My Experience

I’ve worked with incredible companies on some exceptional projects, including Canadian Tire, CoreLogic, a national banking client and TD Canada Trust. If you’re interested in a walk-through of my case studies, please reach out on Linkedin or through email: me@raushanf.com. 

My Experience

 
 

Canadian Tire

I'm currently working with Canadian Tire (contract though Aquent) on the digital loyalty team.  My day-to-day responsibilities include working with stakeholders and researchers to define our users, map out their journey, and perform user testing on features and web pages. 

My primary goal is to ensure users have a smooth and engaging experience throughout Canadian Tire's multiple touch points.

Intersect

While contracting with Intersect, I worked with clients to add significant feature enhancements to mobile apps and websites. I strived to ensure these new enhancements were integrated into their platforms without creating friction for their end-users.

I worked within an agile environment, collaborating with stakeholders to translate their objectives into intuitive user experiences. Working within technical limitations, I delivered user flows that accounted for all possible journeys the user may take and presented those flows to technical leads and external stakeholders during our bi-weekly sprints.

TD Canada Trust

Through a contract with ProCom, I helped the team at TD plan out enhancements to both their Web Broker and their Business Banking platforms. 

I worked on translating complex business requirements into solutions through wireframes, prototypes, and user-flows. I also collaborated closely with developers to ensure the solutions work within technical limitations and participated in design critiques by providing positive and constructive feedback to other designers.

 

My Process 

 

User Research

 

I use the initial research and assumptions to evaluate solutions and measure the product's success. My first step on any project is asking questions - asking lots of questions. I'm most effective when I genuinely understand the user's goals, the tasks they are trying to complete, and their current pain points while completing those tasks. This step is ongoing, as testing the product and working with users will change our initial assumptions. The entire team must understand who they are designing for, so I'll generally create a user persona to summarize the research findings. 

 

Defining the Product

 

For the last few years, I've worked on agile teams and helped create sprint stories that define the business requirements for success, the technical limitations, and the user's happy and unhappy paths through the feature or product. I help ensure we are solving a user's problem and not just creating features without purpose. The team's goals can be illustrated through user stories that include who the user is, what is the user doing, and why they are doing it. 

 

Content Audit and Card Sorting

 

Content matters. Each of the pages you create needs to have a purpose. I'll audit the content of existing products and work to organize it in a way that makes sense to your users, using methods such as remote cart sorting and tree testing.

 

Feature Mapping and Creating User Flows

 

I create user flows to quickly define the interaction points on any given section or page of the product. Using these flows, I plan the next step a user will take and document any errors or state changes. User Flows or Feature maps are useful for aligning with stakeholders, other designers, and developers to prevent major oversights before investing too much time in the feature or product. 

 

Wireframing

 

I create wireframes to help communicate what elements belong on each page or state that’s being created or updated without distracting the team with colours, typography or images. This is usually the best time to flesh out content and decide what is truly needed on a page instead of just what is wanted by the stakeholders. At this stage, I begin steering detailed conversations around accessibility, responsive design, and working with repeatable and scalable components. 

 

Rapid Prototyping

 

I generally use the wireframes to create rapid prototypes for either usability tests or stakeholder presentations. The team can see how the product will work, test navigation, decrease complexity, and attempt to reduce clicks without increasing the user's cognitive load. InVision has worked great in the past, and I've also used Sketch's prototype feature to present to stakeholders.