TJ is a UX/UI designer with 12+ years of industry experience and in-depth design background. He focuses on research-driven principles to drive innovation while also balancing the needs of his team's vision for success. He has a keen eye for detail and takes great pride in creating simple solutions that surprise and delight users without neglecting complex technical dependencies, all from within a framework driven by business objectives!
Engaged with stakeholders to gather requirements, develop concepts, and strategic product planning. Managed design projects from concept to completion.
Lead end-to-end product design (UX+UI) of business services, internal tools, and mobile web apps, including ideation, knowledge management, research, design systems, visual design, and rebranding.
Redesigned brand identity, including logos, typography, and color palette. Also, identified ways to strengthen brand identity and consistency across various media.
Effectively communicated and documented design direction, process, and rationale to team members and stakeholders.
Created and managed visual design libraries, style guides, and UI patterns.
Balanced visual design with technical feasibility, as well as user needs with business needs.
Evaluated existing UX flows and established product improvement strategies.
Designed and documented feature sets, information architecture, and wireframes for internal users and external stakeholders.
Technologies: Branding, Redesign, UX, UI, Shopify API, Magento, User Flows, User Journeys, Design Libraries, Design Systems, Visual Design, Dashboards, Dashboard Design, Responsive Web Apps, Responsive Design, Payment APIs, eCommerce UX, eCommerce UI, Online Payments, SaaS, Software as a Service (SaaS)
2022 - 2022
Vir Health Limited via Toptal
Worked in the Product Growth team which is responsible for delivering features that drive business growth across all customer/patient-facing experiences.
Worked through design problems from beginning to end: initiating research, synthesizing findings, translating insights into ideas, designing workflows & detailed interactions, and iterating on product features across any type of device.
Sketched and prototyped ideas to quickly assess viability, and design simple and elegant solutions with meticulous attention to detail.
Worked closely with engineers as they built and shipped ideas.
Shaped product strategy and vision together with product managers.
Exercised thoughtful design patterns and helped build a robust design system with reusable components/assets.
Technologies: UI Design, Product Design, Figma, UI, User Interface (UI), Web App UX, Web App UI, Dashboard Design, Redesign, UX Design, Design Systems, Responsive Design, Landing Pages
Design Systems Designer
2022 - 2022
WooCommerce via Toptal
Evaluated existing documentation of Figma libraries and identified issues and requirements from the design team.
Restructured and expanded the Figma libraries by restructuring existing components and creating new components based on existing designs and shipped code.
Provided pixel-perfect components that abide by the existing visual and user experience guidelines.
Documented the process and helped define a governance model for the Figma libraries in collaboration with design team members.
Communicated with involved parties to ensure alignment and moved the work towards implementation.
Collaborated with the design team to ship high-quality design resources.
Increased monthly conversion by 98.9% for du home plans by optimizing page layout, plan card design, and simplifying the location selection process.
Improved accuracy in the address provided by customers to 99.5%. It also increased 35% in orders placed for non-du zones and improved the dropoffs to the next page by 7%.
Designed and tested a tool that recommends the optimal plan for users in their home plan journeys. The objective was to assess the desirability and usability of this tool before shipping it to production. It scored 82.5 (excellent) on the test.
Created an eCommerce experience and design for the du prepaid portfolio that achieved an excellent SUS score of 83.8 in qualitative user testing. Post-launch saw an increase in conversion rates from 0.42% to 31% and a lower bounce rate.
Led initiatives to define email design systems and guidelines applying the mobile-first approach. Compared to 2019, in 2020, we saw a 26% increase in unique open rate, a 167% increase in unique clicks, and a 700% increase in revenue.
Created universal and federated libraries in Sketch for du's design system to support our teams of designers and developers across our company in creating best-in-class digital products and experiences.
Drove successful launch of 50+ device launches, including big ones like Apple and Samsung, by creating digital assets in time and on-brand that complying with partner's guidelines. Helped du to be named "Fastest partner to launch Apple products."
Collaborated with the PO on the creation of the region's first telco brand store on Amazon. The project was stalled when the agency delivered subpar work, so we created new designs from scratch for a successful launch.
Influenced design team members to lean on data more than ever. Even in design critique sessions that are normally designer-focused forums, designers were not hesitant to open up dashboards and engage.
Pioneered user-centered design principles throughout the company and advocating for simple and intuitive user interfaces.
Created a new branding system and logo for the organization, including a large library of reusable production art, web banners, and other collateral. Created strong design concept layouts for a variety of projects.
Gathered user data through methods such as analytics reporting, task analysis, and participatory design techniques and utilized that data to drive design decisions.
Defined information architecture and interaction design for several complex web applications using page and user flow diagrams, site maps, and interactive wireframes. Tested designs using low- and/or high-fidelity prototypes.
Conceptualize, design, and develop marketing pages and custom features of our eCommerce platform directly contributed to increased revenue year over year.
Designed custom email templates for monthly newsletters and marketing emails, improving the click-through rate.
Designed adaptive layouts to maintain a consistent user experience across the product.
Worked closely with the product team in an Agile workflow to design visually compelling and highly usable web applications for a SaaS B2B, B2C, and B2B2C gifting solution that fortune multiple companies all around the UAE.
Defined business requirements by determining the success metrics and identifying the target demographic, and understanding the project's objective and goals.
Technologies: Adobe CC, Adobe Illustrator, Adobe Experience Design (XD), UX Design, UI Design, Mobile App Design, Branding, Social Media, Artwork, Emailers, Newsletters, Dashboards, B2B, B2C, B2B2C, Web Marketing
Senior UX/UI Designer
2011 - 2017
Established Laimoon as a fresh, unique, and powerful brand through visual communication from digital to print media.
Collaborated with stakeholders and developers to create innovative and robust solutions for professionals to find professional courses and fill job openings.
Defined features and common experiences, using established as well as entirely new paradigms.
Created high-impact user-centered IAs, experiences, and interfaces with strong emotional appeal, sophisticated production values, and intuitive navigation to maximize user engagement and cement powerful brand identities.
Adapted designs to mobile devices at a stage that redefined the market landscape. Displaced competitors by anticipating user needs by remaining ahead of the curve; delivered interactive device site that helped capture the leading market position.
Researched, strategized, and launched UX improvements that increased Laimoon’s revenue.
Designed artworks for marketing communications, including social media, print ad campaigns, stickers, posters, postcards, and brochures.