I help turn complex ideas into products people love to use.

Strategy, research, UX, UI, systems, and building — all part of one collaboration.

Selected Work

APP

Bliq — Passenger App

UX Research
UI Design
User Interviews
Prototype
Analytics (amplitude)
A/B Testing (Clever Tap)

0 → 1 product design and branding for Bliq’s passenger ride-hailing platform.

Design System

Designing one language for an entire Product team

Branding
Tokens
Localisation
Dark/Light modes

Building a scalable design system that helped designers, developers and stakeholders move faster.

AR VIDEO GAME · MOBILE APP

Anouschka

UX Consultant
Research
Strategy
UI
Augmented Reality
Game Design

UX consultant on the AR experience — shaping the spatial interactions, mini-games and quest flows, and designing the UI around them.

International Premiere at SXSW 2025
Shortlisted for the Dutch Directors Guild Award 2025
Featured at Netherlands Film Festival (NFF) 2024
IDFA DocLab Award for Digital Storytelling 2023

EMR · DIGITAL HEALTH · B2B · AI

OphyCare — AI-Powered EMR Platform

Research
UX
UI
Design System

Designed end-to-end healthcare and EMR experiences spanning patient management, appointment management, clinical workflows, and forms.

MOBILE APP

Careem (Subsidiary of UBER)

UX Research
A/B Testing
Interviews
Prototype

Careem NOW, a vertical of Careem providing service of food delivery

About

The Problems I Like

Complex products, different industries, same underlying challenge.

I’m Touba — a product designer with 10+ years of experience designing digital products across ride-hailing, food and grocery delivery, healthcare, and VR, working across both B2C and B2B.

The industries may change, but I’ve noticed the underlying problem rarely does: people are trying to navigate something complicated that they need to use anyway. That’s what I enjoy solving.

How I Work

Ambiguity → data → insight → design → measurable outcome.

I like bringing structure to ambiguity — taking a fuzzy problem, understanding what’s really happening, defining what success looks like, and turning it into something a team can act on.

Data is a big part of how I work. Funnels show me where people struggle; talking to them helps me understand why. Together, they help me decide what to solve, what to test, and whether the design actually made a difference.

What I’m Exploring

AI, prototyping in code, and new ways of building better products.

Lately, I’ve been experimenting with AI — prototyping in code, testing ideas faster, and exploring how technology can quietly make products and everyday experiences easier.

Because for me, design doesn’t end at handoff. It ends when something gets better — and the metric moves.

Product Designer for startups and scaleups. Open to roles and collaborations — the quickest way to reach me is email.