Hey, 👋🏻 I'm Fatima

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

I'm a product designer who makes complicated things feel simple. For the past 5+ years I've worked on the moments where people decide whether to trust a product like a rebooking flow at Priceline, a hotel listing card at Super.com or practitioner tools at Neurofit. I work end-to-end, I talk to users, and I ship things that move numbers.

Self-Service Rebook

Product Design · Priceline

Designed the end-to-end flow that moved cancellations and rebookings off the phone and into a self-serve digital experience. Reduced call volume by 17.5% and saved $1.3M in operational costs

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Hotel Card Redesign

Product Design · Super.com

Led a ground-up redesign of the entry point for 80% of user traffic to increase conversion and engagement through improving pricing transparency and trust signals. 52% higher conversion for engaged users. Rolled out globally.

Coming soon

C3: Connected Customer Care

Product Design · Priceline

Rebuilt Priceline's internal support platform around how agents actually work, not how the legacy system was structured. 12% faster handle time, 13.2% better first call resolution, $4M in projected savings, and lifted CSAT by 400bps.

Coming soon

Practitioner Dashboards & Workflow Tools

Product Design · 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