Jul 2025 – Dec 2025 · 5 mos

Aug 2023 – Apr 2024 · 8 mos · Dubai · On-site

• Led the redesign of the super health app, Pura interface, resulting in an increase in user engagement and improved 60% user
• satisfaction. with A/B testing, focus groups and rapid prototyping.
• Conducted user research to identify pain points and opportunities for improvement, leading to the implementation of features that addressed user needs effectively using methodologies like Double Diamond.
• Did a task analysis and assisted in the development of wireframes and prototypes, contributing to the iterative design process and refining the user interface based on user feedback.
• Spearheaded the design of the cybersecurity dashboard for a mega facility in Abu Dhabi resulting in an improvement in user efficiency and a positive impact on overall security incident response times.
• Conducted user research to understand the workflows and pain points of security professionals, incorporating findings into the design process to enhance usability and data readability for them. This led the project to be a massive hit with 50% revenue increase.

Apr 2024 – May 2025 · 1 yr 1 mo · Dubai, United Arab Emirates · On-site

Jan 2023 – Aug 2023 · 7 mos · Lahore, Punjab, Pakistan

• Design end to end user and customer journeys for the Retailer app and the three in-house apps
• Solve complex user centric problems and make them human centric, easy to use and intuitive
• Design workflows, low and high fidelity prototypes and mockups for quick agility between the team
• Brainstorm with the relevant product managers to introduce new features and enhance the experience of the product
• Introducing service design in the company to sync all factions and reduce mental and physical interaction costs
• Use data driven insights and market research, A/B testing and personas to design and continuously iterate the workflows of the apps

Apr 2022 – Jan 2023 · 9 mos · Lahore, Punjab, Pakistan

• Revamped the Jugnu Retailer app and improved the user journey of the retailer from start to end
• Incorporated E-commerce principles to reduce cart abandonment and make the process of adding to cart intuitive and seamless
• Completely changed the user experience of the retailer post check out working on his wallet journey, credit module and order details and history
• Conducted market tests, created personas and used focus groups to test out designs and iterate them for a user friendly experience

Jul 2021 – Apr 2022 · 9 mos · Lahore, Punjab, Pakistan

• Responsible for branding, social media posts, print and design media for various clients

Jul 2019 – Aug 2019 · 1 mo · Lahore, Pakistan

Jun 2019 – Jul 2019 · 1 mo · Pakistan

• Worked as a head designer to design a patented smart helmet that would reduce the risk of road accidents and provide safety and comfort to the user.