Rasa

Founder and Lead UX Designer

frixB (Pvt) Ltd. • Self-employed

Jul 2019 - Present • 6 yrs 10 mos

I founded frixB in 2019 as a UX-driven design and development studio built around one belief: that great product design should help businesses grow, not just look good. Since then, we have worked with 250+ clients across 9 countries, including the US, UAE, France, Canada, and Australia, completing 400+ projects. Projects ranging from mobile apps and SaaS platforms to brand identities and investor-ready MVPs. My role sits at the intersection of UX strategy and business outcomes. I work directly with founders and product teams to understand what they are actually trying to solve, not just what they think they need designed. From there, I lead product strategy, user research, UI design, design systems in Figma, and end-to-end delivery with our dev team. The result is products that are intuitive, scalable, and built to convert. A big part of what frixB does is helping startups get investor-ready. Our clients have collectively raised over $1M in seed funding, and a lot of that comes down to having a product that looks and feels like a serious business from day one. On top of product work, I lead brand design for companies that need a full identity, from logo and typography to full visual systems that scale.

Lead UI UX Designer

FizzyLemon • Part-time

Nov 2024 - Apr 2025 • 5 mos

At Fizzy Lemon, an AI-powered e-learning platform helping people build real communication and interpersonal skills through realistic avatar-based conversation simulations, I led the UX and UI design from early concept through to production-ready screens. The challenge was to take a genuinely complex AI product and make it feel simple, approachable, and engaging for everyday users. I worked directly with founders, product managers, and developers to shape user journeys, define product requirements, and turn rough ideas into polished interfaces. That meant creating wireframes, high-fidelity UI designs, and a scalable design system in Figma that kept the product consistent as the team moved fast. As the UX consultant on the project, I conducted usability reviews, identified areas where users were getting stuck, and reworked flows before they reached development. The goal was always the same: help the team build smarter by solving the right problems early. The result was a product that users could actually navigate with confidence, and a design foundation the dev team could build on without going back and forth.

Lead UI UX Designer

Qortex Technologies L.L.C. • Full-time

Jan 2021 - Mar 2024 • 3 yrs 2 mos

At Qortex Technologies, a UAE-based tech company, I led the UI/UX design strategy for enterprise and SaaS products serving international clients across fintech, logistics, and B2B platforms. My work covered the full design process: user research, wireframing, interactive prototyping in Figma, and usability testing that helped teams ship products people actually enjoy using. I worked closely with developers throughout, making sure what we designed translated cleanly into the final product without losing the intent behind it. Day to day, I managed design workflows across distributed teams using Jira, Adobe Creative Suite, and Microsoft 365. What kept everything focused was a simple goal: take complex, feature-heavy products and make them feel intuitive and effortless for the people who use them.