Designer

San Jose, CA 408-***-**** **********@*****.***

www.linkedin.com/in/asbah-wasim

https://asbahwasim.wixsite.com/asbah-wasim

Asbah Wasim

EDUCATION

University of California, Berkeley May 2025

BA in Cognitive Science, BA in Data Science

Berkeley Certificate in Design Innovation

GPA: 3.9 Honors List: Aug 2021 - Dec 2022

RELEVANT COURSEWORK

User Experience Design Designing Digital Sustainability Prototyping and Fabrication Sensemaking and Organizing Neuropsychology of Happiness Brain, Mind, and Behavior Computational Models in Cognition SKILLS

Adobe Creative Suite Figma Canva Storyboarding Wireframing Prototyping Design User interviewing User research Research Exploratory data analysis Quantitative visualization Python Jupyter Java RELEVANT EXPERIENCE

Design Researcher BMW Group x Jacobs Institute for Design Innovation Jun 2023 – Present

• Selected as 1 of 4 distinguished design research fellows to investigate the transformative potential of digital products in driving social change and promoting responsible sustainable practices among consumers.

• Undertook an extensive literature review, analyzing over 290 scholarly papers across relevant fields to synthesize existing research on the efficacy of digital products achieving sustainable behavior change.

• Proposed an innovative framework in a white paper, currently in the process of being published, which helped fill knowledge gaps for BMW stakeholders and is now serving as the foundation for a new Fall 2023 UC Berkeley design course for 30+ students set to influence the next generation of innovators and designers. UX Designer and Researcher WeWalk Apr – May 2023

• Conducted in-depth user interviews with 10 UC Berkeley students to gain insights into their safety concerns and preferred features for a safety-related app.

• Analyzed interview data, producing 4 detailed empathy maps to enhance understanding.

• Collaborated as a team of 5 to address user preference and app optimization while considering design principles to develop a wireframe and high-fidelity prototype of the WeWalk app using Figma.

• Achieved a 90% satisfaction rate from personas during app walkthrough. UX Designer and Researcher CalCentral Redesign Mar 2023

• Generated a comprehensive user journey to understand the current student process of class searching, schedule planning, and course enrollment on the CalCentral website to streamline their experience.

• Leveraged user research insights to identify pain points and formulate innovative ideas that catered to user needs and preferences.

• Spearheaded a website redesign as a team of 4 using Figma by addressing design principles that were disregarded, focusing on design principles, user feedback, and aesthetics.

• Reduced time to search and enroll in courses by 25%. UX Researcher Stroll Berkeley, CA Oct 2021 – Jan 2022

• Interviewed 30 UC Berkeley students regarding their road safety concerns, resulting in a thorough understanding of their pain points and priorities.

• Optimized Stroll app user satisfaction and engagement by 15% through user-centered design enhancements. LEADERSHIP

Program Operations Intern Close the Gap Foundation Apr 2023 – Sept 2023

• Guided seven first-generation, low-income high school students and their mentors in a social impact project, leading weekly discussions and workshops for support and community building. AWARDS

1st Place in the Best Inclusive Focus category Jacobs Institute for Design Innovation Designathon Feb 2023

Contact this candidate