Ahmed Razin

Established UX research as an organizational discipline

• Served as the web team's lead UX research authority, defining research and design process standards and shaping product direction across engineering, web strategy, and clinical teams.
• Built the team's UX research function from the ground up. Presented leadership with a framework that converted subjective findings into defensible numerical scores. Weighted Impact Scores (Sentiment × Severity) turned research from a soft input into a product-direction mechanism.
• Designed and executed a 4-hypothesis A/B research study on provider search and discovery: 11 participants, 268 coded observations, Maze click-tracking, and session recording, producing outcome metrics that sped up development by raising confidence in decisions.
  • 275% increase in provider profile satisfaction (net −2 → +15) by diagnosing a visual-hierarchy failure and solving it with a targeted header redesign.
  • +10.3% filter engagement and +5.9% downstream profile clicks by redesigning filter labels and groupings to match patient mental models, not internal clinical taxonomies.
  • Caught a divergence between positive behavioral analytics and weak qualitative satisfaction, triangulating both in Looker Studio to prevent a false-positive product decision.

Rebuilt and scaled the clinical design system org-wide

• Designed a 70-component production UI library across 6 clinical flows (navigation, provider discovery, location & search, condition search, and utilities), documented at full fidelity across 4 responsive breakpoints and built on 13 design-token foundations, including a WCAG AA/AAA palette engineered for older users navigating care under stress.
• Secured executive buy-in by reframing the conversation around the development-efficiency cost of design and engineering working from different sources of truth.
• Scaled the system across platforms, extending it to the School of Medicine with a bespoke pattern library that sharpened student storytelling while preserving clinical brand coherence.

Hospital and branding redesign project

• Stopped a cosmetic redesign from shipping by correctly diagnosing the problem: administration scoped a visual refresh, but research showed patients were failing navigation, not aesthetics. I shifted the project to an information-architecture overhaul, changing what engineering built.
• Led a mixed-methods study (5 moderated interviews plus a survey to 5,500+ recipients) that produced specific IA recommendations: nav labels renamed to patient task language and the global/hospital hierarchy restructured. The relaunched brand site shipped with those structural corrections built in.

• Owned end-to-end UX as the only designer, covering research, information architecture, interaction design, and visual UI across the iOS app and marketing site, from early stage through enterprise demo partnerships.
• Conducted 30 in-store intercept interviews at Brooklyn Fare and Gristedes, synthesizing findings into a shopper persona framework that shaped the app's navigation model and value-proposition hierarchy.
• Secured and designed two live in-store demo partnerships by redesigning the site to answer the three objections managers raised (unclear ROI, weak proof of shopper interest, thin product explanation), adding conversion metrics, a demo video, and a demo-request CTA.
• Diagnosed and resolved two core usability failures in the app, redesigning the navigation and the initial demo menu and validating with Maze, where 79% of participants rated the experience highly valuable.
• Rebuilt the marketing website from scratch in HTML, CSS, and Bootstrap, including a scroll-triggered demo video that auto-played in view so store owners saw product proof without seeking it out.