Islamabad, Islāmābād, Pakistan
With over 10 years of cross-cultural expertise in UI/UX research, digital product design, and startup ecosystem development, I thrive at the intersection of technology, innovation, and user-centric solutions. My journey spans both Scandinavian and Pakistani markets, where I've harnessed advanced eye-tracking methodologies to deliver actionable insights for leading digital products at Jazz (the largest telecom operator in Pakistan) As Manager of Usability & Design, I collaborate with multidisciplinary teams to optimize user experiences for digital platforms like SIMOSA (Jazz World), Tamasha, and Bajao, impacting more than 50 million users. I lead usability studies and drive the adoption of cutting-edge research tools, ensuring our solutions meet the highest standards of usability and accessibility. Beyond research, I’m passionate about nurturing innovation. Through the National Incubation Center and Jazz Xlr8, I mentor high-potential startups, helping them scale and succeed in dynamic markets. I’m especially proud of our work launching agri-tech platforms through the GSMA Innovation Grant, supporting sustainable growth in emerging sectors. Driven by curiosity and a commitment to excellence, I continuously seek opportunities to create transformative digital experiences, mentor the next generation of innovators, and contribute to a thriving entrepreneurial ecosystem. Let's connect if you want to collaborate on user-centric digital transformation or support high-growth startups!
-Establishing and leading Pakistan's national Usability & Accessibility Testing Labs for citizen-facing digital services. -Developing usability, accessibility, and digital experience standards aligned with international best practices and WCAG guidelines. -Overseeing end-to-end evaluation of government digital platforms, mobile applications, and emerging technologies before public launch. -Managing specialized testing facilities including Usability Labs, Focus Group Rooms, and AR/VR Experience Testing environments. -Leading user research initiatives to ensure digital services are inclusive, accessible, and centered around citizen needs. -Collaborating with federal ministries, public sector organizations, and technology partners to improve digital service delivery. -Building and mentoring multidisciplinary teams of usability researchers, accessibility specialists, and testing professionals. -Driving evidence-based recommendations that enhance customer experience, usability, accessibility, and service adoption. -Developing policies, frameworks, and governance mechanisms to improve digital quality across Pakistan's public sector ecosystem. -Championing digital inclusion by ensuring services are accessible to persons with disabilities, elderly citizens, and underserved communities. -Establishing performance metrics and quality benchmarks for digital products across government entities. -Supporting Pakistan's digital transformation agenda through research-driven innovation and citizen-centric design practices.
UI/UX Research and Design: - Leading one of its kind UI/UX usability lab in Pakistan (Xperience Hub) Designing and conducting high-quality UI/UX research using state-of-the-art Eye-tracking tools and methodology - Using mix research methodologies including quantitative and qualitative to answer research questions Analyzing & delivering actionable insights to improve the product of Jazz World, BiP Messenger, Tamasha, Bajao, Jazz Kamiyab Kisan and Daikho - Full product life cycle support to marketing and development teams from concept to prototype to post-launch and live ops. - Domain knowledge sharing to implement actionable recommendations and user-centric solutions. Collaborating with researchers, data scientists, business analysts, and other insights stakeholders to tackle cross-functional insights requests to stakeholders on all levels of the organization. Managing National Incubation Center: - Providing strategic direction and support to run the NIC project - Effective stakeholder management with the Ministry of IT and Ignite for smooth operations - Technical and Financial proposal writing for the expansion of the National Incubation Centre program in other cities of Pakistan - Arrangement of seminars, workshops, training and visits to our internal and external guests at NIC Jazz Xlr8 Program: - Planning the Jazz xlr8 program which includes planning, marketing, operations and expansion of the program - Mentoring NIC startups and providing Jazz Xlr8 support to scale the startup business to the next level - Conducting relevant seminars, training, and sessions for startups with Jazz CXO’s and team members - Successfully running and managing GSMA Innovation Grant for Agri-Tech platform development in Pakistan Customer support: - Providing customer support & reconciliation services on the Google play store for Jazz World (The largest home-grown app in Pakistan) - Promoting Golootlo discounts on Jazz World app & managing end-to-end vendor management
- Manage all testing and research conducted at state of art usability lab (Xperience Hub) - Driving awareness and developing integrated UX strategy - Define, moderate and analyze all eye tracking usability studies and research cycles - Identify key UX/UI improvement areas in all Jazz digital products including Jazz World, Jazz TV, Bajao, Deikho and Jazz Kamiyab Kisan - Developed best in class practices and improvements for the Xperience Hub - Managing National Incubation Center project for establish robust startup eco system in Pakistan - Develop engagement with startups and startup communities across the country to create a steady stream for high growth startups
- Lead and develop the area of Customer Analysis, databases & Insights within Eye tracking research -Looking deeper into the emerging market of Eye-tracking solutions for first impression marketing test for webpages and both online and offline marketing material. Managing complete cycle of eye tracking research which includes - Designing and conducting eye tracking research studies for first impression analysis, banner impact , packaging design , User Experience study and print material analysis. - Provide comprehensive information based on eye tracking data analyses. Emphasize on quantitative and qualitative data analysis. - Create communicative visualizations and create presentations - Develop and implement new deliverables based on stakeholder needs.
- Visitors / customer data analysis using Tableau. - Making reports and Actionable insights for clients - Increasing the understanding of store situation regarding visitors transactions, Wait time, Que Management, Visitors trends, Affected customers and yearly and sessional trends. - Providing recommendations how to work on KPIs and achieve set goals