SARA TAHIR

215-933-8662 | Abington, PA 19001 | sarahadi.work@gmail.com | sarahadi.org

PROFESSIONAL SUMMARY

Digital Product/User Experience Designer and Researcher with 5+ years of experience driving user-centered product innovation across corporate, education, and freelance environments. Experienced in leading UX & UI design initiatives for digital products in cross-functional Agile teams, able to drive design decisions from discovery through delivery and iteration. Expertise in mixed-methods research, usability testing, UX/UI design, and cross-functional collaboration. Proven success in improving usability, driving product strategy, and delivering measurable outcomes through evidence-based design.

EXPERIENCE

Lead User Experience Designer and Researcher

**ProAssurance ** | Dec 2022 – May 2025

• Led end-to-end UX research and design for a new multi-role Customer Portal, supporting a diverse range of users across multiple business units and product lines.

• Conducted comprehensive user research and stakeholder interviews to understand the needs of 9 distinct user types; drove consolidation into 4 optimized user archetypes to inform design direction.

• Partnered with an external UX consultancy to ensure all design solutions aligned with business requirements and user expectations; maintained consistency and usability throughout product iterations.

• Participated in agile product cycles, providing continuous feedback on high-fidelity designs and wireframes; collaborated with development teams to adapt designs and address implementation challenges.

• Created and maintained a scalable Figma-based Design System to serve multiple business units, managing five distinct style guides while ensuring visual cohesion and design governance.

• Led Design QA analysis during testing phases, delivering reports and heuristic evaluations to inform future product enhancements.

• Monitored User Performance Analytics and collaborated with internal teams to generate insights that informed the planning of the next phase of product improvements.

User Experience Researcher

KPMG | Jul 2021 – Dec - 2022

• Developed and implemented research frameworks to understand users, customers, and stakeholders.

• Led research strategy for key product areas and collaborated with cross-functional teams to shape research roadmaps.

• Conducted tactical research to drive optimal design solutions; analyzed insights to inform product decisions in a fast-paced environment.

• Produced journey maps, flow diagrams, wireframes, and interactive prototypes to solve complex design problems.

• Collaborated with development teams to ensure design compliance with UI/UX standards and iterated based on user feedback.

UX EdTech Researcher / Coordinator

Beaconhouse School System | Aug 2017 – Dec 2019

• Conducted ethnographic research, user interviews, and usability testing to improve educational software products.

• Designed user interfaces and workflows aligned with human-computer interaction best practices.

• Collaborated with SaaS development teams to deliver innovative UI/UX solutions.

• Advocated for user-centered design and data-driven decision-making within cross-functional teams.

EDUCATION & CERTIFICATION

User Experience Design Immersive - General Assembly - Aug 2022

Building Design Systems in Figma – UI Mastery - Udemy Jul 2022

Master of Arts, Linguistics and Literature - National University of Modern Languages, Lahore Aug 2015 – Sep 2017

Bachelor of Arts, English Literature - University of the Punjab, Lahore Mar 2013 – Apr 2015

SKILLS

UX Design Process: Agile Design, Double Diamond, Google Design Sprints, Stanford d.school Model, Continuous Discovery, Lean UX, Personas/Jobs to Be Done (JTBD), User-Centered Design, Inclusive Design, DesignOps, Service Design Thinking

Design & Prototyping: High-Fidelity Prototyping Wireframing, Design Systems, UI Design, User Interaction Design & Automation, User Flows, Information Architecture, Content Strategy, Accessibility Design, Developer Handoff

Research Methods: Product Discovery Research, Continuous Discovery Interviews, Diary Studies, A/B Testing, Clickstream / Behavioral Analytics, Information Architecture Testing, Contextual Inquiry, Surveys, Usability Testing, Heuristic Evaluation, Quantitative & Qualitative, Ethnographic Research, Field Studies

UX Tools: Figma, Miro, Maze, Dovetail, Optimal Workshop, Notion, Asana, Jira, Azure DevOps, ServiceNow UX Analytics, Microsoft Suite, Google Analytics, Zeplin

Operating Systems: Windows, Mac OS