UX Design - UX Research - Competitor Analysis - Design Systems - User Journey - Storyboard - Wireframe - Prototyping - Usability Testing
Recent Projects & Case Studies
These featured projects highlight how thoughtful research, strategic thinking, and user-centered design can transform complex problems into intuitive digital experiences. Each case study demonstrates my process—from uncovering user insights to designing solutions that improve usability, efficiency, and real-world outcomes.
Designing for Trust: Transforming a Healthcare Registration Experience
This project 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
Skills & Expertise
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User Interviews
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Usability Testing (moderated & unmoderated)
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Contextual Inquiry / Field Studies
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Diary Studies
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Ethnographic Research
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Heuristic Evaluation
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Cognitive Walkthroughs
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Competitive Analysis
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Expert Reviews
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Card Sorting & Tree Testing
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Surveys (design + analysis)
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A/B Testing
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Task Analysis
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Competitors Evaluation Study
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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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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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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
Somreen Safdar
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