Hi! I'm Fahmida. I'm an UX/UI designer based in New York City. Before discovering my passion for UX/UI, I majored in Psychology, taught in the West Bank, and worked as a crisis-responder for human trafficking survivors at a national hotline. These experiences have cultivated in me a deep sense of empathy for the person I'm serving. Whether I'm working with a student, a hotline caller, or an user, my focus is always on what I can do to find the best solution for that person's needs. Being curious, seeing patterns and solving problems with creativity has been an integral part of doing this successfully.
I truly believe human centered design can solve society’s most pressing challenges. I am strongly process driven and my designs place the user’s needs first to create simple and accessible experiences. You can check out some of my client projects below.
My Role: User Experience Research, Interaction Design
Client: DESIGNATION Labs
Deliverables: UX strategy blueprint, subject matter expert interviews, app map, user flow diagram, sketches & wireframes, prototypes, user testing, key screen mockups
The Pulseband is a concept wearable device specifically geared towards those who are suffering from heart conditions or those who are at risk of heart conditions. The device provides users with information regarding their heart rate, blood presssure, physical activity and sleep patterns. At DESIGNATION, I along with two other team members were tasked with designing a companion mobile app for this device which would visualize for the user what the Pulseband was tracking for them. Below is a picture of the Pulseband with a few other product details.
How do we create an user-centric companion app that both empowers and informs the user of their heart health without the information being too technical or overwhelming?
We had two weeks for this project! It was an immense undertaking with a lot of research to be done. Following agile methodology and using a scrum board to keep track of our responsibilities, our small team of three worked very closely and collaboratively to constantly iterate on our ideas. We all wore different hats during each phase. My role was to serve as the primary UX researcher, though I was intimately involved for each design decision for our final mockups. We completed the project with the following phases in place.
We started off with several whiteboarding sessions brainstorming key research questions we were interested in.
We then created a UX Strategy Blueprint to guide our research plan. We had to break down our key goals, understand our challenges and figure out the best way to gather the information that we needed.
We conducted a comprehensive competitive analysis phase researching top fitness wearables in the market. We looked at everything from functionality of popular fitness bands, price ranges, aesthetics and most importantly user reviews. What we discovered is that unlike patients, fitness enthusiasts are excited to track data and often come from higher socio economic backgrounds. Patients who are older and are suffering from health problems do not display similar behavioral patterns. This was an important discovery during our reasearch phase that led to important design decisions later on in the process.
To understand patient behavior we conducted subject matter expert interviews with health professionals from a diverse background - all of whom had varying levels of exposure to cardiac patients. We interviewed physicians, current medical residents, nurses and EMT practitioners to gain insights.
After gathering all of our data, I created an application map as well as a user flow diagram to document key user interactions.
This was a critical part of the process as we spent many brainstorming sessions sketching and wireframing our ideas to figure out how to visualize the data in the simplest way.
We developed a prototype using Proto.io using the following screens to test key functionalities. We were particularly interested in ensuring a smooth onboarding process as well as noting how users interacted with the data visualization.
As a team, we created a mood board before working towards a mid-fidelity mockup.Testing our prototype provided us with important insights both for simplifying functionality as well as for visual direction. We identified key words, emotions, and adjectives first and then went onto look for visual inspiration. That process led us to create our visual assets for the mobile app. We wanted to create an interface that was informative and medical, but didn't look sterile or intimidating. Below is our UI Kit, our Style Tile as well as a few examples of our mid fidelity mockups.
My Role: User Experience Research
Client: GigScout LLC
Deliverables: UX research, heuristic evaluation, landing page wireframes, wireframes for web app, prototyping, A/B user testing
GigScout is a mobile platform that visualizes where live music is nearby, and allows the user to preview the music before making arrangements to go to the show. At DESIGNATION Labs, I worked with two other team members to conduct an usability audit on the existing app, identify gaps, and provide strategic direction to recreate a more robust landing page for their web presence. As a primary UX researcher, I also developed prototypes for a potential web platform for GigScout.
How do we enhance GigScout's existing web presence to increase engagement?
With this project, we had to be mindful of our limitations. The research that we set out to do, and the insights that we gathered were not necessarily for introducig new features or adding onto existing features. Rather, our work targeted being able to understand what users find valuable, how they find out about live music events currently, and being able to understand behavior trends so that we can highlight what sets GigScout apart from its competitors. We completed the project with the following phases in place.
We started with first taking a comprehensive look at where GigScout stands currently. I co-conducted a comprehensive heuristic evaluation on the existing app. My team member and I played around with the app and asked others to use it and then documented their feedback. Below is a snapshot of our heuristic evaluation.
I researched behavior trends amongst live music goers, particularly focusing on behaviors influencing mobile interactions for folks who are 18-34. We conducted a survey capturing data from over 60 self identified live music enthusiasts in the same age group and held in-person interviews to figure out how music enthusiasts currently discover live music, how they plan for it, what things they look for in the tools they use and how often they use it. Below is a snapshot of our findings.
We also conducted a thorough competive analysis of other music discovery websites and apps. Our insights provided us with an understanding of the landscape of music discovery tools. We took all of our findings and discussed our progress with the founder to provide strategic direction for its web presence.
I took the insights from our discussions and created sketches and wireframes for a potential landing page. The founder was also interested in potentially hosting a web platform on the website itself. I sketched several ideas for a web platform before creating wireframes for it.
