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<!DOCTYPE html>
<html lang="en">
<head>
<title>Masna Bin Umeed — Digital Product Designer</title>
<meta name="description"
content="Digital Product Designer based in Pakistan, with experience in the field of UI/UX, Service Design, Web and App Design">
<meta charset="utf-8">
<meta name="viewport" content="width=device-width, initial-scale=1">
<meta property="og:image" content="assets/images/og-image.png">
<link rel="stylesheet" href="https://fonts.googleapis.com/icon?family=Material+Icons">
<link rel="stylesheet" href="assets/bootstrap/css/bootstrap-grid.min.css">
<link rel="stylesheet" href="assets/css/style.css">
<link rel="stylesheet" href="assets/css/home.css">
<script src="https://cdnjs.cloudflare.com/ajax/libs/jquery/2.1.3/jquery.min.js"></script>
<script src="assets/js/app.js"></script>
<link rel="icon" type="image/png" sizes="32x32" href="assets/images/favicon.ico">
<!-- Global site tag (gtag.js) - Google Analytics -->
<script>
!function (t, e) { var o, n, p, r; e.__SV || (window.posthog = e, e._i = [], e.init = function (i, s, a) { function g(t, e) { var o = e.split("."); 2 == o.length && (t = t[o[0]], e = o[1]), t[e] = function () { t.push([e].concat(Array.prototype.slice.call(arguments, 0))) } } (p = t.createElement("script")).type = "text/javascript", p.async = !0, p.src = s.api_host + "/static/array.js", (r = t.getElementsByTagName("script")[0]).parentNode.insertBefore(p, r); var u = e; for (void 0 !== a ? u = e[a] = [] : a = "posthog", u.people = u.people || [], u.toString = function (t) { var e = "posthog"; return "posthog" !== a && (e += "." + a), t || (e += " (stub)"), e }, u.people.toString = function () { return u.toString(1) + ".people (stub)" }, o = "capture identify alias people.set people.set_once set_config register register_once unregister opt_out_capturing has_opted_out_capturing opt_in_capturing reset isFeatureEnabled onFeatureFlags getFeatureFlag getFeatureFlagPayload reloadFeatureFlags group updateEarlyAccessFeatureEnrollment getEarlyAccessFeatures getActiveMatchingSurveys getSurveys".split(" "), n = 0; n < o.length; n++)g(u, o[n]); e._i.push([i, s, a]) }, e.__SV = 1) }(document, window.posthog || []);
posthog.init('phc_iPClrUj2d2CironKuX2PD6z1My4JExWZ2qihILckTCE', { api_host: 'https://app.posthog.com' })
</script>
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-VESPZC1N1M"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag() { dataLayer.push(arguments); }
gtag('js', new Date());
gtag('config', 'G-VESPZC1N1M');
</script>
</head>
<body>
<nav>
<div class="row container">
<div class="col-lg-12 nav-content">
<a href="/">
<img class="logo" alt="logo" src="assets/images/masna_logo_white.png" style="max-height: 32px;">
</a>
<div class="float-right">
<a href="/" class="hidden-sm active">Home</a>
<span class="ml8 mr8 hidden-sm"></span>
<a href="/projects" class="">Projects</a>
<span class="ml8 mr8"></span>
<a href="/about" class="">About</a>
<span class="ml8 mr8 hidden-sm"></span>
<a href="https://www.linkedin.com/in/masnabinumeed/" target="_blank" class="hidden-sm">Linkedin</a>
</div>
</div>
</div>
</nav>
<header id="home-header">
<div class="row container onload">
<div class="col-lg-8 mb40 ">
<!-- <div class="bar mb24"></div> -->
<h1 class="mb24">Looking at the bigger picture, from ideation to execution, and everything in between
</h1>
<p>Hello! I'm Masna, a freelance Product Designer based in Islamabad, Pakistan</p>
<h5>Get in touch at <a class="bottom-border h5" href="mailto:[email protected]">[email protected] <img src="../assets/images/icon-out.svg" alt="" class="icon-24 icon-out"></a></h5>
<div class="m40" height="1px"></div>
</div>
<div class="col-lg-4 mb40">
<!-- <img src="assets/images/masna.webp" alt="masna photo" class="col-lg-9 col-sm-6 float-right" width="100%" style="border-radius: 1000px; max-width: 300px;"> -->
</div>
</div>
<!-- <img src="assets/images/texture.png" alt="background texture" class="texture"> -->
</header>
<div class="blob" style="left: -90px; top: 72px;"></div>
<main>
<div class=" container" id="home">
<section id="logos" class="onload">
<img src="assets/images/logo/home/method.png" class="logo-showcase" alt="logo of Method">
<img src="assets/images/logo/home/verizon.png" class="logo-showcase" alt="logo of Verizon">
