Over 15 years in design and problem-solving


Senior Experience Designer (Contract)

John Lewis & Partners — Nov 2022 - Present

End-to-end experience design, supporting multiple cross-functional mobile app teams. Understanding user needs, ideation, supporting feature development.

Senior Experience Designer

Born Group — March 2022 - Nov 2022

Responsible for owning the overall user experience of assigned projects from start to finish and supporting the business development team on a variety of high-profile projects and pitches. Utilising key UX processes, principles and trends. Working with clients such as Cartier, Swarovski, Bottega Veneta, UPS, La Prairie and many more.

UX/UI Developer

Blue Light Card — Aug 2020 - Mar 2022

Executing enjoyable online user experiences for our million+ members, based on user needs and customer-centric business goals.

UX Architect

Slimming World — Dec 2018 - Aug 2020

Executing enjoyable online user experiences for our million+ members, based on user needs and customer-centric business goals.

  • Aligning user insights and business objectives
  • Understanding user needs through qualitative and quantitative research methods.
  • Validating prototypes (static and coded) through regular usability testing sessions.
  • Producing UX artefacts; information architecture, journey maps, user-flows, wire-flows, screen-flows.
  • Developing an internal design system, component library to support the digital department and development teams build harmonious experiences
  • Service design blueprinting and business rule documentation.
  • Mentoring and nurturing junior designers.
  • Presenting UX to the wider organisation & stakeholders.
  • Promoting human-centred design thinking throughout the wider business

UX/UI Designer

Adtrak — August 2014 - Decemeber 2018

Working on digital product UX/UI design for various industry sectors, focusing on improving end-user productivity and conversion. Working as part of a collaborative team of marketers, account managers and developers to meet commercial objectives.

UX/UI Designer

University of Nottingham — May 2009 - July 2014

UX and web specialist, conducted user research, information architecture, wireframing, prototyping. Designed websites and intranet systems. Adhered to best practice and accessibility. Advised and conducted training workshops on how to use the university CMS.

Web Designer

Nottingham Trent University — March 2008 - May 2009

Designed university websites, worked with a team of marketers, copywriters and developers. Worked on the university-wide website migration project.


BSc (Hons) Software Engineering

Nottingham Trent University — Sep 2006 - June 2008

Learning core skills in the production of computer programs and applications, as well as specialist knowledge in areas such as software engineering, analysis and design, human-computer interaction, web design and web development.


English (native), Urdu (fluent), Arabic (beginner)



  • User-Centred Design
  • User Research
  • Competitor Analysis
  • Information Architecture
  • Wireframes


  • Design Systems
  • Design Patterns
  • Style Guides
  • Typography
  • Colour Theory


  • Mobile First Design
  • App Design
  • Accessibility
  • WCAG compliancy
  • A/B Testing


  • Agile
  • Design Sprints
  • Co-creation
  • Design Workshops
  • Slack & Email

Software experience


  • Sketch & Figma
  • Adobe CC
  • OmniGaffle
  • UXPin & InVision
  • Origami & Framer


  • Storybook
  • Design Tokens
  • Theo
  • Style Dictionary
  • Accessibility


  • HTML
  • CSS (Sass)
  • JQuery
  • PHP
  • Wordpress

Planning & Comms

  • Jira
  • Bitbucket
  • Slack
  • Outlook
  • Trello

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