I’m an interaction designer and GDS trained design assessor. I have good knowledge of the GOV.UK Design System, Service Manual and Style Guide. SC cleared.

Here’s my story:

When I was 16 years old, I wanted to design logos and websites.

I had an eye for design, but lacked the practical skill to do it. So I ended up going into frontend development which was more technical.

But most of the designers I worked with gave me complicated and inaccessible designs to implement.

Sometimes I’d suggest changes to simplify the design and improve accessibility. But no matter how solid my rationale or how simple my solution, I couldn’t convince the designers to make changes.

I felt frustrated having to go back to my desk to implement designs which were harder to build, inaccessible and slow to load.

As a result, I started to believe that designers only cared about aesthetics.

In 2014, my wife and I had our home renovated just in time for the arrival of our first baby. But three weeks into a new six-month contract, I was let go. I’d never had so much responsibility and so little money.

But I got a new contract as a UX prototyper at Just Eat, the UK’s leading takeaway delivery service.

Prior to this role I wasn’t part of the design process. So by the time designs were given to me to implement, it always felt too late to give feedback and suggest changes.

But at Just Eat I was embedded in the design team where I could influence solutions from the start.

To my surprise, the designers there weren’t just focused on aesthetics; they cared about UX. We did user research, ran A/B tests and tracked performance.

I worked closely with Mark Jenkins, the lead designer. But he wasn’t like the other designers I had worked with before. He listened to what I had to say and valued it. He advocated for doing the most basic thing, doing it quickly and learning. He didn’t fuss over pixels.

Most importantly, he showed me that, not only was it possible to be a designer like this but that it was better to be a designer like this.

For example, we redesigned the checkout journey by using the most basic and accessible solution. The result was an increased conversion of 5% – 37,000 orders a week.

Mark also encouraged me to start a blog. And 2 of my early posts went viral on Hacker News (multiple times over).

I realised I wasn’t alone and that others resonated with my design philosophy.

Now I’m trying to be the designer I wish I got to work with when I was a dev.

You can find links to my newsletter and courses below ↓

Adam Silver

Upwork

* Created content inhealth, lifestyle and creative niches. 
* Increased engagement to websites and user retention by 10%
* Carried out in-depth research to produce 100% plagiarism and error free content 
* Conducted thorough proofreading to create seamless reading experience for target audience

Freelance Writer

Babymigo

Content Editor| Content Designer

ALE TEAM

* Created monthly blog posts and awareness campaigns on African history 

* Write content and edited monthly reports on user engagements 

* Increased engagement to the site by creating monthly content

Content Writer

I’m a data analyst with a background in content marketing and a passion for turning raw data into actionable insights. With expertise in Excel, SQL, Python, Power BI, and SPSS, I specialize in data cleaning, visualization, and statistical analysis to help businesses make informed decisions.

My experience in communication and storytelling gives me a unique edge—I don’t just analyze data; I translate complex findings into clear, compelling insights that drive business growth. 

Whether it’s customer segmentation, trend forecasting, or KPI tracking, I ensure that data is not just collected but leveraged for real impact.

Key skills:
✔ Data Wrangling & Cleaning (SQL, Pandas, Excel)
✔ Data Visualization (Power BI, Tableau, Matplotlib, Seaborn)
✔ Statistical Analysis & A/B Testing
✔ Business Intelligence & Reporting
✔ Data-driven Storytelling & Presentation

I’m particularly interested in consumer analytics, financial data, and healthcare data, where I can apply my analytical skills to solve real-world challenges. If you need a data analyst who can bridge the gap between numbers and strategy, let’s connect!

Shoot me an email at simpazahra@gmail.com 



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The Battle

Adam Silver

Zahra Simpa

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