Asmahane is available for hire
Hire AsmahaneAsmahane Khawaja
Verified Expert in Design
Designer
London, United Kingdom
Toptal member since May 26, 2022
Bio
Asmahane is a product design leader with 12 years of experience shaping high-standard digital experiences for global brands, including Club Avolta, Centrica, Shell, Orange, Cognizant, and Bank of Cyprus. She leads end-to-end design across complex SaaS, enterprise, and AI-powered products, combining strategic thinking and human-AI interaction to turn complex business challenges into intuitive experiences. Asmahane continuously builds with AI, bringing emerging tech into her product thinking.
Experience
- User Research - 8 years
- Experience Design - 8 years
- User Testing - 7 years
- User Psychology - 6 years
- Usability Heuristics - 6 years
- Competitor Analysis & Profiling - 6 years
- Artificial Intelligence (AI) - 5 years
- eCommerce UX - 5 years
Portfolio
Club Avolta Mobile App
Artificial Intelligence (AI)Experience DesignUser ResearchFigma
Nutrition-focused Food Ordering App
Mobile DesignUser ResearchUser FlowsFigmaMobile UI DesignMobile UX Design
Orange Website Revamp
eCommerce UXResearchUsability HeuristicsExpert ReviewsCompetitor Analysis & ProfilingWireframing+ 7 more
Redesign of Basecamp Homepage
SketchExperience DesignUser ResearchAnnotated WireframesAdobe Creative Suite
Work Experience
UX Manager
2022 - PRESENT
Cognizant
- Led the design for the Centrica Energy portal, creating new features and managing its design system. Ran workshops and UAT sessions in Denmark, working directly with users to validate the product and successfully onboard the first clients.
- Led the Club Avolta mobile redesign, connecting travel, retail, rewards, and entertainment. Improved the self-checkout experience and designed an internal F&B application, creating intuitive experiences across customer and operational journeys.
- Led UX design for Shell’s digital twin initiatives, combining AI, automation, and engineering data. Conducted user research, workshops, and validation, translating complex operational processes into intuitive prototypes and actionable experiences.
Technologies: Figma, User Psychology, Miro, Web App UX, Personas, Design Leadership, User Workshops, Stakeholder Interviews, Experience Design, Useberry, User Testing, User Research, Competitive Analysis, Interviews, Chatbots, Agile, Workshops, Annotated Wireframes, Feature Prioritization, Layout Design, Remote User Testing, UX Audits, Design Systems, Heuristic Analysis, User Journey Maps, Accessibility, Heuristic Evaluation, Validated User Research, Unmoderated Remote Usability Testing, Quantitative User Research, Quantitative Research, User Acceptance Testing (UAT), User Validation, User Journeys, Journey Mapping, Layout, Style Guides, Web, Big Data, Responsive Web Apps, Big Data UX Design, Cross-functional Collaboration, Mockups, Survey Design, Web App UI, Landing Page Design, Rapid Prototyping, Dashboard Design, Market Research, Usability
UX/UI Designer
2025 - 2026
Feruza Djamalova
- Carried out an in-depth UI/UX audit to identify friction points and improvement opportunities across the website.
- Led the redesign of the website, enhancing UX, modernizing the UI, and improving user engagement.
- Delivered responsive design solutions for mobile and tablet platforms, ensuring cross-device consistency and performance.
Technologies: User Experience (UX), User Interface (UI), UX Audits, Figma, Web Design
Product Designer
2024 - 2025
Cinetech, LLC
- Developed an AI-powered web app to enhance the workflow of filmmakers, offering tools like script breakdown, storyboard creation, an AI assistant, and a content library.
- Led the branding efforts, creating a cinematic dark theme for a cohesive visual identity and solid design system.
- Designed the main website to ensure a seamless and engaging user experience.
Technologies: User Interface (UI), User Experience (UX), Product Design, Web Design, App Design, Visual Design, Branding, Large Language Models (LLMs), AI Chatbots, Responsive Web Design (RWD)
UX Designer
2024 - 2024
Insummary Technologies Inc.
- Designed an AI-powered insurance web app to modernize operations for insurance brokers.
- Contributed to the app's powerful tools like seamless application extraction, policy review, and quote comparison.
- Led the brand identity, design system, web app, and website development to create a cohesive and user-friendly experience.
