I am a Dubai-based maker of useful things.

I’m currently leading UX design at Bayut, where I’m working on the consumer and client facing products, a design system to achieve more consistency and management of the mobile application which is used by over a million users.

I’ve previously worked at KeepTruckin, where I designed the developer experience (DX) to enable developers ship their apps within 3 minutes. The project involved design of a Developer Portal and associated App Marketplace. I also worked with the design team on conducting a pricing user research which helped increase revenue per deal by 55%, worth tens of millions of dollars in additional revenue.

I’ve served as a Research Assistant at Computer Human Interaction and Social Experience Lab (CHISEL) where I researched on engaging children in creative experiences to learn computational thinking. As part of the lab, I also worked on the first platform for dyslexics in Pakistan. Working closely with designers for product localization and usability testings, I found myself fascinated by brainstorming and fine-tuning numerous user flows, and surprisingly excited when receiving a positive user feedback. That’s the moment when I realized that I’m going to be a Product Designer.

During my bachelors, I launched a design studio called Black. Black had an honor to work with MassChallenge UK, Pakistan Cricket Board, Pakistan Squash Federation, Punjab Government, Lahore University of Management Sciences.

I’ve also worked with Social Innovation Lab (SIL) as a design consultant. I worked with the startups at SIL to create design processes and identities.

In 2015, I led the design for Makerarm, the first industrial robotic arm that makes anything, anywhere. Makerarm raised over $400,000 on Kickstarter.

I’m a global shaper working with Islamabad hub on mental health, gender inequality and climate change projects. I was part of The DO School ‘Future of Work’ fellowship where I solved the social impact challenge for H&M Germany. I have also been part of YSI Global 25 under 25 where I worked with my team to solve Veidekke ‘Future of Living’ challenge.

Design Philosophy

  • Design for the highest common denominator.
  • Empower consumers.
  • Realize the importance of customer service and the company-user relationship.
  • Follow ergonomic design.
  • Price fairly.
  • Use consumer frustrations to generate ideas for product designs and improvements.
  • Understand social pressure and develop political situations in order to evolve or develop new products.