About Farrah

I’m a Visual and Experience Designer with over 25 years of proven success in Visual Design and 6 years in UX design across various industries, including finance and banking, government, non-profit, entertainment, and SaaS. My areas of focus are user interface design & prototyping, experience design and generative ai design.

I love crafting easy to use solutions. I specialize in making the complex simple. By empathetically incorporating both user needs and business goals, I strategically solve complex design problems.

At Citi, I lead many impactful initiatives, such as Citi.com’s Contact Us pre and post login landing page redesign, resulting in increased chatbot usage & reduced support inquiries. As well as, maintaining the AI Chat Bot and Messaging design libraries, which resulted in decreased design time for our UX/UI designers.