About
I'm Erum, a UX/UI designer trained at Noroff School of Technology and shaped by projects that range from an early-stage marketplace to enterprise sales analytics for Pakistan Tobacco Company. I work best where the problem is messy: scattered reporting tools, a charity with no digital identity, a bakery whose loyal customers can't order on their phones.
My approach is deliberately structured — research to establish the truth, systems to keep the work consistent, and testing to prove it. The output is beautiful, but it's judged on whether it moved a number.
Stakeholder interviews, competitor scans and the real business constraint behind the brief.
User journeys, flows and structure — agreeing what success looks like before design starts.
Low-fidelity wireframes into high-fidelity prototypes, built on a documented design system.
Concurrent think-aloud sessions, usability ratings and iterations until the flow holds up.
Implement the recommended changes, hand off clean components, measure the result.