1. Promoted to Lead Planner of the team, taking ownership of end-to-end project planning, design strategy, and cross-functional collaboration to drive product success.

2. Drove a 20% increase in user engagement within 6 months by redesigning app interfaces, focusing on intuitive navigation, and user-centric features.

3. Significantly enhanced work efficiency by 40% through introducing and presenting new design approaches to the team.

4. Developing user-centric wireframes, interactive prototypes, and visually compelling design mockups to drive project success. 

5. Defining and implementing smooth, user-friendly animations and transitions to enhance the usability of in-app features.

6. Collaborated with product, dev, and marketing to align design with user needs and business goals.


1. Led user research to improve the RMG Industry, B2B & B2C product design, and user satisfaction.

2. Maintain a competitive edge and guide design innovation by conducting thorough competitive analysis to identify industry trends and best practices.

3. Develop comprehensive wireframes that outline user journeys, translating user needs into functional design solutions.

4. Conceptualize and execute impactful UI designs, optimizing user interfaces to ensure intuitive and visually appealing experiences.

5. Collaborate closely with cross-functional teams, including developers, product managers, and industrial Engineers, to build new features and products that address customer problems.


Foodio is a platform that links users to their favorite restaurants, cafes, and shops for their preferred foods. The popularity of food ordering apps continues to grow daily. However, many users remain frustrated with their food ordering services, leading some to consider deleting the app from their devices. Additionally, issues such as late deliveries, incorrect orders, and lack of order tracking persist. My goal was to develop a new product: a food ordering app that connects users with their favorite dining options and enhances their food experience conveniently.

Foodio is platform that connects users to their favourite restaurants, cafes, stores to get their desired foods

Foodio Ordering App

Schoolfind is an educational platform designed to help students discover their ideal academic destination. With Schoolfind, users can effortlessly explore schools, colleges, and universities across the country based on name and location. Our powerful search engine provides students and parents with comprehensive institution details, ensuring they find the perfect fit for their educational journey.

Choosing the right institute can be overwhelming, with varying curricula, tuition fees, and teaching methods making the decision even more challenging. Students and parents often struggle to find reliable information to guide their next educational step.

My approach was to design a platform that consolidates all essential details in one place, eliminating the need for in-person visits or unreliable sources. With this solution, students and parents can effortlessly explore schools, colleges, and universities, making informed decisions with confidence.

We focus on the five-stage design thinking model proposed by the Hasso Plattner Institute of Design at Stanford (the d.school) because they are world-renowned for the way they teach and apply design thinking.

I did a survey &amp; Interviews with individual participants about their experience. The problems they faced during their institution selection, and what things they considered during selection. I have done an online survey and prepared a particular set of questions and a few random questions for different users based on their willingness to answer, to better understand them.

Competitive Analysis is one of the important steps during the research process and is done earlier in the project. It helps you understand your competitors and map where your product or service stands among them.

Based on the data obtained from in-depth interviews &amp; surveys, I draw up a general user persona that reflects the user segment I have identified as key.

&nbsp;Based on the feedback and personal insights&nbsp;I&nbsp;began to design my first wireframes using
Figma. I&nbsp;made sure to prioritize the features that would best address the needs of the users throughout the website.&nbsp;&nbsp;

While it’s my first UX/ UI project, it was challenging me to create a solution for ta product. Working on this project helped me learn that user research is crucial for the whole process of design. While I didn’t have enough resources to conduct an In-depth user research, so most of the assumptions were based on my personal experience and a small amount of data I gathered from surveys &amp; interviews.

Schoolfind is an educational vice that helps students to find their next destination. With Schoolfind user will be able find the perfect education institute .

SchoolFind Website

I embarked on a project to redesign the product pages of John Lewis's website. My goal was to create a more user-friendly and visually appealing interface that would ultimately lead to a significant increase in conversion and purchase rates.  I focused on addressing user frustration stemming from a cluttered interface and difficulty in identifying key product details.

This project aimed to improve the online shopping experience for John Lewis customers by creating a cleaner, more intuitive product page design. The target audience comprised both male and female online shoppers who found the existing website design cluttered and confusing.

The primary problem was the cluttered and overwhelming design of the existing John Lewis product pages.  Users struggled to quickly find key product information, such as pricing, sizes, and customer reviews.  The "add to cart" button was not prominently displayed, leading to a higher than desirable drop-off rate.  This resulted in lower conversion and purchase rates, impacting overall business performance. I observed this through informal user surveys and my own experiences shopping on the site.

My primary objective was to redesign the product page to improve user experience, increase the conversion rate, and boost the purchase rate.  Key Performance Indicators (KPIs) used to measure success included: Conversion rate, Purchase rate, and Drop-off rate.  A successful outcome would show a noticeable improvement in all three KPIs post-redesign.

My research involved a thorough analysis of the existing John Lewis product page interface.  I also conducted a competitive analysis, reviewing similar e-commerce sites to identify best practices and areas for improvement. This provided a framework for understanding existing user flow and pain points.

My design process began with sketching and brainstorming various design concepts.  I explored different layouts to prioritize key information and ensure easy navigation.  I created two distinct mockups, each with a different approach to information architecture and visual design.  These were tested with a small group of users to gather feedback.  Feedback from these tests directly influenced the design iterations that followed, leading to a refined final design.

I used Figma for wireframing and prototyping.  I focused on simplifying the visual design while maintaining John Lewis's brand identity. Key design decisions centered on: improving information hierarchy, creating ample breathing room between elements, emphasizing the "add to cart" button with clear call-to-actions, and ensuring a seamless mobile experience. Multiple iterations of prototypes were created and tested, improving based on feedback gathered.

A major challenge was balancing the need for a complete redesign with the desire to maintain brand consistency.  My solution was to create a design that was both fresh and familiar, incorporating elements from the existing design while significantly improving usability.  Another challenge was the need to improve the mobile responsiveness, while ensuring the design remained consistent across various screen sizes. This was addressed through responsive design principles implemented in Figma.

The final design is significantly cleaner and more straightforward than the previous version.  Key elements have more breathing space, reducing visual clutter.  The "add to cart" button is now more prominent and eye-catching.  Overall, the design is more user-friendly and intuitive, ensuring users have an easier time finding what they need and making a purchase. The design was tested with user feedback post-redesign and improvements were noted based on user experience.

This project reinforced the importance of user-centered design.  Through iterative prototyping and user testing, I learned how critical it is to gather and incorporate feedback throughout the design process.  The ability to balance creative design with user needs was instrumental in creating a successful solution.  If I were to do this project again, I would conduct more comprehensive user research earlier in the process, to gain a deeper understanding of user needs and pain points.

This project resulted in a significant improvement to the John Lewis product page design.  The cleaner interface and improved usability have the potential to boost conversion and purchase rates.  Future steps involve A/B testing the new design on a live environment and collecting data to measure the impact of these changes on key performance indicators.  Further iterations may be conducted based on the data collected.

A UX/UI case study focusing on improving the John Lewis product page design to enhance conversion and purchase rates. 

Revamping John Lewis Product Pages for Better Conversions

Mohammed’s attention to detail and ability to balance aesthetics with usability stood out in every project we collaborated on.

Aisha Verma

Mohammed’s design decisions always connect back to the user journey — crisp, intuitive, and well-reasoned.

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