About Zainab

Founder of ZED Works

About Zainab

Founder of ZED Works

About Zainab

Founder of ZED Works

I have always been driven to make meaningful and optimised improvements. With my background in Psychology and Inclusive Education, I built a strong foundation for understanding human behaviour - how people think, learn, and interact with the world, and the need for inclusive solutions. I kept asking: how can we build things that truly work for people, in all their diversity? I eventually found the perfect outlet for this curiosity: User Experience (UX) Design.

 

Here, I get to channel my empathy into strategy and my insights into pixels. With over 3 years of experience in the field, complemented by my MSc in UX Design (and receiving a University Class Award with Honours), I've been focused on one thing: creating digital experiences that are both intuitive and impactful.

 

For me, design isn't just about how something looks on a screen. It's a holistic process that starts with listening. I use research to uncover real pain points and translate those insights into designs that deliver real results—like boosting Aero Leathers' conversion rates by 17% and sales by over 30%. Nothing excites me more than seeing a design not just get used, but actually drive value.

 

At my core, I'm a collaborator and a connector. I see my role as a bridge-builder, where I connect users to products, design teams to developers, and business goals to human needs.

 

I'm currently available for full-time roles where I can apply my versatile and creative toolkit to create products that people love and businesses value.

A timeline of my professional certifications and work experiences.

A timeline of my professional certifications and work experiences

A timeline of my professional certifications and work experiences

My Journey

My Journey

My Journey

Student Demonstrator- part-time

Student Demonstrator - part-time

Edinburgh Napier University

Edinburgh Napier University

2025

2025

Guided undergraduate students in the 'Designing the Visual Interface' course, providing expert coaching on visual design principles and motion design techniques using Figma, Jitter, and Bezi. Assisted them in applying these skills to successfully complete their practical assignments and assessments.

Guided undergraduate students in the 'Designing the Visual Interface' course, providing expert coaching on visual design principles and motion design techniques using Figma, Jitter, and Bezi. Assisted them in applying these skills to successfully complete their practical assignments and assessments.

Student Demonstrator - part-time

Edinburgh Napier University

2025

Guided undergraduate students in the 'Designing the Visual Interface' course, providing expert coaching on visual design principles and motion design techniques using Figma, Jitter, and Bezi. Assisted them in applying these skills to successfully complete their practical assignments and assessments.

MSc User Experience Design - with Honours

MSc User Experience Design - with Honours

MSc User Experience Design - with Honours

Edinburgh Napier University

Edinburgh Napier University

Edinburgh Napier University

2025

2025

2025

Comprehensive, human-centered education that bridges advanced academic theory with industry-ready practice. It encompasses the entire UX lifecycle—from critically engaging with HCI research and conducting rigorous user studies to applying strategic design thinking, prototyping interactive solutions, and evaluating usability—equipping graduates to lead the creation of evidence-based, accessible, and impactful digital products.

Comprehensive, human-centered education that bridges advanced academic theory with industry-ready practice. It encompasses the entire UX lifecycle—from critically engaging with HCI research and conducting rigorous user studies to applying strategic design thinking, prototyping interactive solutions, and evaluating usability—equipping graduates to lead the creation of evidence-based, accessible, and impactful digital products.

Comprehensive, human-centered education that bridges advanced academic theory with industry-ready practice. It encompasses the entire UX lifecycle—from critically engaging with HCI research and conducting rigorous user studies to applying strategic design thinking, prototyping interactive solutions, and evaluating usability—equipping graduates to lead the creation of evidence-based, accessible, and impactful digital products.

UX Consultant - freelance

UX Consultant - freelance

UX Consultant - freelance

Aero Leather Clothing’s

Aero Leather Clothing’s

Aero Leather Clothing’s

2024

2024

2024

Redesigned key UI components for Aero Leathers' website, which boosted conversion rates by 17% and increased sales by over 30% by streamlining the customer journey and reducing friction.

Redesigned key UI components for Aero Leathers' website, which boosted conversion rates by 17% and increased sales by over 30% by streamlining the customer journey and reducing friction.

Redesigned key UI components for Aero Leathers' website, which boosted conversion rates by 17% and increased sales by over 30% by streamlining the customer journey and reducing friction.

UX/UI Designer - freelance

UX/UI Designer - freelance

UX/UI Designer - freelance

RKBT - Start-Up

RKBT - Start-Up

RKBT - Start-Up

2023

2023

2023

Designed the MVP for RKBT's webapp by collaborating with stakeholders to define JTBD (Jobs-to-be-Done), and delivering user flows, wireframes, and prototypes. Worked within a cross-functional team to build a consistent and user-friendly product from the ground up.

Designed the MVP for RKBT's webapp by collaborating with stakeholders to define JTBD (Jobs-to-be-Done), and delivering user flows, wireframes, and prototypes. Worked within a cross-functional team to build a consistent and user-friendly product from the ground up.

