7 Questions with Fatma Adouchana, a User Experience Designer at Genieology

How did you enter the field of UX Design?

I pursued a degree in Multimedia Design at the American University of Sharjah, and my interest in user-centered interactive design had always been a driving force. I started thinking about experiences that engage the user. This piqued my interest in how technology plays a pivotal role in shaping these experiences and the intersection between design and technology. It became the focus of my research before graduation. After graduation, I began my professional journey at a boutique agency in Dubai, where I had the opportunity to explore various touchpoints in experience design, such as branding, brand strategy, marketing campaigns, social media, and digital experiences. I then worked as a senior experience consultant at PwC. The role allowed me to collaborate with teams to meticulously define user experiences, and introduced me to the technical processes that complemented design. It broadened my understanding about the value of these processes in implementing a range of digital solutions. Following my time at PwC, I joined Genieology, where I am applying my gathered experiences to approach product design, within the dimensions of marketing, branding and technology.

What do you find captivating about working in the digital transformation space within UX Design?

What I find most exciting in this field is the initial phase of projects where we explore diverse ideas to meet business objectives and address user pain points. It's like being at the forefront of technological innovation. This field is ever-evolving, and I get to be part of the constant drive to discover new and more efficient ways to improve digital experiences. I believe that the essence of curiosity in design methodologies is fundamental in this space, as it propels innovation in the digital transformation realm.

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Describe your role as a UX Designer?

My role as a UX Designer seconded to Al Futtaim Group focuses on their Blue product. It involves making sure that our design is implemented correctly and supporting the tech teams. This experience has taught me a lot about the technical side of building websites and apps.

On a typical day, I work closely with the product team to create prototypes, improve designs, and test new features. I also collaborate with the tech team to explain our design ideas and requirements. We work together to make sure our designs fit the technical aspects and find solutions to any issues.

I also coordinate with other teams like data and marketing to make sure our design meets their needs.

Could you elaborate on the importance of close collaboration with the client and the success it has brought?

Throughout my career, I've consistently been in client-facing roles. I believe it's essential to work directly with clients to truly grasp their needs and aspirations, and establish a personal connection to help achieve their goals. In the case of Blue, I feel like an integral part of the client's team, and this close collaboration has made the work incredibly enjoyable.

What are your current projects, and what makes them exciting?

Currently, our focus is on enhancing the experience and design of Blue following its successful MVP launch. There are many exciting developments in the pipeline, so I encourage everyone to download Blue Rewards and stay tuned for all our forthcoming updates!

Can you identify three elements that you consider crucial in good UX design?

1) User centered: My approach to UX design begins with a deep dive into understanding our users, where I aim to unravel their preferences and needs. Placing the user at the center of my design process allows me to create experiences that resonate with them personally.

2) Usability and Accessibility: In my world of UX design, ensuring usability and accessibility is a top priority. It's similar to building a foundation, ensuring that our design is welcoming and inclusive to all users, regardless of their abilities or background.

3) Consistency: I view my design as a well-conducted symphony. Consistency and clarity are the key notes here. Consistency is like ensuring that all the instruments are in tune, and clarity is like providing clear sheet music. This orchestration ensures that users can effortlessly navigate through the design, providing a refined experience.

What's the worst piece of advice you've ever received, and why was it bad advice? What approach do you consider more realistic?

The advice I consider the least helpful was to avoid engaging in technical conversations regarding the product's build. Interestingly, doing the opposite, actively participating in these discussions, significantly improved my understanding of how things are built. It has also allowed me to provide more feasible and effective design solutions to our development team.