Expert UX Researcher | Strategist | Coach

Snr. UX Research consultant for various Meta’s (Fb, Insta, Quest) projects and teams through Spatial R&D.

• Co-led 2 mixed methods UX research projects in USA & Canada for Meta’s Quest 3 launch, virtual reality headset. Generated 150+ page report leading to design and development improvements in the product.

• Led 2 usability testing projects for Meta’s Ad team, from research planning to report delivery, generating qualitative and quantitative insights to improve the ad experience for users.

Lead UX Researcher for internal CRM migration from Clientview to Salesforce in-collaboration with internal stakeholders. Mixed methods included qualitative interviews, surveys, and usability testing.

• Conducted large scale surveys with 300 participants, alongside generative research with finance professionals to develop feature prioritization and baseline feasibility for Salesforce MVP development.


• Gathering and sharing insights from 15 iterative usability tests with a total of 150 participants for feature level improvements and product readiness, to meet OKRs.

   

First UX Researcher setting up research practices and processes with engineering, design and product teams. Accountable for conducting in-person and remote interviews, surveys, and other qualitative methods in B2B research with SME owners and brokers.

• Gathering and analyzing insights leading to new designs, A/B tests, usability testing and improving company OKRs. An insight led to a 10% increase in online conversion.

• Designed internal collaborative practice and team building through Hackathons and Power Ups (knowledge-sharing sessions).

Global collaboration between Coventry University, University of Malaya, and DesignPak. Funded by AHRC, UK. Researching commute, mobility & travel challenges for women in the UK, Pakistan, Malaysia.

• Conducted 200+ large scale surveys and qualitative research to generate insights. 5 Co-creation workshops with private, public, civic and academic sectors to discuss solutions for improving commute and mobility for women.

• Speaker at ‘DesignTO’ and ‘Radical Research’ conference. Co-author of a book chapter in ‘Contentious cities’ (Routledge) edited by Berry et al.

Website​

Book Chapter

Centre for Critical Qualitative Health Research (CCQHR), UofT required an integrated impact assessment model designed to help monitor and assess their impact. The project followed 5 phases: brief, research design, research, model design and final report.

Full Report

Consultancy with the School of Social Entrepreneurship Ontario to design new business models for the future growth and profitability of the school. Frameworks used for research: Osterwalder, Pigneur, and Clark’s (2010) environmental analysis framework ; Osterwalder, Pigneur, Bernarda, and Smith’s (2014) three kinds of fit; Van der Heijden’s (1997) four criteria for evaluating strategic options; Campillo’s (2016) how to validate your next big idea; environment scanning & trends analysis; and customer profiling.

Full Report

My master's thesis paper addressed the field of impact assessment and evaluation for social enterprises. It analyzes the perceptions and needs of four stakeholder groups, which play a pivotal role in both the fields of impact assessment and social entrepreneurship: social enterprises (SEs), impact investors, impact analysts & intermediaries, and designers of impact assessment methods. The research findings build a comprehensive understanding of three main themes: system of impact assessment, its purposes, and challenges faced.

Full Thesis Paper

Working as a Research Assistant for the OCADU Social Impact Centre, our team (me and 2 other coworkers) researched to understand the social impact and social innovation system at the University. The synthesis of this research was presented in the form of the first social impact map.

View Map

A project on understanding civic engagement in Canadian communities. The report brings an understanding of challenges and issues through research and provides frameworks and recommendations. The synthesis map takes its stakeholder through an understanding and awareness of the underlying problems of civic engagement within communities in order to increase it levels and quality. We start with describing our context and background information about community as a social system and outline three meta-problems. We end by giving recommendations to stakeholders to help encourage and enhance civic engagement in communities.

Full Report

Synthesis Map

The project develops a business idea for waste management in the Mumbai slums, India. Dhara is the Hindi word for continuous flow, and that is what our social enterprise is all about. It really is very simple. Dhara fills the need for an effective waste management body to by employing local people to educate customers on how to effectively sort waste into organic and recycling and then manage a regular and efficient collection service for customers. Once sorted waste is collected, our workers distribute the collected materials to industries which can recoup the value, and provide Dhara with revenue and growth profit. 

Full Report

Research presented through visual understanding of challenges and features of a small rural community Orangi Town. 

 

Orangi Town is one of the largest slum in Asia, located in Karachi, Pakistan. It is the 2nd most populous town in the city. This research is based on the stakeholder analysis of Orangi Town, Pakistan to study feasibility of possible future interventions and change

Founded a social enterprise which provided design-led intervention to uplift the community and support other social enterprises. Led and designed 7 social innovation projects, 4 of them empowered more than 400 women in Pakistan.

• Led the design for ‘Patari’ app which is now one of the leading music streaming apps in Pakistan.

• Recognized by Acumen for creating positive social change using design, community building, and design thinking.

Redesigned the user-experience of Entrepreneurship 101 (MaRS Website) for their new cohort starting Sept 2017.

• Designed 15-20 illustrations, diagrams, and templates for online articles, which enabled visual synthesis of core concepts.

Redesigning the patient experience in a ward at Mayo Hospital, Lahore, Pakistan. This included systemic change in dealing with the patients, patient- waiting system, signage and navigation, and the visual appearance and ambiance of various areas in the ward. 4 Month project.

Short Video