<img src="assets/images/logo/home/usbank.png" class="logo-showcase" alt="logo of USBank">
<img src="assets/images/logo/home/catapult.png" class="logo-showcase" alt="logo of Catapult Learning">
<img src="assets/images/logo/home/syncrhony.png" class="logo-showcase" alt="logo of Synchrony">
<img src="assets/images/logo/home/polly.png" class="logo-showcase" alt="logo of Polly">
</section>
<section class="" id="services">
<div class="row pt24">
<h4 class="col-sm-12">Services</h4>
<div class="mt16 mb16 lazyscroll col-md-8">
<p>I provide the following services as an independent consultant</p>
</div>
<div class="col-md-6 p24 lazyscroll align-row surface">
<img src="assets/images/icon-layout-1.svg" class="icon-48 mr24" alt="" loading="lazy">
<div>
<p class="mb8 white">
UX & Product Design
</p>
<p class="m0 fawn">
Meticulously crafted High Fidelity designs that are 'codable', accessible and responsive
</p>
</div>
</div>
<div class="col-md-6 p24 lazyscroll align-row surface">
<img src="assets/images/icon-discovery-1.svg" class="icon-48 mr24" alt="" loading="lazy">
<div>
<p class="mb8 white">
Discovery & User Research
</p>
<p class="m0 fawn">
Foundational understanding of your problem space is the first step for effective design
</p>
</div>
</div>
<div class="col-md-6 p24 lazyscroll align-row surface">
<img src="assets/images/icon-process-1.svg" class="icon-48 mr24" alt="" loading="lazy">
<div>
<p class="mb8 white">
Service & Process Design
</p>
<p class="m0 fawn">
Map, identify, improve the entire journey to address user needs and pain points
</p>
</div>
</div>
<div class="col-md-6 p24 lazyscroll align-row surface">
<img src="assets/images/icon-tetris-1.svg" class="icon-48 mr24" alt="" loading="lazy">
<div>
<p class="mb8 white">
Design Systems
</p>
<p class="m0 fawn">
Scale your products, implement consistency and increase design output
</p>
</div>
</div>
<div class="col-md-6 p24 lazyscroll align-row surface">
<img src="assets/images/icon-funnel-1.svg" class="icon-48 mr24" alt="" loading="lazy">
<div>
<p class="mb8 white">
Conversion Optimization
</p>
<p class="m0 fawn">
Get the most out of your product's funnels with analytics, testing and iterations
</p>
</div>
</div>
<div class="p24 col-sm-12"></div>
<div class="col-sm-12 mt40 pb16 mb40 center lazyscroll">
<a class="bottom-border" href="mailto:[email protected]" target="_blank">
<h5>Let's discuss your product challenges<img src="../assets/images/icon-out.svg" alt=""
class="icon-24 ml8 icon-out"></h5>
</a>
</div>
</div>
</section>
<section id="casestudies">
<div class="align-row mb24">
<h4 class="mb24">
Projects
</h4>
<a href="/projects" class="inline ml24 mb24">View all   <span class="arrow">→</span></a>
</div>
<!-- <div class="surface casestudy">
<img alt="catapult learning" src="assets/images/catapult.png" class="icon-24">
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/catapult-learning-scheduler"><h2 class="lazyscroll">
Centralizing the class scheduling process to offer more context and visibility
</h2></a>
<p class="lazyscroll">
Incorporating user interviews, user flows, wireframing, and prototyping to designs a scheduler tool, within a timeframe of six weeks.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll">
<img src="assets/images/projects/catapult_hero.png" alt="hero" style="max-height:400px" class="float-right">
</div>
</div>
<a href="/projects/catapult-learning-scheduler"><img src="../assets/images/icon-lock.svg" class="icon-24 mr8">Request Viewing</a>
</div> -->
<!-- <div class="surface casestudy">
<div class="align-row">
<a href="" target="_blank"><img alt="visor dynamics" src="../assets/images/projects/agriverse/logo-visor.png"
class="icon-32 mr16"></a>
<a href="" target="_blank"><img alt="ministry of defence" src="../assets/images/projects/agriverse/logo-mod.png"
class="icon-48 mr16"></a>
<a href="" target="_blank"><img alt="NASTP" src="../assets/images/projects/agriverse/logo-nastp.png"
class="icon-24 mr16"></a>
</div>
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/agriverse-cloudnative-gis-tool">
<h2 class="lazyscroll">
Combining Remote Sensing with AI/ML for Precision Agriculture and Interventions
</h2>
</a>
<p class="lazyscroll">
