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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:

  1. Technology-Assisted Systems Change for Suicide Prevention (TASCS)

    • 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).

    • 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.

    • Gathered user requirements for two mobile applications (apps) for patients at suicide risk, conducted usability testing and analyzed app usage data after implementation​.

  2. Moderate-Severe Traumatic Brain Injury Decision-Aid for Surrogate Decision Makers

    • 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.

  3. Development of a Diabetes Management Smartphone App for Stability Health LLC

    • Designed, conducted and analyzed a persona development workshop with higher management executives, clinical director, and designers for designing a smartphone app for diabetes management.

    • Developed low-fidelity wireframes and design mockups of a diabetes management smartphone app.

    • Designed, conducted and analyzed in-depth interviews of 22 patients with diabetes for persona development and usability testing. 

BRAND MANAGER - FASHION

Jul 2015 - Jun 2016

Daraz.pk (AliBaba Group)

Lahore, Pakistan

  • Acquired and managed 30 fashion brands and contributed to around 20% Net Monetary Value of the fashion department.

  • Implemented a category development plan to introduce more categories such as shoes and accessories.

  • Worked closely with analytics, marketing, accounting, and product development teams to ensure client satisfaction.

  • Executed Pakistan’s largest online consumer shopping festivals.

MARKETING INTERN

May 2015 - Jul 2015

Coca-Cola Beverages Pakistan Limited

Lahore, 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

  • Lifetime membership of Beta Gamma Sigma Honor Society

  • Alden Graduate Fellowship, WPI (Aug 2023 - Dec 2023)

  • Research Assistantship Award, WPI (Aug 2019 - May 2023)

  • Best Paper Award of Augmented Condition at HCII 2021 (July 2021)

  • Graduate Mentor for Women’s Research and Mentorship Program at WPI (Jan 2020 - Apr 2020)

  • Winner of Mendix Student App Contest (June 2019)

  • Fulbright Scholarship Awarded by Institute of International Education ( 2016 - 2018)

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