Rehana Shadab
Design Leader UX Coach 16 plus years experience in Design in B2B SaaS, B2C and GenAI.
Email:
Address:
London, TW18
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"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
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
B2B SaaS
Principal UX Designer - Lexis Nexis - Cirium
I am leading the Aerospace and finance sector and responsible for three designers.
I have built tailored UX strategies for Finance & Aerospace products.
Responsible for UX Roadmap, and UX backlog, and delegating the task to the designer.
I have successfully built the customer advisory board and the global voice of customers from inception to maturity level.
Responsible for continuous discovery in problem and solution space. Making a strategic decision based on the customer s voice.
Facilitating workshops, designs sprints, and discovery sessions with customers.
Building plan for Qualitative and Quantitative research.
Defining experience outcomes and drawing features from XO.ª
Liaising with the VP of Product, Principal PM, and Principal Dev and drawing the scope of the project.
Partnering with the product owners to craft user stories and maintain the UX backlog.
Mentoring UX Designers, helping them grow in their career by providing them with a clear 100 days plan and having weekly 1-2-1 with the team.
Facilitating workshops, card sorting and interviews, and usability sessions with the clients.
Maintaining and scaling design systems by building UI components for various products.
Handling B2B SaaS products from initial ideas to delivery.
Working collaboratively with the team on journey mapping, user flow, wire flow, wireframes, and low-fi and hi-fi prototypes.
Building quick prototypes and bringing best practices to the design team.
2021- 2022
(1 year 3 months)
B2B & B2C
Lead UX Designer - Tata Consultancy - Finance
Leading the team (three) and reporting directly to the UX Director.
Conducting Guerrilla Test and Usability tests and proposing changes based on outcomes.
Facilitating workshops within the team and clients and Design Sprints.
Driving strategy and decisions through research and analysis
Leading the work (Journey maps, Components, Concepts and collaborating between BA/PO) involved from start-to-end of a project in an agile environment
​Experience in engaging and dealing with a vast array of stakeholders from across the business
Expert in leading the user journey creation and experience prototyping.
Create compelling experiences for responsive web applications (Desktop, Tablet, and Mobile)
2019-2020
1 years 8 months
Lead UX Designer - Rank Group - UK
Responsible for B2B & B2C products
2017-2019
2 years 6 months
Lead Digital Designer - HomeServe - Checkatrade - UK
Responsible for B2B & B2C products
2008-2013
5 years 6 months
Design Manager - Located Hoist (Dubai & Copenhagen) 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
Masters in Animation
Masters in Animation
Masters in Animation
University of Arts London
2013-2015
Bachelor (Hons) in Interaction Design
Middlesex University - Dubai UAE
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
Facilitating workshops - card sort
Google & Adobe Analytics & HotJar
Userzoom, Lookback,Optimizely
Facilitating Design Sprints
Aha,!EnjoyHQ, Qualtrics
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.