Research

I chose semi-structured interviews over surveys because the problem space was poorly defined going in, I needed flexibility to pursue unexpected threads. Surveys presuppose you already know what's wrong. Twelve participants were recruited for behavioral diversity: the relevant variable was relationship to the registration process, not year in school or major.

Sessions ran 45–60 minutes each. Responses were coded in three passes: open coding, axial grouping, and selective reduction to core failure patterns.

Three Behavioral Archetypes

Saturation hit around interview nine, the same failure patterns surfaced regardless of major, year, or technical confidence.

User Journey Map

Primary persona: Sarah, Junior · Business major · Goal: Register for required courses to stay on track for graduation

Findings

Saturation hit around interview nine. The same four failure patterns appeared regardless of major, class year, or technical comfort.

Design: Three Architectures

Before committing to wireframes, I sketch-tested three navigation structures with six participants from the original cohort. Each addressed the core failure patterns differently.

Testing

Two rounds of formative usability testing, six participants each, drawn from the original interview cohort. Think-aloud protocol on the hi-fidelity Figma prototype. Each round targeted a specific failure pattern identified in research.

Results

Reflection & Constraints

The project had a hard three-month window. If I were running this research independently, I'd add a diary study, asking students to log the experience in real time across a full registration period rather than recalling it in conversation. The anxiety dimension never surfaced clearly through retrospective interviews. That's a method gap I'd close.

The sample was drawn from a single institution. Findings about navigation failure, absent feedback states, and prerequisite invisibility are likely generalizable. Findings about specific feature expectations are more institution-specific and would require replication before informing other system redesigns.

The ADDY recognition matters, but design awards and user outcomes aren't the same thing. The metric that counts is whether students who genuinely couldn't afford an enrollment error were better served by the redesign. The quantitative data suggests yes. A longitudinal deployment study would confirm it.

Context

Sprout began as a passion project, driven by a desire to make managing finances a more accessible, human experience. In today's fast-paced digital world, financial tools often feel overwhelming and impersonal. Dashboards full of charts and alerts competing for attention, leaving users more anxious than informed.

I wanted to create something different: an app that simplifies financial management while empowering users with intelligent tools to make better decisions.

My Role

I was responsible for every aspect of Sprout's design, from branding to user flows to the full interface. My approach was rooted in understanding user behavior and creating solutions tailored to their needs.

The Design

The app offers real-time investment tracking, an AI-powered calculator for predicting financial outcomes, and a clean interface that makes every interaction feel intentional.

The core design decision was restraint: Sprout surfaces one thing at a time rather than overwhelming users with simultaneous data points. The calm palette and generous whitespace are functional choices, they lower cognitive load at the moments users are most anxious about money.

Context

When I joined Loaded Magazine as their Digital Lead Designer, I stepped into a fast-paced environment that blended the worlds of digital and print media. My role was dynamic, encompassing both creative direction and hands-on design.

I was responsible for shaping the visual identity of the magazine's digital presence while contributing to print design projects. The challenge: maintaining a coherent brand voice across two fundamentally different production environments.

Key Contributions

Collaboration

I worked closely with Danni Levy, the Editor-in-Chief, whose vision drove the magazine's content. Max H., overseeing design operations, provided strategic guidance that ensured every creative piece aligned with Loaded's evolving brand identity.

This synergy allowed me to deliver designs that stood out while maintaining editorial coherence, the constant negotiation between creative expression and brand consistency that defines good editorial design.

Context

Everva approached us during a pivotal business model transition, shifting focus from investor-driven projects to a mass audience. This required a thorough repositioning strategy to align their brand identity with their new direction.

The challenge was navigating a brand that needed to feel credible to a new audience, while honoring the innovation and reliability that had defined Everva's earlier work.

Solution

Context

Khalai Makhluuq, meaning "Aliens", is a small-town rock band based in Lahore. While their primary genre is rock, they experiment across genres and emotional undertones, creating a unique and dynamic sound. This musical diversity inspired me to reimagine their visual identity.

I always believed their design could do more than simply indicate the rock genre. It needed to reflect the emotions and essence of their music, an aura of peace, hope, and desire, infused with the rebellious edge of rock.

Approach

The process involved exploring rugged textures and soft gradients, carefully balancing expressive elements to avoid overwhelming the identity. My goal was to create a logo that was expressive yet restrained, a centerpiece that integrated seamlessly with other elements to form a unified whole.

Context

Solarity is a pioneering force in sustainable innovation, dedicated to revolutionizing businesses with renewable energy solutions, advanced security systems, and visionary real estate offerings. Guided by values of innovation, integrity, and sustainability, they needed a brand that communicated that confidence visually.

They faced two key challenges: their existing brand lacked the effectiveness to resonate with their audience, and they were struggling to position themselves clearly in a competitive market while considering multiple avenues for growth.

Solution