With a background in design that spans over two decades, primarily in San Francisco, USA, Safia’s forte lies in her understanding of user empathy, which empowers her to develop solutions that merge art with technology.

Safia has worked in global companies responsible for spearheading the digital revolution. These include Fortune 500 companies such as Siebel, Oracle, Google, eBay and Intuit. Before joining Rayn, she was the Head of Product Design for Emerging Verticals at Google. She built & led product design and content teams for five verticals in Google Ads, hiring, coaching and mentoring teams to create useful Ads for users & empower advertisers to succeed in the USA & emerging countries.

As Director, User Experience for StubHub at eBay, Safia led the UX team and drove the UX vision while executing it across multiple devices and product lines for 48 countries. Safia managed a portfolio of products as Group Manager, User Experience at Intuit. These included the TurboTax app for 2013, Quickbooks, Healthcare and Demandforce forIntuit and impacted millions of users across the US.

Safia holds an MFA in Web, animation & communications design from the Academy of Art, San Francisco and a BFA in Graphic Design from the prestigious National College of Arts, Lahore, Pakistan. An avid traveller who has visited over 65 cities, she likes to observe similarities and differences in cultures. Since the tender age of seven, Safia has had a passion for the arts and loves design in all its forms, such as fashions, street art, interiors, and make-up. She takes inspiration from the elements, individuals and cultures that surround her.