Product& ExperienceLeader
Hi, I'm Faris. I design
the parts of a product
people actually get
stuck on.
Most products don't fail on looks. They fail in the gap.
The gap between what the business built and what the person expected — a label nobody understands, a step that asks too much, a screen that hides the one thing they came for.
I find those gaps with research, personas, journey maps and heuristic evaluation, then design them shut. Five years across enterprise platforms, B2B tools and consumer apps.
I use AI throughout — synthesising research, pressure-testing flows, cutting variations fast — so more of the time goes into judgement rather than production.
Where I've done it.
Doha, Qatar
Senior UX/UI Designer
- Lead UI/UX for internal SC digital products, improving usability and accessibility across multiple departments
- Design responsive interfaces for administrative and operational platforms serving thousands of internal users
- Run user research, prototyping and usability testing against organisational and stakeholder needs
- Modernise legacy interfaces with product owners — improving task completion time and internal adoption
- Drive design consistency through scalable design systems and documentation
4 years
Product Designer / Product Manager
- Led enterprise digital transformation across FOS, B2C and B2B travel products
- Decoded client needs through workshops, stakeholder interviews and market research
- Designed both B2C booking journeys and B2B operator dashboards
- Managed C-level stakeholder relationships, aligning digital strategy to business objectives
- Documented design systems and specs for clean handoff to engineering and marketing
A sample of the work.
Three case studies from five years of projects — picked because they show different sides of the job: research and restructuring, funnel design, and brand systems. Happy to walk through the rest.
- Personas from two real audiences: a 16-year-old seeking trials, a journalist checking scores mid-game
- Heuristic evaluation against Nielsen's ten principles
- Benchmarked six regional and international federations
- Role-based information architecture — fans, athletes, media, sponsors
- Targets set against business goals: bookings, funnel completion, mobile conversion, retention
- Designed for three distinct traveller types
- Progressive disclosure and smart filters to reduce decision fatigue
- Context-driven cross-sell — conversion without pressure
- Six-sided packaging design
- Bilingual English and Arabic specification layout
- Identity extended into merchandise
What I do
Tools
Industries
Certifications
Education
Let's build something people don't get stuck on.
Open to product and experience leadership roles across enterprise, B2B and consumer.
farispa@gmail.com