About

I'm Asim Rana, a Product & UX/UI Designer with a background in Computer Science Engineering. I design digital products that make complex things feel simple, intuitive, and worth using.

I believe good design starts before the first wireframe. I use research, interviews, surveys, personas, journey maps, and information architecture to understand the problem before shaping the solution. From there, I turn insights into wireframes and high-fidelity interfaces in Figma, then test them with real users to make sure the design actually works.

My projects have led to measurable improvements from a 30% increase in task completion on Travoo to a 28% improvement in task success on Pawcket, along with clearer consent experiences for MyPrefs Wallet.

My engineering background also gives me a practical understanding of how products are built. I think in components, systems, auto layout, and variants, and I can collaborate closely with developers or build front-end interfaces myself in React.

Ultimately, I'm interested in one thing: creating products that feel obvious to the people using them.