Available to hire
I am a highly motivated and passionate UX designer with over 15 years of experience in understanding and developing web applications and design projects from concept ideas into production with a high degree of success. I have extensive experience working with UI/UX design patterns and excel in cross-functional teams to deliver compelling digital experiences.
I specialize in research, accessibility, and designing scalable solutions, including journey mapping, VoC programs, and AI-enabled design. I thrive in fast-paced environments and love turning user insights into intuitive products that meet business goals.
Experience Level
Language
English
Advanced
Work Experience
Principal Consultant UX/UI Designer / Front-end Designer at Pixiders Inc.
June 1, 2010 - November 18, 2025Engaged with wireframes, sitemaps, user flows, concept sketches & visual design to deliver approved assets. Executed a user-centered design approach and rapidly tested and iterated the design to identify pain points. Built cross-platform, browser-compatible web applications and pages delivering unique user experiences.
Sr. UX Designer at Sask Power Nuclear Business Technology Program
December 1, 2024 - November 18, 2025Created customer personas based on segmentation and feedback trends to guide marketing and product decisions. Collaborated with Business Analysts; developed UX strategy for the next 3 years; applied UCD/HCD and HCI principles; prepared mockups for development; conducted daily standups and monitored performance.
Sr. UX Designer at Ministry of Transportation
November 1, 2024 - November 1, 2024Applied the Ontario Digital Service Design Standard to ensure user-centered, accessible digital solutions. Designed and validated digital services through iterative research, prototyping and usability testing; embedded Service Design Principles; built CX dashboards for leadership; created personas and journey maps.
CX-UX Designer and Developer at Ministry of Children, Community and Social Services
August 1, 2023 - August 1, 2023Led customer journey mapping across digital onboarding reducing churn by 22% in 6 months. Designed and launched a VoC program increasing NPS by 15 points year-over-year. Managed product experience lifecycle with IA, personas, storyboards, wireframes and high-fidelity visuals in an Agile process.
Sr. UX/UI Designer and Developer at Hydro One
November 1, 2022 - November 1, 2022Led UX/UI design and development; implemented qualitative and quantitative UX methods; reduced design errors; built interactive prototypes; collaborated with product managers to align on requirements and timelines.
Sr. UX/UI Designer / Product Designer at UM Commerce (Capitol Marketing Concepts)
August 1, 2021 - August 1, 2021Managed product experience lifecycle; Shopify store management; designed custom-made themes post-research; integrated third-party tools; built loyalty program; tracked KPIs; produced prototypes and collaborated with cross-functional teams.
Sr. UX/UI Designer / Product Designer at Elite Rewards
June 1, 2021 - June 1, 2021Led development of loyalty and rewards program; managed Shopify stores; conducted A/B testing; built cross-functional prototypes; established partnerships to expand catalog; produced executive-level reporting for program performance.
UX/UI Designer Mid Level – Front-end Designer at PublicMobile
March 1, 2014 - March 1, 2014Developed wireframes, user flows, journey maps and personas; designed UX/UI for CMS-based web apps; collaborated with product, design and development teams; built prototypes using Axure and HTML/JavaScript.
Junior Web Designer / Front-end Developer at QualityClix
May 1, 2010 - May 1, 2010Designed and developed web applications; gathered requirements; created ER models; produced documentation; implemented live streaming portal across web, mobile and tablet using user-centered design principles.
Director/Owner and Principal Consultant, UX/UI Designer and Product Designer at Pixiders Inc.
June 1, 2010 - PresentHeld end-to-end design ownership for cross-platform web applications, using wireframes, sitemaps, user flows, concept sketches and visual design to deliver approved outcomes. Applied a user-centered approach, rapidly testing and iterating to identify pain points, and delivering dynamic, production-ready interfaces. Built scalable design systems, collaborated with cross-functional teams, and ensured accessibility and responsive behavior across platforms.
Sr. UI/UX Designer / Product Strategist at Sask Power Nuclear Business Technology Program
December 1, 2024 - October 31, 2025Delivered UX strategy and design for the Nuclear Business Technology program. Built and evolved a Sask Nuclear Design System, converted designs into PowerApps, and integrated AI-enabled workflows. Conducted user research, created personas, and produced UI artifacts using Microsoft UI Kits; collaborated with data and engineering teams to translate AI capabilities into intuitive experiences.
Sr. UI/UX Designer / Product Strategist at Ministry of Transportation
September 1, 2023 - November 30, 2024Designed AI-enabled, user-centered experiences for Highway Corridor Management System (HCMS) and related digital services. Applied the Ontario Digital Service Design Standard, conducted iterative research and usability testing, and built CX dashboards to monitor performance. Collaborated with cross-functional teams to embed Service Design 13 principles into workflows.
CX-UX Designer and Developer / Product at Ministry of Children, Community and Social Services
December 1, 2022 - August 31, 2023Led customer journey mapping across digital onboarding, launched a VoC program, and increased NPS. Conducted user research and usability testing, created information architecture, personas, storyboards, and wireframes, and worked across Drupal/Joomla/WordPress. Collaborated with PMs and developers to deliver end-to-end UX and product designs.
Sr. UX/UI Designer and Developer at Hydro One
September 1, 2021 - November 30, 2022Implemented AI-driven product strategy, accessibility compliance (AODA), and built interactive UI components. Applied design systems and AngularJS-based interfaces, conducted usability testing, and built CX dashboards with analytics to drive improvements.
Sr. UI/UX Designer / Product Designer at UM Commerce (Capitol Marketing Concepts)
April 1, 2014 - August 31, 2021Led loyalty and rewards program design and rollout, managed Shopify stores, integrated third-party tools, and created custom themes based on user research. Built 3D visuals, design systems, and drove KPI-based product development across Shopify and other platforms.
Sr. UI/UX Designer / Product Designer at Elite Rewards
May 1, 2018 - June 30, 2021Led user research, prototyping, and design optimization to reduce production costs and increase asset utilization. Executed design sprints, integrated rewards catalog with retail partners, and supported end-to-end product development including Shopify integrations.
UI/UX Designer Mid Level – Front-end Designer at PublicMobile
December 1, 2012 - March 31, 2014Developed wireframes, journeys, sitemaps and personas; designed UX for CMS-driven apps and built interactive prototypes for client demonstrations and usability testing. Collaborated with cross-functional teams in an agile environment.
Junior Web Designer / Front-end Developer at QualityClix
November 1, 2004 - May 31, 2010Designed and developed web applications, gathered requirements, built ER models, and created live streaming solutions for web/mobile. Collaborated with developers and delivered user-centered designs.
Education
Bachelor of Science in Computer Science (BSCS) at University of Sargodha
January 1, 2005 - December 31, 2009Diploma of Associate Engineering in Electronics (DAE) at Government Polytechnic Institute
January 1, 2000 - December 31, 2003Bachelor of Science in Computer Science at University of Sargodha
January 1, 2005 - December 31, 2009Diploma of Associate Engineering in Electronics at Government Polytechnique Institute
January 1, 2000 - December 31, 2003Qualifications
Certificate in Web Application Design and Development
January 1, 2001 - January 1, 2001Certificate in Web Application Design and Development
January 1, 2001 - March 5, 2026Certificate in Web Application Design and Development
January 1, 2001 - March 5, 2026Industry Experience
Software & Internet, Government, Professional Services, Media & Entertainment, Retail, Telecommunications, Transportation & Logistics, Education
Experience Level
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