Technologies: UX Design, UX Research, User Experience (UX), Product Design, User Interface (UI)
UI/UX Designer
2024 - 2024
Cloud and Culture Ltd
- Ideated and worked on user flows to translate the stakeholder's vision into visual diagrams.
- Prepared an iOS and Android design library and worked on some branding preparations before starting with the wireframes.
- Created high-fidelity wireframes and did some prototypes.
Technologies: UX Design, UI Design, Mobile Design, Mobile UX Design, Branding, Mobile UI
UX/UI Designer
2023 - 2023
MyEatPal Tech FZ- LLC
- Conducted a UX audit and worked on user flows of the food ordering app.
- Built the design system for the overall app and fixed the components. In addition, I designed new features and screens.
- Built a platform that facilitates the life of food scientists. I work on different aspects of the platform, from user interviews to the journey and low-fidelity designs.
Technologies: Mobile Design, User Research, User Flows, Figma, Mobile UI Design, Mobile UX Design, Mockups, Mobile, Landing Page Design, Rapid Prototyping, Market Research, Usability
Product Designer
2023 - 2023
SchoolJoy, Inc.
- Conducted an expert review of all the platform screens and noted down all the UI/UX issues I found.
- Worked on concepts and recommendations to improve the issues found in the expert review.
- Worked on ChatGPT style design that focus on answering all questions that a teacher might have regarding a student.
Technologies: UX Design, UX Research, Product Design, User Psychology, Web App UX, Personas, Design Leadership, Stakeholder Interviews, Experience Design, Useberry, User Surveys, User Testing, User Research, Competitive Analysis, Interviews, Chatbots, Agile, Annotated Wireframes, Layout Design, UX Audits, User Journey Maps, Accessibility, Validated User Research, Unmoderated Remote Usability Testing, Quantitative Research, User Journeys, Journey Mapping, Layout, Web, Software as a Service (SaaS), Responsive Web Apps, Cross-functional Collaboration, Mockups, Education Technology (Edtech), Web App UI, Landing Page Design, Rapid Prototyping, Dashboard Design, Market Research, Usability
UI/UX Designer
2022 - 2023
MBTmedia
- Revamped an insurance website and started with a roadmap detailing the project plan and research.
- Understood the users' needs, problems, wishes, and backgrounds. Prepared a full questionnaire and another one to find out the current issues in the sitemap, screens, and flows.
- Performed a UX Audit and then a competitor analysis. Matched all the issues I found from the test and studies with the best practices to solve them.
- Built the user journeys and the new information architecture. Created a design system and a new logo. And finally worked on engaging icons, illustrations, and some animations too.
Technologies: Web Design, UI Design, Graphic Design, Marketing Design, UX Design, Content Strategy, Branding, Web App UX, Personas, Design Leadership, Card Sorting, Stakeholder Interviews, Experience Design, Useberry, Competitor Analysis & Profiling, User Surveys, User Testing, User Research, Competitive Analysis, Interviews, Agile, Annotated Wireframes, Feature Prioritization, Layout Design, UX Audits, Heuristic Analysis, User Journey Maps, Accessibility, Heuristic Evaluation, Validated User Research, Unmoderated Remote Usability Testing, Quantitative User Research, Quantitative Research, User Acceptance Testing (UAT), User Validation, User Journeys, Journey Mapping, Layout, Style Guides, Web, Responsive Web Apps, Big Data UX Design, Cross-functional Collaboration, Survey Design, Landing Page Design, Rapid Prototyping, Market Research, Usability
UI/UX Manager
2021 - 2022
Jinius by Bank of Cyprus
- Designed a platform that can improve the digital economy in Cyprus by connecting buyers and suppliers. Created online stores, sent invoices, processed payments, created tenders, and a B2B marketplace.
- Prepared a roadmap and started the UX process, including stakeholder interviews, user interviews, personas, competitors analysis, sitemaps, journeys, wireframes, designs, QA, usability testing, and improvements.
- Built the brand strategy and identity, including the brand book, style guide, tone of voice, and the main website for the Jinius platform. I also did some live testing with users and conducted a UX audit for each developed feature.
- Worked on building a B2C eCommerce website with Salesforce. I started by getting data about the real users and their different backgrounds. Worked with a research company to evaluate the market.
