Hi There, I’m Imtiaz SIddiqi

Welcome to my UX portfolio! With over a decade of experience in creating user-centered B2B and B2C products, I am passionate about crafting holistic, efficient, and delightful solutions that enhance user experiences. I thrive in chaotic environments, finding strength in the challenges they present. Whether it’s simplifying complex systems or designing intuitive user journeys, I focus on balancing form and function.

Resume
ContactResume

UX
Design Leader

12
+
Years of Experience
30
Products Launched
8
Industries
12
+
Years of Experience
30
Products Launched
8
Industries
12
+
Years of Experience
30
Products Launched
8
Industries
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12+

Years of Experience

30

Products Launched

8

Industries

Case Studies

Transform

Allstate Business Insurance modernizes its Commercial Auto Insurance in a 100-day sprint, transitioning to real-time underwriting to expand market share and revolutionize insurance for small businesses.

Empower

With over 10,000 agents nationwide, many face profitability challenges, leading to high failure rates. Allstate's project equips agents with tools for precise business management, empowering informed decisions on sales strategies.

Evolve

Redefined Allstate's commercial auto claims for a competitive edge. Applying tailored expertise, an innovative process was developed, positioning Allstate as a leader in customer-centric insurance.

Misc.

(Coming Soon)

Design Philosophy

(MANTRA: Don’t make our problems the users problems.)

Empathy-Driven, Data-Informed Design

  • Understand Users: Dive deep into their needs, challenges, and goals
  • Insight-Driven Decisions: Leverage user research to shape the design direction
  • Balance Empathy and Data: Use data to validate and enhance user-focused solutions
  • Create Impact: Deliver designs that resonate emotionally and perform effectively

Start with a Solid MVP and Build to Scale

  • Define the Core: Establish a clear MVP to focus the team on what matters most
  • Adapt and Grow: Develop systems that can evolve with user and business needs
  • Ensure Consistency: Keep the experience unified as the product scales
  • Strategize for Longevity: Address immediate goals while planning for future challenges

Collaboration is Key to Great Design

  • Team Synergy: Partner with developers, product managers, and stakeholders
  • Shared Vision: Foster alignment through open communication and collaboration
  • Iterative Process: Encourage feedback loops to refine and perfect the design
  • Unified Effort: Emphasize that great user experiences are a team achievement

My Process

DISCOVER

Diverge

  • Deeply understand the product through expert interviews, user data, and field studies
  • Identify key stakeholders, problems, and motivations
  • Conduct competitive analysis to find pain points
  • Define product KPIs and technology constraints
  • Formulate hypotheses, test plans, and define a robust MVP

DEFINE

Converge

  • Collaborate to identify opportunities and insights
  • Identify key stakeholders, problems, and motivations
  • Create personas, journey maps, use cases, and process flows
  • Develop initial designs and low-fidelity prototypes

DESIGN

Diverge

  • Validate designs with developers and SMEs
  • Test, iterate, and produce visual outputs
  • Refine prototypes and create high-fidelity, brand-aligned designs

DELIVER

Converge

  • Finalize design specifications and implement the solution
  • Collaborate with developers and conduct final user testing
  • Monitor post-launch performance and gather feedback for continuous improvement

EVOLVE

Diverge

  • Deeply understand the product through expert interviews, user data, and field studies
  • Identify key stakeholders, problems, and motivations
  • Conduct competitive analysis to find pain points
  • Define product KPIs and technology constraints
  • Formulate hypotheses, test plans, and define a robust MVP

Career Summary

Project Highlights

  • Amazon AWS: Led the initiative to unify systems, boosting integration and efficiency
  • Allstate Business Insurance Platform: Successfully launched the platform in just 100 days, orchestrating all UX disciplines and synthesizing research findings to drive design decisions
  • SPX Technologies: Worked on both hardware and software, created and coded the design system, and managed a talented team of UX designers

Core Competencies

  • UX Leadership: Guiding multidisciplinary teams through the entire UX process, from research and synthesis to design and delivery, ensuring alignment with business goals and user needs
  • Holistic Core Product Design: Crafting cohesive experiences that account for every interaction within a product ecosystem
  • Front-End Development: Bringing designs to life with HTML, CSS, wireframes, high-fidelity prototypes, and content creation