I developed the wireframe for a revamped landing page for GigScout. Our team created high fidelity responsive mockups based on this wireframe. The mockups went onto being implemented by the founder of GigScout.
I created the following wireframes for a potential web platform. My colleague created a different iteration for a web platform and we both worked on creating separate prototypes. We then conducted A/B user testing sessions to compare how users engaged with each.
After conducting user testing sessions, we took the following key insights to iterate on our wireframes and create mid-fidelity mockups. We were not able to incorporate new features, but shared the insights with GigScout. Below are samples of a few web platform mockups as well as our final mockup for the landing page.
My Role: User Experience Research, User Interface Design
Deliverables: UX research, site map, wireframes, prototype, user testing, mockups, style tile
Dashtag is a lightweight rails application that aggregates and visualizes hashtags. It pulls specific hashtags from Instagram, Twitter, or both, and displays them using
masonry . Dashtag was created by a group of developers at
When I joined the team, information regarding all of the steps necessary to set up a Dashtag page was located in a single file. Because it was a collaborative project, different developers added on different pieces of information to the document as they were building the application out. The process of setting up a Dashtag page was very confusing to figure out for a non-technical person. The creators of Dashtag wanted to create a landing page, and create an interface that would allow anyone to be able to set up their customized Dashtag page with ease.
How do we get people to set up their own Dashtag page? How do we synthesize the steps that are required to do so in the simplest, most intuitive way?
The overall goal of this project was to provide all the information necessary to create a Dashtag page right on the landing site. This required many stakeholder interviews to understand their goals and understand the target audience for this application. I also went through the steps of creating a Dashtag page many times to identify painpoints. I worked on this project with the following phases in place.
The first step for me was to take the existing data and compartmentalize the information into different sections. I created the following site map which helped the developers visualize how many steps are involved for an user in this process.
Before building a working prototype, I first wanted to go through the experience of not only setting up a Dashtag page, but also hosting a Twitter chat with another organizer to gauge if participants would engage with Dashtag. Working with the Washington Peace Center, I co-organized a twitter chat about public safety for Muslim women. We publicized the event widely, came up with a structure for the Twitter chat, and invited service organizations both from the U.S. and abroad to take part. We wanted to see if these organizations would find it appealing to use the Dashtag page as a resource, or as an engagement tool afterwards.
Going through this process provided tremendous insights. We noticed roadblocks that we didn't notice before, particularly regarding the sequence of directions that a user would need. We also documented how participants of the Twitter chat interacted with the Dashtag page.
I sketched a few ideas for what a landing page could look like.
Due to time restrictions, we needed to create a visual identity and then conduct user testing. Here is the style tile I created for Dashtag.
Below is a sample of the mockups I created to make the first prototype. The prototype was created using InVisionApp and we used this for our first round of user testing.
I created separate pages linked from the camera icons on the landing page that displayed screenshots.
Our users had prior knowledge of what Dashtag was, but had never set one up before by themselves. We conducted several user testing sessions to see if they'd be able to move through the landing page and get all the information necessary to set up a page.
My Role: Visual Design, Brand Identity, Graphic Design
Client: Child's Cup Full
Deliverables: Visual design strategy deck, style guide, rebranded logo iterations, rebranded retail catalog & wholesale catalog, product tags, informational cards
Child's Cup Full started as a university student group and has now become a social enterprise with an international audience. One of their key challenges was how the brand was being perceived. Since its inception, it has had a loyal customer base, however the visual identity of the organization did not convey the messages that the team wanted to convey. Child's Cup Full sells hand-crafted, eco-friendly and educational toys for kids ages two to seven and all of the toys are handmade by refugee women artisans in the West Bank. The team wanted a tailored design direction that showed energy, vibrancy and youthfulness in its brand but also an identity that kept true to its founding story and values. I was brought on board to provide strategic visual design direction for both physical and digital branding materials during the re-branding process.
How can we rebrand Child's Cup Full so that people engage with it as a global, ethical, social enterprise rather than a charity organization?
We started off with many brainstorming sessions, meetings with the founder of the organization as well as other stakeholders and spent extensive amounts of time on research and gathering visual inspiration. I worked closely with the Associate Director of the organization to gain an in depth understanding of the organization's history, its values, its audience base and their short and long term design goals. The rebranding of the logo, providing a style guide, and creating collateral items that would be distributed physically and digitally required an agile and iterative approach.
One of the key deliverables I worked on was producing a comprehensive visual design strategy deck to break down the logic and reasoning behind each decision. Below are samples from that deck.
In my sketches for this project, I explored different hand gestures, different sizes of cups, and different angles to complement the themes that were most valuable to both the organization as well as to potential customers and supporters.
I created a comprehensive Style Guide that introduced bright, vibrant colors and provided insight on the rationality behind each color choice. I strategized with the Assistant Director to also provide insights on which colors we should no longer use. We worked together to diversify fonts choices, utilizing both organic handwritten styles, as well more bold and formal styles.
Here is our final Style Guide!
I created the following informational cards for Child's Cup Full to be used as collateral items. The card sets are currently being used in several store locations as well as at different booths and events across the country.
I also created Child's Cup Full's 2015 retail catalog using the new Style Guide.
Sample page of the retail catalog before:
Sample pages of the retail catalog after:
Front page of the 2015 Spring Retail Catalog as well as a few more sample pages: