Ux Designer User Experience

Saleem Siddiqui

Lead Gen. AI UX Designer / Strategist

Mobile +1-707-***-****, Chicago, IL

Over 17 years of passion for applying design thinking to strategy and innovation to make digital products more desirable. Humanize brand with Personalization and focus on tailored client journeys and experience. Harness best industry practices on Accessibility- WCAG standards and Service Design for a rich User Experience. Individualize content based on behavior patterns and previous User preferences to minimize time and effort. Deep understanding of how to maximize the potential of human-technology interactions. Knowledge of Symbolic Systems viz. Cognitive Psychology- how people learn. Philosophy- how people reason. Linguistics- how people express themselves. Computer Science- how to get technology to do same through intuitive user flows, Interactions and User Centered Design

Projects handled across domains – Banking & Financial, FinTech, Insurance, Healthcare, Hospitality, Life Sciences, Automotive, Media, Entertainment, and Supply Chain. Worked on Android, iOS, and AEM, PEGA platforms, CRM & ERP systems, including SaaS, and CMS.

Adept in Risk Mitigation Strategies, Risk Management tools and monitoring systems. Advanced experience in Corporate Banking and Securities GTO – Regulatory reporting Dodd-Frank & Volcker and Hippa laws. Hands-on experience in Usability Engineering Policy, UX Research, Design Systems, Section 508 and Content Development Strategy. Add to that advance knowledge of Data visualization and information design for B2B & B2C. Integration of components with Adobe Marketing Cloud, Adobe Target & Analytics. Well versed with Agile methodology, Scrum, and project management tools like Atlassian Confluence JIRA, VersionOne, TFS, and Rally. Years of experience prototyping and wireframing design Tools – Figma, Sketch, Adobe XD, Axure, and iRise.

Key capabilities- UI/UX and Interaction Design

·Conceptualize, create and implement a well defined UX Strategy to set out the course a product or application will take to succeed.

·Conduct co-creation workshops, create user journey, personas, user flows, and training materials.

·Create simplified User Interface for intuitively personalized experience.

·Conceptualize and create designs with emphasis on personalization for corporate and retail bank payments and money movement – digital, real time, instant and secure.

·Design payments infrastructure enabling fast, reliable, extensible payments processing, connectivity.

·Knowledge of Investment Banking, Wealth Management, and Private Bankin

·Corporate Banking and Securities GTO – Regulatory reporting Dodd-Frank and Volcker

·Ability to define and solve complex user interface problems.

·Inform, Engage, and Transact Wealth Management capabilities through multiple digital channels Viz. website, mobile device, social media, email, and video.

·Evolve User Experience journey, architect UI for enterprise applications/websites based on User Centered Design (UCD) - Discovery, Design and Validation framework.

·Create and Design POS platform- aimed at delighting guests, run all orders through one point of sale, grow online sales.

·Well versed with best practices for Mobile first application design for both Android and iOS, and Responsive web design.

·Conceptual development Strategy, Functionality, Information Architecture, Navigation Systems

·Develop Usability Engineering policy.

·Data visualization, information design, visual language and voice and tone of brand

·Implement Lean UX methodologies leading to reduced design time and increased data for informed designs.

·Collaborate with cross-functional teams including business, engineering, product, and user experience to identify research objectives and plan user research activities.

·Lead User Experience Research, gather data, analyze, and draw insights.

·Carry out both quantitative and qualitative data analysis on data gathered from focus groups, one-on-one interviews, surveys, remote and local user testing.

·Managed remote and lab-based user research and usability evaluations, in-field contextual studies, longitudinal research, user interviews, diary studies, focus groups, user surveys on web-based, and mobile applications.

·Conduct requirements-gathering interviews, ethnographic research, eye-tracking, expert reviews, tree-testing, user surveys, and workshops for card sorting.

·Facilitate card-sorting and tree-testing via Optimal Workshop

·Heuristic Evaluation, moderate task-based user tests and A/B tests of wireframes and prototypes

·Design User interactions for B2B and B2C users.

·Strong knowledge and experience in integration of components with Adobe Marketing Cloud (including Adobe Target, Adobe Analytics, Campaign) and Adobe Social

·Well versed with Atlassian Confluence JIRA, Rally, VersionOne, and TFS

·AEM workflows setup and maintenance as well as User and Group Management

·Well versed with Section 508 compliance and Hippa laws.

·Advanced knowledge of Agile methodology and Scrum

·Strong proficiency in Figma, Sketch, Adobe XD, iRise, Axure RP8, Adobe creative suite, Qualtrics, Hotjar, Optimal Sort, Dreamweaver, HTML5 and CSS

Work Experience

Cognizant Technology Solutions, Lead Gen AI UX / Interaction Designer Jun 2019 – Present

Projects Executed:

CVS Health – Gen AI Lead UX Designer / Strategist, Woonsocket, RI. Sept. ‘24- Present

As a Lead UX Designer and Strategist, I am responsible for ensuring the digital products and services meet the needs and expectations of users while aligning with business goals. Leverage GenAI to analyze user interaction and predict future actions to create interfaces that are intuitive and user friendly. Apply sentiment analysis and predictive capability to enhance over all user experience by gaining deep understanding of user needs.

Develop a comprehensive UX strategy that outlines the vision, goals, and roadmap for delivering a Personalized user experience. While defining key metrics for success and strategies to achieve them.

Collaborate on design of accessible solutions, best practice, audit of digital content, as well as support for digital assistive technology.

Identifying accessibility issues, provide potential solutions, and help implement technical features that allow people with disabilities to navigate a digital product more easily.

Define and track UX metrics to measure the effectiveness of design decisions and identify areas for improvement. Including metrics such as conversion rates, task completion times, and user satisfaction scores.

Collaborate with stakeholders, product managers, designers, and developers, to gather insights, align on objectives, and prioritize features based on Personalization and user needs, business objectives.

Advocate for Human Centric personalized design principles within the organization and communicate value of UX strategies to stakeholders at all levels. Present UX Research insights, recommendations, and progress updates in a clear and compelling manner.

Keep abreast of emerging latest technology trends, best practices, in the field of UX design and incorporating them into the UX strategy as appropriate.

Identify new product improvement opportunities for CVS Health and Retail.

Present service design ideas to cross-functional teams and senior leadership.

Work closely with product owners to suggest Services and Process improvements.

Gather design requirements, information from internal teams and user research.

Modify and revise existing design to meet changing customer preferences.

Identify User’s key interactions and develop design strategy.

Implement design features.

Create and test design prototypes.

Wynn Resorts – Gen AI Lead UX Designer / Strategist, Las Vegas, NV. Mar ‘24- Sept. ‘24

As a Lead Gen. AI UX Designer and Strategist, ensure digital content is perceivable, operable, understandable, and robust to as many users with various disabilities. Ascertain that digital products and services meet the needs and expectations of users while aligning with business goals. Deploy GenAI to analyze user interaction and predict future actions to create interfaces that are intuitive and user friendly. Apply sentiment analysis and predictive capability to enhance over all user experience by gaining deep understanding of user needs.

Collaborate on design of accessible solutions, best practice, audit of digital content, as well as support for digital assistive technology.

Identifying accessibility issues, provide potential solutions, and help implement technical features that allow people with disabilities to navigate a digital product more easily.

Develop a comprehensive UX strategy that outlines the vision, goals, and roadmap for delivering a Personalized user experience. While defining key metrics for success and strategies to achieve them.

Define and track UX metrics to measure the effectiveness of design decisions and identify areas for improvement. Including metrics such as conversion rates, task completion times, and user satisfaction scores.

Collaborate with stakeholders, product managers, designers, and developers, to gather insights, align on objectives, and prioritize features based on Personalization and user needs, business objectives.

Advocate for Human Centric personalized design principles within the organization and communicate value of UX strategies to stakeholders at all levels. Present UX Research insights, recommendations, and progress updates in a clear and compelling manner.

Keep abreast of emerging latest technology trends, best practices, in the field of UX design and incorporating them into the UX strategy as appropriate.

Identify new product improvement opportunities for luxury hotel resort.

Present service design ideas to cross-functional teams and senior leadership.

Work closely with product owners to suggest Services and Process improvements.

Gather design requirements, information from internal teams and user research.

Analyze how services satisfy high net-worth guest needs, hospitality preferences.

Modify and revise existing design to meet changing customer preferences.

Identify User’s key interactions and develop design strategy.

Talcott Resolution, Hartford CT, Lead UX Designer July ‘23- Jan.202

Redesign Solar platform to ensure Personalization and the portal functions properly for Client Onboarding, Money Movement and Life Insurance activities. System generated transactions and investment advisory for Banks, Brokerage financial products. Ensure digital content is perceivable, operable, understandable, and robust to as many users with various disabilities.

Collaborate on design of accessible solutions, best practice, audit of digital content, as well as support for digital assistive technology.

Identifying accessibility issues, provide potential solutions, and help implement technical features that allow people with disabilities to navigate a digital product more easily.

Identify product’s key interactions and develop design strategy.

Implement design features.

Create and test design prototypes.

Improve digital functions.

Co-ordinate on user research to gather insights.

Ensure design meets accessibility standards.

Collaborate with UX and UI designers and developers.

Wells Fargo Financial Services & Online-Banking, NY Lead UX Designer Aug.’22- June’23

Design enterprise payments platform based on Personalized, intuitive interactions between users and the platform. Deeply understand user needs, create user flows, for Digital Payments, Private Bank and Retail Banking, Money Movement, Wealth Investment Management, Client Onboarding, Finance & Client advisors, Brokerage for financial and advisory products.

Ensure digital content is perceivable, operable, understandable, and robust to as many users with various disabilities.

Collaborate on design of accessible solutions, best practice, audit of digital content, as well as support for digital assistive technology.

Design full-featured payments platform alongside existing legacy technology to support new and evolving payment needs.

Enable frictionless checkout through a dialogue between user and payments platform.

Design engaging interface for personalized and contextual payments with focus on human-computer interaction including animations, micro interactions, transitions, and search with well thought out user behaviors.

Provide complete visibility and control of the end-to-end payments flow.

Ensure inclusive and accessible payments.

Leverage contextual, normalized information to create personalized digital experiences.

Identify platforms key interactions and develop design strategy.

Create and test design prototypes.

Improve digital functions.

Co-ordinate on user research to gather insights.

Ensure design meets accessibility standards.

Collaborate with UI designers and developers.

World Bank Group, Lead UX Designer, Washington DC, Jun.‘19 – Oct. ‘22

Conceived, planned digital platform with focus on Personalization to help evaluate, monitor utilization of lending loan payments and execution of projects across globe. Identifying accessibility issues, provide potential solutions, and help implement technical features that allow people with disabilities to navigate a digital product more easily. Collaborate on design of accessible solutions, best practice, audit of digital content, as well as support for digital assistive technology.

Provided strategic direction across all touch points, including strategy, product roadmap. Coordinated with stakeholders on organizational goals. Advocated for creativity, innovation to generate new ideas for Personalized design solutions. Conducted UX Research, Heuristic Evaluation, Expert review, suggested best practices for consumer grade UX.

Enforce correct authentication, authorization, and access control mechanisms to protect clients' data.

Ensure client payment information is securely transmitted and stored, protecting against potential cyber threats, and conforming to regulatory standards.

Design innovative capabilities and security features.

Understand data challenges and adopt comprehensive data strategy.

Design framework for data search, cataloging and analysis challenges.

Co-ordinate on full design process from discovery to conceptualizing and designing interactions.

Analyze user behavior to gain user insights, identify opportunities to optimize usability of products.

Identify defects or points of improvement in digital products.

Work with product team to ensure product meets both organizational goals and user objectives.

Design engaging interface with focus on human-computer interaction including animations, micro interactions, transitions, and search with well thought out user behaviors.

Identify product’s key interactions and develop design strategy.

Implement design features.

Create and test design prototypes.

Improve digital functions.

Co-ordinate on user research to gather insights.

Ensure design meets accessibility standards.

Collaborate with UX and UI designers and developer.

Allstate Insurance, Lead UX / Interaction Designer, Northbrook IL, Mar’19 – June’19

Designed interactions and user flows for quotes - auto, home, motorcycle, RV, jewelry, fur, and electrical gadgets. Primarily different forms for 50 states of US, with focus on CA, NY, and Virginia.

Zebra Technologies, Lead UX / Interaction Designer, Chicago, IL Oct. ‘18- Feb. ‘19

Created accessible software design solutions in a variety of enterprise spaces. Generated innovative concepts to help solve challenges. Worked with cross-functional teams across Zebra’s business. Supported a variety of technical deliverables participating at all stages of the design development process from customer research, concept development, prototyping and execution.

Capgemini Consulting Sr. Manager, Digital Interactive & UX Dec. ‘16 – Apr.’18

Projects Executed:

Siemens Healthcare Diagnostics, Flanders NJ

Design Validation under FDA protocols for a highly flexible next generation immunoassay and clinical chemistry.

Toyota - JMFE, Deerfield Beach, FL

Optimized dealer portal through innovative vehicle allocation, smart vehicle search and swap functionality. Added features for distributors, dealer, and customers through vehicle locator, Inventory, VIN Trade, RDR, Trade and Incentive Challenges.

Deutsche Bank AG - Wall St. New York, Lead UX / Interaction Designer Dec. 2015 - Aug. 2016

Social and mobile has altered the way banks engage with customers. Now the second wave of Digital is driving even more profound change. Designed critical digital platform to mitigate risk. Covering usability studies for bank’s web and mobile app products, money movement and bill pay, icon rebranding, bank branch locator pages, and cross-channel usage analytics.

Designed the control monitor that provided users the ability to view breaches. Drill down to any level on any dimension and present data in two-dimensional matrix while accommodating standard and custom themes.

Navigator, the new platform, was designed and developed by with presentation schemes from the legacy platform Scorpio. The focus of the new control monitor was on Themes/Metrics so the users will not only gain a high-level view of breach data across themes and metrics but also can navigate quickly between the metrics.

Defined research methodologies for qualitative and quantitative research. Moderated in-lab, one-on-one to unmoderated remote interviews with more than 250 participants. Aggregated data, analyzed results, checking for bias. Composed and presented insights to stakeholders. Designed MIS platform to enable decision making, coordination, control, analysis, and visualization of information for the bank.

•Developed UX Design for dashboard covering various level controls. Applied User Centered Design approach in line with industry wide best practices.

•Developed methods of analyzing existing data from analytics and user databases to enhance visibility of trends.

•Identified metrics and goals for researching and testing various intranet environments.

•Developed information architecture, site map and navigational flows.

•Supervised offshore visual design teams.

Career Note: Prior to 2016, I have worked as UX Designer on multiple projects for different clients across domains -Ford Motor Company, Thomson Reuters, Owens & Minor, Rockwell Automation, Rodriguez Strategies and Dana Farber Cancer Research Institute.

Academic Qualifications

Master’s degree - Kakatiya University,1988.

HCI - Interaction Design Foundation 2010.

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