Rashida ali

• Developed end-to-end product design for a mobile application and website redesign to enhance navigation, usability, and user flows using HTML, CSS, and React JS, improving overall user experience. • Conducted heuristic evaluations and usability testing with veteran and civilian users to gather insights for design iteration • Created low to high-fidelity wireframes and interactive prototypes in Figma, improving structure, visual hierarchy, and booking flows • Defined color palettes, typography, and UI components to establish a cohesive design system aligned with brand identity • Leveraged ai tools (e.g., Breyta, Uizard) to accelerate research synthesis, ideation, and interface generation, boosting design speed and quality. • Partnered with product management and engineering in an agile setting to ensure feasibility, coherence, and alignment with product strategy, delivering user-centered, production-ready designs.

• Led the end-to-end product design and redesign of the company website, addressing navigation and content hierarchy issues and adding new features to boost user retention by 10%. • Collaborated closely with designers, developers, product managers and stakeholders using Slack, Google Meet, and Figma to ensure designs were technically feasible and aligned with business goals. • Conducted user interviews, competitive analysis, and SWOT analysis to inform strategic decisions, resolving layout, navigation, and information architecture issues for improved site consistency. • Prototyped wireframes and high-fidelity mockups using Figma, focusing on responsive and scalable design systems and leveraging inclusive design principles.