- Retrieved all the data needed and built the personas. Created the user journeys. Worked to build the brand guidelines and transition from B2B to B2C with a new set of colors and some other modifications.
- Built a very nice and engaging design that was loved by all team members.
Technologies: Adobe, Zeplin, Jira, Confluence, Figma, Product Design, Responsive Web Design (RWD), Web App Design, User Testing, UX Research, User Surveys, SaaS Design, eCommerce, Dashboards, Data Visualization, System Design, Customer Discovery, User Personas, Persona Design, UI Design, Mobile UI, Mobile UI Design, Mobile UX Design, Mobile UX, Wireframing, Design Leadership, Personas, Prototyping, User Stories, UX Design, User Experience (UX), Web UX Design, Visual Design, Websites, App Design, Web App UX, Content Strategy, Card Sorting, User Workshops, Stakeholder Interviews, Experience Design, Useberry, Competitor Analysis & Profiling, User Research, Competitive Analysis, Interviews, Finance, Agile, Workshops, Annotated Wireframes, Feature Prioritization, Layout Design, B2B, UX Audits, Design Systems, Heuristic Analysis, User Journey Maps, Accessibility, Heuristic Evaluation, Validated User Research, Unmoderated Remote Usability Testing, Quantitative User Research, Quantitative Research, User Acceptance Testing (UAT), User Validation, User Journeys, Journey Mapping, Layout, Style Guides, Web, Responsive Web Apps, Big Data UX Design, Material UI, Mobile App Design, Cross-functional Collaboration, Mobile, iOS, Consumer Products, Android, Fintech, Survey Design, Marketplaces, Web App UI, Landing Page Design, Rapid Prototyping, Dashboard Design, Market Research, Usability
Senior UX/UI Designer
2020 - 2020
Orange
- Worked on the research and redesign of the YO microsite targeting the young generation in Jordan. It provides them with personalized offers, training courses, scholarships, competitions, discounts, and events.
- Redesigned Orange Jordan's main website based on a heuristic evaluation, competitor analysis, and best practices. I built the wireframes following business requirements, user research, and related findings.
- Restructured the menu of the Orange website by using card sorting and tree testing and worked on the design of the business and personal sections.
Technologies: Adobe, Zeplin, UX Design, User Interviews, Qualitative Research, Usability Testing, eCommerce, User Flows, User Roles, Customer Discovery, User Personas, Persona Design, UI Design, Mobile UI, Mobile UI Design, Mobile UX Design, Wireframing, Personas, Prototyping, User Stories, User Experience (UX), Web UX Design, Visual Design, Websites, Card Sorting, User Workshops, Stakeholder Interviews, Experience Design, Competitor Analysis & Profiling, User Testing, User Research, Competitive Analysis, Workshops, Annotated Wireframes, Feature Prioritization, Layout Design, UX Audits, Heuristic Analysis, User Journey Maps, Heuristic Evaluation, Validated User Research, Unmoderated Remote Usability Testing, Quantitative User Research, Quantitative Research, User Validation, User Journeys, Journey Mapping, Layout, Web, Responsive Web Apps, Big Data UX Design, Mobile App Design, Cross-functional Collaboration, Mobile, Survey Design, Marketplaces, Web App UI, Landing Page Design, Rapid Prototyping, Market Research
UX/UI Expert
2019 - 2019
Snaptivity
- Designed a website targeting B2B clients and leads in the sports industry by displaying engaging data and statistics based on their interests.
- Contributed to campaign creation flow, specifying targets, creating overlays, and managing content.
- Created the style guide and the responsive web, tablet, and mobile designs.
Technologies: Sketch, Adobe, Figma, User Personas, Persona Design, UI Design, Mobile UI, Mobile UI Design, Mobile UX Design, Wireframing, Personas, Prototyping, UX Design, User Experience (UX), Web UX Design, Visual Design, Websites, User Psychology, Web App UX, Stakeholder Interviews, Experience Design, User Testing, User Research, Competitive Analysis, Annotated Wireframes, Feature Prioritization, User Journey Maps, Validated User Research, Unmoderated Remote Usability Testing, Quantitative User Research, Quantitative Research, User Validation, User Journeys, Journey Mapping, Layout, Web, Responsive Web Apps, Cross-functional Collaboration, Web App UI, Landing Page Design, Rapid Prototyping, Dashboard Design, Market Research
UX/UI Designer
2014 - 2018
Mobimind
- Oversaw the branding of many companies and shops in the Middle East.
