BEHIND THE WORK
Hey! I'm Purnima, but my friends & family call me Fiza.I'm a digital product designer who finds joy in sharing and learning new things. My decisions are rooted in research and I specialize in UX, user, and community. I enjoy projects that make me think outside the box, challenge the status quo, and value sweating the small details.
You know the one friend that always tells lots of jokes? Yep, that's me. I thrive among ambitious, passionate, and curious teammates, where together, we can create meaningful and lasting impact on people and society. I seek proactive teams that value ethics, culture, storytelling, and aren't afraid of having fun!
CHAOS TO CLARITY: HOW I DESIGN WITH INTENT
I want to be conscious, present and in control of my design process.
Achieving good user experience and delivering quality work requires a solid design process, collaboration, and direction.
My foundation consists of four main iterations:
- Understand
- Investigate
- Ideate
- Create
Each iteration is driven by my search for knowledge, led with empathy, and constant experimentation. Having a streamlined approach allows me to be creative and successful in my search for results.
Graphic by @halfool_draws
CREATIVE NOOK
Behind the designs
My best days are full of walks in warm weather - I wish Toronto summers were longer. In my freetime, you can find me outdoors, camping in Algonquin, biking Toronto's lakeshore, growing my vegetable garden, practicing new tricks with my dog, or planning my next travel itinerary. I'm also a wine enthusiast so you can find me reading, tasting or introducing wines to my friends and family at picnics. Indoors, I enjoy hours glossing over colour grading techniques in DaVinci, dabbling in nail art, researching Australian fashion labels, playing Animal Crossing, and mentoring youth in my community. Often, I go down wikipedia rabbit holes of niche topics, of late I've been into world history.
Traveler's Notebooks
In 2024 started using a Traveler's Notebook—a beautifully crafted journal made in Japan with Midori paper—to scrapbook my journeys. I fill it with ephemera, tickets, maps, and other keepsakes I've collected along the way.
Vlogging
I've been capturing slices of life since 2017 when I got my first GoPro. Over the years, I've documented my travels and learned new editing tools. I love color editing and experimenting with new tech! Right now, I love the Osmo Pocket 3.
Mentoring Youth
I was an Air Cadet and loved the program, so I wanted to give back. I really enjoy working with the next generation, helping them build leadership skills and grow. Now, as an instructor, I get to mentor new officers and guide them on their own journeys.
Vegetable Garden
My best days are full of walks in warm weather - I wish Toronto summers were longer. In my freetime, you can find me outdoors, camping in Algonquin, or biking.
Design
Experience
UX/UI and Product Designer with 4 years of experience working with design systems and key projects at large corporations and AI startups.