Hey, 👋🏻 I'm Fatima

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

5+ years leading end-to-end design for the moments customers, agents, and practitioners need a system to just work — trip disruptions, support escalations, and patient care. Ex-Super.com, Priceline, Neurofit.

Get in touch

View Resume

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.

Read Case Study

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.

Read Case Study

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.

View Project

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.

Read Case Study

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.

Read Case Study

Projects