Resume

Experience

Career Summary

Lead experience Designer with 10+ years of experience shaping user-centric digital experiences across banking, insurance, media, and tech industries. Expert in mobile-first design, design systems, accessibility, and enterprise platforms. Proven success leading cross-functional teams to deliver scalable solutions that simplify complex workflows, increase engagement, and drive measurable business outcomes in highly regulated environments. Passionate about inclusive design, continuous discovery, and aligning user needs with strategic business goals.

Apr 2021 - Present

Lead User Experience Designer

Toronto-Ontario

TD Bank

Key Products

TD Insurance Mobile App

Designed and launched a unified usage-based insurance (UBI) experience within the TD Insurance mobile app.
Led the end-to-end redesign of home and auto claims workflows, including initiation and real-time status tracking.
Developed new payment flows with Apple Pay integration for seamless digital payments.
Migrated the mobile experience to the TD enterprise design system, enhancing consistency and usability.
Modernized navigation and dashboard for improved user efficiency across 3M+ Canadian users.
Achieved LEI score: 55.1 (Target: 55.08)

TD Insurance Web

Improved UX for policy changes, billing, and payments, driving user clarity and efficiency.
Collaborated with cross-functional partners to ensure alignment with design system and AODA standards.
Achieved LEI score: 50.1 (Target: 50)

US Business Loan Application

Reimagined the loan application experience for business clients, enabling multiple loan types and increased borrowing capacity within a single flow.
Improved loan product clarity and reduced application friction through iterative testing and validation.

Canadian Commercial Business Banking

Modernized money movement and account activity workflows to align with future-state banking goals.
Enhanced security and trust by redesigning the user authorization process to reduce fraud risk.
Streamlined onboarding for new business clients and employees.
Supported over 1M commercial customers.
Achieved LEI score: 70.62 (Target: 70.50)

Responsibilities

Led multiple multidisciplinary pods of UX, UI, and content designers across mobile and web platforms, aligning product vision with delivery within a scaled Agile framework.
Provided design leadership across key journeys, overseeing multiple initiatives while ensuring consistency, accessibility (WCAG 2.0 AA), and craft excellence.
Partnered with business, product, and technology stakeholders to co-create strategy, shape roadmaps, and align delivery with business OKRs.
Drove a test-and-learn culture by formulating and validating design hypotheses through iterative MVP releases, aligning user needs with business outcomes.
Facilitated design thinking workshops, playback sessions, and stakeholder reviews to prioritize user needs, validate hypotheses, and surface experience gaps.
Mentored and coached designers, delegated responsibilities, and supported team performance through regular 1:1s, feedback cycles, and design rituals.
Represented the design practice in senior-level conversations, advocating for the role of UX in delivering measurable business and user value.
Played a key role in sourcing, onboarding, and developing high-performing design talent.

Jan 2021 - Jan 2022

Entrepreneur In Residence

Toronto-Ontario

iBoost Canada

Led a team of entrepreneurial students to develop a proof of concept and complete a business study on the idea (design thinking), with the objective of presenting to a panel of venture capitalists, and receiving confirmation on the viability of the idea.

Mar 2018 - Apr 2021

Senior UX Designer

Ontario Ministry of Transportation (.NET SDC, Labour & Transportation I&IT Cluster)

Toronto-Ontario

Launched a new self-audit tool to help employers audit their compliance with the Employment Standards Act (ESA).

Collaborated in a team of 40, where I was responsible for the product design of the audit tool. The audit tool replaced slow and cumbersome paper audits (2,348 paper audits of Ontario employers in 2018) and made it easier for businesses to comply with the Act and remunerate workers faster from 12 months to 60 days. The tool efficiently transfers unpaid wages into the hands of workers faster, without the necessity of burdensome manual claims, and increased 85%+ both employers and employees satisfaction.

Designed a currently launched self-check tool to help employees and employers in Ontario understand their rights and obligations under the Employment Standards Act (ESA), and the calculation procedure to determine if employee payments met certain minimum standards of the ESA.

Modernized Employment Standard Officers case management tool and improved the user experience for tracking important dates, payments, generate letters and store all the data and correspondence received by employers for both inspection and claim.

Designed the Ministry of Labour executive dashboard to easily assign and track all the cases across the teams in Ontario districts and regions.

Designed the Ministry of Labour Business Systems Analyst (BSA) admin panel.

Designed a tool to file a claim under the Employment Standards Act (ESA). The tool provides a step-by-step guide and educates the claimant, and creates a tracking portal after claim submission.

Responsibilities

Worked in collaboration with Pivotal Labs to adopt a rigorous agile and lean methodology. Implemented an agile delivery framework at the Ministry of Transportation and Labour – previously an entirely waterfall oriented environment.

Participated in Minimum Viable Product (MVP) definitions for the Ministry’s digital services.

Employed analytical problem solving tools to develop ideas and conceptualize requirements for user-friendly and accessible products.

Led, conducted, and facilitated user research, usability testing, and cross-company design thinking workshops to create investor & entrepreneur personas, and to build data-backed cases to ensure informed product decision making and generated ideas (Discovery & Framing).

Performed competitive, comparative analysis for brands, and defined general direction and concepts for further development.

Created the organization’s design guide for design consistency and standardization.

Designed to meet AODA ( Accessibility for Ontarians with Disabilities Act ) compliance (WCAG 2.0AA).

Facilitated and administered usability research including polls and surveys, comparative analysis, persona, and archetypes creation, and defined user journeys and use-cases.

Prepared user interview questionnaires and derived insights form user interview results.

Developed rapid interactional high-fidelity prototypes and verified concept and usability hypotheses.

Onboarded new designer staff for rapid ramp up on our frameworks and agile methodologies.

May 2017 - Feb 2018

UX|UI Designer

Toronto-Ontario

Jonas Club Software

Designed various responsive widgets for web templates and prototyped daily a/b tests with the goal of delivering a better experience to customers by a drag and drop interface.

Conducted research to establish business and user requirements and delivered through design specs.

Planned information architectures for websites.

Sep 2015 - May 2017

UX|UI Designer — Frontend Web Developer

Toronto-Ontario

Three Point Turn Inc.

Designed and developed the frontends for over 15 prominent customer facing companies, such as Wizmo, Save My Chairs, Philip Morris International, MEDITSERV, etc.

Planned information architecture for websites.

Wire framed, designed and iterated on interfaces for website and app designs using the most effective modern design thinking methodologies.

Responsible for the design, creation, and editing of all the graphics assets required for site UIs.

Led the planning of design projects. Actively presented solutions to clients. Collaborated with backend engineers for efficient and optimized development.

Developed the site interface and functionality in CSS, HTML and

Nov 2014 - Sep 2015

UI Design Advisor— Frontend Web Developer

San Francisco-California

Orcasense Inc.

Designed and developed Orcansense’s consumer facing marketing website. Orcasense is a tech startup developing a smart sensing product and platform.

Sep 2013 - Mar 2015

UX/UI Designer—Frontend Web Developer

Tehran-Iran

Bartar Media Group

Designed the complete frontends for several consumer webapps of the Bartar Media Group.
Developed fully designed apps’ UX/UI from initial wireframing to the public release.
Implemented app and site tabulated content display with a clean, formulated, custom, grid design.
Optimized sites for mobile and multi-resolution display responsiveness.
Performed all the image creation and editing using Photoshop.
Worked with the backend engineering team to incorporate user experience feedback in products.