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!
My strengths // How I design
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!
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 an clear view of how things work together to create a whole.
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.
My values // What I care about
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.
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
System & service design
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!
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.
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 UXDI Instructor
On Soraia’s role as a UXDI Teaching Assistant
● Heuristic Evaluation
● Competitor Analysis
● User Interviews / Surveys
● Contextual Inquiry
● Affinity Mapping
● Card Sorting
● Ideation / Brainstorming
● Information Architecture
● Wireframing / Prototyping
● Usability Testing / Iteration
● Visual Design / Branding
● Motion Design
● Content Design
● Content Creation
● Video Production
● Project Management
● Critique / Feedback
● Public Speaking
● User Centred Design
● Double Diamond Process
● Design Thinking
● Agile / Lean Methodologies
● English (native)
● French (proficient)
● Arabic (proficient)