Fidha Fathima

Product Designer

Fidha Fathima

I design clarity.

Five years of untangling complex systems, questioning the unnecessary, and designing what matters. I turn intricate digital journeys into clear, accessible experiences — built around people, grounded in purpose, and designed to scale.

InsurTechGovTechSaaSFinTechLifestyle

Fidha Fathima — UI/UX Designer at Shory, Abu Dhabi.

Worked with

  • TAMM
  • PCFC Dubai
  • Najiz
  • Shory
  • SlashData
  • Landmark Group

Selected Work

Works I’m proud of.

How I work

The real work happens before the pixels.

Skills I bring

  • UX strategy
  • Research
  • Usability testing
  • Interaction design
  • Information architecture
  • Design systems
  • Tokens
  • WCAG 2.2
  • RTL / LTR
  • Bilingual UX
  • Prototyping with AI
  • Service design

My toolkit

Capabilities

What I do.

UX Strategy & Product Thinking

Framing the right problem before designing any solution.

User Research & Usability Testing

Interviews, diary studies and tests that earn every design decision.

Interaction Design & IA

Flows and structures that match how people actually think.

Design Systems & Tokens

Scalable component libraries that keep products coherent as they grow.

Accessibility-first Design (WCAG 2.2 AA/AAA)

Inclusive experiences audited against real assistive-tech use.

Multilingual & RTL/LTR UX

Arabic–English experiences designed natively, not mirrored as an afterthought.

End-to-end Web & App Design

From first research question to shipped, measured product.

Experience

Where I’ve been.

Five years. Countless iterations.

Work

UI/UX Designer · GovTech & InsurTech

2025 — Present

Shory

Insurance comparison and purchase journeys, plus two live government services on TAMM.

UX Designer · Public Health & SaaS

2023 — 2025

Freelance

End-to-end product work for health and SaaS clients across the UAE and India.

Product Designer · E-commerce

2022 — 2023

Babyshop Concept

Retail commerce for Landmark Group — browse, basket and checkout.

UI/UX Designer · HR Tech

2022

Hyreo

Candidate experience for a hiring platform.

UI/UX Designer · Wellness & Fitness App

2021 — 2022

Zyephr

Crafted intuitive wellness and fitness experiences through UX, UI, and visual design.

Education

Executive Master's · UX Design

2024 — 2025

IIT Roorkee

Advanced UX research, design thinking, and human-centered design, taken alongside full-time work.

Bachelor's Degree · Design

2018 — 2022

NIFT India

Trained in design; the foundation still runs underneath everything I make.

Certifications

Foundations of User Experience (UX) Design

2022

Google

Designing for Accessibility · WCAG 2.2

2024

Udemy

UX Design Essentials · Adobe XD

2021

Udemy

Résumé · Fidha Fathima

Beyond the screen

Where the rest of me goes.

  • I’m the organised one. Lists, timelines, a plan circulated before anyone thinks to ask for one. It’s how the fun part stays fun.

  • I cook to reset, and I was a home baker for a few years. The oven has been quiet since; the kitchen never is.

  • Then I photograph what I cooked, which is how a fifteen-minute lunch reliably becomes an hour.

  • I paint with a palette knife, never a brush. Less control, more texture, and the closest thing I have to therapy.

  • Getting dressed is my favourite small problem. The occasion, the weather, the proportions, the right earrings, the right perfume — solved fresh every morning.

  • I’d make a very good personal shopper. Give me an occasion and a budget and you’ll get a whole look back, not a list of links.