Dastgyr I was tasked to build its visual culture from the ground up.Highlights- Created branding and design guidelines for the company- Designed the corporate landing page - Designed the user interface of the app to make it consistent with the brand guidelines- Designed content for social media mainly employee branding- Photographed the entire team and vendors from Karachi to Lahore- Collaborated in space design for the office space- Hired two talented designers for the design team, one of them went onto serve for more than 2 years

Highlights- Designed social media content- Video editing and 2d animation

Salt Arts is a music, art and entertainment agency, specialising in the creative production of live music & art events. Our role in the arts is to protect and nurture the introspective art-making space where our audiences can engage closely with the artists. Salt Arts is committed to enriching artists and subcultures via music, creative expression and technology, in Pakistan, South Asia and beyond. We believe Karachi is the hub of contemporary South Asian music. We trust the power of interdisciplinary movement, and collective spirit. At Salt Arts collaboration reigns supreme.

Notable projects- Assistant to the director for stop motion films(Instagram) for BIP's launch in Pakistan- Art director (set designer) for a digital commercial for TUC- Art director for 3 digital commercials for Sundip Juices and Pickles - Art director for a digital commercial for Careem- Asst Art director for digital commercials for 7UP- Asst Art director for TV commercial for HBL