Crafting seamless experiences that bridge user needs and innovative solutions, transforming interactions into memorable journeys.

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About Negin Asem

I'm a software engineer-turned-designer.

I'm passionate about improving the lives of others through design. I'm constantly learning new things every day and love meeting people who are motivated and unafraid of sharing their ideas with the world.

Certainly, my previous experiences have instilled in me the importance of effective problem-solving, meticulous attention to detail, and the art of active listening.

During my leisure time, you'll typically find me immersed in books, enjoying quality moments with friends, and exploring new coffee shops.

I am currently seeking a new position. I am open to coffee chats and feel free to find me on LinkedIn if you want to know more about me.

Project Gallery

Here are some of the projects I worked on

CPR

Project Overview:

The CPR tool offers comprehensive CPR training for individuals of varying age groups, including instructions for administering CPR to pets. Users have the opportunity to assess and improve their CPR skills using this product. Upon successful completion of the training, users can request and pay for certification. In contrast to my competitors, I've observed that many of them provide incomplete apps with minimal attention to aesthetics, opting for brief descriptions instead of offering a thorough explanation.

Problem:

The issue at hand is that the majority of websites often lack comprehensive CPR information. Recognizing the significance of CPR and the importance of making it widely accessible, I have endeavored to offer valuable CPR content without any associated charges.

Goal:

The objective is to create an app that provides clear and straightforward guidance on performing CPR.

User Research Summary:

To facilitate user interviews, I formulated interview questions based on CPR-related data. The interviewees expressed their discontentment with existing CPR apps, highlighting a common sentiment that these tools lack comprehensive and concise CPR information. The research unequivocally revealed a strong desire among users to acquire CPR skills with the help of an intuitive and user-friendly tool.

Personas:

User Journey map:

Problem Statement:

Hypothesis Statement:

Existing CPR apps fail to provide users with comprehensive and easily understandable information about CPR, resulting in user dissatisfaction and a lack of effective learning resources in this critical life-saving skill.

We hypothesize that by creating an intuitive and user-friendly CPR app that offers comprehensive and concise CPR guidance, we can significantly enhance user satisfaction and empower individuals to learn and effectively perform CPR, ultimately contributing to improved life-saving capabilities in emergency situations.

Competitive Audit:

Ideation:

Digital wireframe:

Following the ideation process and sketching preliminary paper wireframes, I proceeded to develop initial designs for the CPR app, with a primary emphasis on child CPR in alignment with the identified problem.

In anticipation of usability testing, I developed a low-fidelity prototype that connects the user journey from child CPR instructions to taking a test and reviewing the CPR steps.

Usability study findings:

The following are the primary findings that emerged from the usability study:

• Users expressed a desire to view their quiz results promptly.
• In cases of exam failure, individuals expressed a preference for the option to retake the test.
• Additionally, users indicated a preference for accessing CPR steps before CPR types in the app interface.
  

Mockups:

High-fidelity prototype:

The high-fidelity prototype maintained identical user flows to those in the low-fidelity prototype, integrating design modifications that were applied following feedback received during the usability test.

You can visit here.

Accessibility Measures:

1. Ensuring interactive elements feature clear labels that are compatible with screen readers.
   
2. Prioritizing color contrast for improved visual accessibility.
   
3. Establishing the home screen's initial emphasis on personalized recommendations to clarify the user's primary task or action.
   

Responsive design:

Sitemap:

After finalizing the app designs, my next step was crafting the responsive website. To maintain a unified and seamless user experience across various devices, I relied on the CPR sitemap as a blueprint for organizing the design of each screen.

We developed designs tailored to different screen sizes, covering mobile, tablet, and desktop. Each design was fine-tuned to cater to the unique requirements of its respective device and screen dimensions, ensuring an optimal user experience.

Visit here for Desktop size and here for Tablet size.

Takeaways:

1. Through my journey, I discovered that, despite tackling a substantial issue, diligently adhering to each phase of the design process and closely aligning with the distinct requirements of users significantly facilitated the generation of solutions that were not only attainable but also highly valuable.
   

Impacts:

1. The app piqued users' curiosity about other first aid courses, sparking a desire for further knowledge. This initiative has the potential to enrich our society by equipping more individuals with expertise in these critical areas.
   
2. feedback affirmed that "the CPR app elevates human knowledge and empowers people to respond more effectively in emergency situations."
   