Designed the MVP for RKBT's webapp by collaborating with stakeholders to define JTBD (Jobs-to-be-Done), and delivering user flows, wireframes, and prototypes. Worked within a cross-functional team to build a consistent and user-friendly product from the ground up.

Professional Diploma in UX Design - with score of 90%

Professional Diploma in UX Design - with score of 90%

Professional Diploma in UX Design - with score of 90%

UX Design Institute

UX Design Institute

UX Design Institute

2022

2022

Mastered rigorous, industry-standard curriculum that covers the end-to-end UX process, from research and testing to wireframing and prototyping.

Mastered rigorous, industry-standard curriculum that covers the end-to-end UX process, from research and testing to wireframing and prototyping.

Mastered rigorous, industry-standard curriculum that covers the end-to-end UX process, from research and testing to wireframing and prototyping.

MSc Inclusive Education

MSc Inclusive Education

MSc Inclusive Education

University of Edinburgh

University of Edinburgh

University of Edinburgh

2021

2021

Gained expertise in critically analysing systemic barriers and designing transformative, equitable solutions for diverse learners, directly informing a user-centred design philosophy focused on accessibility and inclusion in the digital realm.

Gained expertise in critically analysing systemic barriers and designing transformative, equitable solutions for diverse learners, directly informing a user-centred design philosophy focused on accessibility and inclusion in the digital realm.

Gained expertise in critically analysing systemic barriers and designing transformative, equitable solutions for diverse learners, directly informing a user-centred design philosophy focused on accessibility and inclusion in the digital realm.

PG Diploma in Special Education - with Honours

PG Diploma in Special Education - with Honours

PG Diploma in Special Education - with Honours

Lebanese American University

Lebanese American University

Lebanese American University

2019

2019

This specialist programme provided advanced training in assessing diverse learning needs and designing individualized, evidence-based interventions, cultivating a deep expertise in user variability and adaptive design strategies.

This specialist programme provided advanced training in assessing diverse learning needs and designing individualized, evidence-based interventions, cultivating a deep expertise in user variability and adaptive design strategies.

This specialist programme provided advanced training in assessing diverse learning needs and designing individualized, evidence-based interventions, cultivating a deep expertise in user variability and adaptive design strategies.

BA in Psychology

BA in Psychology

BA in Psychology

Lebanese American University

Lebanese American University

Lebanese American University

2018

2018

Established the foundational knowledge of human behaviour, motivation, and cognition—the core principles behind user-centered design.

Established the foundational knowledge of human behaviour, motivation, and cognition—the core principles behind user-centered design.

Established the foundational knowledge of human behaviour, motivation, and cognition—the core principles behind user-centered design.

Core competencies and expertise

Core competencies and expertise

Core competencies and expertise

Skills

Skills

Skills

UX Research & Strategy

UX Research & Strategy

UX Research & Strategy

  • Surveys / Interviews

  • Card-sorting Analysis & Affinity Diagrams

  • Google Analytics

  • Customer Journey Maps

  • User Flow Charts

  • Information Architecture

  • Usability Testing

  • UX/UI Consulting

  • Qualitative & Quantitative Analysis

  • Surveys / Interviews

  • Card-sorting Analysis & Affinity Diagrams

  • Google Analytics

  • Customer Journey Maps

  • User Flow Charts

  • Information Architecture

  • Usability Testing

  • UX/UI Consulting

  • Qualitative & Quantitative Analysis

  • Surveys / Interviews

  • Card-sorting Analysis & Affinity Diagrams

  • Google Analytics

  • Customer Journey Maps

  • User Flow Charts

  • Information Architecture

  • Usability Testing

  • UX/UI Consulting

  • Qualitative & Quantitative Analysis

UI Design & Prototyping

UI Design & Prototyping

UI Design & Prototyping

  • Wireframes

  • User Interface (low to high fidelity)

  • Interaction Design

  • Design Systems

  • Brand and Pitch Deck Design

  • Prototyping

  • Animated Motion Design

  • Digital Accessibility

  • Wireframes

  • User Interface (low to high fidelity)

  • Interaction Design

  • Design Systems

  • Brand and Pitch Deck Design

  • Prototyping

  • Animated Motion Design

  • Digital Accessibility

  • Wireframes

  • User Interface (low to high fidelity)

  • Interaction Design

  • Design Systems

  • Brand and Pitch Deck Design

  • Prototyping

  • Animated Motion Design

  • Digital Accessibility

Soft Skills + Extras

Soft Skills + Extras

Soft Skills + Extras

  • Design Thinking

  • User Empathy

  • Cross-functional Collaboration

  • Stakeholder Communication

  • Active Listening

  • Critical Thinking

  • Adaptability

  • Inclusive and Accessible Design Practices

  • Teaching, Training, Workshop Facilitation, & Instructional Design

  • Digital Education & Universal Design for Learning (UDL)

  • Learning Management Systems (LMS - Moodle, Blackboard)

