Product design that brings clarity to complex systems
Hi! I am Somreen.
I craft thoughtful digital experiences that solve real problems. Each project reflects a commitment to clarity, purpose, and the details that matters.
UX Design - UX Research - Competitor Analysis - Design Systems - User Journey - Storyboard - Wireframe - Prototyping - Usability Testing
Facts & Figures
11+ years
UX Research Experience
10+ years
Designing Digital Products
100+ Hours
User Interviews & Usability Tests
50+ Projects
Website, Mobile Apps, Dashboards, Software Design
Product Design Skills
My Skills
Skills & Expertises
User Interviews
Usability Testing (moderated & unmoderated)
Contextual Inquiry / Field Studies
Diary Studies
Ethnographic Research
Heuristic Evaluation
Cognitive Walkthroughs
Competitive Analysis
Expert Reviews
Card Sorting & Tree Testing
Surveys (design + analysis)
A/B Testing
Task Analysis
Competitors Evaluation Study
Competitors UX Audit
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Statistical Analysis
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Data Interpretation
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Metrics Definition (KPIs)
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Experiment Design
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Benchmarking Studies
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Behavioral Analytics Review
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Heatmaps & Clickstream Analysis
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Conversion Funnel Analysis
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Cohort Analysis
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Google Analytics Data Analysis
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Interview Planning & Facilitation
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Thematic Analysis
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Affinity Mapping
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User Journey Mapping
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Persona Development
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User Needs & Pain Point Discovery
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Concept Validation
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Synthesis & Insight Generation
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User-Centered Design (UCD)
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Wireframing
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Prototyping (low–high fidelity)
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Interaction Design (IxD)
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Information Architecture (IA)
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User Flows & Task Flows
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Site Maps
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Journey Mapping
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Storyboarding
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Content Strategy (UX writing basics)
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Visual Hierarchy
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Layout Design
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UI Design
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Responsive Web Design
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Mobile App Design (iOS + Android guidelines)
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Design Systems
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Component Libraries
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Microinteractions
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Motion Design (basic prototyping animations)
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Typography
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Color Theory
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Iconography
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Grid Systems
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Visual Design Principles
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Low-fidelity prototype (paper, sketches)
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Mid-fidelity wireframes
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High-fidelity clickable prototypes
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Interactive prototypes for testing
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Rapid prototyping
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A/B testing design support
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Iterative design cycles
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WCAG 2.1 / 2.2 guidelines (AA compliance)
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Accessible UX and UI design principles
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Inclusive design practices
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Color contrast and visual accessibility
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Keyboard navigation and focus management
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Screen reader–friendly design
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Semantic structure and content hierarchy
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Accessible forms and error messaging
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Designing for assistive technologies
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ARIA roles (foundational understanding)
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Accessible typography and spacing
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Designing for cognitive accessibility
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Designing for motor and visual impairments
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Usability testing with accessibility considerations
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Accessibility audits and heuristic reviews
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Collaboration with developers on accessibility implementation
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Accessible design documentation and handoff
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Plain language and readable content design
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Responsive and device-agnostic accessibility
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Figma
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Adobe XD (if applicable)
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Sketch
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Adobe Illustrator / Photoshop
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FigJam / Miro
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Axure (advanced prototypes)
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InVision
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Zeplin
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Design handoff tools
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HTML/CSS
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UserTesting, Lookback, Maze, Dovetail, Optimal Workshop
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FigJam / Miro for synthesis
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Survey tools (Typeform, Google Forms, Qualtrics)
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Analytics tools (Google Analytics, Hotjar, Amplitude)
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Data Visualization (Sheets, Excel, Tableau)
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Prototyping tools (Figma, Axure, InVision)
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Confluence, Jira, Slack
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Site Improve
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My Design Process
How I work across design disciplines
My process begins with understanding the people behind the problem. I blend research, strategy, and craft to build products that feel natural and intuitive
User Experience Design
I map User Journeys and create interface that guides people towards their goals without frictions.
Design Systems and Scale
Building cohesive systems that let teams move faster while maintaining consistency across products.
Prototyping and Validation
Testing ideas early and often to learn what works before committing to full development
Recent Projects & Case Studies
Each project represents a distinct challenge and a commitment to solving it well.
Designing for Trust: Transforming a Healthcare Registration Experience
This case study showcases how a thoughtful, human-centered redesign transformed a complex healthcare registration experience into a clear and trustworthy journey.
By uncovering user pain points and iterating with data-driven design decisions, the solution significantly improved completion rates, reduced friction, and enhanced confidence for expectant parents navigating a critical moment in their care
Designing Beyond Screens: Service Design that Streamlined Industrial Workflows
When complex operations grind to a halt, the real challenge isn’t just the tools — it’s the system behind them. In this project, I used human-centered service design to dismantle entrenched silos across departments at Ritchie Bros, uncover hidden inefficiencies, and co-create solutions that accelerated processing, boosted collaboration, and reshaped how teams work together. The results? Dramatic shifts in speed, clarity, and readiness across the entire equipment lifecycle.
Cracking the Code: UX Research That Reshaped a Government System
In this project, I led a deep UX research initiative to uncover why the City of Richmond Hill’s online building permit application was failing its users—and how data-driven insights sparked a strategic redesign that turned confusion into clarity and measurable results
Testimonials
"We were incredibly impressed with Somreen's ability to take our vision and turn it into a beautifully functional product. Her deep understanding of User-Centered design and her expertise in research, wireframing, and prototyping helped us create a solution that not only met but exceeded our expectations."
R. Jones
CEO City of Richmond Hill
"Working with Somreen was an absolute game-changer for our project. Her ability to translate complex ideas into simple, intuitive designs was nothing short of impressive. From the initial research phase to final implementation, she consistently delivered innovative solutions that enhanced both user experience and business outcomes."
J. Shabbir
Ritchie Bros
"Somreen played a pivotal role in several key projects, including the complete redesign of our primary website and the development of a new mobile application. Her ability to conduct thorough user research, create intuitive wireframes, and design visually appealing and functional interfaces significantly improved our product's usability and overall user satisfaction"
S. Jang
CEO Axsolve
About Me
Hello! I'm Somreen Safdar, a passionate UX/UI Designer with over 8 years of experience transforming digital experiences.
My journey began with a degree in Marketing and Consumer Behaviour from Southeastern University in Washington DC, where I developed a keen understanding of user needs and behaviors.
To further hone my skills, I pursued a UX/UI Certification from the University of Toronto, which equipped me with the technical know-how to bring my creative visions to life.
Somreen Safdar
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