• Design the next generation of the B2B Fashion Wholesale platform, lead the development of innovative features including Product Listing GenAI and Live Shopping.• Collaborate cross-functionally with founder, project manager and engineer to deliver MVPs through comprehensive competitive analysis, synthesized user insights, streamlined user flow, and prototyped feature demos.

• Led the design of an innovative Gen-Z digital learning experience for the Microsoft Learn platform, including text-based conversational AI chatbot assistant through concept developments, wireframes and high-fidelity prototypes.• Conducted user research through surveys, 14 interviews, a co-design session, and 6 usability tests. Analyzed user feedback to refine and optimize the learning platform.

• Created and maintained the Design System library and Design Documentation of a financial analysis platform for portfolio managers. The design system is used by designers and engineers across the org.• Developed reusable components using Figma’s latest features to ensure design efficiency and consistency.

In March 2021, the entire Lenfest Local Lab team was transitioned and integrated into the Philadelphia Inquirer. My role and responsibilities remained the same.

• Led design initiatives, crafting wireframes, prototypes, personas, user flows, andinterfaces for diverse local news products. Products were delivered via SMS, web, mobile apps,and printed postcards, encompassed COVID-19 updates, dining, elections,architecture, and real estate content.• Individually planned and conducted user research and usability tests to inform design decisions and deliver data-driven design enhancements.• Research process included create surveys and distribute in local neighborhoods and across digital networks, schedule and conduct interviews over and synthesize research findings to drive design direction.• Achieved 14% engagement rate for geo-targeted push notifications on the location-based mobile app, surpassing the 3.4% industry average through iterative UX improvements.• Achieved a 39.4% open rate for the location-specific email newsletter, doubling the industry average of 18.1% by incorporating user insights from interviews and surveys into design enhancements.• Collaborated with cross-functional teams of journalists, engineers, product managers, and analysts to develop and implement innovative strategies for delivering highly relevant local news to readers.

• Revamped websites for Prananaz Inc. (corporate wellness) and Naz Beheshti's marketing site, improving user engagement and brand perception through mood boards, precise wireframes, responsive design, and a user-centric approach.• Collaborated with a team of full-time designers to innovate style solutions for MoneyGuidePro by elevating its visual appeal.