Hey, 👋🏻 I'm Fatima

I design products that earn trust at the point of decision.

I lead product design across consumer journeys and operational tools, aligning user needs, business goals, and system constraints to deliver measurable outcomes and experiences people can confidently act on.

Previously at Priceline and Super.com · Based in Toronto

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Featured Work

Self-Service Rebook

Consumer Self-Service · Travel Operations · Priceline

Designed a self-service rebooking flow that reduced dependency on phone support and gave customers a clearer path to resolve trip changes.

Impact: 17.5% lower call volume and $1.3M saved in operational costs.

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Customer Care Platform Design

CRM · Internal Tool · Priceline

Redesigned Priceline’s internal support platform around real agent workflows, improving speed, resolution, and service quality.

Impact: 12% faster handle time, 13.2% better first-call resolution, +6.75 CSAT points, and $4M projected savings.

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Hotel Card Redesign

Marketplace Growth · Consumer UX · Super.com

Redesigned the hotel card experience, the entry point for 80% of user traffic, to improve pricing clarity, trust signals, and booking confidence.

Impact: 52% higher conversion among engaged users, rolled out globally.

Practitioner Dashboard & Workflows

Practitioner Tools · Healthcare UX · Neurofit VR

Designing practitioner-facing dashboards and workflows that made patient management and day-to-day operations simpler within a multi-platform VR healthcare product.

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Earlier Work

Spotify Collections

Product Design

Led design for a note-taking and sharing feature for Spotify's podcast platform. Ran a Google Design Sprint, surveyed 77 users, and validated the concept through usability testing.

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Vancouver Tool Library

UX Design

Team lead on a 4-month client engagement. 10+ hours of on-site ethnographic research and participatory workshops to land a concept the client moved forward with.

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Projects