Next Steps:

1. Conduct research to assess the app's effectiveness in achieving its objectives.
   
2. Expand the range of educational resources available to users for enhanced learning.
   
3. Implement incentives and rewards to encourage users to effectively utilize and learn from the app.
   

Milano

Project Overview:

I developed a food delivery application for an Italian restaurant, allowing customers to easily track their courier. The app displays the courier's details, enabling users to make calls or send messages. Recognizing the success of my competitors who offer dedicated mobile apps for ordering, I'm committed to creating a competitive product that enhances sales and boosts customer satisfaction within the market.

Problem:

Goal:

The lack of a dedicated food delivery app for our Italian restaurant is hindering our ability to compete effectively in the market, resulting in missed opportunities to increase sales and improve customer satisfaction.

Our primary objective is to develop and launch a feature-rich food delivery mobile application for our Italian restaurant that will enable us to compete effectively in the market. This app should lead to a substantial increase in sales, streamline the delivery process, and significantly enhance customer satisfaction.

User Research Summary:

During the research phase, I employed interviews and empathy maps to gain insights into the user base and their specific needs. One predominant user segment that emerged from this research consisted of working adults who face time constraints that prevent them from preparing meals at home.

While this primary user group confirmed our initial assumptions about MILANO restaurant customers, the research uncovered a more nuanced picture. It revealed that time, though a significant factor, was not the sole obstacle preventing users from cooking at home. Instead, a spectrum of user challenges surfaced, encompassing various obligations, interests, and difficulties related to grocery shopping or dining out in person. These diverse factors collectively contribute to the users' reliance on food delivery services like ours.

In summary, our user research unveiled a multi-faceted landscape of user needs and obstacles, extending beyond time constraints, and underscores the importance of designing a solution that addresses these complex dynamics.

Pain Points:

Courier Tracking and Time Estimation:

Users are concerned about the delivery process's uncertainty, which is closely related to their time constraints. They desire a clear and accurate estimation of when their orders will arrive to better plan their schedules and reduce uncertainty.

Personas:

User Journey map:

Problem Statement:

Our food delivery app falls short in serving busy professionals seeking convenient and healthy Italian meals. They encounter obstacles in accessing customizations, receiving accurate delivery information, and ultimately, achieving a seamless user experience. This hinders customer satisfaction and loyalty, demanding immediate attention for competitive edge and user satisfaction.

Hypothesis Statement:

By improving the user interface, enhancing customization options, and providing real-time, accurate delivery tracking, we anticipate that busy professionals, like Sarah, will find our food delivery app more convenient and user-friendly. As a result, we expect an increase in order volume from this user segment, leading to higher customer satisfaction and greater loyalty to our service.

Competitive Audit:

Goal Statement:

Our goal is to optimize the food delivery app to cater specifically to the needs of busy professionals, such as Sarah, by offering a seamless and efficient user experience. We aim to increase the volume of orders from this user segment by 20% within the next quarter, leading to improved customer satisfaction and enhanced loyalty, ultimately establishing our app as the go-to choice for their Italian meal needs.

User flow:

Story boarding:

Digital wireframe:

As the initial design phase progressed, I remained committed to grounding our screen designs in the valuable feedback and insights we gained from user research.

Easy navigation was a key user need to address in the designs in addition to equipping the app to work with assistive technologies.

Usability study findings:

I conducted two rounds of usability studies. The first study informed the transition from wireframes to mockups based on its findings. Subsequently, the second study utilized a high-fidelity prototype, pinpointing specific areas within the mockups that required refinement.

• Users need to save cards securely.
• Users desire the option to view each food image in a larger size.
• Users express a desire for convenient access to order tracking directly from the homepage.
  

• Users prefer to receive a payment receipt.
• Users express a desire to reorder.
  

Mockups:

Initial design issues were identified during the usability study, prompting us to implement necessary changes. A notable finding was that the majority of users sought easy access to order tracking directly from the homepage. Furthermore, the initial design showcased only a single favorite food item, but following the usability study, we revised it to display multiple favorite foods based on their star ratings.

Following the usability study in the second round, it became evident that certain users expressed a desire to easily reorder their previous selections.

High-fidelity prototype:

The ultimate high-fidelity prototype introduced streamlined user flows for pizza customization and the checkout process. Additionally, it successfully addressed user demands for both pickup and delivery options, offering enhanced customization features.

