Hi there!
I’m Zakarias, an anthropologist and UX researcher specialising in evidence-based design and product strategy.
For the past 5+ years, I’ve helped teams reduce uncertainty, avoid expensive assumptions, and prioritise the right problems by grounding decisions in solid user research. My work combines qualitative depth with quantitative validation to inform what to build, why to build it, and where to invest effort.
The projects below illustrate how research can be used as a strategic tool, not just to improve usability, but to de-risk decisions and create meaningful business impact.
Companies I have worked with
Portfoilio Project Highlights
Customer Personas
In this tactical research i applied the customer‑persona framework—mapping each archetype’s goals, challenges, decision‑drivers, and buying‑journey—to turn vague audience data into clear, actionable guidance that enabled sharper lead targeting, customer‑aligned messaging, and seamless cross‑team collaboration
Increasing Organic Sharing
I conducted a user study to uncover why and how football coaches share game‑ and practice‑footage with their opponents via Veo. By pinpointing their key motivations and pain points, we revamped the sharing experience—resulting in a 15% increase in organic shares.