Ambreen A

Lead Design and Experience

ubldigital • Full time

May 2022 - Jan 2026 • 3 yrs 8 mos

• Led enterprise-scale design initiatives across retail, corporate, merchant, and self-service banking channels, acting as a strategic design partner to product, technology, and business teams. • Drove end-to-end experience strategy for complex onboarding and transactional journeys, balancing user needs, regulatory constraints, and operational realities. • Facilitated cross-functional workshops and stakeholder alignments to reframe problem statements, define experience principles, and guide solution direction. • Advised senior stakeholders through experience narratives, competitive scans, and design recommendations to inform decision-making. • Served as the dedicated CX designer from UBL’s side for the Temenos integration, supporting design experience for the Business Banking Portal and Retail Loan Origination System. • Led competitive and market research (local and global) to identify gaps, opportunities, and future-ready experience models, including wallets and lifestyle ecosystems. • Contributed to experience consistency and scalability through design system adoption and governance across apps, portals, ATMs, and kiosks. • Created UX copy and system messages (alerts, errors, confirmations) for features including RAAST, IBFT, FX journeys, transaction limits, biometrics, and merchant services—tailored for varying literacy levels. • Influenced UBL’s digital-first transformation, shifting key journeys from branch-dependent to self-service digital experiences.