UX Strategy & Product Thinking
Framing the right problem before designing any solution.
Fidha Fathima
Product Designer
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.
Fidha Fathima — UI/UX Designer at Shory, Abu Dhabi.
Selected Work
How I work
Capabilities
Framing the right problem before designing any solution.
Interviews, diary studies and tests that earn every design decision.
Flows and structures that match how people actually think.
Scalable component libraries that keep products coherent as they grow.
Inclusive experiences audited against real assistive-tech use.
Arabic–English experiences designed natively, not mirrored as an afterthought.
From first research question to shipped, measured product.
Experience
Five years. Countless iterations.
Work
UI/UX Designer · GovTech & InsurTech
2025 — Present
Insurance comparison and purchase journeys, plus two live government services on TAMM.
UX Designer · Public Health & SaaS
2023 — 2025
End-to-end product work for health and SaaS clients across the UAE and India.
Product Designer · E-commerce
2022 — 2023
Retail commerce for Landmark Group — browse, basket and checkout.
UI/UX Designer · HR Tech
2022
Candidate experience for a hiring platform.
UI/UX Designer · Wellness & Fitness App
2021 — 2022
Crafted intuitive wellness and fitness experiences through UX, UI, and visual design.
Education
Executive Master's · UX Design
2024 — 2025
Advanced UX research, design thinking, and human-centered design, taken alongside full-time work.
Bachelor's Degree · Design
2018 — 2022
Trained in design; the foundation still runs underneath everything I make.
Certifications
Foundations of User Experience (UX) Design
2022
Designing for Accessibility · WCAG 2.2
2024
UX Design Essentials · Adobe XD
2021
Beyond the screen
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.