Hi, I’m Sidra — a former management consultant who accidentally (and happily) stumbled into UX design.

I’m driven by curiosity, a love for asking too many questions, and a need to make things easier for people. My background helps me see the bigger picture — users and business — and I’m always trying to close the loop, simplify the journey, and maybe even spark a little joy along the way.

What excites me most is the research — the humbling kind. Just when I think I know where something’s going, real people and real insights take me in a completely different direction. Whether it’s designing an app for fitness beginners or helping a nonprofit get clear on their goals, I love connecting the dots and asking, “What happens next if we go this way?”

Clients have called me their unpaid therapist (no joke). I ask questions they didn’t know they had, and sometimes they end up falling in love with their own work again. I bring energy, care, and a genuine sense of fun to the teams I work with — and nothing makes me happier than creating something that actually makes someone’s life easier.

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