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I am a senior product designer with a passion for simplifying complex enterprise systems and driving conversion through user-centered design aligned with scalable business and technical goals. Over 10 years, I’ve led design for high-growth e-commerce and marketplace products across startups, balancing user needs with strategic business outcomes. I thrive in cross-functional teams, turning ambiguous problems into clear, data-informed design directions. My work spans strategy, architecture, and hands-on execution—from research and usability testing to prototyping and delivery—always with a focus on measurable impact and a delightful user experience.…I am a senior product designer with a passion for simplifying complex enterprise systems and driving conversion through user-centered design aligned with scalable business and technical goals. Over 10 years, I’ve led design for high-growth e-commerce and marketplace products across startups, balancing user needs with strategic business outcomes. I thrive in cross-functional teams, turning ambiguous problems into clear, data-informed design directions. My work spans strategy, architecture, and hands-on execution—from research and usability testing to prototyping and delivery—always with a focus on measurable impact and a delightful user experience.

Sohail Mushtaq Awan

Product Designer, UX Designer, UI Designer, +2

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I am a senior product designer with a passion for simplifying complex enterprise systems and driving conversion through user-centered design aligned with scalable business and technical goals. Over 10 years, I’ve led design for high-growth e-commerce and marketplace products across startups, balancing user needs with strategic business outcomes. I thrive in cross-functional teams, turning ambiguous problems into clear, data-informed design directions. My work spans strategy, architecture, and hands-on execution—from research and usability testing to prototyping and delivery—always with a focus on measurable impact and a delightful user experience.…I am a senior product designer with a passion for simplifying complex enterprise systems and driving conversion through user-centered design aligned with scalable business and technical goals. Over 10 years, I’ve led design for high-growth e-commerce and marketplace products across startups, balancing user needs with strategic business outcomes. I thrive in cross-functional teams, turning ambiguous problems into clear, data-informed design directions. My work spans strategy, architecture, and hands-on execution—from research and usability testing to prototyping and delivery—always with a focus on measurable impact and a delightful user experience.

Available to hire

I am a senior product designer with a passion for simplifying complex enterprise systems and driving conversion through user-centered design aligned with scalable business and technical goals. Over 10 years, I’ve led design for high-growth e-commerce and marketplace products across startups, balancing user needs with strategic business outcomes.

I thrive in cross-functional teams, turning ambiguous problems into clear, data-informed design directions. My work spans strategy, architecture, and hands-on execution—from research and usability testing to prototyping and delivery—always with a focus on measurable impact and a delightful user experience.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Urdu

Advanced

Work Experience

UX/UI Consultant (Contract) at Hitachi Rail via PCS Engineering and Management

December 1, 2024 - May 1, 2025

Led the strategic UX/UI audit for the Etihad Rail mobility ecosystem, identifying 45+ friction points and delivering a prioritized implementation roadmap for executive stakeholders. Established end-to-end usability testing framework and tooling to validate multi-platform designs. Facilitated cross-functional alignment between Hitachi Rail and third-party partners, delivering high-level findings and documentation for a smooth transition to delivery.

Lead Product UX/UI Designer at Signature Technology DMCC (Storeus.com)

July 1, 2020 - December 1, 2023

Designed scalable e-commerce marketplace UX architecture supporting multi-vendor operations, product discovery, and checkout optimization, enabling growth from 0 to 5,000+ monthly orders. Optimized product discovery, checkout, and transactional journeys, increasing conversion to ~8–9%. Defined product priorities with cross-functional teams, translating business goals into scalable user flows. Introduced data-driven UX improvements that boosted conversion and retention. Awarded Certificate of Appreciation for exceptional leadership and impact.

Lead Product UX/UI Designer at AWOK.com

December 1, 2013 - June 1, 2020

Orchestrated digital product strategy to scale AWOK.com from early-stage startup to leading GCC platform, reaching 10,000+ daily orders and securing a $30M Series A. Led the end-to-end digital transformation from an e-commerce model to a multi-vendor marketplace. Designed internal operational tools (Logistics, Purchasing, Driver apps), improving operational efficiency and reducing manual workload by 30–40%. Facilitated cross-functional alignment across business, product, and engineering; managed a cross-functional team of designers and frontend developers; established agile workflows to ensure timely delivery.