Hey, I’m Fariha
I’m a UX Researcher with 7+ years of experience helping teams turn user insights into strategic product decisions. I’ve worked across global tech and startups, researching AI-driven experiences, service platforms, and innovative delivery solutions.
Areas of Impact
Translating User Research into Strategy
I help teams make sense of complexity—turning research into clear, actionable insights that drive product decisions. With 100+ studies conducted, I’ve worked across Silicon Valley and Dubai, leading cross-cultural research that shaped experiences at global tech companies, high-growth startups, and research labs—including Google, CAFU, Wing, and UTD.
Building & Scaling Research for Teams
At CAFU, I established their first UX research practice, drawing on over a decade of experience in the tech industry and an educational background in Computer Science and Human-Computer Interaction. This expertise has enabled me to effectively collaborate with designers, PMs, engineers, and other key stakeholders, integrating complex user insights into practical development strategies.
Mentoring & Community Engagement
I’ve mentored early-career UX researchers, helping them transition into full-time roles and grow their confidence in the field. I also share insights at UXR community events, contributing to conversations on research impact and growth.
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7+ Years of UX Research Experience
Shaping products at Google, CAFU, and Wing
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UXR Community Advocate
Spoke at UXR events, mentored new researchers, and fostered community growth
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100+ Research Studies Conducted
Across AI, emerging tech, and service-based platforms
Portfolio
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CAFU
Built CAFU’s first UX research practice, leading research for the app redesign that boosted customer retention by 5% and improved service experiences.
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Google Lens
Conducted UX research to enhance AI-powered visual search at Google Lens, contributing to Multisearch, Shopping, Education, and Translation features through 16+ studies on usability and user needs.
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Wing
Defined user journeys for Wing’s on-demand drone delivery service, optimizing workflows and supporting its launch with DoorDash in the US & Australia.
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The Center for Simulation and Synthetic Humans
I led the development of an award-winning AR/VR virtual teacher application designed to help dyslexic students improve reading and writing skills, with plans for nationwide implementation.
Testimonials
“As UX Research Manager at CAFU, Fariha was instrumental in driving user-centered strategies for our B2B and B2B2C projects. She consistently created detailed research plans, including study goals and thoughtful questions, which she shared with our team to ensure seamless collaboration. Her meticulous approach not only guided the research but also fostered alignment across teams.”
Shumaila Batool, Senior Product Manager, CAFU
“Fariha undoubtedly adds tremendous value to CAFU by being as close to our customers as possible, and our sparkly new app would no where near as refined without her. She continues to raise the bar in finding new ways to extract valuable insights that will impact our customers for the better. We are super lucky to have her in the team!”
— George Gliddon, Head of Product Design, CAFU
Get in Touch!
Schedule a quick call to discuss how my UX research expertise can support your team.
