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A decade of experience

My journey has taken me through start-ups and global brands, gaming to health, retail to telecommunications and the journey is far from over.

Hand crafting interactions

Harmonisng the pulls of the project brief with usability prinicples, where the brand’s language resonates with each interaction and the goals of the user and business align to create a fruitful relationship.

With big brands

  • Selfridges
  • Audi
  • Tesco
  • Vodafone
  • EE
  • Rolls_Royce
  • Sainsburys
  • Essentra
  • MoH
  • Halfords
  • Morrisons
  • BT

Delivering Delight

  • In-store ordering service

    Selfridges wanted to create a way for customers to order out of stock sizes on an iPad. Having the customer do the work of finding the stock themselves didn't match Selfridges' brand of an amazing shopping experience. So I challenged the brief to be changed such that the clerk checks to see if the size is available in the warehouse before returning to the customer in order to deliver on Selfridges' brand identity. I created a story board, wireframes and a presentation to express how my change of direction would work.

  • Ministry of Health dashboard

    Seren had scoped a dashboard to deliver for Saudi Arabia's Ministry of Health. The details required eliciting so I worked with the team to fully understand the project requirements, create user journeys, an information architecure, wireframes, and a prototype for usability testing and to present to the ministry all within a tight one month deadline.

  • Desktop to mobile conversion

    The first phase of the Halfords redesign project was rolled out on desktop with the second phase being for mobile. I joined the team to finalise the UX deliverables that would transfer the desktop site to mobile, from homepage to checkout, preserving the desktop style and details to successfully deliver what is now live on Halfords.com.

Skills

My background in Product Design grounded me in the design process, 3 Dimensional thinking and problem solving. Transferring that to UX via intense study, application and improvement enabled me to work with the biggest brands on high value projects. The digital world never stops, and neither do I, in acquiring new skills and knowledge to continuously excel in creating projects that deliver, differentiate and delight.

  • Problem analysis

  • Data analytics

  • User journeys

  • Story boarding

  • Information architecture

  • Sketching

  • Wireframing

  • Prototyping

  • Usability testing

  • Presenting

  • Agile / Scrum

  • Stakeholder management

  • UX strategy

  • Service design

  • Responsive design

  • Mobile / Apps

Projects

Recommendations

Costas Peristiani

Product Manager at Tesco PLC

"...He is a big-picture thinker who is also great at working out the finer details of a project..."

Read on Linked In

Robert Szantai

Principal UX Lead at Seren Design

"...One of the best UX designers I ever worked with."

Read on Linked In

Darren Howat

Digital Lead at Vodafone

"...He is a great team player and determined to work through any problem..."

Read on Linked In

Contact

Email: [email protected]

https://linkedin.com/pub/emdad-rashid/b/98/100

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