Sana Ali

• Redesigned the subscription cancellation journey, reducing friction and
improving user retention through the introduction of a pause
functionality.
• Delivered end-to-end UX artefacts such as user flows, wireframes,
prototypes, and journey maps, across key subscription touchpoints.
• Conducted usability testing sessions and iterated on solutions based on
user feedback and business objectives.
• Leveraged behavioural insights and analytics to drive data-informed
design improvements.
• Collaborated across a large team of product owners, business analysts
engineers, UI designers and stakeholders.

• Built and maintained a design system, improving product consistency
and streamlining design-development collaboration.
• Led user research initiatives to surface audience needs and translate
findings into actionable design decisions.
• Worked cross-functionally to balance user needs with commercial
objectives across multiple product features.