Designing as a system, not a layer.

I specialize in transforming the ambiguity of IoT data, Generative AI, and agentic system architecture into high-trust, user-centered experiences, turning raw device signals and complex model outputs into clear, actionable insights that drive measurable business impact.

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Systems Thinker

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Wayfinder

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Connective

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Case Studies

IoT Sensor Data to Insights

Turn fragmented vehicle signals into standardized, production-ready data at scale, reducing time from data to insight by 80% and accelerating engineering velocity

Role
Sole Lead UX Designer

Type
Internet of Things, Systems Design, Data Visualization

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Agentic Retrieval and Model Reasoning

Powering >90% accuracy through multi-source retrieval and visible reasoning to build the trust for troubleshooting with total confidence.

Role
Sole Lead UX Designer

Type
Agentic AI, Information Architecture

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Intelligent Simulation Ecosystem

Led the end-to-end pivot from costly dealership hardware to a predictive digital ecosystem, using vehicle telematics to turn EV skepticism into high-trust, personalized roadmaps for millions of drivers.

Role
Senior UX Designer

Type
Mobile Design, Data Visualization, Map Design

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IoT Sensor Data to Insights

Coming soon…

My Design DNA

Testimonials

  • I had the pleasure of working with Rubina at AWS, where she consistently demonstrated a rare blend of strategic vision, creativity, and deep technical expertise. She bridges product, engineering, and UX seamlessly, ensuring user-centered design drives product success. Her standout work in automotive IoT simplified complex telematics and fleet-management workflows, turning real-time vehicle data into intuitive, scalable experiences that boosted adoption and usability. Rubina is also a proactive, collaborative teammate who elevates design discussions and delivers measurable impact. Any organization seeking a UX leader to tackle complex challenges and create seamless experiences would be fortunate to have her

    Matt Wong
    Connection: Design peer at AWS IoT Solutions

  • Rubina is a designer's designer. She is as comfortable white-boarding out UX challenges as she is designing identity systems. It was this ability to seamlessly switch between roles that made Rubina stand out from the crowd. Her enthusiasm is infectious, as is her curiosity – two of the most important traits a designer can have. I look forward to working with her again and would strongly recommend her for any role that requires design versatility, attention to detail, and a thoughtful approach to the solution

    Eric Boisvert
    Connection: Design manager at PUSH offices

  • As a UX Researcher, I worked with Rubina who was a UX Designer at Cisco Systems. Rubina was outstanding at not only thinking through the user flow for a given task but to really be uncompromising regarding the overall polish needed for a given UX experience. Her "eye" for quality is fantastic which is certainly due, in part, from her graphic design experience from her B.A. and M.F.A. background. She was a wonderful colleague and was a great asset for our UX group at Cisco Systems. I highly recommend Rubina for any UX role.

    Jeffrey Davis
    Connection: Collaborated on projects at Cisco

  • I've known Rubina for almost 20 years since we were both in college together in the U.K. She has always been a consummate professional, diligent, dedicated and focused on whatever task she had at hand. Ever generous and incredibly easy to get along with, she has the ability to make one feel at ease regardless of whether you're a friend or a colleague!

    Vishaal Desai
    Worked together on projects in college

  • I had a great pleasure to develop data aggregation platform project with Rubina at Volkswagen Innovation Center of California (previously VW Electronics Research Laboratory). She is a professional focused on results and has a good relationship with all teammates. She was able to work with remote client, gather project requirements, understand the project concept exhaustively and produce elegant and clear wireframes. Her work was a big part of team's success in this project.

    Olga Zakharo
    Connection: Collaborated on projects at Volkswagen Research

  • Rubina is very creative and works well people. She created some of the best designs for us and was able to translate our vision into images that perfectly depicted the idea. She will be a great asset to any team.

    Sandhya Sridhar
    Connection: Collaborated on design deliveries at Nestle

  • Over the summer, I was Rubina's supervisor for her internship. I found her to be consistently pleasant, tackling all assignments with dedication and a smile. Rubina is a take-charge person who is able to present creative ideas and communicate the benefits. At the same time she takes criticism and input of her work from the team and is able to build upon her work. She has helped develop several design projects for our packaging team that have been very successful. During her time, we have found her to be a great team player with great individual skills, and willing to learn new ones. I highly recommend Rubina; she is a young talented designer with great potential and would be an asset to any design and R&D team.

    Robert Mora
    Connection: Design manager at Nestle

  • Rubina is an enthusiastic, motivated designer who is bubbling with new ideas all the time.She is an organized thinker, a great team player and a dedicated and committed professional. Overall, a joy to work with.

    Anjali Vasudevan
    Connection: Client service expert at Ray+Keshavan

  • Rubina is a dedicated and true team player . I have had some great experiences working with her during the Bangalore International Airport Brand Project. She will be a valuable asset to any team. I look forward to working with her in the future.

    Prathish Nair
    Connection: Collaborated on rebranding projects at Ray+Keshavan