Ahlan! 👋🏻

I'm Yasmeen and I don’t shy away from challenges. I'm a Jordanian designer based in New York, passionate about building a better future, through design.

My design journey began when I was 14 years old…

I took one Product Design class that changed my life. I learned and practiced concepts of research and design thinking at such a young age. During that time, I’ve built everything model bridges, math games for elementary school students, an adjustable laundry basket, a desk organizer, and 3D printed headphone holder (pre-airpods era). Studio time was simply my escape.

I further pursued this passion in college where I majored in Interaction Design and minored in Entrepreneurship. This combination allowed to live and thrive at the heart of design innovation.

I live for that lightbulb moment

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I live for that lightbulb moment 〰️

My favorite part of the design process is research. I love imagining endless possibilities and thinking about not only how things work but why they work: understanding the system(s) in place that allow products to succeed. Ideation and creativity is the closest thing our world has to magic and my aim is to be a better magician.

My Professional Experience

  • Designing end-to-end home network management experiences on My Verizon App (MVA)& My Verizon Online (MVO).

  • I founded my own design studio, providing research and design services for global non-profits, local service providers, and marketing agencies.

    I collaborated with clients to launch custom web solutions, resulting in a reach of 9.5K visitors, in one month.

  • I consulted on the migration of identity access management (IAM) softwares, from a user experience lens.

    This included: conducting research to identify pain points, prototyping solutions, and collaborating to prioritize and implement design improvements.

  • I established a departmental UX Research program for 15 product managers and designers, including providing tools like templates, question banks, guides, and training workshops.

    I consistently championed design and design thinking. I led 3+ design sprints and design thinking workshops with cross-functional teams.

    I overhauled the notification system, developed a new feature that extracts data on PDF’s to de-risk the quoting process, and modernized a feature that improved engagement by 45%.

  • I designed a desktop and mobile product toggle icon for The North Face product listing page (PLP), that increased CVR/click by 53%, over a three-week span.

    I enhanced the customer returns experience across Vans, The North Face, Timberland, and Dickies, taking into consideration 5 touch points.

    I worked to defined mobile app strategies for The North Face and Vans aiming to increase consumer engagement, conversion, and build brand loyalty.

  • I was the sole researcher on an incubator team of 5.

    Within 5 weeks, we created a system for the world-class IBM seller course to transition to fully remote, while maintaining quality and increasing its global reach from 100 to 500 students a year.

  • Over the years, I've taken on various volunteer positions within the design community. My most recent role was as the Community Events Program Lead at Rita Lab.

    I’ve also served as the Director of Design for NU Entrepreneurs, taken on responsibilities as a Conference Designer, and led UI/UX design efforts for numerous Northeastern organizations.

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