I'm drawn to the why behind behavior.

Since I was young, I’ve been the person friends turn to when they’re trying to make sense of things. That instinct shaped how I work: I look past quick assumptions, find what’s really driving decisions, and turn messy goals into clear structure people can use.

At a glance.

Switzerland, available remote or on-site (occasional on-site across Europe).

Based in

Platforms

Web, iOS/Android, Smart TV, and end-to-end service experiences.

Systems owned

Streaming, subscriptions, discovery, playback, eCommerce, service design.

How I operate

Clarify goals early, map the full journey, and catch edge cases before they become problems.

Experience

18+ years designing complex products.

How I think.

Clarity over noise

People should always know what matters, what comes next, and what they need to decide, so they can move forward without confusion.

Systems, not just screens

Consistency builds trust. People should not have to relearn how things work as they move through an experience or across platforms, so they can focus on what they came to do.

Reduce friction

Every extra step, unclear choice, or dead end slows people down, when moving from one step to the next should feel easy.

Honest over comfortable

Say what needs to change, not what’s easiest to hear, so decisions can move forward with clarity.

What you can expect.

Align

We start by understanding what you are trying to achieve, who the experience is for, and what may be getting in the way.

Align

We start by understanding what you are trying to achieve, who the experience is for, and what may be getting in the way.

Map

We look at how people move through your service, across your website, offers, communication, and key decision points, to understand what is driving the disconnect.

Map

We look at how people move through your service, across your website, offers, communication, and key decision points, to understand what is driving the disconnect.

Shape

We turn the messy parts into a clearer structure, whether that means a stronger service flow, a more coherent journey, or a better way to communicate what you offer.

Shape

We turn the messy parts into a clearer structure, whether that means a stronger service flow, a more coherent journey, or a better way to communicate what you offer.

Support

The final experience reflects the direction we shaped together, with clear guidance to keep it consistent as your business grows and evolves.

Support

The final experience reflects the direction we shaped together, with clear guidance to keep it consistent as your business grows and evolves.

Curious where your experience is getting unclear?

Start the conversation

Who I work best with.

A good fit when

You need business goals and user reality translated into clear decisions you can act on.

You're starting something new and need to define the experience before design or development begins.

You’re scaling something that worked at a smaller size, but now it’s creating confusion.

Your customer experience is fragmented across touchpoints.

Not a fit when

You only want a quick visual refresh, with no interest in the structure underneath it.

You want someone to execute an existing vision, rather than question it or strengthen it.

You’re not ready to make trade-offs or commit to a direction.

You want execution without collaboration, context, or candid feedback.

Where I've been.

Now

Independent - Switzerland

Helping teams bring structure to complex journeys through audits, hands-on design, and sustained engagements. Available remote and on-site (occasionally on-site across Europe).

Now

Independent - Switzerland

Helping teams bring structure to complex journeys through audits, hands-on design, and sustained engagements. Available remote and on-site (occasionally on-site across Europe).

Now

Independent - Switzerland

Helping teams bring structure to complex journeys through audits, hands-on design, and sustained engagements. Available remote and on-site (occasionally on-site across Europe).

2012 - 2023

Lead UX - Shahid

Led cross-platform UX across web, iOS/Android, and 10+ smart TV apps for millions of users across MENA. Owned core systems including subscriptions, payments, discovery, playback, and live experiences.

2012 - 2023

Lead UX - Shahid

Earlier

Foundation

Designed digital products across teams and industries, learning how to balance user reality with business goals, and make decisions that hold up as things scale.

Earlier

Foundation

Designed digital products across teams and industries, learning how to balance user reality with business goals, and make decisions that hold up as things scale.

Thinking about working together?

Tell me what you're trying to make clearer

30-minute fit call

Prefer email?

hello@shatha.me

Work . About . LinkedIn

Shatha. UX Strategist & Service Designer.

Work . About . LinkedIn