I write, code, design, research and teach...

I’m also versed in video and motion!

I have a Master's in Interaction Design, UX research training, and a background in content creation and web development.

My breadth of creative and technical know-how helps me build interactive content-driven prototypes, craft compelling stories, and bridge the gap between designer and coder when bringing concepts from ideas to implementation.

Let’s work together!

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About me

Learn about how I approach design in this short 30 second clip

My values // What I care about

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Social impact

Mental health advocacy

I’d like to make design more human
crafting solutions that can change lives

As someone with first-hand experience with mental illness, I care about using design to create tools that can strengthen communities and support individuals in need.

Teamwork

Teaching

I love empowering others to succeed
because no one achieves anything alone

Through my designs, within my teams, and through teaching - helping others grow and thrive has been one of my most rewarding experiences. It’s also been the one with the most far-reaching impact!

My passions // What I strive for

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System & service design

End-to-end solutions

I value system-wide perspectives
creating designs that transcend the screen

I care about the big picture because design problems don’t exist in a vacuum. Digital products affect people, their behaviours and society as a whole - so considering how things fit into broader systems matters!

Creativity

Problem solving

I'm inspired by wild ideas
that spark unexpected outcomes

Having produced my master’s thesis under a "near future" researcher and ethnographer, I have a soft spot for speculative design. I think imagining future possibilities is a great exercise in solving today's problems.

My strengths // How I design

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Content-driven design

Storytelling focus

I create content-driven UX
fancy UI with no clear message ain't my jam

I’ve told stories through scripts, storyboards, copy and image. But now, I construct them through my designs and design process. To me, content and UX are intrinsically linked!

Holistic knowledge

Multidisciplinary skills

A holistic view of design
factors into my decision-making process

From front-end to back-end, research to UI, copy to interaction - my diverse yet connected background means I design with a clear view of how things work together to create a whole.

Culturally conscious

Tailored approach

I bring a multicultural outlook
I know every design problem is unique

Having lived between Europe and the Middle East, I know one-size-fits-all design solutions just don’t cut it. My multicultural background has been an asset that’s informed and enriched my work every day.

 

Soraia has a solid understanding of UX tools and processes - evident through the distinct quality of her critique/feedback, and her ability to guide and support the students through their own learning. On top of that, she brings a suite of previous skills and knowledge in graphic design (absolutely stellar in this one), coding, film, interaction design (Masters) and more.

— Byron Fernandes, General Assembly Instructor

On Soraia’s role as UX Design Immersive course Teaching Assistant

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My skills

Research

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  Heuristic Evaluation

  Competitor Analysis

  User Interviews / Surveys

  Contextual Inquiry

  Affinity Mapping

  Card Sorting

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Design

  Ideation / Brainstorming

  Information Architecture

●  Wireframing / Prototyping

  Usability Testing / Iteration

  Visual Design / Branding

  Motion Design

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Communicate

●  Content Design

●  Content Creation

●  Copywriting

●  Storyboarding

●  Video Production

●  Photography

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Collaborate

●  Facilitation

●  Leadership

●  Project Management

●  Critique / Feedback

●  Presentation

●  Public Speaking

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Methods

  User Centred Design

  Double Diamond Process

  Design Thinking

  Agile / Lean Methodologies

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Languages

  English (native)

  French (proficient)

  Arabic (proficient)

 

Toolbox

Research
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Create
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Code
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Collaborate
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