Agriverse is a cloud-native GIS tool that combines remote sensing data from satellites and UAV drones with analysis from AI/ML frameworks for precision agriculture. </p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll" style="justify-content: flex-start; align-items: flex-start;">
<img loading="lazy" src="assets/images/projects/agriverse/hero-2.webp" alt="hero" style="max-height:500px" class="float-right">
</div>
</div>
<a href="/projects/agriverse-cloudnative-gis-tool">View Project   <span class="arrow">→</span></a>
</div> -->
<div class="surface casestudy">
<div>
<img alt="Verizon" src="assets/images/verizon.png" class="icon-24 mr16">
<img alt="Method" src="assets/images/logo/method.png" class="icon-24">
</div>
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/verizon-connected-car">
<h2 class="lazyscroll">
Enabling BMW owners to effortlessly purchase Verizon Connected Car plans
</h2>
</a>
<p class="lazyscroll">
Designing a microsite that continues from the MyBMW app to quickly view and buy Connected Car plans for
BMW customers and their families.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll" style="align-items: baseline;">
<img loading="lazy" src="assets/images/projects/verizon_hero.webp" alt="hero" style="max-height:550px" class="float-right">
</div>
</div>
<a href="/projects/verizon-connected-car">View Project   <span class="arrow">→</span></a>
</div>
<div class="surface casestudy">
<div>
<img alt="adamsmith" src="assets/images/adamsmith.png" class="icon-24 mr16 inline">
<img alt="fbr" src="assets/images/fbr.png" class="icon-32 mr16 inline">
<!-- <img alt="fcdo" src="assets/images/fcdo.png" class="icon-32"> -->
</div>
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/fbr-tax-registration">
<h2 class="lazyscroll">
Improving the Tax Registration Experience for better Usability, Simplicity and Legal Compliance
</h2>
</a>
<p class="lazyscroll">
Independent consultant for Pakistan's federal tax authority, FBR to redesign the registration process for
the Income and Sales tax e-government portal, IRIS.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll">
<img loading="lazy" src="assets/images/projects/fbr_hero.webp" alt="hero" style="max-height:400px" class="float-right">
</div>
</div>
<a href="/projects/fbr-tax-registration"><img src="../assets/images/icon-lock.svg" alt=""
class="icon-24 mr8">Request Viewing</a>
</div>
<div class="surface casestudy">
<img alt="Polly" src="assets/images/polly.png" class="icon-24">
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/polly-teams-authoring">
<h2 class="lazyscroll">
Optimizing a form experience for both new and power users
</h2>
</a>
<p class="lazyscroll">
Using smart defaults and progressive disclosure to minimize a comprehensive create form, resulting in a
35% improvement in completion rate.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll" style="align-items: baseline;">
<img loading="lazy" src="assets/images/projects/teams_schedule.webp" alt="hero" style="max-height:600px"
class="float-right">
</div>
</div>
<a href="/projects/polly-teams-authoring">View Project   <span class="arrow">→</span></a>
</div>
<!-- <div class="surface casestudy">
<img alt="Mauqa Online" src="assets/images/mauqa-white.png" class="icon-24">
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/mauqaonline-booking-experience"><h2 class="lazyscroll">
Redesigning a booking experience to improve feedback and choice
</h2></a>
<p class="lazyscroll">
Making a booking form dynamic with instant feedback to the user at each step of the journey, resulting in a 6x increase in bookings.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll" style="align-items: baseline;">
<img src="assets/images/projects/OF_hero.png" alt="hero" style="max-height:600px" class="float-right">
</div>
</div>
<a href="/projects/mauqaonline-booking-experience">Explore case study   <span class="arrow">→</span></a>
</div> -->
<div class="surface casestudy">
<img alt="Mauqa Online" src="assets/images/mauqa-white.png" class="icon-24">
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/mauqaonline-automating-communication">
<h2 class="lazyscroll">
Automating communication for low-literate and offline workers
</h2>
</a>
<p class="lazyscroll">
Translating native mobile app functionalities onto feature phone's capabilities using automated voice
calling.
