Sabina Rana
Senior Product Designer
UI/UX Design | User Research | Cross-functional Collaboration
Professional Summary
Results-Driven Senior Product Designer with 10+ years of experience creating user-centered interfaces across B2B and B2C industries. Skilled in developing scalable design systems, UI components, and transforming fragmented products into seamless, end-to-end, responsive experiences. Adept at navigating ambiguity and using data-driven insights to design features that drive engagement, brand loyalty, and business success. Committed to delivering innovative, accessible solutions in agile environments.
Skills
- UI/UX Design
- Product Design
- Design Systems
- Prototyping
- Figma Proficiency
- Data-Driven Design
- Asset Management
- Accessibility Standards
- Design Strategy
- Problem-Solving
- Agile Environment
- Industry Trends
- Stakeholder Management
- Teamwork
- Mentorship
- Communication
Key Design Impact & Leadership Projects
| ✦ Global Content Sharing Platform Redesign, Enthusiast Gaming, The Sims Resource Drove a 300% revenue increase (+$600K/month) while reducing churn and boosting retention by optimizing user flows, ad placements, onboarding, and mobile responsiveness. Led the redesign using Google Analytics, Hotjar, and Figma to enhance the user experience and exceed KPIs. ✦ Retention-Driven Games & Activities, Ganz Studios, Webkinz Contributed to Webkinz’s rapid growth, helping it reach 1M+ users and $100M in revenue within its first year, with sustained success over the years, by designing retention-driven games and activities from the platform’s inception, fostering long-term engagement and user loyalty. ✦ Optimized Indoor Wayfinding Maps, Mapsted, Mall Mapp, CampusGo Attracted global brand interest and improved user experience by collaborating with engineers to implement accessible color schemes, icons, and UI design for Mall Map and Campus Go apps, enhancing design consistency and usability. |
Work Experience
| Enthusiast Gaming Senior Product Analyst https://www.thesimsresource.com/ | Toronto, ON Apr 2021 – Dec 2023 |
| ✦ Attracted partners like Sony Pictures, Amazon, and EA Games by transforming The Sims Resource website into a cohesive experience, leading design sprints and mentoring junior designers for consistency and quality across B2B and B2C experiences. ✦ Increased user satisfaction by 71% by redesigning the signup flow, optimizing sign-in and payment processes, and implementing a consistent design system for improved responsiveness across devices. ✦ Reduced drop-off rates by 80% and improved efficiency by redesigning the content submission system and streamlining approval workflows through research-driven design. ✦ Enhanced content discoverability for 5M+ items by overhauling the search filter, conducting user research, and collaborating with engineers. Documented insights and delivered assets in Confluence to ensure team alignment. |
| Mapsted User Experience Designer https://mapsted.com/ | Mississauga, ON Mar 2019 – Mar 2021 |
| ✦ Increased visibility and engagement across multiple platforms by designing and maintaining responsive websites, blogs, and digital content, including custom illustrations and SEO-optimized layouts. ✦ Improved design consistency and AODA compliance by developing wireframes, prototypes, and UI components for global products, while enhancing user experience through optimized indoor wayfinding maps. ✦ Presented innovative proposals to improve operational efficiency and customer satisfaction for Uniqlo and Sobeys’ in-store navigation systems, designing wireframes and prototypes for item location and availability checks. |
| Ganz Studios Senior User Experience Designer https://www.webkinz.com/ | Woodbridge, ON Sep 2005 – Sep 2016 |
| ✦ Increased brand discovery and engagement by collaborating with marketing teams to optimize landing pages, site takeovers, and email campaigns for third-party brands like Mattel, Universal Studios, and Kellogg’s, driving traffic, enhancing conversion rates, and supporting Webkinz’s sustained growth. ✦ Raised over $500K for charities such as Make-A-Wish and SickKids by developing and launching the Webkinz Caring Valley microsite, while leading initiatives to repurpose surplus inventory, create new plushie tags, and manage ad campaigns to boost in-game engagement and participation. ✦ Planned and executed layouts for four series of Webkinz trading cards, mentoring junior artists in asset delivery and ensuring design consistency across all touchpoints, including branded merchandise. |
| EMI Music Flash Artist Intern | Toronto, ON Jan 2005 – Sep 2005 |
| ✦ Created animated GIFs, banner ads, and promotional materials for high-profile events such as the Juno Awards ✦ Developed Flash-based streaming media players and designed engaging promotional materials. |
Education
| Interactive Media Management | Post Graduate George Brown College | Toronto, ON |
| Multimedia Production Technician | Diploma Humber College | Toronto, ON |
Professional Development
| How to Design Engaging Products: Insights from Fortnite’s UX Interaction Design Foundation | Online Course 2024 |
| Complex UI Design: Practical Techniques Interaction Design Foundation | Online Course 2024 |
| AI-Powered UX Design: How to Elevate Your UX Career Interaction Design Foundation | Online Course 2024 |
| Fundamentals of UX Writing | Certificate Seneca College | Toronto, ON 2023 |
| Coding Bootcamp | Certificate Sheridan College | Mississauga, ON 2019 |
Design & Development Tools
Design & Prototyping
- Figma
- UXPin
- Adobe XD
- Prototyping Tools
- Adobe Creative Suite
- Autodesk Maya
- Blender
- Unbounce
- Midjourney
Research
- Google Analytics
- Hotjar
- Survey Monkey
- Chat GPT
Communication
- Slack
- Monday.com
- Miro
- Notion
- OBS Studio
Web Design
- WordPress
- HTML
- CSS
- Javascript
- Framer
Project Management
- Jira
- Confluence
- Nucleo
- AODA Compliance
Design Methodologies & Frameworks
- Google Material
Design - Proficient in applying Material Design principles to create intuitive, visually appealing user interfaces across platforms.
- Atomic
Design - Experienced in using the Atomic Design methodology to build scalable and reusable UI components, ensuring consistency and efficiency in design systems.
- Design
Thinking - Skilled in applying Design Thinking principles to empathize with users, define problems, ideate solutions, prototype, and test user-centered designs.
- Human-Centered
Design - Focused on understanding user needs and behaviours to craft solutions that are both effective and empathetic.
- Lean
UX - Experienced in implementing Lean UX practices to quickly prototype and test ideas, ensuring designs meet both user and business goals with minimal waste.
- Agile
UX - Comfortable working within Agile teams, collaborating with developers and stakeholders to deliver iterative, user-focused design solutions.