SAIF ROMANI (pronounced sef) IS A USER EXPERIENCE DESIGNER.

ABOUT

SUMMARY

I'm currently a Product Design Manager at NerdWallet and a multi-disciplinary designer whose work is guided by human-centered research, interaction design thinking and a strong visual aesthetic. I excel at the intersection of business strategy, collaboration and design. With over 15 years of experience, I encourage interdisciplinary teamwork while providing steady leadership. My goal is to develop intuitive solutions for complex problems that not only address the business vision but respond with empathy to the needs of real people, not users.

ATTRIBUTES

Design Leader + Problem Solver
Leads project teams to deliver effective design solutions within timelines, budget and scope.

Empathy Driven Designer
Committed to designing experiences that are easy, simplified and more satisfying, by understanding the motivations and goals of real people, not users.

Expert Facilitator + Strong Communicator
Facilitates collaborative design sessions with multiple stakeholders and project team members, while communicating ideas clearly and persuasively across different audiences.

Business Strategist + Detailed Designer
Capable of seamlessly transitioning between the high-level strategic vision and the specific design details by accounting for every pinch, swipe and click that users will experience.

CURRENT FOCUS AREAS

LEADERSHIP

Leading cross-functional teams and ensuring alignment across stakeholders, managing direct reports, and mentoring junior design team members.

STRATEGY

Partnering with product managers and stakeholders and using design thinking methodologies to shape and define product vision and strategies.

DESIGN

Applying core design skills as a hands-on designer; from the initial high-level ideation down to the final pixel-perfect design solution.

DESIGN SPECTRUM AND FOCUS

USER RESEARCH

a. stakeholder research
b. user research
c. persona modeling
d. journey mapping
e. requirements definition

INFORMATION ARCHITECTURE

f. card sorting and content analysis
g. information design

INTERACTION DESIGN

h. conceptual design
i. scenarios and user flows
j. wireframing
k. prototyping

VISUAL DESIGN

l. art direction
m. visual styling

DESIGN ACTIVITIES AND DELIVERABLES

USER RESEARCH

Stakeholder Research
Interviewing stakeholders to understand the business context, goals and vision in order to define the problem.

User Research
Conducting research activities such as 1:1 interviews or contextual inquiry based on the types of people identified in the persona hypothesis.

Persona Modeling
Synthesizing user research into personas that help define user needs, goals and requirements.

Journey Mapping
Looking at the overall experience users have with a product or service and identifying the pain points as well as areas of opportunity.

Requirements Definition
Defining and prioritizing both business and user requirements based on insights gained during research activities.

INFORMATION ARCHITECTURE

Card Sorting
Facilitating open and closed card sorting sessions with multiple users to understand mental models for content organization and labeling.

Information Design
Developing information hierarchies and site maps based on tested IA models during card sorting sessions.

INTERACTION DESIGN

Conceptual Design
Exploring various concepts through a process of ideation and sketching on whiteboards, paper and digital sketching.

Scenarios & Flows
Defining user scenarios and interactions across multiple interfaces to accomplish goals and tasks.

Wireframing
Developing visual representations of interface layouts, highlighting functionality and providing context around requirements.

Prototyping
Creating clickable experiences to iteratively test ideas and accelerate understanding amongst stakeholders and teams about the interaction details and functionality.

VISUAL DESIGN

Art Direction
Designing visual languages and systems to help improve the product experience.

Visual Design
Creating detailed pixel-perfect designs of UI elements and modules across desktop and mobile experiences.