Senior UX Designer & Strategist

• TallyScan: Responsible for UX and strategy. Ran a heuristic evaluation and audit of the existing experience, gave recommendations using an effort/impact matrix, and built a phased approach based on the findings.
  • Created conceptual screens for the recommended solutions, plus future feature recommendations for later phases.
  • Worked on the site's main re-architecture, defining filters and cleaning up design decisions to make it easier for UI designers and developers to step in and pick up clear, well-studied work.
• Inventory Optimization: Owned UX strategy for Comcast's retail inventory-management experience, establishing Inventory as its own space and entry point and defining role-specific, phased experiences for Retail Sales Consultants and Fulfillment Technicians in partnership with Research and Content Strategy.
• Assisted-Sales Discovery: Partnered with business and marketing stakeholders to understand how sales and discovery conversations actually happen today, then translated real sales-call transcripts and behavioral analysis into structured user flows and journeys for a guided, non-linear assisted-sales experience.
  • Explored multiple solution directions, from linear questionnaires to hybrid guided-and-open flows, assessed each against usability, feasibility, and business goals, and landed on the conversational model the team moved forward with.
  • Defined the conversational design principles and a Good/Better/Best recommendation model to guide how the assistant surfaces options, building working knowledge of conversational UX patterns, intent mapping, and designing for ambiguous, natural-language sales conversations.
• PEAK: Led the UX strategy for unifying performance, commission, and coaching tools into a seamless experience on the internal agent platform; developed and executed a 5-phased rollout approach and comprehensive current/future-state journey maps that improved engagement and satisfaction for agents and supervisors.
  • Contributed to the development of AI-driven support tools, including History Analysis, an image-upload tool for instant error feedback, Natural Language Understanding (NLU), instant translation, and ticket tagging, to improve support agent response efficiency and accuracy.

• Lead UX Designer for a product used by millions of people every day — transforming complex tasks into intuitive, accessible, and easy-to-use designs, collaborating with Designers, Researchers, Engineers, and Product Managers throughout the process.
• Led Information Architecture as an initial exploration component when collaborating with Product Teams to gain deeper insights into projects at their inception.
• Partnered with the UX Research team to conduct thorough user and design analyses prior to production — creating personas, journey maps, and flow maps.
• Re-architected the support center, resulting in a 10% increase in helpfulness rate, 20% reduction in chat intents, and a 24-point increase in UMUX score.

• Sole UI Designer / process flow architect — responsible for gathering and evaluating user requirements, illustrating ideas and process flows, designing UI elements, and performing usability testing.
• Translated complex ideas and concepts into user flows, wireframes, mockups, and interactive prototypes.
• Designed and optimized the user experience for QIVX, a next-generation VR training system for pilots.
• Enhanced 360° videos with interactive hotspots, enabling integration of multiple media types for a more engaging learning experience.
• Played a pivotal role in implementing gaze-tracking technology, enabling in-depth analysis of student behavior during lessons.

Full Stack Web Development Bootcamp.

B.S. Architectural Engineering, Ramallah — the systems-and-structures background shows up directly in her comfort with taxonomies and object modeling.