Skills

Technical Skills and Expertise

  • User Experience (UX) Design: User Experience Design (UED), User Interface (UI), Customer Experience (CX), Product Design (PD), Interaction Design, HTML, CSS, Mobile, and Web Design.
  • Methodologies: Highly skilled in Agile, SAFe, Design Thinking, Systems Thinking, and other critical UX methodologies. Experienced in design systems management, heuristic evaluations, usability testing, and UX research/discovery.
  • Prototyping and Research: Prototyping and Wireframing, Conducts comprehensive usability testing and research to enhance design strategies and user satisfaction.
  • Industry Specialization: B2B/B2C, Cloud Infrastructure, Developer Tools, Machine Learning, Enterprise Applications, CMS, Insurance, SaaS, Mass Public Transit, Education, Sales, Retail, Customer Service, and Human Resources.

Recommendations

Kendrick L.

Strategic Creative Vision

Immi is an extremely rare breed marrying detailed design skills with business acumen. While working together on a project, Immi showed great leadership by directing ideas and designs that were grounded with business reasons, intuitive UX, and technological constraints.

He understood how to blend all these factors together to cook up solutions that made sense and were feasible. While the majority of the project required very grounded designs, Immi also displayed his ability to think broadly and ask the team "what if?" He wasn't afraid to explore grand ideas that may sound out there, but led to creative ideas that inspired and motivated the team. Immi knows how to blend the 10,000 foot view of the project's business needs with the tiny details that ensured proper solutions. On top of that, Immi is a great communicator and leader. He is extremely responsible and made sure nobody in the team had blockers. He will go out of his way to solve those blockers and have the team continue marching forward. Everybody in the team respects him for what he does daily. But the one thing that stands out about Immi is he cares. He cares about the quality of work and the team members putting that work together. Even though Immi was a client, we very quickly became friends because we both treated projects and people similarly. Immi's vision and direct candid approach became infectious and the whole team benefitted from it. On a project with an extremely tight timeline, we were able to achieve success where everybody thought we couldn't do it. Immi's dedication and commitment directly contributed to the project's success, and everybody congratulated and thanked him for his relentless energy. Immi is a hidden gem and I would be proud to work with him again.

Sutton Stern

Vice President, User Research Lead Vice President, User Research Lead

Immi and I worked together closely on a new commercial auto insurance project. He lead the UX strategy on the project and it was during our time together that I was able to see and experience saw his leadership and commitment to success.

Immi not only has the ability to identify the most important design and experience elements for a successful software project, he knows what it takes to get them done. He brings in different voices and team members smoothly and enables creative exchanges of ideas. He knows which decisions are the important ones and provides the necessary context, design solutions, and insight to help the team make them. He was at the heart of the project's success and was widely considered one of its essential contribution members. I recommend Immi to any team trying to design great products and experiences and trying to build healthy and sophisticated UX teams.

Natalia Sharangovich

Natalia Sharangovich Program Management | Process Improvement | Digital Transformation

I was very lucky to have Immi on the technology team supporting my projects at The Warranty Group (now Assurant)! We were experiencing a 'growth spurt' with large, diverse, demanding clients within specialty insurance space.

Even by Agile standards, the turn-around times were lightning fast with very vague requirements. It was amazing to see how Immi was able to take charge of the UX/UI development and lead the team from brainstorming to implementation in a matter of days! Before 'design-thinking' became a buzz word, Immi applied human-centered design principals in his work and guided business partners through the UX/UI process without the technical jargon that often intimidates product owners and executives. His ability to relate to technical and business partners alike makes him a very valuable team member on cross-functional teams. Immi has an eye and critical thinking to design solutions that accomplish strategic objectives without over-engineering the process. From mockups to prototypes to leveraging existing digital assets, you can count on Immi to come up with the solution that will meet/exceed client's needs without breaking your budget!

Ilse Kellow

Strategy Manager / Management Consultant / Project Manager

I worked with Immi on a major business transformation project at Allstate. Immi is very skilled at U/X Strategy and Design.

He demonstrated his leadership in the working huddles and designs sessions to develop and align the customer and agent experiences with the business flow for a direct-to-consumer commercial auto insurance product. Immi asks good to questions to probe further and ensure that the best design is being achieved. He also is very collaborative and worked very effectively across the cross-functional team. Immi drives positive results by striving for excellence. He is authentic, helpful and takes action to achieve the best outcomes. Immi would be an asset to any team.

Case Studies:

Transform

Empower

Evolve

Misc.