Building LaunchGood's first mobile app.

• Led major mobile app overhaul, defining UX strategy and designing key surfaces including navigation architecture, donation flows, notifications, donation feed, and account experience by serving as product lead and primary designer

• Boosted avg tip percentage 2.97x and tip adoption 33.2% by spearheading Quick Donate, a streamlined donation flow

• Increased avg tip percentage 47% by launching experimental TikTok-style donation feed as primary home experience

Led end-to-end Donor Experience at LaunchGood, the world’s largest Muslim fundraising platform

• Generated $750K+ in monthly donations by architecting 0-1 Zakat (Muslim tax) experience as new product vertical

• Drove 166% (~2.5x) increase in donor conversion by leading launch of redesigned Zakat homepage

• Achieved 97.9% donor satisfaction rate by launching personalized donations year-in-review experience

• Lifted automatic giving challenge enrollments by 46.9% by running A/B tests, improving donor retention

Led team of 7 engineers and 3 designers to build design system internal tooling and components strategy to increase development velocity and consistency across 20+ teams. Work closely with accessibility team to become WCAG compliant.

• Increased development velocity and elevated Asana engineering satisfaction rate from 89% to unprecedented 97% through shipping largest-ever product enhancement to our in-house UI component development environment

• Reduced support ticket overhead by 20% through mixed-methods analysis of our support inbox, leading to prioritized component improvement strategy and increased product and design system teams' velocity

• Transformed decision-making culture from assumption-driven to data-informed by conducting quarterly user interviews and running surveys, quadrupling the number of research studies conducted annually

• Quantified backlog prioritization by introducing ICE (Impact, Confidence, Ease of Implementation) framework for Epics grooming and roadmap planning, reducing time for team leads project and roadmap alignment

Pluralsight is a tech skills development platform. I led Native Apps team of 14 stakeholders, which included 3 software development teams (iOS, Android, API), overseeing 7 native apps (iOS, Android, MacOS, Windows, AppleTV, Fire TV, Roku).

• Unlocked $300K in annual revenue and mitigated critical business risk by supporting in-app purchasing on Android under tight timeline and challenging business constraints

• Reduced user churn by 16.8% by shipping new onboarding experience, leveraging quantitative + qualitative data insights

• Led mobile app integration with our largest acquisition collaborating with 50+ cross-functional stakeholders under rapidly changing company priorities and high ambiguity

• Increased 2-week active users (northstar) by consistently running A/B and multivariate tests on various app experiences

• Elevated customer centricity by evangelizing research in product development, conducting 50+ interviews and usability tests

Udemy is an online learning and teaching marketplace. I was their first UX Research Intern, learning from 5 UX Researchers.

• Led currency, payment, and content localization efforts for emerging international markets, conducting competitive analysis, designing and running 100+ surveys, and leading 20+ unmoderated usability tests in Arabic

• Synthesized and presented findings to cross-functional stakeholders and executive leadership (CPO and CFO), providing actionable short- and long-term product recommendations that led to strategic product decisions