Hey, I’m Fariha
Senior UX Researcher with 8+ years of experience at Google, Alphabet, and high-growth startups across the US and Middle East. I specialize in high-ambiguity spaces — AI tools, enterprise SaaS, on-demand services, and emerging tech — where the right research question can change everything.
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8+ Years of UX Research Experience
Shaping products at Google, Wing, CAFU and Jisr
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Research functions built or scaled
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100+ Research Studies
Conducted Mixed-methods, across 4 countries
Areas of Impact
Strategic Research Leadership
I've built UX research functions from zero at two companies, scaling teams, systems, and stakeholder buy-in simultaneously. Whether embedded in a product team or standing up a practice from scratch, I ensure research isn't just conducted — it's used.
Cross-Cultural, Global Research
From Silicon Valley to Dubai, I've led research across diverse markets, languages, and user segments. Understanding context — cultural, operational, behavioral — is how I deliver insights that actually travel.
Translating Insights into Action
I partner with PMs, designers, and executives to make findings legible and consequential — through presentations, repositories, playbooks, and advocacy at every level of the org.
Portfolio
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CAFU
Built CAFU's first UX research function and led 50+ studies that drove a +12% conversion uplift and a 5% increase in customer retention — while creating an internal documentary that shifted how the entire company understood its users.
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Google Lens
Led 16+ rapid mixed-methods studies for Google's AI-powered visual search product, including the inaugural concept study for the Multi-Search feature ahead of its global launch.
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Wing
Shaped the commercial strategy for drone delivery by leading B2B research across the US and Australia — helping de-risk Wing's landmark DoorDash partnership launch.
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The Center for Simulation and Synthetic Humans
Led the research and delivery of an award-winning AR/VR virtual teacher application for dyslexic students, in partnership with Texas Scottish Rite Hospital — now being piloted across four Dallas-area school districts.
Testimonials
“Fariha was instrumental in driving user-centered strategies for our B2B and B2B2C projects. Her meticulous approach guided the research and fostered alignment across teams. Her ability to translate findings into clear, strategic recommendations elevated every project she touched.”
Shumaila Batool, SeniorProduct Manager, CAFU
“Fariha undoubtedly adds tremendous value by being as close to our customers as possible. Our new app would nowhere near as refined without her. She continues to raise the bar in finding new ways to extract valuable insights.”
— George Gliddon, Head of Product Design, CAFU
Ready to build something users actually need?
Schedule a call to talk about how strategic UX research can accelerate your product.
