Lida Alirezaei

UX Lead/ Senior Product Designer @BOXX Insurance

UX/UI DesignerProduct Designer🐦 Design

Lida Alirezaei is a highly skilled UX Lead/ Senior Product Designer currently working at BOXX Insurance Company focusing on cyber insurance digital products and portals. She excels at creating user-friendly, intuitive designs that enhance user experience and drive business growth. Throughout her career, she has demonstrated a keen eye for detail and a deep understanding of the intersection between user needs, technology, and business goals. Lida’s expertise includes user-centered design, interaction design, and prototype creation. Her work is defined by her unique ability to translate complex technical requirements into clear, accessible, and attractive design solutions. She is also well-versed in various design tools and software. Lida is continually committed to improving her skills and staying updated with the latest trends in UX/UI design.

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Work Background

BOXX Insurance Inc.SENIOR UX/UI DESIGNER

Sep. 2023Toronto, Ontario, Canada•Led the redesign of the policy management platform, resulting in a 60% increase in user self-service adoption and a 48% reduction in support requests. •Designed and developed a cyber underwriter portal with a streamlined Submission-to-Bind flow, leading to a 75% improvement in the "time to quote" KPI. •Collaborated with the ASM team to integrate an attack surface management platform with the underwriter portal, reducing the average risk analysis time by 46% and increasing user satisfaction ratings by 60%. Establishing Design Governance and Mentorship •Developed and implemented design governance processes to ensure consistency and quality across all digital products and experiences. •Led the design of a comprehensive policy management system for brokers and underwriters, gathering requirements, creating wireframes, prototypes, and high-fidelity designs, and collaborating with the development team to ensure seamless implementation. •Managed a team of junior designers, providing guidance, mentorship, and support to help them grow, while ensuring consistent design processes and governance. •Conducted regular usability testing and tracked UX KPIs to validate design decisions and measure the success of design initiatives. Defining UX Strategy •Conducted comprehensive research to understand current and future customer needs, perceptions, and performance, as well as competitive analysis and industry trends. •Established broad goals, specific and measurable objectives, positioning statements, and crafted a high-level vision and mission statement to define the company's strategic direction. •Developed a roadmap for achieving the strategic direction, including optimizing team roles and performance, addressing skill gaps, and fostering a culture of continuous improvement. •Focused on user-centric design, prioritizing simplicity, accessibility, speed, and leveraging common design patterns to enhance familiarity and confidence.

OLIVER AgencySENIOR UX/UI DESIGNER

Nov. 2022 - Dec. 2023Client: Equitable Insurance •Investigated UX design requirements for the client suite of digital assets. •Researched and developed IA, and user flows with a solid grasp of the “five whys” analysis and heuristic analysis/principles. •Provided guidance on the implementation of UX research methodologies and testing activities to analyze user behaviour. •Applied design thinking methodologies to drive innovation and solve complex problems, resulting in user-centric products and experiences that meet user needs and business objectives. •Participated in Project planning and tracking sessions through agile development methodology. •Developed and conceptualized a comprehensive UX/UI design strategy for a mobile-first design. •Ensured that all project stakeholders were aligned with project goals and objectives. •Reduced ambiguity in the design process by conducting thorough research and testing, resulting in clear and effective design solutions that met user needs and business goals. •Facilitated sessions of UX critiques and presentations with the dev team and stakeholders in an agile environment •Produced high-quality design using Figma/Miro, through wireframes, flows, site maps, and prototypes. •Designed UI elements, pages, and tools such as navigation menus, search boxes, and tabs in Figma. •Tested UX/UI elements such as CTAs, page layouts, page designs, page flows, and target links. •Collaborated with the designers and web dev. teams to ensure the quality of the design. •Ensured that all elements of the user experience were optimized for improved usability and exceptional visual design. •Utilized usertesting.com to gather valuable insights from diverse user groups and inform design decisions, resulting in an improved user experience and increased product satisfaction. •Adhered to the established design system, ensuring a cohesive and consistent user experience across all the designed pages. •Assessed designs Compliance with AODA & WCAG standards for accessibility.

