

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.

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.

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.
