Hi, I'm Masfa. I design products that actually ship.
I've been a UI/UX designer for 4+ years, mostly working with founders building their first or second product. I started freelancing in 2021 while studying Computer Science. After a stint as Senior UI/UX Designer at Invention & Innovation, I now focus full-time on freelance projects with founders globally.
How I work.
Decisions traceable to named principles.
On the Take Therapy audit, every redesign was justified against a UX law — Hick, Fitts, Doherty, Nielsen-5 — not "it looks better." "Adds the right friction because Nielsen-5" beats "removes friction" as an argument every time.
System before screens.
On Enrichplay, I designed the tokens, components, and density grammar before any individual screen. Two density tokens (mobile vs web) carried the same component across breakpoints — one library, two breathing-room states. The system handles the breakpoint, the layout inherits.
Brand pulled from the product, not stamped on it.
On Painted Juttay, every colour, type pair, and component radius traced back to the hand-painted juttis themselves. Replaced "colour filter" with "palette mood" — that single IA decision changed the shop from "find your size" to "find your taste."
Background & education.
More about the background.
Specifics that don't fit neatly into the rest of the page.
I studied Computer Science at SMI University Karachi (BS, 2020–2024) and started freelancing as a UI/UX designer in 2021, while I was still a student. I taught myself the craft on real client work — there wasn't a design degree under it, but there were 10+ shipped products by the time I graduated. Between January 2024 and July 2025 I worked as Senior UI/UX Designer at Invention & Innovation (iinv.tech) before going back to full-time freelance.
English and Urdu. Client work, briefs, docs, and design reviews all run in English. Urdu is my first language — useful when working with local Karachi-based founders like Painted Juttay, where the brand voice is rooted in the region. Calls, written async updates, and Figma documentation are all in English by default unless the client specifically prefers otherwise.
Sideways. I was a Computer Science student in Karachi in 2020–2021, and the parts of building software I kept circling back to were the surface decisions — what something looked like, how it felt to use, why one layout made a flow obvious and another made it confusing. I took a first freelance project in 2021, then another, and the work compounded into a practice. The CS background still shows up — I think in components and systems, not in screens.