Ahmed is a UX Designer who makes complex things simple.
Featured Projects
012021 - 2025EA - Frostbite Engine
Developer tooling for AAA game development
At EA, I worked for four years on Frostbite, the company’s proprietary game engine powering AAA titles including FIFA 23, FC 24, and the Dead Space remake. My role focused on developer-facing tooling, including cinematics editors, AI behaviour trees, and physics debug panels used daily by engineers and technical artists across multiple studios.
032019Travel Planning App
Mobile App design
Intravel is a mobile-first travel planning concept designed to help users plan trips collaboratively, discover local experiences, and manage itineraries in one place. The experience was primarily designed for business users looking to plan trips and generate travel quotes, alongside secondary independent traveller personas.
022018 - 2019Officeworks Track & Trace
End-to-end parcel visibility for customers and operations
Officeworks needed a unified parcel tracking experience across web, mobile, and in-store channels. Customers had limited visibility into delivery status, which resulted in frequent customer support enquiries around order tracking.
042018Mailman
Parcel Delivery Service Design
Mailman was a parcel delivery service offered by Officeworks, allowing customers to send parcels between capital cities directly from store. I was brought in to redesign the end-to-end experience, from how customers discovered and navigated the in-store space, to a self-serve kiosk interface that removed the need for staff assistance.
052017Interactive Sales Kit
Pitch-ready product experience for field sales teams
Reliance, a Canadian home heating and cooling provider with over 50 years in operation, relied on paper brochures, printed spec sheets, and spreadsheets to support its sales process. Sales representatives often improvised during client meetings, and inconsistencies in materials led to an uneven sales experience across the team. The goal was to design a tablet-based sales tool that provided a consistent, interactive experience to support client conversations.
Designing for people, not screens
My interest in design started long before I ever called myself a designer.
I've always been curious about people. Why certain things feel effortless while others create friction. Why we make the decisions we do. Why some experiences leave an impression while others are quickly forgotten.
Over the last 15 years, that curiosity has shaped my career in product design. I've worked across complex products and problem spaces, helping teams turn ambiguity into experiences that feel clear, intuitive, and useful.
What continues to draw me to the work isn't the screens themselves, but the people on the other side of them. Understanding their goals, behaviours, and motivations is often where the most meaningful design decisions begin.
That same curiosity extends beyond product design. Through photography, filmmaking, and 3D, I've developed a deeper appreciation for observation, storytelling, and the details that influence how people experience the world around them.
Whether I'm designing a product, framing a photograph, or exploring somewhere new with a camera, I'm usually chasing the same thing: understanding people a little better than I did yesterday.
Curiosity
Asking better questions
Empathy
Understanding people deeply
Clarity
Making complex things simple
UX/Product Design Consultant
Freelance
Ongoing freelance work with various clients
Small businesses & startupsSenior UX Designer
Electronic Arts
4 years · Frostbite Engine
AAA game toolingSenior Product Designer
Australia Post
3-month contract
ContractSenior UX Designer
Officeworks
4 years
Retail & logisticsUX Designer
ITWorx
9 years
Enterprise softwareGet in touch
If you're working on an interesting problem, building something new, or simply want to connect, I'd be happy to hear from you.
Send me an email