"Everything is designed and everything is simple. If it ain't simple, It just ain't designed well" – Shaheena Attarwala That’s her design mantra! Shaheena cannot stand any unfriendly and complicated user design! Technology and innovation exists to make human lives more convenient and Design thinking for her is making things and technology simple to use and its application is real life possible with ease. She has always preferred minimalistic, simplistic and uncomplicated segments. And hence is ever unapologetic about ruthlessly chopping out unwanted and complex snags in any product and user journeys. Curiosity, intuitive and logical reasoning has always been her strongest feature element. This curiosity leads her to be extremely passionate about understanding user behaviour and further delivering creative and innovative experiences that make lives simpler, happier. She is constantly exploring, learning and executing better ways of interaction with products, services and experiences. Shaheena loves to create more usable digital products through the power of user experience design and content strategy. Today, one of her major projects involves managing Wigzo. She also runs Purple Cube Designs - www.purplecube.in , her digital content strategy and user experience consultancy founded in 2009. She has also Co-founded a tech start-up www.truss.to in 2014, an online community for entrepreneurs Similarly she has also led user experience and product design projects for Start ups like www.eezyrent.com , www.justbuylive.com , www.eguardian.in , www.jot.academy Experience includes strategic design, customer experience design, user research, product testing, user research, human centered design, digital strategy, user personas, user flow building and content as well. Prior to Wigzo, Shaheena worked in building the User Experience practice at www.bookmyshow.com and www.shaadi.com There she led major redesign initiatives and managed a team.