Hey, I’m Fariha
I’m a UX Researcher with 8+ years of experience across academia and industry, helping teams discover what truly matters to users. I’ve worked with startups and global tech companies on AI tools, on-demand services, and emerging technologies - always with a focus on building human-centered experiences.
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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
Areas of Impact
Translating UXR to Strategy
With 100+ studies conducted, I’ve worked across Silicon Valley and Dubai, leading cross-cultural research that shaped experiences at Google, CAFU, and Wing.
Building research functions
I’ve built out research functions from scratch, while effectively collaborating with designers, PMs, and other stakeholders, integrating insights into practical development strategies.
Mentorship & Community
I’ve mentored early-career UX researchers, helping them transition into full-time roles. I also speak at community events.
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.
