Hey, I'm Fatima 👩🏻‍💻

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I'm a product designer who makes complicated things feel simple. In the past 5+ years I've worked with some great teams to help travelers rebook flights without losing their minds at Priceline, redesign the moment a hotel listing earns a click at Super.com, and give healthcare practitioners tools that actually match how they work at Neurofit.

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I care most about the parts of a product where something real is at stake, like a booking gone wrong, a decision that costs money, a flow where the wrong design means someone gives up and calls support instead. That's where I do my best work.

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I get there through research. I talk to users, I watch them struggle, and I let that shape the design rather than validating what we already decided. I've shipped work that reduced call volume by 17.5%, lifted conversion by 52%, and saved $1.3M in operational costs because the designs were built around what people actually needed.

 

I'm based in Toronto and looking for my next role. Always happy to talk about good work!

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Drop me a line at fatima.imran07@gmail.com.

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