Please view it here.

Accessibility Measures:

1. Employed icons to enhance navigation and ease of use.
   
2. Incorporated detailed imagery for food and toppings to ensure comprehensive understanding for all users.
   
3. Ensured an ample contrast between text and background colors to enhance readability.
   

1. During the MILANO app's design process, I discovered that the initial concepts are merely the starting point.
2. Each iteration of the app's designs was shaped and improved upon through usability studies and input from peers and colleagues.

Listening Lab 01

Listening Lab Goal

The Listening Lab is an experimental space developed by the Social Innovation Hub at Options Community Services. Its purpose is to explore the nuances of culture and listening, with a focus on how listening impacts the work of immigrant services and the development of programs and service delivery. The lab aims to investigate questions about building trust, mutual trust, and the cultural aspects of listening in the immigrant services sector.

Problem

The problem identified was the lack of emphasis on effective listening skills in the immigrant services sector. Many staff members focused on providing services and solving problems rather than actively listening and building trust with clients. This led to potential gaps in understanding client needs, cultural nuances, and ultimately hindered the overall quality of service delivery and client outcomes.

Research Objectives

Understand the relationship between listening and trust in immigrant services.

Explore the impact of culture on listening and identify culturally distinct ways of listening.

Investigate how listening skills and practices can be improved among staff members.

Examine the connection between listening, staff well-being, and client outcomes in immigrant services.

Design Process and Methodology:

• Research: The Social Innovation Hub (SIH) conducted pre-planning interviews with immigrant services staff to gauge their knowledge and interest in listening. This provided insights into their challenges and perceptions regarding listening.
• Workshop Design: SIH developed a 1-hour Listening Lab workshop for IS staff, focusing on concepts like inner and outer listening, biases in listening, and cultural influences on listening. A script and roundtable discussion prompts were created.
  

User personas

Empathy maps

User journey maps

• Workshop Delivery: The Listening Lab was conducted during the IS Team Day, allowing for participation from a wide range of staff members. The workshop incorporated video clips, discussions, and reflective activities.

• Observations and Feedback: The SIH team observed the workshop and collected feedback from participants through roundtable discussions. They documented key themes and observations from the discussions.
  

• Analysis and Iteration: The collected data, observations, and feedback were analyzed to identify key insights and inform the design decisions for future iterations of the Listening Lab.
  

Key Findings

I made Affinity Diagram from our finding:

Takeaways

Listening Lab 02

Problem

According to the findings from Listening Lab 01, we aimed to address the challenge of fostering cultural understanding and improving listening skills among staff and participants. We recognized the importance of creating a safe space for individuals to share their cultural experiences and engage in meaningful dialogue.

Design process and methodology

• Research:
  

We conducted research on cultural communication, listening styles, and the impact of culture on communication. I also explored design thinking principles and tools, such as journey maps and reflection exercises, to guide their process.

• Planning & Invitation:
  

The team planned and organized both an online and an in-person Listening Lab. They sent invitations to participants, including OCS volunteers, IS program Staff for both sessions.

• Test online:
  

The online session was conducted on Zoom and focused on the topic of "Culture and Listening." Activities included reflective exercises, cultural moment presentations, and discussions on high-context and low-context cultural communication.

• In-person Listening Lab:
  

The in-person session took place at the Surrey Nature Centre and focused on the topic of "Inner and Outer Listening." Activities included a reading of the book "Listen" by Holly M. McGhee, a nature walk for participants to experience inner and outer listening, and discussions on the impact of culture on listening.

User personas:

Empathy maps:

Journey maps:

• Reflection and debrief:
  

Both sessions concluded with reflection exercises and debrief discussions to gather feedback and insights from participants.

Key findings:

Both the online and in-person Listening Labs provided valuable insights into the cultural nuances of listening and communication. Participants shared personal stories and experiences, highlighting the influence of culture on their listening styles.

Takeaways:

Culture Cafe Evaluation

Introduction

The Culture Cafe is an intercultural activity designed to facilitate meaningful social connections between newcomers and fluent English speakers. The purpose of this case study is to evaluate the current state of the Culture Cafe, identify areas for improvement, and propose solutions to enhance the experience for participants.

