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Ashfaq Amin
Verified Expert in Design
Designer
Toronto, Canada
Toptal member since December 3, 2014
Bio
Ashfaq is a UX professional with more than seven years of experience, interested in creating easy-to-use and delightful, inclusive, and accessible experiences. He focuses on interaction design, strategic user research, multi-channel experiences, and visual design. Ashfaq's worked in enterprise SaaS B2B, B2C, telco, gaming, and eCommerce industries.
Portfolio
Your Hotel
Mobile UI DesignService DesignUX StrategyMobile UX Design
MerchBee
UI DesignInteraction Design (IxD)ResponsivePrototypingWireframing
Concept Design: In-flight Entertainment
UI DesignAdobe PhotoshopInteraction Design (IxD)InVision
First-time Experience with Grameenphone
Service DesignPrototypingUser Research
Experience
- User Experience (UX) - 8 years
- Interaction Design (IxD) - 7 years
- Prototyping - 7 years
- Wireframing - 7 years
- Adobe Creative Suite - 6 years
- UX Strategy - 5 years
- Enterprise Software - 4 years
- Figma - 1 year
Tools
- Adobe Creative Suite
Work Experience
Senior Product Designer
2022 - PRESENT
HubSpot
- Led the entire design process, including planning, ideation, user research, reporting, interaction design, UI design based on the design system, and guiding engineers in building solutions.
- Designed a feature for Customer Success org to understand their customers' health and usage patterns in one place, influence usage, and prioritize outreach using a generative AI-powered recommendation model. Achieved 88% adoption post-pilot.
- Redesigned a legacy platform’s features to move to a new platform that resulted in an 18% increase in user satisfaction and improved data alignment among cross-functional teams.
- Mentored new hires and co-ops, ensuring high-quality deliverables and fostering their professional growth.
Technologies: Figma, Generative Artificial Intelligence (GenAI)
Lead UX Designer
2021 - 2022
Cisco
- Designed for Licensing Simplification, Cisco's top customer complaint about over a decade.
- Worked closely with product, development, business, and executive teams in an agile, cross-functional, and fast-paced environment.
- Contributed to simplifying the Enterprise Agreement licensing process.
- Mentored and led new hires and junior designers in the team.
Technologies: Figma, Miro, Excel 365, Jira, Confluence, User Experience (UX), Product Design, Web App Design, UX Design, Web Design
Senior UX/UI Designer
2017 - 2021
Ceridian
- Led the end-to-end design of the recruiting module—ideation to visual design handoff. Designed new features that were essential in turning the module into a full-priced product of the Dayforce suite.
- Designed the candidate-management process to solve existing pain points that significantly improved satisfaction and efficiency.
- Designed the single profile in the candidate portal and improved the UI to meet WCAG 2.1 AA.
- Mentored new hires and was responsible for their deliverables.
- Collaborated closely with product owners, BAs, and developers in an agile environment to define requirements, facilitate design reviews, iterate the design process, and create UX and UI specifications.
- Developed a design system with the UX and the platform team.
Technologies: Adobe Creative Suite, Figma, User Research, Usability Testing, Prototyping, Customer Journey, Ethnographic Studies, Design Systems, User Experience (UX), User Interface (UI), Product Design, Web App Design, UX Design, Web Design
UX Consultant
2017 - 2017
Tantalus Systems
- Designed and shipped the MVP for the TUNet Control Center, a B2B software for smart grid applications.
- Led a team of co-ops to develop a modular component library and completely revamped the UI.
- Created low- and high-fidelity interactive prototypes using InVision, Balsamiq, Sketch, and Adobe products. Also, created visual designs and UX guidelines.
- Conducted user tests (in-depth interviews and focus groups) remotely and on customer sites.
Technologies: Enterprise Software, User Experience (UX), User Interface (UI), Product Design, Web App Design, UX Design, Branding, Web Design
UX and UI Desiger
2016 - 2016
The Arc of the United States (via Toptal)
- Scoped the project.
- Translated the client's ideas into initial sketches.
- Created wireframes as well as low and high-fidelity mockups.
- Designed interactions.
- Built the style guide.
Technologies: CSS, InVision, Axure RP Pro, User Experience (UX), User Interface (UI), Product Design, Web App Design, UX Design, Branding, Web Design
SaaS Product Designer
2015 - 2015
InstaNatural (via Toptal)
- Handled UX design for the "Email Builder" on the web platform (responsive screens).
- Created design ideations and wireframes using Balsamiq mockups and final visual design using Adobe Photoshop.
- Implemented designs that included screens for both desktop and mobile platforms.
Technologies: Bootstrap, Balsamiq Mockups, Adobe Photoshop, User Experience (UX), User Interface (UI), Product Design, Web App Design, UX Design, Branding, Web Design
Senior Executive | Service Design and UX
2013 - 2014
Grameenphone
- Designed multi-channel onboarding experiences with over 90% self-completion rates within five minutes, compared to a 30% completion rate with the help of customer support before.
- Completely redesigned an online content store that improved content categorization, price discovery, search, checkout process, and the UI.
- Introduced HTML prototyping, created the first UX guideline for mobile apps, created customer journey maps, and improved the personas based on field research and ethnographic studies.
Technologies: Bootstrap, Adobe Photoshop, Adobe Illustrator, HTML5, CSS3, Usability Testing, User Experience (UX), User Interface (UI), Product Design, Web App Design, UX Design, App Design, Branding, Web Design
UI Designer
2012 - 2013
Playdom - Disney Social Games
- Handled game UI component design using Photoshop and Illustrator.
- Made use of Flash animation techniques.
- Optimized images.
- Reconstructed game artwork.
Technologies: Adobe Illustrator, Adobe Photoshop, User Experience (UX), User Interface (UI), Product Design, UX Design
Education
2015 - 2016
MSc Degree in Interactive Arts and Technology
Simon Fraser University - Vancouver, BC, Canada
Skills
Tools
Adobe Experience Design (XD), Adobe Creative Suite, Axure RP Pro, Adobe Photoshop, Adobe Illustrator, Balsamiq Mockups, Miro, InVision, Sketch, Jira, Confluence
Platforms
Windows, Figma
Languages
HTML5, CSS3, CSS
Other
Enterprise Software, Wireframing, UI Design, Interaction Design (IxD), Responsive, Service Design, User Research, Mobile UX Design, UX Strategy, Usability Testing, Prototyping, Ethnographic Studies, User Experience (UX), B2B, B2C, Ideation, User Interface (UI), Bootstrap 3, Product Design, Web App Design, UX Design, Web Design, Bootstrap, Mobile UI Design, Front-end, Design Systems, Visual Design, App Design, Branding, Customer Journey, Excel 365, Generative Artificial Intelligence (GenAI), Human-computer Interaction (HCI), User Testing
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