Product Strategy Projects in KarachiProduct Strategy Projects in KarachiLed UX strategy and design direction for McQueens Flowers — a globally recognized premium floral brand — developing a luxury mobile eCommerce app that matched the brand's elevated physical-world presence.
Research approach: deliberately avoided floral app benchmarks (all mass-market) and studied luxury fashion and beauty apps instead (Net-a-Porter, SSENSE, Aesop). Built a component system with generous whitespace, constrained typography, and near-zero chrome — letting the product be the visual hero.
Designed the customization flow as the primary path through the app, not a secondary option — progressive choice architecture guiding customers through style, color, size, and delivery without feeling like a form. Delivered full UX research report, user flows, component system, and interactive Figma prototypes. Led UX direction and visual exploration on a pitch to Wataniya — a modern super-app concept reimagining insurance as a daily lifestyle companion, aligned with Saudi Arabia's Vision 2030 digital transformation agenda.
Designed two full theme explorations (conservative brand-led and ambitious lifestyle-first), a modular mobile architecture of 6–8 composable service modules (Policy, Claims, Roadside, Car Services, Notifications, Profile) that Wataniya could scale to new verticals without reshipping navigation, and built accessibility (RTL Arabic-first, contrast, touch targets) as a formal talking point in the pitch — not an afterthought.
Delivered interactive Figma prototypes presented remotely to stakeholders in Saudi Arabia. 
