"Zahra joined Florence when we had no designers and a product that was rapidly scaling. She quickly put in place a robust user focused design process, hired a great team and executed."

"Zahra is extremely good at hearing requirements, understanding problems and then translating them into 100% user focused world-class solutions. She is one of the best designers I have had the pleasure of working with."

"Zahra supported us launching in new countries, releasing new products and moving to a design system. She is a pleasure to work with and a great advocate for the power of good product design."

"Zahra's knowledge base is extremely hard to replace, balancing great people management through empathy and encouragement, with skills development and opportunities to feel seen and heard."

"Zahra was an excellent manager and design lead, who continuously prioritised supporting her team as well as advocating for our users [...] Under her guidance, I was able to learn and grow, knowing that I could always turn to her for advice when needed."

"Zahra was an effective design advocate with a technical mind that enabled for the building of a user friendly design system. Zahra is not only a talented designer but a true leader that leads with full transparency and openness to feedback."

"Zahra had a huge impact on the B2B market intelligence replatform project we worked on together. Zahra understood the customers, designed the overall architecture of the site, and solved tricky data and design problems at a granular level."

"[Zahra] was a tireless champion of user needs, having worked hard to understand our customers and gather feedback from them directly. She brought great insight and clarity to a complex set of requirements, and worked with multiple stakeholders and the development team to ensure buy-in for the proposals."