Scaling teams, systems and products. Currently powering Nourish's design strategy across a multi-product portfolio, prioritising product‑led growth & sustainable delivery.
I build design organisations that ship efficiently without losing sight of the humans they serve. I'm adept at scaling design teams, pioneering design systems, and partnering with execs, product, and engineering to transform complex challenges into strategic wins.
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 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.
Oliver Roberts-Holmes
Head of Product at Florence · Oliver directly managed Zahra
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. She's fiercely advocated for a lot of the things we're proudest of in Design and likewise, we are all fiercely proud of her.
Waseem Akram
Product Designer at Florence · Waseem reported directly to Zahra
Zahra is an incredible application designer. She is extremely good at hearing requirements, understanding problems and then translating them into 100% user focused world-class solutions. At Evaluate she worked on tabular data, visualisation and customisation, delivering a strong, flexible and scalable framework. She is one of the best designers I have had the pleasure of working with.
Ulyssa MacMillan
VP of Product Platform at Evaluate Ltd · Ulyssa directly managed Zahra
Zahra was an excellent manager and design lead, who continuously prioritised supporting her team as well as advocating for our users. It was an absolute pleasure to work in Zahra's team and to be part of the collaborative and supportive environment that she created. Under her guidance, I was able to learn and grow, knowing that I could always turn to her for advice when needed. Any team would be lucky to have Zahra.
Megan Bird
UX Researcher at Florence · Megan reported directly to Zahra
Zahra was an excellent line manager to me during my time at Florence. Always tending to our design team like the perfect gardener. 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. I recommend her for any design team.
Mark J
Senior Product Designer at Florence · Mark reported directly to Zahra
It was an absolute pleasure working with Zahra! She 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. I’d have no hesitation working with her again!
Nicholas Bown
Senior Product Manager at Evaluate Ltd · Nick was on Zahra's team
Having spent two productive years working with Zahra on the design and build of a B2B data platform, I can say that her ability to take the rough outline of an idea and turn it into something both functional and beautiful is second to none.
Through many meetings and design iterations she was also, and rightly, 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 propsals.
Zahra has also been a great colleague to work with.
Richard Parsons
Assoc. Director of Product Mgmt. at Evaluate Ltd · Richard was on Zahra's team
