Process
Projects
Establishing a UX Lab
My Role: Project Team Lead (User Experience Designer)
Data-centric UX Testing & Optimization through Tobii Eye Tracking and Pro Lab technologies.
Project Overview
Saudi Arabian public joint-stock company that develops, constructs, manages, and finances residential and commercial properties to provide affordable housing solutions to Saudi Arabian citizens, especially those with low and medium incomes. The goal was to improve the user experience of digital services offered by the organization.
Problem statement
The client has developed large-scale software that millions of users use. They were not optimizing user experience through a data-centric approach where they could conduct AB testing and collect data points.
Outcomes
Our UX team helped the client in setting up a UX lab equipped
with eye-tracking solutions called Tobii Nano Pro and Tobii Pro
Lab. We conducted the overall installation, deployment,
execution, and data report generation.
Additionally, We conducted training sessions on the following topics:
• Introduction to Eye Tracking and Tobii
• How Tobii can help in the optimization of UX
• How to install & configure Tobii software and hardware
• How to generate data visualization-based reports by using ProLab software
DataUpskill Canada App
My Role
As the lead product designer, I was responsible for:
- Conducting in-depth interviews with job seekers, employers, and training providers to identify pain points and opportunities.
- Designing a seamless structure to ensure intuitive navigation and accessibility.
- Crafting a compelling, responsive, and inclusive user interface for web platforms.
- Developing interactive prototypes and iterating based on user feedback to create an optimal experience.
Challenge
Canada’s job market presents unique challenges for individuals transitioning into new roles, particularly newcomers, career changers, and professionals seeking upskilling opportunities. These challenges include:
- Fragmented access to job market insights.
- Limited awareness of skill development resources.
- Lack of clarity on career pathways and employability metrics.
Solution
DataUpskill.ca is a data-driven platform offering:
- Personalized Employability Scores to help users understand their market readiness.
- Skill Development Recommendations to highlight educational programs, certifications, and mentorship opportunities.
- Job Matching to connect users with roles tailored to their profiles.
- Career Planning Tool to providing actionable pathways to achieve professional goals.
GenAI Resume Builder
Designed DoResume.ai , an AI-powered resume builder to streamline the resume creation process by providing customizable templates and intuitive prompts.
Problem
Job seekers often struggle to create professional, interview-winning resumes due to lack of expertise or time.
Solution
Designed a user-friendly web platform that enables users to quickly generate tailored resumes in under 10 minutes with the help of AI-driven templates and automation.
My Role
As Product Designer, I led the UI/UX design, ensuring seamless navigation, engaging visuals, and an intuitive user experience that prioritized efficiency and accessibility.
Dubrah Hiring app
Dubrah is a platform that connects job seekers and employers, simplifying hiring processes and empowering careers.
Problem
Job seekers and companies faced challenges navigating cluttered job portals and inefficient workflows, causing delays in hiring.
Solution
Designed an intuitive platform that streamlines job discovery and recruitment. Features include easy navigation, categorized job roles, and tools for direct collaboration between professionals and employers.
My Role
As the founding designer, I conceptualized and implemented the platform’s design system, ensuring user-centric functionality and cohesive visual aesthetics across all pages.
DAO PropTech Real Estate Investment platform
As the Founding Product Designer, I worked digital platform to democratizes real estate investment. The platform uses blockchain technology to provide secure, transparent, and flexible investment options for users worldwide.
Problem
Real estate investments were traditionally difficult to access for many people due to high entry barriers, lack of transparency, and complicated processes. DAO PropTech sought to solve these problems by creating a platform that made real estate investment accessible, transparent, and secure for everyone.
Solution
I designed an intuitive, user-friendly platform that empowers users to easily browse, invest, and track real estate projects. Key features include:
- Verified Projects: Handpicked, institutionally qualified projects backed by a 30+ factor scoring matrix.
- Blockchain Integration: Ensuring secure and transparent transactions, enabling users to track investments effortlessly.
- Personalized Plans: Users can select investment goals such as profit, possession, income, or saving, with tailored recommendations.
- Real-Time Tracking: A personalized dashboard to track investment progress and ensure easy management.
My Role
As the lead product designer, my responsibilities included:
- Conducting user research to understand pain points and refine the platform’s functionality.
- Designing user flows, wireframes, and high-fidelity interfaces in Figma to ensure a seamless experience across devices.
- Collaborating with cross-functional teams to integrate blockchain technology and create a secure, transparent system.
- Crafting goal-based investment plans and personalized user journeys to cater to diverse financial needs.
Impact
The platform has not only transformed real estate investment for Pakistani users but also gained recognition as an award-winning solution. By providing a simple, secure, and transparent investment process, DAO PropTech has attracted thousands of users and facilitated millions of square feet in property transactions.
Digital Transformation at Notary Today Canada
Designed and developed a seamless booking app for NotaryToday.ca to simplify in-person and online appointment management through an intuitive website.
Problem
Inefficient booking processes led to scheduling conflicts, limited user accessibility, and wasted time for both clients and notaries.
Solution:
Created a user-friendly platform enabling clients to schedule appointments effortlessly while providing notaries with streamlined booking management, automated reminders, and real-time updates.
My Role
Led the end-to-end design process, including user research, wireframing, prototyping, and overseeing development to deliver a responsive and efficient solution.
Exo Travel Japan App
EXO travel is a tourism company with offices in Europe, Australia and in the Americas. It offers a wide range of tour packages for its customers, ranging from challenging outdoor treks to pampering packages in some of the finest establishments in South Asia.
Approach
Instead of offering customers “pick & choose” packages, it has a number of predesigned packages designed along with the “feel” of the experience the clients are interested in pursuing. It then tailors its packages for its clients accordingly, helping them pick and choose the perfect experience for their trip.
Problem
EXO partners with multiple smaller operators throughout the region, helping them deploy unique experiences that other organizations cannot design. One of the major problems these smaller operators faced was booking transportation and hotel packages affordably. EXO negotiated partnerships with various transportation providers and hotel chains with discounts for its operators. However, the booking process became a major hassle, with EXO acting as an intermediary handling multiple calls and emails a day when booking for its smaller operators. This led to issues where they ended up with lost communication and very unhappy clients.
User Persona
The typical user for this app has a university education and is a “millennial”. They are comfortable using many popular apps such as Facebook, Instagram, lazada and shopee. Their major pain point is that as regional operators, local clients book trips to various locations within the EXO network. They end up sending these clients to other operators in the network, generating a commission but not making the bulk of their income which comes through pre-designed and bespoke experiences.
Solution
Designed a unified booking platform for its external operators where they could book hotels and transportation for their clients. Including a redeemable point system called “EXO” to incentivize operators further.
Web identity Redesign
Redesigned the Cybensol Canada website to reflect its focus on innovative digital experiences driven by data insights.
Problem
The previous website lacked modern aesthetics and did not effectively communicate the company’s design-focused approach to potential clients.
Solution
Created a sleek, visually engaging website emphasizing Cybensol’s expertise in crafting data-driven digital solutions. Integrated clear messaging and a seamless user experience to encourage consultation bookings.
My Role
As Product Designer, I led the website redesign, enhancing its visual identity, improving user experience, and aligning it with the company’s brand vision.