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rouba
[roo-buh] n.
of arabic origin, means hills
but let's forget that bit
it also means v. to steal in portuguese
about me
Hello, friend!
My name is Rouba,
& I'm a Product Designer
based in Washington, DC.
I wasn’t always a Product Designer, though.
Over the last decade, I’ve had the opportunity to experience and grow in various facets of design. I’ve worked in brand and package design, advertising, digital design, and editorial design. I was also lucky to learn and share my knowledge in design thinking with youth in disadvantaged areas, assisting them in developing business ideas to become financially independent while also helping the communities in which they lived.
My most recent role at a tech company, however, was the one that launched me on this journey into the world of Product Design. During my two years there, I had the chance to work closely with developers, product managers, quality assurance teams, and client teams within an Agile environment, resulting in smoother sprints and higher quality features. Furthermore, I developed initiatives, team processes, and rituals that not only enhanced the product development and software delivery operations, but also strengthened the team bond. I firmly believe in the power of communication and collaboration - two heads really are better than one - and that approaching any problem with an open mind and enthusiasm leads to endless possibilities and phenomenal solutions. This is why I am a Product Designer. Including the user in the design process and focusing on their pain points and needs changes the perspective in our minds, shifting the attention towards the actual experience and journey that the user takes in order to achieve their goal within our designed solution. I really appreciate this because although it may take longer to run the research, analyze data, create storyboards and user journeys for the personas, and conduct usability testing, it almost always guarantees that the end result will be evergreen, and an enjoyable experience for the user every time. I call that a win-win for both the user and the business. And for myself, of course.
my resumé
experience
[2021 - 2022]
Product Operations Analyst
Enovational | Washington, DC
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Collaborated with Product Managers, Developers, QA Engineers
and Designers to design and deliver a seamless Product
Development lifecycle to foster better collaboration resulting in
smoother sprints and higher quality features.
Crafted design sprint activities and rituals for the new Product
team, strengthening the team engagement, insuring a feedback loop and creating efficient processes for the distributed teams.
Trained new facilitators to successfully lead Design Thinking work
sessions during the Product Development process.
Facilitated feature development design sprint cycles as part of a
multi-disciplinary ‘solutioning team’ in an Agile environment.
Researched and built sustainable online resources to house the
Product team's documentations, reports, and processes for
optimization of knowledge transfer and on-boarding purposes.
[2020]
Project Assistant
Enovational | Washington, DC
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Actively influenced the development of 4 high-impact, high-profile
COVID-19 projects, from the requirements gathering phase, to
development, testing, training the stakeholders, and launching.
Collaborated with stakeholders to successfully translate client and
user needs into product requirements, use cases, and user stories.
[2020 - 2021]
Project Coordinator
Enovational | Washington, DC
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Partnered with the VP of Client Solutions to move forward initiatives
that enhanced the product development and software delivery
operations.
Took the lead on multiple projects and spearheaded initiatives that set a solid precedent for the 60+ person distributed Client Solutions team as we moved to fully remote work.
[2016 - 2020]
Design Thinking Trainer
The Nawaya Network | Lebanon
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Background: Workshops in Design Thinking and Business Development conducted in disadvantaged areas in Lebanon. This project is supported by UNICEF.
Facilitated over 15, nine-day Design Thinking sessions, with a student retention and completion rate of over 90%.
Successfully guided the students in research, ideation, mockup, prototyping, and testing their business ideas to become financially independent but also aid the communities in which they lived.
Equipped the students with the necessary presentation skills in order to pitch their projects to a jury from UNICEF to receive seed funding.
[2018 - 2020]
Travel Consultant & Designer
Escape Travel Expert | Lebanon
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Liaised with clients to discuss their vision for their vacations.
Researched destinations, coordinated with international agents,
and designed deliverables for the customers to use on their trips.
Planned and curated social media content, delivering exceptional
results to the company, helping it grow its client base by 3 times
during my two-year employment.
other experience
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Arab Open University | Beirut, Lebanon
Design Instructor [2019 - 2020]
Beirut Technical College | Beirut, Lebanon
Design Instructor [2016 - 2017]
Lebanese American University | Byblos, Lebanon
Design Thinking Workshop Trainer [2015]
U-FOOD s.a.l | Beirut, Lebanon
Senior Graphic Designer [2014 - 2016]
Akamon Entertainment | Barcelona, Spain
Graphic Designer [2014]
Telefónica | Barcelona, Spain
Design Thinking Consultant [2014]
Hewlett-Packard | Barcelona, Spain
Design Thinking Consultant [2013]
education
[2022]
[2013 - 2014]
[2009 - 2012]
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UX/UI Certification
DesignLab | UX Academy
Master in Research for Design & Innovation
ELISAVA | Escola Superior de Disseny i Enginyeria | Barcelona
Bachelor of Fine Arts in Graphic Design
George Mason University | Fairfax, Virginia
Graduated with Cum Laude Honor
skills
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UX/UI
Research
Data Analysis
Persona Development
User Journey
Storyboard
Wireframe
Prototype
Usability Testing
Facilitation
Storytelling
Agile
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Design
Brand Design
Package Design
Advertising Design
Editorial Design
Web Design
App Design
Social Media
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Soft Skills
Communication
Adaptability
Empathy
Collaboration
Attention to detail
Continuous learning
Project Management
toolbox
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Technical
Figma
Photoshop
Illustrator
Indesign
Lightroom
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Languages
English
Arabic
Spanish
French
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Ask me about
Photography
Cities I’ve lived in
Lebanese cuisine
Your next vacation
All cat things