APP
Bliq — Passenger App
- UX Research
- UI Design
- User Interviews
- Prototype
- Analytics (amplitude)
- A/B Testing (CleverTap)
0 → 1 product design and branding for Bliq’s passenger ride-hailing platform.
I help turn complex ideas into products people love to use.
Strategy, research, UX, UI, systems, and building — all part of one collaboration.
Selected Work
DESIGN SYSTEM
Designing one language for an entire Product team
- Branding
- Tokens
- Localisation
- Dark/Light modes
Building a scalable design system that helped designers, developers and stakeholders move faster.
AR VIDEO GAME · MOBILE APP
Anouschka
- UX Consultant
- Research
- Strategy
- UI
- Augmented Reality
- Game Design
UX consultant on the AR experience — shaping the spatial interactions, mini-games and quest flows, and designing the UI around them.
- International Premiere at SXSW 2025
- Shortlisted for the Dutch Directors Guild Award 2025
- Featured at Netherlands Film Festival (NFF) 2024
- IDFA DocLab Award for Digital Storytelling 2023
EMR · DIGITAL HEALTH · B2B · AI
OphyCare — AI-Powered EMR Platform
- Research
- UX
- UI
- Design System
Designed end-to-end healthcare and EMR experiences spanning patient management, appointment management, clinical workflows, and forms.
MOBILE APP
Careem (subsidiary of Uber)
- UX Research
- A/B Testing
- Interviews
- Prototype
Redesigning the search experience — research, competitive analysis, A/B testing, prototyping.
APP · WEBSITE
KFC Pakistan: Food Delivery Platform
- UX Research
- Wireframes
- Prototype
Leading UX and UI for KFC Pakistan’s ordering app — research, user flows, a design system, tested with real customers.
About
01
The Problems I Like
Complex products, different industries, same underlying challenge.
I’m Touba — a product designer with 10+ years of experience designing digital products across ride-hailing, food and grocery delivery, healthcare, and VR, working across both B2C and B2B.
The industries may change, but I’ve noticed the underlying problem rarely does: people are trying to navigate something complicated that they need to use anyway. That’s what I enjoy solving.
02
How I Work
Ambiguity → data → insight → design → measurable outcome.
I like bringing structure to ambiguity — taking a fuzzy problem, understanding what’s really happening, defining what success looks like, and turning it into something a team can act on.
Data is a big part of how I work. Funnels show me where people struggle; talking to them helps me understand why. Together, they help me decide what to solve, what to test, and whether the design actually made a difference.
03
What I’m Exploring
AI, prototyping in code, and new ways of building better products.
Lately, I’ve been experimenting with AI — prototyping in code, testing ideas faster, and exploring how technology can quietly make products and everyday experiences easier.
Because for me, design doesn’t end at handoff. It ends when something gets better — and the metric moves.
How I can help
Product design, end to end
Discovery through to shipped UI, working alongside your engineers rather than handing over to them.
Design systems
One language across a product team — built, documented, and actually adopted.
Research and UX audits
Find where people are struggling in your funnel, and what is worth fixing first.