Shaheena Attarwala
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About
“Everything is designed and everything is simple. If it ain’t simple, It just ain’t designed well” – Shaheena Attarwala
That’s her design mantra!
Mumbai based UX and Usability Expert Shaheena cannot stand any unfriendly and complicated user design!
Technology and innovation exists to make human lives more convenient and Design thinking for her is making things and technology simple to use and its application is real life possible with ease.
Born in a small town of North India, where life is all about farming and simple living, Shaheena has seen life in the most raw and simple manner one could ever imagine. This experience of hers has always attracted her towards minimalistic, simplistic and uncomplicated segments. And hence she has always been unapologetic about ruthlessly chopping out unwanted and complex snags in any product and user journeys.
Curiosity, intuitive and logical reasoning has always been her strongest feature element.
This curiosity leads her to be extremely passionate about understanding user behaviour and further delivering creative and innovative experiences that make lives simpler, happier.
She is constantly exploring, learning and executing better ways of interaction with products, services and experiences.
Shaheena loves to create more usable digital products through the power of user experience design and content strategy. Today, one of her major projects involves managing Wigzo, a SaaS platform that specializes in Business Intelligence and Contextual Marketing and She makes sure that Big Data Architecture for Data Analytics & Targeted ReMarketing looks visually effortless and easy to decipher through smooth user experience and sharp data visualization techniques.
Shaheena has worked been in tech start up like www.bookmyshow.com and www.shaadi.com where she has led user experience and user interface design.
Shaheena also runs Purple Cube Designs – www.purplecube.in , her digital content strategy and user experience consultancy founded in 2009.
She has also Co-founded a tech start-up www.truss.to in 2014, an online community for entrepreneurs & small business owners to exchange referrals in order to connect to potential clients.
Similarly she has also led user experience and product design projects for Start ups like www.eezyrent.com , www.justbuylive.com , www.eguardian.in , www.jot.academy
Shaheena has been working as a design strategist and UX designer across entertainment, educational, retail and communication services.
Experience includes strategic design, customer experience design, user research, product testing, user research, human centered design, digital strategy, user personas, user flow building and content as well.
Prior to Wigzo, Shaheena worked in building the User Experience practice at www.bookmyshow.com and www.shaadi.com There she led major redesign initiatives and managed a team.
Shaheena’s professional experience is in brand content strategy, digital experience and user experience design works she pursued after receiving an Diploma in Visual and Web Communication from NIIT.
“MAKE IT EASY, SO USERS TAKE IT EASY” – SHAHEENA ATTARWALA -
Education
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B.Com Economics & ManagementUniversity of Mumbai2004 - 2007During my graduation itself i pursued several other areas of interest in design and so on together with having management and commercial knowledge.
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Graduate Economics & MagtMumbai University in First Class (Commerce2003 - 2007HSC from Mumbai University in First Class (Commerce) *SSC from Mumbai First Class TECHNICAL QUALIFICATIONS: * Advance Certification in Visual Communication & Conceptualization (NIIT MUMBAI) *Advance Certification in Digital Film Animation (NIIT MUMBAI) * Experience in StopMotion Animation (created a movie on the same) *1st place in 3d animation in Maxpression (Jan' 2006). *1st place in Print and Publishing * 2nd position for Web Design and Development
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Diploma in Visual Communications & Design Design and Visual Communications, GeneralNIIT2002 - 2005
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Experience
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Founder & Art DirectorPurpleCube Studio2008 - Present (16 years)“A Pixel on a digital canvas is the most beautiful paradigm”
That’s where we get our inspiration from!
PurpleCube Studio.... a young company with a serious bite. Born out of an unquenchable desire for graphics, animation & multimedia. Launched in the year 2007, PurpleCube is committed to not just creating aesthetically pleasing designs and art works but to also conveying the right message
We take care of designs, graphics, multimedia and any kind of animation. Simply tell us what you want and we give you much more than that. Its not just a design for us, its your BRAND we take care of. -
Sr. Creative DesignerImaginationApr 2012 - Sep 2012 (5 months)My Key Responsibilities
Provided creative leadership on key projects, working closely with the Creative Director
Developed concepts and designs in response to client briefs, adapt proposals following client feedback
Delivered Effective presentation of concepts and ongoing work to clients
Managed resources, based on sound understanding of time and budget
Strong Skills:
- Produced presentation and working drawings rendering independently.
- Adobe Photoshop, Illustrator, In-Design and PowerPoint
- Supervised junior sub-ordinate in dealing different creative issue promptly.
- Worked closely with client, production team and vendor
- Creative, independent, with attention to detail
- Provided Strategic thinking, conceptualisation -
TL - UI & UX DesignPeople InteractiveMar 2011 - Apr 2012 (1 year 1 month)Heading the www.shaadi.com Aquisition Front through design and UX and acquiring more users resulting in more income to the business.
Primarily responsible for the timely development and creative design of graphics and
internet products to market and promote services through the Web Product Shaadi.com.
This included the production of UI, wireframe, UX, layouts, and web interface design, web
applications to name a few. Also responsible for detailing on design elements, aesthetics
of the overall design and with a great sense on color and placements. Was a key player,
decision maker and one who recommend design ideas with logical reasoning.
Designed front-end layouts along with the best practices of Internet/Portal Designs.
Working closely with the product team and brainstorming the ideas and execute them till
the last level.
Applying user-centered design processes to create high quality user experiences. Manage
UI and Usability for complex web applications as a member of high energy teams. -
Freelance - Visualiser, Designer & ConsultantYamaha ElectronicsJan 2008 - Dec 2011 (3 years 11 months)Creative development of marketing campaigns. This includes, print (ads for magazine and
newspaper like ), web development (website, Micro site both interactive and static),
television production (commercials along with special events graphics, Work with a variety
of short- to long-term project-based on Design, Creative Direction, Art Direction and Brand
Management roles. -
Sr. Web & Creative DesignerBookMyShowDec 2007 - Dec 2009 (2 years)Responsible for conceiving and implementing interactive visual concepts *Worked closely with HTML & Programming team to ensure seamless translation of online assets and imagery to an interactive format
*Produced and maintained dynamic, engaging, and effective interactive content which aligned with business goals and objectives.
*Ticketing of IPL was on of the most promising project in hand, hence designing microsite and other online and
offline creatives for the same *Even Developed interfaces for pitching Delhi Daredevils, Mumbai Indians and other IPL teams as well. *Designed www.bookmyshow.com and again its re-launced version in 2008
*Designed Mobile Application for www.bookmyshow.com & other companies related with the same
*Created Flash animation from time-to-time as a branding medium on (Buzz 18, Josh 18, Money Control and other Network 18 Ventures)
*Designed Tickets for several Live Events and concerts
* Created Microsites for many events like Newyork, Love Aaj Kal, Disney in Mumbai naming some of them
*Mailers, Leaflets, Sunboards, Signages etc for their live events with movies like DOSTANA, Rab Ne Bana Di Jodi, Chandini Chowk to China and lots more
*Designed creatives in JAM MAG
*Created artwork in Computer Active Magazine
*Designed Ads in Times of India, Mid day and other leading news papers accross the country -
Faculty for Print Media, Web design, AnimationNIITApr 2007 - Sep 2007 (5 months)Teaching in depth knowledge of the Print, Web an Animation field. With the latest software's and concept building strategies.
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Awards
1st place in animation in Maxpression help by NIIT 2004
1st place in Visual Communication in Maxpression help by NIIT 2004
2nd in Web 2004 -
Skills
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Elsewhere on the Web
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On Coroflot@shaheenaattarwala, member since 2011
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Following 4
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Followers 1
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