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
Featured Work
Hotel Card Redesign
Marketplace Growth · Consumer UX · Experimentation
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.
What collaborators say about working with me
Business Impact
X-Functional Alignment & Storytelling
Design Craft
“Fatima took strong ownership of our international travel product... Her work helped deliver our North Star metric, increasing the contribution profile per landed international user to 3.2%.”
“Fatima has been a great partner. Attentive to detail, asking probing questions to understand what we are really trying to accomplish and has been an overall pleasure to work with.”
“Fatima owned and spearheaded the design and UXR for our multi-sprint Listview redesign. Her usability studies and level of detail put into each element moved the standards of our product forward.”
Design Manager, Super.com
Director of Customer Care, Priceline
Staff PM, Super.com
