Hi, I’m Fariha.
I’m a UX researcher drawn to the human questions behind products: what people need, what teams assume too quickly, and how deeper understanding helps teams make decisions they can stand behind.
Across AI-powered visual search, autonomous delivery, enterprise SaaS, on-demand services, real estate, and behavioral health, I’ve helped teams make sense of ambiguous spaces and build products around real human needs.
BS Computer Science, University of Wollongong in Dubai
I use the method that matches the decision — from early ambiguity to launch readiness.
Across discovery, evaluation, operations, and enablement, I choose the right-sized approach for the question at hand: rigorous enough to create confidence, focused enough to help teams move.
Discovery & strategy
Foundational interviews, field research, journey mapping, segmentation, opportunity framing, and problem definition.
Evaluative research
Usability testing, concept testing, IA validation, card sorting, preference testing, surveys, and UX quality checks.
Research operations
Research intake, prioritization, recruitment workflows, repositories, templates, documentation, and team rituals.
Enablement & influence
Workshops, stakeholder alignment, research training, executive storytelling, and roadmap recommendations.
Three things that stay constant
Beginner's mind
I begin with curiosity: what do we know, what are we assuming, and what would change our minds?
Collaborative learning
I bring teams closer to the people they're building for, so research changes how the team sees the problem — not just what they ship.
Clear direction
I create space for nuance and honesty, then turn what we learn into direction teams can act on with confidence.
Research lands differently when teams take part in the learning.
Some of my favorite work happens when research becomes something teams participate in, not just something they receive at the end.
I've facilitated workshops on research planning, method selection, and interviewing users — helping product and design teams ask sharper questions, choose better methods, and use evidence earlier in decision-making.
Beyond work
Outside work, you'll usually find me wandering through bookstores, cafés, or city neighborhoods, catching live music when I can, or reading at home with two cats supervising.
I grew up in Dubai and live in the Bay Area now. Moving between places has shaped how I listen — with attention to context, translation, and the assumptions people bring into everyday life. It’s why I treat “local” as something to learn, not assume, and why I’m drawn to research that helps teams see people in fuller context.
Interested in working together?
I do my best work with product and design teams who care deeply about the people they serve.