I make complicated stuff feel simple and obvious
Loan applications, site-safety checklists, admin panels. The stuff people are stuck using every day, made simple enough that they stop noticing it. I'm Azza, a product designer who takes on the unglamorous, load-bearing software most portfolios skip, for the people who open it on a Monday because they have to.
Selected work
What the work moved
The old page buried the phone number under everything a visitor didn't ask for. I cut it to the parts that make someone call. Modelled from the client's closing range, so I'd call it an estimate I stand behind.
People finished what they came to do without a detour. The handful who stalled were arguing with the copy, not lost in the interface, which told me where to point next.
Skimmed, not read, until the SOPs became a short-video feed that held people long enough to take the change in. A preference test with ~100 employees backed the format; early cohorts spent roughly double the time learning.
Research through handoff, most of them fixing where traffic actually enters, the homepage, the nav, the first screen someone hits. Australian SMEs who needed it working Monday, not a deck about it.
What I do
UX & PRODUCT DESIGN
Problem framing through developer handoff. I stay in the build loop with engineering, which is why what ships matches what was designed, not a watered-down version of it.
UX AUDITS & CRO
Read the evidence, then redesign only the moments that move the number. If a change can't be tied to something measurable, I'll say so before shipping it, not after.
BRAND & WEB DESIGN
A component library that survives contact with code. Tokenised, documented, and built so your team can extend it without me in the room, and every page stays consistent as the site grows.
nobody needs a redesign as much as they think they do
Where I've worked
UI/UX Designer at WebRocket
Embedded designer for Australian SMEs in fintech, SaaS, and consumer apps, mostly early and growth-stage startups shipping fast on sites that were never audited. I run the audits and the conversion redesigns, the work of finding where a site leaks before touching the layout.
Freelance UI/UX Designer
10+ end-to-end websites and apps for individuals and small businesses. It's almost always the same job under a different logo: the homepage and navigation rebuild, fixing where traffic actually enters so people land somewhere that makes them want to stay.
Product Designer Intern at Rakamin
Product designer across pods for Paragon, InJourney, and Saraswati Group under Rakamin. The shipped work is Paragon's: five modules of MySpark, their internal talent platform, and RODE start to finish, a change-management app nobody was reading until it became a feed.