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll">
<img loading="lazy" src="assets/images/projects/helpers.webp" alt="hero" width="100%" class="float-right">
</div>
</div>
<a href="/projects/mauqaonline-automating-communication">View Project   <span class="arrow">→</span></a>
</div>
<!-- <div class="surface casestudy">
<img alt="V2X Network" src="assets/images/V2X_logo.png" class="icon-48">
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/V2X-fleet-management"><h2 class="lazyscroll">
Unified Fleet and Job Management Portal
</h2></a>
<p class="lazyscroll">
Utilizing Jobs-To-Be-Done framework to unify Fleet and Job management under one consolidated portal.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll" style="align-items: end;">
<img src="assets/images/projects/V2X-hero.webp" alt="hero" style="max-height:600px" class="float-right">
</div>
</div>
<a href="/projects/V2X-fleet-management">View Project   <span class="arrow">→</span></a>
</div> -->
<!-- <div class="surface casestudy">
<img alt="easy insurance" src="assets/images/easyinsurance.png" class="icon-24">
<div class="row align-row mt40 mb40">
<div class="col-md-6">
<a href="/projects/easyinsurance-improving-conversion-rate"><h2 class="lazyscroll">
Improving the conversion rate for online insurance purchase
</h2></a>
<p class="lazyscroll">
Using qualitative and quantitative analysis, I identified and fixed drop-offs in the conversion funnel for travel insurance purchase.
</p>
</div>
<div class="col-md-5 offset-md-1 casestudy-img lazyscroll">
<img src="assets/images/projects/ei_funnel_4.png" alt="hero" style="width:100%;">
</div>
</div>
<a href="/projects/easyinsurance-improving-conversion-rate">Explore case study   <span class="arrow">→</span></a>
</div> -->
<!-- <div class="surface casestudy" style="min-height: auto">
<img alt="logofolio" src="assets/images/masna_logo_white.png" class="icon-24">
<div class="row align-row mt40 mb40">
<div class="col-md-3">
<h4 class="lazyscroll">Logo design </h4>
<a href="/projects/logofolio"><h2 class="lazyscroll">
Logofolio
</h2></a>
</div>
<div class="col-md-9 casestudy-img lazyscroll">
<figure class=" col-md-4 p12">
<img style="max-width:100%;" alt="wow mangoes" src="assets/images/projects/logofolio_1.png">
</figure>
<figure class=" col-md-4 p12">
<img style="max-width:100%;" alt="easyinsurance" src="assets/images/projects/logofolio_2.png">
</figure>
<figure class=" col-md-4 p12">
<img style="max-width:100%;" alt="NLS" src="assets/images/projects/logofolio_3.png">
</figure>
</div>
</div>
<a href="/projects/logofolio">Explore more   <span class="arrow">→</span></a>
</div> -->
<a href="/projects" class="center col-sm-4 offset-sm-4 bottom-border p24 align-row mb40"
style="justify-content: space-between;">
<h5 class="m0">View more projects   </h5>
<img class="arrow" alt="" src="/assets/images/icon-right.svg">
</a>
</section>
<section>
<div class="row">
<div class="col-md-6 mb40">
<h4 class="mb40">Skills</h4>
<div class="row">
<div class="col-md-6">
<ul>
<li class="lazyscroll">User Experience (UX) design</li>
<li class="lazyscroll">User Interface (UI) design</li>
<li class="lazyscroll">Prototyping</li>
<li class="lazyscroll">Wireframing</li>
<li class="lazyscroll">Design Systems</li>
<li class="lazyscroll">Web Accessibility</li>
<li class="lazyscroll">HTML & CSS</li>
<li class="lazyscroll">Conversion Rate Optimization</li>
</ul>
</div>
<div class="col-md-6 mb40 ">
<ul>
<li class="lazyscroll">Service Design</li>
<li class="lazyscroll">Conceptual Modelling</li>
