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Born in Karachi, raised in Dubai, and currently based in Waterloo, Canada. I'm a multi-disciplinary designer with 4+ years of experience designing end-to-end prototypes, synthesizing user research, and creating marketing campaigns at advertising agencies working with clients and growing startups across fintech, hospitality, and automation. Working in these fast-paced environments has advanced my skills in user-centered design, cross-functional collaboration, and adapting quickly to shifting priorities.
I believe my passion for user experience design is greatly influenced by my desire to help those in need. With design I am able to find innovative solutions for everyday challenges, making technology more accessible, and intuitive for users.
When I'm not designing, I love to discover new cafes specifically for a Spanish Latte always or I spend time with my friends and family traveling creating memories and experiencing new cultures.
With an understanding of global users, I aim to focus on inclusivity and accessibility in my design process by adhering to WCAG standards for user interactions ensuring an intuitive and accessible user journey. Regardless of abilities or background, my goal is to create spaces where users feel valued and empowered.
Storytelling has been essential in crafting user journeys specifically when explaining the purpose of each design element. Through storytelling, I have been able to showcase how each interactive element is engaging, intentional, and connects to the user needs and wants.
As a digital arts student, I've had the opportunity to work with various creative design disciplines. From VR design to digital marketing, I've been able to develop a diverse toolkit. My expertise in UX/UI design allow me to design human-centered interactions (HCI) integrating various aspects of design thinking through.
With a background in international business and analytical research, I often enjoy the synergy of qualitative and quantitive data. It is vital to create design solutions based on strategic understanding of behavioural analytics and decision backed research to ensure a seamless user experience.
