UI/UX Lead

I’m a UI/UX designer helping businesses launch humanised new products and delightful experiences. I have a unique skill set of design strategy, client relations, user research, information architecture and content strategy, user interface design, and usability testing. I work with teams in a collaborative environment to craft delightful user experiences.

I love to connect with people about their ideas. Send me an email at [email protected]👋

How did I get here 

I was previously at Consider iProspect as a Creative Head. I was there for 2 years and joined first as a senior designer. By the time I left, I had helped the . Part of my responsibilities was to empower and grow the creative team to deliver strong digital campaigns for well-known brands in the region. This was the perfect fit for me as I am passionate about the team culture as well as the creative thinking process which led to win an “Agency of the year” award. I have a unique skill set of design strategy, client relations, user research, information architecture and content strategy, user interface design, and usability testing. 

I always look for working with small but divers teams to create exciting world-class experiences. I appreciate open and agile environments and I don't really believe in limiting creativity by unnecessary policies and barriers, to a certain extent. ✌

Human centered design approach

My process always begins with understanding user needs and pain points to come up with a humanised user experience. I talk to users and leadership to solve users and business needs. I build products for the people that will use them. I listen to those people to make their experiences more rich. In the end, I design products that are incredibly beautiful, delightful and engaging. I know when to sweat the details and when to get a rough version out for prototyping.

I believe in good people, good music, and good coffee. 🌏 🚴

My Process

A fluid, lean approach to design

I practice Lean UX in an Agile design approach. This usually emphasises on rapid, iterative UX phases, with a focus on refinement, user input, and team collaboration. It is an adaptive process due to the fact tight resources and constrained finances are pushing companies be more reluctant than ever to commit to big design projects without a thorough understanding of their chances of success.  It requires a greater level of collaboration with the entire team throughout the entire process to implement business goals and user goals. 



User Journeys

Reframing a user experience requires various discovery and conception phases, detailed research and different user experience solutions. User journeys are usually demonstrated after receiving the initial requirements from the client at the beginning of the project. This phase will help defining what soft of taxonomy would help the users to achieve certain tasks. 

Users's Pain Points

This process identifies any obstacles users may face when performing certain key tasks of a website or application by looking at real customer data such as website analytics and customer search queries as well as the pain points identified along with the stakeholder during the kick-off workshop. From this information, the team creates personas with certain assumptions. Then brainstorm solutions based on user's needs and goals through surveys or interviews. Based on these findings, the team starts constructing the user's personas.


Personas are user profiles outlining the demographic, user behaviors, as well as user needs and goals. Well constructed and goal-directed personas support the design decisions, guide the ideation process and create a good user experience. 



Wireframes are useful to present the main information structure, draw the layout and vision and the user interface. They are typically visual representations of a user interface with high-level information structure. They help to establish what goes where without consuming too much time on aesthetics just yet. I usually use them for rapid prototyping and usability tests before jumping into the design. 


 Next, comes a high-fidelity mockup, meant to be "pixel perfect" as possible. This is the final outline before the development process, so most details and decisions should be finalized and the final version should be run by the client.
I usually start by building the UI Styleguide and outline the basic UI elements. That speeds ups the design process and makes it easy for other designers to work on the project. After that, the design sprint continues until all the screens are designed and validated. The tools I usually use are Sketch, Adobe CC and Principle



Prototypes are one of the most important steps in the design process. They are representations of a final product, which is used for testing prior to launch. Prototyping is fundamental for resolving usability issues before launch. It can also reveal areas that need improvement before spending lots of time and money into the final product. I usually use Invision and Keynote to do my prototypes.



Usability Test

User testing is usually conducted at certain phases throughout the project cycle and there are different sets of goals to achieve at each stage. The main goal is to create a flawless user experience and validate the design with actual users. I normally use a test script to outline the scope of the testing session. Depending on the goals of the usability testing, I use software like Lookback to capture the user's interaction with the design as well as capturing their expressions while performing the tasks. The data collected after the testing sessions is usually presented to the client as well as the design team to take action.

Quality Assurance

Once the design phase is completed, the development phase begins. I usually start with a briefing session which includes the designers and the developers involved in the project to go through the design direction, unique templates, responsive layout, prototype walkthrough and UI Style Guide. To Ease the communication process between the deign and development teams, I typically use tools like Zeplin and Invision which have great capabilities like downloading creative assets, CSS codes, Font sizes and more. 

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