Ashfaq Amin's UX Portfolio

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  • Ashfaq AminUX Designer, Researcher +1 604.396.8272

  • BSc. in Computer Science & Engineering

    Bangladesh University of Engineering & Technology

    2007 2012 2013 2014 20162015

    MSc. in Interactive Arts & Technology

    Simon Fraser University (SFU)


    Junior Engineer Mukto Software Ltd.

    Software Engineer Mukto Software Ltd.

    UI Designer Playdom

    (Disney Interactive)

    UX Designer Grameenphone Ltd.

    (Telenor Group)

    Freelance UX Designer via Toptal

    Research Assistant Pain Studies Lab, SFU

    Teaching Assistant IAT 235: Information Design

    Short BioAbout Me


    Stakeholder Interviews Card Sorting



    Personas Scenarios Workflow Maps Customer Journey


    Information Architecture Wireframes Prototypes


    Style Guideline UX Specification Service Blueprint


    Lab Evaluation In-depth Interviews Focus Group Guerrilla Tests


    UX ProcessAbout Me

  • UX Projects

  • The Arc US

    Data Gathering App Freelance UX Project via Toptal

    Use Case Scenarios Wireframe Interactive Prototype Visual Design

  • I started the project by identifying the use cases, scenarios and user roles for the system and outlined the draft process architecture to work in sync with the dev team.

  • I sketched all the pages I have identified in my info architecture to communicate my ideas with the remote teams and used them for the wireframes.

  • WireframesData Gathering App

    After initial sketching I made grey-box wireframes in Axure RP. I made wireframes for mobile and desktop screens along with some mid-fidelity interactions in 2 iterations.

  • I made the high-fidelity mockup in Axure RP. The colors are picked for The Arcs brand guidelines. The UI Elements and interactions mostly follow the material design guidelines.

    High Fidelity MockupData Gathering App

  • First Time Experience with Grameenphone (GP)

    A Service-design project for the customers of Grameenphone (GP) Ltd., the largest telecom operator in Bangladesh. By resolving the existing problems, this project aimed at making the SIM activation, Package discovery, Browsing internet and Finding Information a seamless experience for the new customers.

    Service Design UX Research Multi Channel Experience

    Interaction Design Visual Design

  • When a customer buys a GP connection for the first time, instantaneously they should be able to make calls, send sms, browse internet, add FnFs and discover voice and internet packages.

    Baseline research showed that the first time success rates for these major user tasks were significantly low.

    30%A staggering 70% test users were unable to perform very basic tasks likepackage change, FnF management, internet activation.

    20%Only 20% customers were able to identify their current call rates.

    I conducted baseline research with existing customers to find out the problem areas and outline project scope.

    Baseline ResearchFirst Time UX

  • Voice Internet

    Retail Stores




    GP Devices

    Smartphone App

    Customer Support

    First Time Experience was a one-year project which aimed at improving the whole GP multi-channel experience.

    I was involved in the UX process for all the channels.

    However, my major contributions were in the sections highlighted in blue.

    Project ScopeFirst Time UX

  • The UX team proposed modifications for the existing Grameenphone (GP) smartphone app to improve the first time experience.

    I made wireframes on Paper and Balsamiq for the new app and, made a mid-fidelity mockup with interactions using Balsamiq.




    GP Mobile AppFirst Time UX

  • I simplified the Unstructured Supplementary Service Data (USSD) to ensure Package change, FnF management, Internet activation.


    30%With previous USSD instructions success rate was very poor.


    90%After simplification the success rate was 90%

    Based on the findings of my initial user studies, I simplified the instructions for FnF management. I tested and refined the instructions in 3 iterations. For fast testing and refinement I used Whatsapp during the interview process.


    User Input

    Demo System Response

    Instructions for the users for task based user tests.

    Process SimplificationFirst Time UX

  • As part of SIM KIT Redesign, I simplified the existing SIM manual.


    60%My first prototype resulted in a 60% word reduction which ensured the ease of finding different information.

    I designed the final high-fidelity prototype manual in Adobe Photoshop.



    User Manual DesignFirst Time UX

  • With the GP UX team I conducted user research through field tests and lab interviews to identify and create the Personas.

    I identified scenarios for different user groups and made scenario based UX guidelines for GP internet subscribers.



    Personas, ScenariosFirst Time UX

  • For different user segments I created customer journey maps for existing processes and my proposed solution to properly identify and communicate the solution gaps and problems.

    Customer Journey MapsFirst Time UX

  • A lot of GP customers, especially the ones in the rural areas, buy smartphones sold by GP. Most of these phones are low priced and imported from 3rd party vendors.

    I made a device guideline so that every time GP brings a new handset to the market there is no need for the UX team to do the inspections.

    I documented and presented this guideline for all the teams working in GP.


    UX Guidelines and DocumentationFirst Time UX

  • I identified scenarios of different user groups and made guidelines accordingly.


    To improve the communication on the website about internet packages I created and tested different wireframes layouts.

    Identified process flows in different scenarios and, made guidelines for simplification.

    UX Guidelines and DocumentationFirst Time UX

  • In the discovery and baseline research phase I conducted in-depth interviews with current costumers to find out existing problems. Also, I conducted usability tests with existing processes and customers.

    After analysis and documentation, I communicated my findings across all the stakeholder teams in this projects.

    User ResearchFirst Time UX

  • I conducted Guerrilla Tests with the UX team before and after implementation of the different phases of the project.

    I led focus groups with different customer segments to test GP products across multiple channels.

    User ResearchFirst Time UX

  • MerchBee Freelance UX Project via Toptal

    MerchBee is a holistic web-based software dedicated to Amazon merchants. I made the designs for 4 sections of this system a. Email Builder, b. Feedback Monitoring, c. Signup, d. My Account.

    Interaction Design Visual Design


    Interactive Prototype

    Responsive Website

  • Based on the clients brief and project specification I started by creating low-fidelity wireframes for desktop platforms. I refined the wireframes from low to high-fidelity in 2 iterations based on the feedback from the project owner and back-end developers. I made the complete visual design on the 3rd iteration.



  • MerchBee Wireframes

    In the 2nd iteration I made wireframes for all 4 sections of the system for both Desktop and Mobile screens.

    I wireframed more than 20 different page layouts for both kinds of screen sizes.



    UX IterationsMerchBee

  • I wireframed all the responsive layouts for the mobile screens and created visual designs for some of the pages.

    Responsive DesignMerchBee

  • I made a html5 prototype using Bootstrap framework to jump start the development process. I did not develop the front-end for the whole system. However, I created the prototype as a skeleton and documented visual design guidelines for the front-end developer.


    High Fidelity PrototypeMerchBee

  • Your HotelDesign Exercise

    Interaction Design Rapid Prototyping

  • GP StoreWeb-based Content Store

    Grameenphone Ltd.

    Service Design User research

    Rapid Prototyping Responsive

    Visual Design

  • Zap MultiplySerious Game (iOS)

    Game Design Artworks UI Design

  • Behance Portfolio

    I have worked on a few mobile applications, web-based applications and mobile games. Please visit this portfolio to view those projects.

    Traditional Paintings and Sketches

    I am trained and skilled in traditional forms of painting and sketching. E.g., Charcoal and Pencil sketching, Oil, Watercolor and Acrylic painting, Digital painting and Photo retouching.

  • Thank You. +1 604.396.8272