Resume
Experience
UX RESEARCHER
Aug 2019 - Dec 2023
The Business School, Worcester Polytechnic Institute
Worcester, Massachusetts, United States
Research Associate working with Dr. Soussan Djamasbi and Dr. Bengisu Tulu
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Projects:
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Technology-Assisted Systems Change for Suicide Prevention (TASCS)
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Worked on research involving developing a digital intervention to prevent suicide cases in the United States. The research was conducted in collaboration with UMass Hospital and Medical School (National Institute of Mental Health award number R34MH123578).
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Designed and developed personas for patients with suicide risk by conducting and analyzing in-depth interviews of 7 subject matter experts, 6 individuals with lived suicidal experiences, and 47 current patients with suicidal ideation.
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Gathered user requirements for two mobile applications (apps) for patients at suicide risk, conducted usability testing and analyzed app usage data after implementation​.
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Moderate-Severe Traumatic Brain Injury Decision-Aid for Surrogate Decision Makers
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Analyzed an eye-tracking study (A/B testing) with 18 participants about using a digital decision-aid tool for surrogate decision-makers of traumatic brain injury patients.
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Development of a Diabetes Management Smartphone App for Stability Health LLC
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Designed, conducted and analyzed a persona development workshop with higher management executives, clinical director, and designers for designing a smartphone app for diabetes management.
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Developed low-fidelity wireframes and design mockups of a diabetes management smartphone app.
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Designed, conducted and analyzed in-depth interviews of 22 patients with diabetes for persona development and usability testing.
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BRAND MANAGER - FASHION
Jul 2015 - Jun 2016
Daraz.pk (AliBaba Group)
Lahore, Pakistan
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Acquired and managed 30 fashion brands and contributed to around 20% Net Monetary Value of the fashion department.
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Implemented a category development plan to introduce more categories such as shoes and accessories.
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Worked closely with analytics, marketing, accounting, and product development teams to ensure client satisfaction.
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Executed Pakistan’s largest online consumer shopping festivals.
MARKETING INTERN
May 2015 - Jul 2015
Coca-Cola Beverages Pakistan Limited
Lahore, Pakistan
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Executed the Ramadan integrated marketing campaign successfully across seven territories in Pakistan.
Education
WORCESTER POLYTECHNIC INSTITUTE
Worcester, Massachusetts, United States
Doctor of Philosophy (PhD) in Business Administration
2019 - 2023
Concentration: Information Technology/ UX Research
Dissertation Title: A Structured Persona Development Methodology for Designing Digital Health Interventions
GPA: 4.0/4.0
Master of Science (MS) in Information Technology
2018 - 2019
Relevant Coursework: Business Intelligence, Systems Design and Development, Project Management, UX Research Methods, User Experience Design, Business Applications in Machine Learning
GPA: 4.0/4.0
Master of Science (MS) in Marketing & Innovation
2016 - 2018
Relevant Coursework: Marketing Research, Consumer Behavior and Analytics, Digital Marketing, Global Product and Technology Marketing, Innovation with Information Systems, Statistical Methods for Data Science
GPA: 3.8/4.0
Professional Skillset
UX RESEARCH METHODS
User Interviews
A/B Testing
Journey Mapping
Focus Groups
User/Usability Testing
Web Analytics
Persona Development
Eye-tracking
Requirement Gathering
TECHNIQUES
Data Mining and Analytics
Classification
Programming
Pivot Tables
Regression Analysis
KPI Dashboards
Web Development
TOOLS
R Programming
SQL
Microsoft Office (Excel,
Project, Access, Visio)
Tableau
SPSS
NVivo
Power BI
HTML, JavaScript, CSS
Qualtrics
Awards and Honors
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Lifetime membership of Beta Gamma Sigma Honor Society
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Alden Graduate Fellowship, WPI (Aug 2023 - Dec 2023)
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Research Assistantship Award, WPI (Aug 2019 - May 2023)
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Best Paper Award of Augmented Condition at HCII 2021 (July 2021)
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Graduate Mentor for Women’s Research and Mentorship Program at WPI (Jan 2020 - Apr 2020)
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Winner of Mendix Student App Contest (June 2019)
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Fulbright Scholarship Awarded by Institute of International Education ( 2016 - 2018)