Safia I.

Background

About Safia I.

I’m a customer-obsessed design leader with an impressive background advancing user experiences through human-centered design, research, and best practices. I leverage deep user insights to craft innovative, user-centered design solutions that enhance brand identity and drive engagement. As a designer, I own the end-to-end design process, from user journey maps and flows to written specifications, wireframes, and high-fidelity design prototypes. Throughout my career, I’ve worked with a diverse range of companies to refine or overhaul existing brands and craft user experiences that align seamlessly with the new brand vision. I've designed interactive mobile and web experiences and branded materials for leading companies such as the NFL, NBA, MLB, Adidas, Coca-Cola, Pepsi, Ford, Budweiser, and AT & T. Noted as a superior problem solver, I enjoy collaborating with developers and marketing leaders to engage users while ensuring messaging and content aligns with brand identity, is technically feasible, maximizes products potential, and satisfies customer needs. I’m differentiated by my background in graphic design. I’m a highly creative professional who blends visually compelling imagery with usability features and seamless navigation to optimize the digital experience. I possess a BA in Visual Arts from The University of California, San Diego and 10+ years of experience creating brand identities, print/digital campaigns, UX flows, responsive UI, and in-stadium media.