Research Objectives

Understand participants' experiences

Gather feedback

Uncover insights that can inform a better design of the Culture Cafe

Research Methodology

By conducting qualitative evaluations and utilizing the World Cafe methodology, we aim to identify key themes, challenges, and opportunities for improvement.

Key Findings

One-word final reflection

Recommendations

Based on the findings and insights gathered from the Culture Cafe evaluation, here are recommendations for improving the Culture Cafe experience:

• Create a Dedicated Online Platform: Develop a dedicated online platform or website for the Culture Cafe community. This platform can serve as a hub for sharing stories, resources, and information about upcoming events. It can also facilitate ongoing connections and discussions between participants.
• Diversify Formats and Activities: While maintaining the core structure of the Culture Cafe, introduce additional activities or formats to diversify the experience. Consider incorporating cultural activities, such as dancing, yoga, or singing, to provide a more interactive and engaging environment.
• Volunteer Training and Support: Provide comprehensive training and ongoing support for volunteers involved in facilitating the Culture Cafe. Equip them with the necessary skills and resources to effectively guide conversations and create a welcoming and inclusive atmosphere.
• Expand Outreach and Promotion: Actively promote the Culture Cafe to reach a wider audience of newcomers and fluent English speakers. Collaborate with community organizations, schools, and local businesses to increase awareness and participation. Utilize social media, community events, and word-of-mouth to expand the reach of the Culture Cafe.
• Foster Collaboration and Partnerships: Explore opportunities for collaboration and partnerships with other organizations or initiatives focused on intercultural connections and community integration. Pooling resources and expertise can enhance the Culture Cafe's impact and broaden its reach.
• Regularly Assess and Adapt: Continuously evaluate the Culture Cafe's impact and effectiveness through feedback loops with participants and staff. Regularly assess the evolving needs and preferences of participants to adapt the program accordingly. Use participant feedback to iterate and improve the Culture Cafe experience.
  

Takeaways

Planetary Guardians

I jumped on board as the UX designer for this amazing project. And you know what? I got to spend a good three months with this fantastic team. But here's the kicker – it was my very first taste of the Canadian work scene. Yeah, I know, big step!

Now, let me tell you, those three months weren't just any old three months. Nope, they were filled with brainstorming sessions, late-night design tweaks, and some seriously awesome teamwork. And you won't believe it – I got to add my design magic to the whole project's background.

Project Overview

At the heart of Planetary Guardians lies a groundbreaking initiative set to reshape the very foundations of traditional education, inviting everyone to be part of a transformative journey toward a more harmonious and sustainable world. By seamlessly integrating online learning, gamification, and global collaboration, this project doesn't just address critical global issues, it empowers individuals to become true planetary guardians, equipped with knowledge and insight to shape a better future.

Problem

The problem that we aim to transform within education is the outdated and rigid nature of traditional learning systems. These systems often struggle to adapt to the diverse needs and learning styles of students, leading to disengagement, limited critical thinking, and a lack of real-world application. Additionally, the global challenges we face, such as environmental issues and social inequalities, demand a more holistic and collaborative approach to education. Our goal is to shift from this one-size-fits-all model to a dynamic, interactive, and globally conscious educational framework that equips learners with not only knowledge but also the skills and motivation to actively contribute to positive change in our world.

Research

• Competitive Analysis

I was tasked to do the competitive audit. It's like being a detective in the world of education. Cool, right?

This audit helped inform the project's direction and allowed us to leverage best practices and avoid potential pitfalls.

• Storyboarding (Big Picture)
  

Then it was the storyboarding time ...

• Early ideation
  

this phase was a bit of a rollercoaster. My supervisor had already dabbled in some parts of it, which left me with a puzzle to solve. I had to dive in, figure out the gaps, and work my magic to turn them into digital wonders. And let me tell you, it was quite the adventure! Here are a few pieces of the puzzle I tackled along the way.

• Mid fidelity prototype
  

Given the urgency to initiate the project promptly, the directive was clear: fast-track the development process. In response, they requested a glimpse of what's to come – certain pages prepped and ready. Tasked with the responsibility, I initiated the UI design journey, starting with wireframes for a streamlined beginning. Yet, the tempo accelerated as the call for high-fidelity designs arose, ensuring my colleague's coding endeavors could seamlessly commence.

• Some UI Design
  

Takeaways

Logo and UI Designs