Rehana Shadab
Innovative Design Leader & UX Coach. Bringing 16+ Years of Expertise in B2C B2B, SaaS, D2C, and Generative AI
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Devices: TV, Mobile, Desktop & Tablet
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Email:
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Address:
London​
"I design products for humans. Hence, I Co-design products with our users & other business partners.
Hello! I'm Rehana
I help businesses to build impactful and delightful products
Hands-on User Experience Lead with over 16 years of experience in financial services, software management, gamification, and within the research and digital environment. Expert knowledge of user-centered design processes and HCI principles, with a Master's in Animation Design. Evaluating competitive and innovative interaction design approaches to identify best practices and encourage innovation. Always seeking ways in which user experience can make a measurable difference to people, processes, and technology.
MY JOURNEY
2023-2025
B2C
Experian - Lead UX Designer - Growth & Transformation
I developed and executed a transformation strategy that prioritized the delivery of customer outcomes.
I fostered a culture centered on continuous discovery and iteration, driven by customer needs.
I supported Experian in enhancing its Net Promoter Score (NPS) and increasing Monthly Active Users (MAU) as critical performance indicators.
I provided mentorship and management to a mid-sized design team with a diverse range of skills, encompassing both junior and senior designers. For my team, I conducted thorough salary reviews and facilitated the establishment of SMART goals.
I promoted a collaborative environment within the team and offered coaching through regular presentations on industry updates, with a focus on generative artificial intelligence, business metrics, and strategic initiatives.
I managed several design projects in the Growth team, ensuring we achieve the desired adoption rates by applying the principles of usefulness, usability, and usage​​​​
2022-2023​
Principal UX Designer - Lexis Nexis - Cirium
B2B SaaS
I led the Aerospace and Finance sectors and was responsible for managing three designers.
I developed tailored UX strategies for both Finance and Aerospace products. My responsibilities included overseeing the UX roadmap and backlog, as well as delegating tasks to the design team. I successfully built a customer advisory board and established a global voice of the customer initiative from inception to maturity. I was committed to continuous discovery in both the problem and solution spaces, making strategic decisions based on customer feedback.
I facilitated design sprints, and discovery sessions with customers, and I created plans for qualitative and quantitative research. I defined experience outcomes and derived features from those outcomes. In collaboration with the VP of Product, Principal PM, and Principal Developer, I outlined the project scope. I partnered with product owners to craft user stories and maintained the UX backlog. I also mentored UX designers, helping them advance in their careers by providing a clear 100-day plan and conducting weekly one-on-one meetings.
I facilitated workshops, card sorting sessions, interviews, and usability tests with clients. Additionally, I maintained and scaled design systems by building UI components for various products. I handled B2B SaaS products from initial ideation to delivery, working collaboratively with the team on journey mapping, user flows, wire flows, wireframes, and both low-fidelity and high-fidelity prototypes. I created quick prototypes and brought best practices to the design team.
2021- 2022
1 yr 3 mons
B2B & B2C
Lead UX Designer - Tata Consultancy - Finance
I led a team of three members, providing mentorship and coaching to help them develop their skills.
Conducted guerrilla tests and usability tests, proposing changes based on the outcomes.
Facilitated workshops with both the team and clients, as well as led design sprints.
Drove strategy and decision-making through research and analysis.
Led the end-to-end work involved in projects within an agile environment, including journey mapping, component design, concept development, and collaboration with business analysts and product owners.
Engaged and worked with a diverse range of stakeholders across the organization.
I am expert in creating user journey maps and experience prototypes.
Developed compelling experiences for responsive web applications across desktop, tablet, and mobile devices.
2019-2020​
1 yr 8 mons
Lead UX Designer Growth Team - Rank Group - UK
Live work:
B2C products
2 yrs 6 mons
2017-2019​
Lead Digital Designer - HomeServe - Checkatrade - UK
B2B & B2C products
Live UX work: Checkatrade
2008-2013​
5 yrs 6 mons
Design Manager - Located Hoist (Dubai & Copenhagen)
TV, Desktop, Mobile and Tablet
B2B & B2C
I have created tangible UI/UX solutions for healthcare, Universities, and Hotels. I have been meeting with the clients in order to understand their business goals towards designs and also communicating with the internal team related to the design process. I came up with innovative ideas, created low and high-fidelity prototypes, and conducted presentations. Also, I executed all visual design stages from concept to final stages and conducted training with the IT department.
EDUCATION
Masters in Animation
London
Central Saint Martin University
Bachelors in Animaiton
Middlesex University Dubai
Certified SAFe practitioner 2021
Certified Design Sprint Facilitator 2022
Certified GenAI & Conversation AI 2024
Organizations I have worked with
SKILLS
Adobe Creative Suit, Figma, Sketch
Userzoom, Lookback,Optimizely
workshops - card sort
Google & Adobe Analytics & HotJar
Aha,!EnjoyHQ, Qualtrics
Design Sprints
EXPERTISE
Continuous Discovery
As a UX Principal, I focus on understanding customer needs by converting their feedback into actionable requirements. I address customer issues through qualitative and quantitative research and validate solutions with usability tests. I promote data-driven decision-making and continuously iterate on designs based on our findings.
Design Sprints
I have worked on various transformation projects in fast-paced environments, delivering experiences within tight deadlines. I have employed design sprints to enhance collaboration with cross-functional teams.
I have facilitated many design sprints that included teams of designers, developers, product owners, project managers, and clients to co-create seamless designs.
Accessibility
Accessibility is extremely important, and I have ensured that our designs are inclusive. I focused on using the right font sizes, appropriate color combinations, and providing proper alt text, making the designs suitable for screen readers.
Additionally, I developed inclusive personas that take mental health considerations and other disablities into account throughout our design process.
Design System
I have assisted organizations in achieving alignment and consistency in their products by emphasizing the importance of design systems. Throughout my career, I have worked with various design systems at different stages of maturity. In the early days, I laid the groundwork for a design system, and as I progressed within the organization, I played a key role in advancing it to a more mature state. I also collaborated with developers to create a Storybook.
Transformation for Financial App
Overview
We did the complete transformation for the financial app experience to enhance customer satisfaction and increase monthly active users (MAU).​
Responsiblities
1- Establishing the vision and strategy for transforming the app experience.
2- Created a roadmap for the product experience.
3- Directed the User Experience for Transformation.
4- Cultivating strong and effective relationships with external partners.
5-Facilitating workshops with the Product Owner, developers, and the VP of Product to ensure alignment among all parties.​