- Designed many apps and websites in different categories, including for events, content creation, IT, and football.
- Delivered many 2D and 3D animations and edited video content.
Technologies: Photoshop CC, Illustrator CC, Adobe Premiere Pro, After Effects CC, User Experience (UX), User Personas, Persona Design, UI Design, Mobile UI, Mobile UI Design, Mobile UX Design, Wireframing, Prototyping, UX Design, Web UX Design, Visual Design, Websites, App Design, Web App UX, Experience Design, User Testing, User Research, Competitive Analysis, Annotated Wireframes, Layout Design, User Journey Maps, Validated User Research, Quantitative User Research, Quantitative Research, User Validation, User Journeys, Journey Mapping, Web, Responsive Web Apps, Cross-functional Collaboration, Mobile, Android, Market Research
Education
2018 - 2019
Master of Science Degree in UX Design and Branding
Brunel University London - London, United Kingdom
2014 - 2018
Bachelor's Degree in Multimedia and Web Design
USEK | Holy Spirit University of Kaslik - Jounieh, Lebanon
Certifications
NOVEMBER 2023 - PRESENT
Artificial Intelligence and ChatGPT
Udemy
JULY 2023 - PRESENT
Intro to Entrepreneurship
Udemy
JUNE 2023 - PRESENT
UX Audit
Udemy
MAY 2022 - PRESENT
Introduction to Psychology
Coursera
APRIL 2022 - PRESENT
Data and AI
University of York
AUGUST 2018 - PRESENT
Design Thinking
Interaction Design Foundation
JULY 2018 - PRESENT
Mobile UX Design
Interaction Design Foundation
Skills
Tools
Adobe, Zeplin, Confluence, Miro, Adobe Creative Suite, Sketch, Jira, Photoshop CC, Illustrator CC, Adobe Premiere Pro, After Effects CC
Platforms
Figma, Useberry, Web, Mobile, iOS, Android
Industry Expertise
Consumer Products, Education Technology (Edtech)
Other
Design, User Research, User Testing, eCommerce UX, Usability Heuristics, Expert Reviews, Competitor Analysis & Profiling, Wireframing, Responsive UI, Experience Design, UI Design, Focus Groups, Tree Testing, User Interface (UI), Product Design, Responsive Web Design (RWD), UX Design, User Interviews, Web App Design, User Experience (UX), Qualitative Research, UX Research, Usability Testing, User Surveys, SaaS Design, eCommerce, Dashboards, Data Visualization, User Flows, User Roles, System Design, Customer Discovery, User Personas, Persona Design, Mobile UI, Mobile UI Design, Mobile UX Design, Mobile UX, Design Leadership, Personas, Prototyping, User Stories, Web UX Design, Visual Design, Websites, Web App UX, Competitive Analysis, Interviews, Agile, Workshops, Annotated Wireframes, Feature Prioritization, Layout Design, B2B, Remote User Testing, UX Audits, Design Systems, Heuristic Analysis, User Journey Maps, Accessibility, Heuristic Evaluation, Validated User Research, Unmoderated Remote Usability Testing, Quantitative User Research, Quantitative Research, User Acceptance Testing (UAT), User Validation, User Journeys, Journey Mapping, Layout, Style Guides, Software as a Service (SaaS), Big Data, Responsive Web Apps, Big Data UX Design, Material UI, Mobile App Design, Cross-functional Collaboration, Mockups, Fintech, Survey Design, Marketplaces, Web App UI, Landing Page Design, Rapid Prototyping, Dashboard Design, Market Research, Usability, Branding, Strategy, Animation, Artificial Intelligence (AI), Principal, Stakeholder Interviews, User Workshops, Card Sorting, App Design, Graphic Design, Content Strategy, Finance, Chatbots, Public Transportation, Marketing Analytics, Web Design, Design Thinking, CX Strategy, Psychology, User Psychology, Research, Marketing Design, Entrepreneurship, Business, Mobile Design, Innovative UX, Proof of Concept (POC), Feature Planning, UX Testing, Large Language Models (LLMs), AI Chatbots
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