  • Problem-Framing

  • Public Speaking

  • Proactive & Resourceful

  • Receiving & Integrating Feedback

  • Time Management

  • Design Thinking

  • User Empathy

  • Cross-functional Collaboration

  • Stakeholder Communication

  • Active Listening

  • Critical Thinking

  • Adaptability

  • Inclusive and Accessible Design Practices

  • Teaching, Training, Workshop Facilitation, & Instructional Design

  • Digital Education & Universal Design for Learning (UDL)

  • Learning Management Systems (LMS - Moodle, Blackboard)

  • Problem-Framing

  • Public Speaking

  • Proactive & Resourceful

  • Receiving & Integrating Feedback

  • Time Management

  • Design Thinking

  • User Empathy

  • Cross-functional Collaboration

  • Stakeholder Communication

  • Active Listening

  • Critical Thinking

  • Adaptability

  • Inclusive and Accessible Design Practices

  • Teaching, Training, Workshop Facilitation, & Instructional Design

  • Digital Education & Universal Design for Learning (UDL)

  • Learning Management Systems (LMS - Moodle, Blackboard)

  • Problem-Framing

  • Public Speaking

  • Proactive & Resourceful

  • Receiving & Integrating Feedback

  • Time Management

  • Design Thinking

  • User Empathy

  • Cross-functional Collaboration

  • Stakeholder Communication

  • Active Listening

  • Critical Thinking

  • Adaptability

  • Inclusive and Accessible Design Practices

  • Teaching, Training, Workshop Facilitation, & Instructional Design

  • Digital Education & Universal Design for Learning (UDL)

  • Learning Management Systems (LMS - Moodle, Blackboard)

  • Problem-Framing

  • Public Speaking

  • Proactive & Resourceful

  • Receiving & Integrating Feedback

  • Time Management

Software and platforms I work with

Software and platforms I work with

Software and platforms I work with

Tools

Tools

Tools

Design, Prototyping, & Web-Building

Design, Prototyping, & Web-Building

Design, Prototyping, & Web-Building

  • Figma

  • Framer

  • Adobe Illustrator & Photoshop

  • Figma

  • Framer

  • Adobe Illustrator & Photoshop

  • Figma

  • Framer

  • Adobe Illustrator & Photoshop

Research, Analysis, & Collaboration

Research, Analysis, & Collaboration

Research, Analysis, & Collaboration

  • Miro

  • FigJam

  • Draw.io

  • Google Forms / MS Forms / Survey Monkey

  • Google Meets / MS Teams / Zoom

  • Slack

  • Notion

  • Trello

  • Miro

  • FigJam

  • Draw.io

  • Google Forms / MS Forms / Survey Monkey

  • Google Meets / MS Teams / Zoom

  • Slack

  • Notion

  • Trello

  • Miro

  • FigJam

  • Draw.io

  • Google Forms / MS Forms / Survey Monkey

  • Google Meets / MS Teams / Zoom

  • Slack

  • Notion

  • Trello

Presentation Design

Presentation Design

Presentation Design

  • Canva

  • MS PowerPoint

  • Figma Slides & Buzz

  • Canva

  • MS PowerPoint

  • Figma Slides & Buzz

  • Canva

  • MS PowerPoint

  • Figma Slides & Buzz

Motion Design & Video Editors

Motion Design & Video Editors

Motion Design & Video Editors

  • Lottiefile

  • Jitter

  • Rive

  • Vimeo

  • CapCut

  • Lottiefile

  • Jitter

  • Rive

  • Vimeo

  • CapCut

  • Lottiefile

  • Jitter

  • Rive

  • Vimeo

  • CapCut

No-Code Web-Builders

No-Code Web-Builders

No-Code Web-Builders

  • Webflow

  • Wix

  • Wordpress

  • Zyro

  • Webflow

  • Wix

  • Wordpress

  • Zyro

  • Webflow

  • Wix

  • Wordpress

  • Zyro

Other Tools

Other Tools

Other Tools

  • Bezi

  • Unity

  • Zapier

  • Calendly

  • Articulate Storyline

  • Captivate

  • Moodle

  • Blackboard

  • GoDaddy

  • Bezi

  • Unity

  • Zapier

  • Calendly

  • Articulate Storyline

  • Captivate

  • Moodle

  • Blackboard

  • GoDaddy

  • Bezi

  • Unity

  • Zapier

  • Calendly

  • Articulate Storyline

  • Captivate

  • Moodle

  • Blackboard

  • GoDaddy

Let's Work Together

Ready to bring your project to life? Whether you need a new website, want to improve your existing one, or have questions about my services, I'm here to help.

Communication is available in English and Arabic.

© 2025 ZED Works. All rights reserved.

Let's Work Together

Ready to bring your project to life? Whether you need a new website, want to improve your existing one, or have questions about my services, I'm here to help.

Communication is available in English and Arabic.

© 2025 ZED Works. All rights reserved.

Let's Work Together

Ready to bring your project to life? Whether you need a new website, want to improve your existing one, or have questions about my services, I'm here to help.

Communication is available in English and Arabic.

Communication is available in English and Arabic.

© 2025 ZED Works. All rights reserved.