Ahmed Shuja is Human Centred: Researcher, Designer, Manager, Consultant who is living in Australia but has a Global Perspective

I design products and services that make life a little better.

My work is led by research & governed by my 6 point Design Philosophy.

My portfolio includes solutions to ambiguous problems in E-Commerce, Finance, Telecoms, BPO, Healthcare, SaaS, and real estate to name a few. I firmly believe in paying the utmost consideration to ‘context’ for crafting experiences that are relevant to the audience. The same is also reflected in my teaching, consulting, mentoring, and speaking engagements.

Design Methodology

Tried, Tested & Iterated KPI-driven & Adaptable Lean Human Centred Design Methodology

Confession: I love iterating my own work after observing people interacting with services and products I have created. My guilty pleasures thus include ethnographic research methods along with working closely with all stakeholders to optimise businesses.

I have been designing & developing since the 1990s with a focus on UX/CX/EX and Service Design in general over the last decade.

A few things I do...

Present Concepts & Solutions
Persuade team members & Clients
Tell Great Stories
Conduct Task Analyses
Mentor Design Teams
Sketch / Wireframe
Specify Interaction
Make sense of Analytics Data
Create Personas & Scenarios
Conduct Diary Studies
Conduct Workshops
Perform Cognitive Walkthroughs
Contextual Inquiry
Recruit & groom UX Talent
Create Task Flows
Conduct Depth Interviews

I use Stickies, Adobe XD, Paper, iPad + Pencil, Analytics, Invision, and even PowerPoint to get the job done!

I have designed for users aged 6 to 66 years from the UK, North America, Australia, Middle East, Africa, South Asia, and Singapore.

6 Point Design Philosophy

1. Stephen Hawkings was spot on...

Storytelling is key! For millions of years mankind lived just like the animals. Then something happened which unleashed the power of our imagination. We learnt to talk and we learned to listen... to stories!

2. Sustainability ensures ROI

Sustainable Usability and User Experience (UX) are more about ‘function’ than they are about 'form’. i.e. Figuring out how things work is more important than how they look.

3. Always go for a Win-Win!

Identify the users of your product or service and thoroughly understand the context of use before wireframes or prototypes - you will automatically meet the business goals & objectives.

4. Usability is Important

Usability is the inverse measure of frustration caused by technology or other systems. Frustration seldom leads to a favorable outcome, unless the objective is to annoy the users/customers.

5. More than meets the eye!

UX/CX Design is all about research led solutions to users' pain-points, the visual artifacts are created merely to communicate the solutions.

6. Context changes everything!

An Experience Designed for the User,in a certain context, based on carefully selected user-centered design practices for that context, makes the experience relevant.

Featured Projects

AugmentCare (2018)

Service & UX Design

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Compare the Market (2017)

Product & UX Design

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Clipchamp (2016)

Product & UX Design

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Sehat (2015)

Service & UX Design

An online shop for a famous brick-and-mortar chain of pharmacies. The product was attracting a lot of users with good SEO but they were not converting into customers.
Redesign KPI: increase sales - achieved by clearing bottlenecks in operations and improving UX, UI, and EX

ListenTool (2014)

Product & UX Design

ListenTool is a revolutionary new social way for organisations and teams for improving their people performance - moving away from the traditional 360 Feedback and Performance Reviews.
I helped pivot from a software doing a job to a product rendering a service that feels natural and empowering

ScribeForce (2013)

Service & UX Design

ScribeForce is a digital transcription workflow solution. In use since 2006 by users belonging to clinics & hospitals in the UK, ScribeForce needed a revamp to expand globally in 2014.
Improvements resulted in every 1 customer referring the service to 4 peers without any incentives or benefits i.e. Customer ♥

Eleni LLC (2013/14)

UX & UI Design

A mega-project with responsive UIs or dedicated Mobile Apps, for: Warehouse Operations, Trading, Auctions, Accounting, Banking and Finance, Big Data Analytics, User Management, Audit, Surveillance, Clearing & Settlement and more.

CricOut (2013)

UX & UI Design

CricOut is a startup aiming to be the online social network for cricket. I worked with the product owners to define the product and it's experience. From a chat board like cricket commentary screen to a social network...

Kansai Paints (2012)

Product & UX Design

Expanding into decorative paints, Kansai Paints wanted to look Japanese and needed to engage users who visited their corporate portal. I designed tools with integration into social media to propagate the message and drive user acquisition.