Ashfaq Amin is a freelance UX designer and researcher based in Vancouver, Canada. He has a background in computer science and interactive arts and technology. Some of his past roles include projects for The Arc developing a mobile data collection app, and for Grameenphone in Bangladesh redesigning their first-time customer experience. For the Grameenphone project, he conducted user research, created personas and scenarios, designed prototypes, and created guidelines to improve tasks like package discovery and management. The redesign led to a 30% reduction in customer support calls and increased net promoter scores. He implemented a holistic UX process across all of Grameenphone's channels from discovery through testing.

1. Ashfaq Amin
UX Designer, Researcher
aamin@sfu.ca
+1 604.396.8272

2. BSc. in Computer
Science & Engineering
Bangladesh University of
Engineering & Technology
2007 2012 2013 2014 20162015
MSc. in Interactive
Arts & Technology
Simon Fraser University (SFU)
2010
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
About Me
2017

3. Skills
UX
User Studies and Research
Prototyping
Wireframing
UI Design
Quantitative Research Methods
Qualitative Research Methods
Service Blueprint
Personas, Scenarios
Softwares
Balsamiq Mockups
Axure RP
Photoshop, Illustrator
Sketch
Invision
Tableau
Unity
JMP, SPSS
Code
HTML5/ CSS3
jQuery
LaTeX
SQL (MySQL)
C/C++ (basics)
PHP, Python (basics)
SASS (learning)

4. Data Gathering App
The Arc, USA

5. Goals
For ‘Staff members’
who will use it to
collect data from
their clients on-the-
go.
Large amount of
data requiring long
forms.
Mobile First
My Role
Ideation
Wireframes
Prototypes
Visual Design
High fidelity Mockup
Software
Axure RP
Invision
Pen and Paper

6. A freelance project
Collaborated with Marketing
team in USA and Dev team
in India

7. Identifying
Use-cases and
User-roles
Sketching the
initial ideas

8. 5 step data
collection
wizard

12. Interactive
Wireframe

13. Interactive
Wireframe

14. UI framework
built with React
for faster
development

16. No scope to
test with
actual users !!

17. First-Time Experience
Grameenphone Ltd.
Grameenphone Ltd. is
the largest telecom
operator in Bangladesh
with over 50 million
customers and 46%
market share.

18. My Role
Project:
First-Time Experience
Service Design Project
User Research
Interviews
Focus Groups
Guerrilla tests
Personas
Scenarios
Customer Journey
IxD
Prototyping
Detailed guidelines
Managing front-end
development
Visual Design
UI guidelines
Web, Mobile, Print

19. Goal
Redesign the onboarding
process of the new
Grameenphone (GP)
customers and improve the
essential services (internet
packages, FnF, SMS, USSD) for
the existing customers.
Reduce the
number of calls
in customer
service by 30%
Improve GP
brand NPS to
work towards
NPS leader in
the market.

20. 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 like–package
change, FnF management,
internet activation.
20%
Only 20%
customers were
able to identify
their current call
rates.
Identifying the problems through
Usability Analysis

21. We were able to increase the
success rate for package
discovery, and FnF
management to more than
70% from 30%.
And, we increased the
current call rate
identification to 90% from
20%
Significantly
Increased Success
Rate
The biggest impact was ~30%
reduction in Customer Care
calls regarding Package
discovery, activation, and
FnF management.
Customers were able to
perform these tasks
significantly better
regardless of the channel
they were using.
Reduced Calls in
Customer Care
Increased NPS
We contributed to increase
the Brand’s Net Promoter
Score (NPS).
Our usability tests showed a
significant improvement in
the SUS and NPS ratings.
Impact

22. Voice Internet
Personas
Web
Media
Advertisements
SMS, USSD
GP Devices
Smartphone App
Customer
Support
First Time Experience
was a half-year long
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
highlighted sections.
Scope

23. Previously we had three main
personas created by the Product
and Marketing teams which
were outdated, and did not
reflect the needs of Smartphones
and Internet Usage. Based on our
user research, I helped redefine
the personas.
Redefining Personas

24. Friends-n-Family (FnF) is useful
in persuading customers to
choose packages.
However, FnF packages (all
other packages in general) were
created on-demand without
following a guideline.
Solving the problems for
FnF and Internet
Problems
Processes built on
assumptions, but
never validated
A substantial lack in
design-thinking
among employees

25. The two most popular methods
for activating and managing
packages were SMS and USSD. I
prototyped the new SMS and
USSD formats that significantly
improved the accuracy in finding
and managing packages.
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.
PROTOTYPE
User Input
Demo System Response

26. BEFORE
30% success
With previous USSD
instructions success rate
was very poor.
AFTER
90% success
After modification
the success rate was
90%
Solving the problems for
FnF and Internet

27. Observing and interviewing users in
experience lab (IDI, FGD),
in the fields (guerilla tests),
at their home (diary studies)
Solving the problems for
FnF and Internet

28. We introduced 'Bangla' as the primary
language for communication in web, text
messages, USSD, and handsets.
The Language Barrier

29. Ideation and user flow
Paper wireframes
Balsamiq mockups
Envisioning a
One-stop App

30. 60% word
reduction
I designed the final
high-fidelity
prototype manual in
Adobe Photoshop.
BEFORE
AFTER
User Manual Redesign

31. Customer Journey

32. 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.
DEVICE GUIDELINE
UX Specifications and Guidelines

33. I identified scenarios of
different user groups and
made guidelines accordingly.
INTERNET PACKAGE GUIDELINES
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 Specifications and Guidelines

34. 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.

35. 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.

36. DISCOVERY
Stakeholder Interviews
Card Sorting
Surveys
STRATEGY
Personas
Scenarios
Workflow Maps
Customer Journey
DESIGN
Information Architecture
Wireframes
Prototypes
High-fidelity Mockups
UX Specifications and
Guidelines
Implementation
TEST
Lab Evaluation
In-depth Interviews
Focus Group
Guerrilla Tests
Celebrate
UX Process

37. Portfolio Website
ashfaqamin.com
Visit my website to get an idea about
my UX and Research projects.

38. Thank You.
CONTACT
aamin@sfu.ca
+1 604.396.8272