<li class="lazyscroll">Discovery Research</li>
<li class="lazyscroll">Service Blueprinting</li>
<li class="lazyscroll">User Flows</li>
<li class="lazyscroll">Information Architecture</li>
<li class="lazyscroll">User Testing</li>
</ul>
</div>
</div>
</div>
<div class="col-md-3 offset-md-2 mb40 ">
<h4 class="mb40">Tools</h4>
<ul>
<li class="lazyscroll">Figma, Sketch & Framer</li>
<li class="lazyscroll">Adobe Creative Cloud</li>
<li class="lazyscroll">Miro, FigJam & Mural</li>
<li class="lazyscroll">Webflow</li>
<li class="lazyscroll">Google Analytics & Amplitude</li>
<li class="lazyscroll">Maze (User testing)</li>
<li class="lazyscroll">Visual Studio & Github</li>
<li class="lazyscroll">MySQL Workbench</li>
</ul>
</div>
<a href="/about" class="center col-sm-4 offset-sm-4 bottom-border p24 align-row mb40"
style="justify-content: space-between;">
<h5 class="m0">About me   </h5>
<img class="arrow" alt="" src="/assets/images/icon-right.svg">
</a>
</div>
</section>
<section>
<h4 class="mb40">Testimonials</h4>
<div class="grid-container-col">
<div class="grid-container-row">
<div class="surface p40 lazyscroll">
<div class="quote mb24">Without question, Masna is missed here at Method, but any team that has the
opportunity to work with him in the future would be fortunate to experience the positivity and curiosity
he brings to everything he does.</div>
<div class="align-row">
<img alt="avatar" src="../assets/images/mike-rogers.jpeg" class="inline mr16" width="48px" style="border-radius:48px;">
<div>
<div class="olive">Mike Rogers</div>
<div>Director of Product Design at Method</div>
</div>
</div>
</div>
<div class="surface p40 lazyscroll">
<div class="quote mb24">
Any company would be lucky to have him as he has got the full package.
</div>
<div class="align-row">
<img alt="avatar" src="../assets/images/omer-kahoot.jpeg" class="inline mr16" width="48px" style="border-radius:48px;">
<div>
<div class="olive">Omer Kahoot</div>
<div>Software Development Engineer II at Amazon</div>
</div>
</div>
</div>
</div>
<div class="grid-container-row">
<div class="surface p40 lazyscroll">
<div class="quote mb24">He's well organized, quick to learn, and very comfortable wading into complex
technical problems.
</div>
<div class="align-row">
<img alt="avatar" src="../assets/images/james-zerkel.jpeg" class="inline mr16" width="48px" style="border-radius:48px;">
<div>
<div class="olive">James Zerkel</div>
<div>Lead Product Designer at Polly</div>
</div>
</div>
</div>
<div class="surface p40 lazyscroll">
<div class="quote mb24">
In addition to his design skills, he is a talented communicator, who can work with a variety of
stakeholders.
</div>
<div class="align-row">
<img alt="avatar" src="../assets/images/david-teixeira.jpeg" class="inline mr16" width="48px" style="border-radius:48px;">
<div>
<div class="olive">David Teixeira</div>
<div>Princpal Program Manager at Method</div>
</div>
</div>
</div>
</div>
</div>
</section>
</div>
</main>
<footer class="container">
<div class="row align-row bottom-border pb16 pt24">
<div class="col-sm-8 align-row">
<img alt="masna picture" src="../assets/images/masna.webp" class="inline" width="48px" style="border-radius:48px;">
<h2 class="p16 m0 inline">Let's discuss your product challenges</h2>
</div>
<div class="col-sm-4 mt16">
<a class="float-right" href="mailto:[email protected]" target="_blank"><h5>Get in touch<img src="../assets/images/icon-out.svg" alt="" class="icon-24 ml8 icon-out"></h5></a>
</div>
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