Hi, I'm Saadaf, a
I research, design, and build products. End to end.
Available for work
Featured Work
Loblaws lost 17% of online sales. The interface wasn't the problem.
A competitive teardown and eight usability sessions, run three weeks apart, converged on the same answer: Loblaws' checkout wasn't badly designed, it was badly supported. The most damaging bug logged as ordinary cart abandonment.
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UX Research
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Usability Testing
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Product Strategy
Loblaws lost 17% of online sales. The interface wasn't the problem.
A competitive teardown and eight usability sessions, run three weeks apart, converged on the same answer: Loblaws' checkout wasn't badly designed, it was badly supported. The most damaging bug logged as ordinary cart abandonment.
#
UX Research
#
Usability Testing
#
Product Strategy
What I Do
Product / UX Design
Problem definition & framing
Interaction design & prototyping
Design systems & tokens
Information architecture
Speculative & emerging UX
Development
JavaScript & full-stack builds
React & front-end frameworks
Design-to-code workflows
Git & collaborative codebases
User Research
Interviews & synthesis
Usability & tree testing
Personas & journey mapping
TCPS 2 research ethics
Product / UX Design
Problem definition & framing
Interaction design & prototyping
Design systems
Information architecture
Speculative & emerging UX
Development
JavaScript & full-stack builds
React & front-end frameworks
Design-to-code workflows
Git & collaborative codebases
User Research
Interviews & synthesis
Usability & tree testing
Personas & journey mapping
TCPS 2 research ethics
Awards & Recognition
06/2026
Humber, Faculty of Media, Creative Arts, and Design
Dean's List, Winter 26'
06/2026
Dean's List, Winter 26'
Humber, Faculty of Media, Creative Arts, and Design
06/2026
Humber, Faculty of Media, Creative Arts, and Design
Dean's List, Winter 26'
06/2026
Dean's List, Winter 26'
Humber, Faculty of Media, Creative Arts, and Design
Fun Fact: One of my favourite fascinations is the intersection of football and skate culture, and how it became its own niche.
About Me
A little snapshot of me in a nutshell
Words from Peers & Professors
Working with Saadaf transformed our brand—his strategic, artistic designs crafted a resonant visual story that boosted customer loyalty by 40% in six months. Her blend of strategy and artistry is unmatched.
Marcus Chen
CEO | Nexus Tech
Marcus Chen
Marcus Chen
Emma Reed
Emma Reed
Lila Martinez
Lila Martinez
Theo Walker
Theo Walker
Working with Saadaf transformed our brand—his strategic, artistic designs crafted a resonant visual story that boosted customer loyalty by 40% in six months. Her blend of strategy and artistry is unmatched.
Marcus Chen
CEO | Nexus Tech
Marcus Chen
Marcus Chen
Emma Reed
Emma Reed
Lila Martinez
Lila Martinez
Theo Walker
Theo Walker