Venture Designer at Gambito Venture Studio
I use design thinking principles to solve wicked problems. I am curious about human behaviour and have a bias for action. I take organisations out of their comfort zone by experimenting with a systematic and data-driven approach, and help them get good at being "lucky". Organisations I've worked with include Apple, Vodafone, HSBC Bank, SkyNews, Marriott Hotels, Santander Bank, Ministry of Social Development, & Air New Zealand. Now have started my own venture studio, launching 1 start-up every quarter.
As the owner of a venture studio, I'm all about the magic of bootstrapping and doing more with less. It's not just about saving pennies; it's about smart strategies and making the most of every opportunity.
I love diving into the nuts and bolts of career progression frameworks, figuring out what makes people tick and how to help them grow. Especially in startups where flexibility is key. In these dynamic environments, I emphasise the importance of team members developing a diverse skill set. It's not just about being good at one thing; it's about being adaptable, learning on the go, and being ready to wear multiple hats.
As a UX/Design specialist, my passion extends beyond creating visually appealing designs to ensuring each element demonstrates tangible value to the user and the business. In the competitive and fast-paced world of startups, I focus on conducting "just enough research" to inform my design decisions without getting bogged down in analysis paralysis.
My journey has taught me that the true essence of successful entrepreneurship lies in the ability to not just conceive ideas, but to rigorously test and validate them in real-world scenarios. At Gambito, I've had the privilege of crafting and leading our flagship program – the Idea Evaluation Sprint. This unique initiative is designed specifically for entrepreneurs who are at the crucial stage of validating their business concepts.
User Research, particularly through qualitative interviews, is a specialty I hold dear. My expertise lies in conducting in-depth, empathetic conversations that unearth genuine user insights, all while maintaining an unbiased analytical lens. I blend the philosophy of 'Just Enough Research' with nuances of Behaviour Design, which enables me to delve into user psychology and needs without getting lost in data, and drive meaningful actions.
My experience with Figma goes beyond just creating aesthetically pleasing interfaces; it's about leveraging its collaborative features to enhance team synergy and workflow efficiency.
Armic's leadership at Gambito is characterised by her commitment to collective intelligence and a profound love for experimentation. Her expertise in seamlessly aligning product design with customer needs and business strategies has been crucial in launching ventures that are not only innovative but also commercially viable.
- Lead the experience design practice and work as part of the leadership team to improve quality of outputs, increase internal efficiencies and implement agile ways of working. - Work with ASB Bank across various initiatives including Investment Education Tool, First Home Buyer journey, Everyday Banking, Credit Cards and Financial Wellbeing. - Plan, execute and lead research from insight generation, opportunity identification, to concept validation for a niche online learning platform with global audience.
- Data Visualisation and Design Thinking specialist at Watercare’s Strategic Transformation Programme. - Coach & designer at Vodafone NZ’s digital transformation programme. - Led the research and UX design for Air New Zealand’s 2020 mobile app project. - Co-facilitated Enterprise Design Thinking workshops for Air New Zealand and NZ Defence Force.
- Mentoring & leading team of UX and visual designers. - Setup Usability testing lab to live stream and analyse user tests & interviews with agile teams and stakeholders. - Member of the Agile team for Regional Facilities Auckland web programme to revamp the websites of Auckland Zoo, Auckland Conventions Centre, Auckland Live, Auckland Art Gallery & Auckland Stadiums. - Conducted user research and set information architecture for Child Cancer Foundation revamped website and online donation flow which increased donations by 75% compared to 2016.
- Set guidelines, design language and UX approach for Apple’s first Arabic website(s) - Was part of the team working on the UI design & animation for Apple Watch's in-store iPad application used globally - Translated usability and field research findings done for Santander Bank UK into UX improvements - Participated in 3 product launch workshops for Apple in Cupertino after attending training in their London offices - Planned and conducted requirements gathering and analysis, competitive research, conceptual modelling and usability testing, including an audit of the current portals for HSBC Bank which led us to revamp the HSBC Global Connections mobile app - Created wireframes and information architecture using participatory and interactive design techniques for GroupM website revamp project
RBBI is the first and only digital agency in the Middle East to specialise in UX & Usability. Highlights: - Re-structured the booking process of Atlantis The Palm hotel (desktop and mobile) to increase conversions & enhance cross selling - Drove the adoption of new UX strategy for SkyNews Arabia conducting stakeholder meetings and workshops to increase page views and time spent on the website - Conducted user interviews & usability testing on Arabic website of Marriott (desktop and mobile), identifying key hurdles in the booking process - Led the complete revamp project of Abu Dhabi Islamic Bank implementing personalization and retargeting tactics to increase leads - Ran A/B tests and monitored metrics for Cleveland Clinic Abu Dhabi website and intranet projects using internal eye-tracker
Flip Leo Burnett is the region's largest digital transformation agency. Over the past 10 years, Flip has delivered some of the most high-profile digital solutions, from comprehensive digital strategies to website design and development, mobility and large-scale enterprise solutions. Highlights: - Planned and launched DAMAC Properties website in five languages (English, Arabic, Russian, Farsi and Pashto) - Maintained strong client relationships with high-end companies such as Mubadala - Managed up to 10 accounts at same time cultivating rapport and smooth communication with each one - Managed FRieNDi telecom (currently Virgin Mobile Middle East & Africa) & ooredoo corporate websites launch - Provided one-on-one trainings to major corporate clients enabling them efficient usage of the CMS
Email Citi is the Arab world's leader in email marketing with the ability to reach over 15 million people across the GCC & MENA region. Highlights: - Led team of 14 (6 developers, 4 designers & 4 quality assurance) - Implemented first HTML5 videos in DMs in the region - Enhanced conversion rate using behavioural targeting techniques - Increased results identifying best time to send emails for different user groups based on email open and conversion rates - Improved email click-through rate by 2.5% by implementing new content-rich DMs - Launched email campaigns successfully for high-end brand such as BMW, Etihad Airways & Cartier
SWS is the world-class web design and development agency of choice for hundreds of companies as well as the preferred outsource solution for interactive media agencies across the Arab World and Europe. Highlights: - Successfully completed over 40 web-related projects for corporate, non- profit, small & medium sized business clients in diverse markets - Managed & coordinated the project management and scope of work, including prioritization & feasibility - Ensured the execution of projects according to approved specifications & deadlines - Created efficient digital strategies identifying new business opportunities with existing customers
Iridium Plus is the first privately owned Kuwaiti company to develop its own J2EE based enterprise level platforms, in-house. Implementing an excellent research and development methodology, coupled with timely project and resource management, Iridium Plus became pioneers of custom web development in the region. Highlights: - Produced UI designs & animations that fit within clients’ requirements and their brand image - Ensured website quality, performance, reliability and usability for various clients including Zain Telecom, Al Ghanim Industries & Kuwait International Bank
A e-Commerce specialist company creating products and services that solve problems efficiently for the user, with optimum usability and user experience. Highlights: - Developed custom Actions Script 3 application, integrated with XML for a t-shirt customizer website - Planned & redesigned Magento e-commerce websites for the biggest sports kits merchandiser online in US
