Ashfaq Amin is a UX designer and researcher based in Vancouver, Canada. He has a BSc in computer science from Bangladesh University of Engineering and Technology and an MSc in interactive arts and technology from Simon Fraser University. Some of his past work includes improving the first-time customer experience for Grameenphone, the largest telecom company in Bangladesh, and freelance projects for Toptal clients like designing sections of a web app for Amazon merchants called MerchBee. He maintains design portfolios on Behance and DeviantArt to showcase additional work samples and is skilled in areas like service design, interaction design, visual design, user research, and rapid prototyping.

1. Ashfaq Amin
UX Designer, Researcher
aamin@sfu.ca +1 604.396.8272 linkedin.com/in/ashfaqamin

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
Short Bio
About Me

3. DISCOVERY
Stakeholder Interviews
Card Sorting
Surveys
STRATEGY
Personas
Scenarios
Workflow Maps
Customer Journey
DESIGN
Information Architecture
Wireframes
Prototypes
IMPLEMENTATION
Style Guideline
UX Specification
Service Blueprint
TEST
Lab Evaluation
In-depth Interviews
Focus Group
Guerrilla Tests
Celebrate
UX Process
About Me

4. UX Projects

5. The Arc US
Data Gathering App
Freelance UX Project via Toptal
Use Case Scenarios Wireframe Interactive Prototype Visual Design

6. 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.

7. 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.

8. Wireframes
Data 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.

9. I made the high-fidelity mockup in Axure RP. The colors are picked for The Arc’s brand guidelines. The UI Elements and
interactions mostly follow the material design guidelines.
High Fidelity Mockup
Data Gathering App

10. 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

11. 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.
I conducted baseline research with existing customers to
find out the problem areas and outline project scope.
Baseline Research
First Time UX

12. Voice Internet
Retail Stores
Web
Media
Advertisements
SMS, USSD
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 Scope
First Time UX

13. 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.
IDEATION AND USER FLOW
PAPER WIREFRAMES
BALSAMIQ MOCKUPS
GP Mobile App
First Time UX

14. I simplified the Unstructured Supplementary Service Data (USSD) to
ensure Package change, FnF management, Internet activation.
BEFORE
30%
With previous USSD
instructions success
rate was very poor.
AFTER
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.
PROTOTYPE
User Input
Demo System Response
Instructions for the users for
task based user tests.
Process Simplification
First Time UX

15. As part of SIM KIT Redesign, I simplified the existing SIM manual.
WORD REDUCTION
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.
BEFORE
AFTER
User Manual Design
First Time UX

16. 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
SCENARIOS
Personas, Scenarios
First Time UX

17. 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 Maps
First Time UX

18. 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 Guidelines and Documentation
First Time UX

19. I identified scenarios of different
user groups and made guidelines
accordingly.
INTERNET GUIDELINE
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 Documentation
First Time UX

20. 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 Research
First Time UX

21. 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 Research
First Time UX

22. 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
HTML5/CSS3
Interactive Prototype
Responsive Website

23. Based on the client’s 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.
ITERATION–1 WIREFRAMES
Sketches
MerchBee

24. 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.
ITERATION–2 WIREFRAMES

25. ITERATION–2 WIREFRAME IN BALSAMIQ FINAL VISUAL DESIGN IN PHOTOSHOP
UX Iterations
MerchBee

26. I wireframed all the responsive layouts for the mobile screens and created visual designs for some of the pages.
Responsive Design
MerchBee

27. 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.
DESKTOP SCREEN MOBILE SCREEN
High Fidelity Prototype
MerchBee

28. Your Hotel
Design Exercise
Interaction Design Rapid Prototyping

29. GP Store
Web-based Content Store
Grameenphone Ltd.
Service Design User research
Rapid Prototyping Responsive
Visual Design

30. Zap Multiply
Serious Game (iOS)
Game Design Artworks UI Design

31. Behance Portfolio
www.behance.net/ashfaqamin
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
http://ashfaq-ayon.deviantart.com/gallery/
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.

32. Thank You.
aamin@sfu.ca +1 604.396.8272 linkedin.com/in/ashfaqamin