OLIVERSENIOR UX/UI DESIGNER

May. 2022 - Nov. 2022Direct Clients: Protective Life Insurance Project 1: Building Claims Portal/Responsive Design for Mobile and Desktop Project 2: Optimizing the CXHUB system (Dynamics365 CRM)/Desktop only •Executed qualitative and quantitative research, to understand the user’s needs. •Participated in Project planning and tracking sessions through agile development methodology, Asana, JIRA, Azure dev •Worked closely with business analysts, project managers and IT teams to obtain and understand business requirements. •Created the design of user interface specifications in Figma, by applying client research, design standards, and industry best practices, considering strategic business objectives, user needs, and systems constraints. •Participated in design review sessions with project teams, acquiring consensus and getting approvals on designs. •Successfully drove buy-in from cross-functional teams and stakeholders by effectively communicating the value and impact of UX design solutions, resulting in improved collaboration and successful project outcomes. •Incorporated the design system into my work to ensure consistency and efficiency. •Executed business acceptance test cases and testing. •Worked with the project managers to ensure that usability deliverables accommodate project timelines, budgets, and technical and scope constraints. •Contributed to the development, maintenance, and continuous improvement of efficient and effective usability methodology/process, documentation, workflow, ROI, metrics, and design standards. •Acted as a user experience advocate regarding principles of user experience and user-centred design. •Established strong partnerships with tech/engineering teams, collaborating closely throughout the design and development process to ensure the successful implementation of UX design solutions and a seamless user experience. •Applied user-centred design process: from discovery to concentration on designing the solution to refinement to validation with customers.

LEADA DigitalSenior User Experience Designer

Jan. 2021 - Jun. 2022Toronto, ON• Conducted user interviews, developed extensive understanding of who users are. • Worked with the data-driven approach and used user-generated content. • Conducted formative qualitative and quantitative research and data gathering to find users' pain points. • Helped improve information architecture by assisting with card sorting, and affinity diagramming. • Processed an iteration of low-resolution designs including wireframes and low fidelity prototypes in Figma. • Designed and improved wireframes that contributed to user-centered design (UCD) using Figma. • Drafted and finalized micro copies to be used throughout the application. • Generated fully interactive hi- fi prototypes and click-throughs used for presentations and user-testing. • Defined testing parameters, moderated usability testing, interview sessions and eye tracking, A/B tests. • Collaborate with the dev team by providing the design system guides and interaction specification. • Conveyed design concepts and deliverables to stakeholders through QA sessions using UI skills. • Assessed design Compliance to AODA & WCAG standards for accessibility. • Created and maintained a design system that meets design best practices and accessibility standards.

Citizen Street Productions Inc UX/UI DESIGNER

Feb. 2020 - Jan. 2021Toronto, Ontario, CanadaProject: Building 2 artist portfolios Ӏ Approach: Responsive design for Mobile and desktop • Conducted qualitative and quantitative research to generate textual and numerical data to define the complication. • Organized data and key insights to summarize and communicate the main findings. • Moderated local and virtual small user testing sessions based on personas. • Created Responsive design using Figma. • Built more intuitive navigation by eliminating misleading labels and unnecessary clicks. • Developed UX documentation, such as requirements, research ﬁndings, journey maps, and user proﬁles. • Tested designs using lo-fi and hi-fi prototypes created in Figma. • Assessed usability by testing learnability, efficiency, memorability, and errors, to maximize user satisfaction.

O'Brien ArtUX/UI DESIGNER

Jan. 2019 - Mar. 2020Toronto, Ontario, CanadaProject: Building responsive website Ӏ Approach: Responsive design for Mobile and desktop, eCommerce • Conducted qualitative and quantitative research and interviews to improve key user experience metrics. • Created user personas and user flows. • Applied progressive disclosure to improve usability and maintain the focus of a user's attention. • Analyzed heat map to understand user behaviour by testing the experience. • Designed UI elements such as navigation and input controls. • Provided creative assets including design components, and image assets when needed. • Managed guerrilla usability testing for the Product listing page and Check-out landing page

Carbon Communications IncUX/UI DESIGNER

Feb. 2017 - Jan. 2019Toronto, Ontario, CanadaProject 1: Building artist portfolio Ӏ Approach: Responsive design. Project 2: Building an ecommerce website Ӏ Approach: Responsive design. • Gathered all data from stakeholders using strong organizing skills. • Conducted interviews and captured key insights. • Analyzed user data and used affinity diagramming to achieve information architecture. • Developed sketches, flow diagrams, site maps, and interactive wireframes. • Created high fidelity prototype and the entire UI foundation. • Moderated user testing sessions • Addressed feedback from participants and stakeholders in an effective manner.

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