Hi, I’m Sabah
suh-BAH
[short 'u' like cup; long 'AH' like father]
I’m a strategic design and research leader with 9 years of global experience driving mixed-methods UX programs across finance, tech, healthcare, foodservice, and consumer products. I specialize in understanding human behavior and
decision-making in complex systems and translating those insights into product, service, and business decisions.
Click below to see skills and methods
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Scroll for select project work
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Drop a note to get in touch
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Click below to see skills and methods 〰️ Scroll for select project work 〰️ Drop a note to get in touch 〰️
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Ethnographic Research | In-Depth Interviews | Contextual Inquiry | Focus Groups & Workshops | Diary Studies | Journey Mapping | Card Sorting
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MaxDiff Analysis | Conjoint Analysis | Survey Design & Analysis | Market Sizing | Competitive Analysis
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Screener Writing & Recruitment | Insight Synthesis & Storytelling | Operations Management | Executive Workshop Facilitation
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Miro | Figma | Adobe Suite | Google Workspace | Microsoft Office | Qualtrics | UserTesting | Dscout | Monday | Asana | Tableau | AI & LLM Tools (Claude Code, Github, Visual Studio Code, Sora, Gemini, Perplexity)
Select Projects
GFS Mexican Restaurant Strategy
Foodservice • Growth Strategy • Market Sizing
Consumer Technology • Security & Trust • Future Visioning
Google Cross-Device Authentication
Northwestern Mutual Futures
Financial Services • Consumer Trends • Service Innovation
Samsung Retail Experience
Experience Strategy • Consumer Decision-Making
Communication Design • Journey Mapping | Healthcare
Duchossois Cancer Care Communication
National Food Safety Exam Design
Systems Thinking • Regulated Environments
Building an
AI Teammate
AI Workflows • Claude Code • GitHub • Automation
Using Claude Code, VS Code, and GitHub, I built an AI system that organizes project knowledge, accelerates discovery, automates repetitive workflows, and transforms years of research into reusable, searchable assets.
Get in Touch
Whether you have a question, an idea, or just want to say hello,
feel free to reach out. Let’s work together.