Expert Talks with Fahad Ahmad Khan: Building Smarter Products with Empathy

Here’s another powerful edition of our Expert Talks series where we sit down with Fahad, a UX Designer based in Pakistan. In this interview, he shares the principles that guide his work, the impact of tools like Useberry on usability testing and client workflows, and how real user data helps drive design decisions.

Fahad’s Journey into Product Design and Entrepreneurship

Can you tell us a bit about your journey into product design and what led you to start your own agency?

I actually stumbled into product design out of curiosity. I started by exploring graphic design, but what truly hooked me was the idea that design could solve real user problems, not just make things look good. Over time, I moved into UI/UX, picked up product thinking, and started taking on freelance projects.

Eventually, I realized I wanted more ownership over how things were built, not just designed. That’s when I decided to start my own agency (FENOVA). It allowed me to not only design but also build teams and processes that align with how I think good products should be made.

What’s your core design principle when working with digital products today?

Empathy, always. If the user feels lost or frustrated, the design has failed, no matter how “clean” it looks. So I try to stay as close to the user as possible, whether that’s through testing, feedback loops, or even just simple conversations. Simplicity is another big one. I truly believe “Less is More.” If I can take something complex and make it feel natural and effortless, I know I’ve done my job.

How has the role of a product designer evolved since you first started?

It’s become way more collaborative. In the beginning, I was just handing over designs. Now, I’m often sitting at the table with product manager, developers, even business stakeholders. I’m not just “designing screens” anymore, I’m shaping experiences, solving business problems, and making decisions that impact product strategy.

Starting from basic knowledge and working through countless projects, it’s been a rewarding journey to not only be acknowledged but also to receive the “Sales Innovator of the Year” award. Because of my designs, the company saw a significant boost in sales and user engagement, which helped us achieve major milestones. It’s proof that dedication, learning, and collaboration can truly make a difference.

Relationship with Useberry

Are there any particular Useberry features or tools that have become essential for your business?

With Useberry, our team can confidently iterate and improve designs while staying aligned with both user needs and business goals.

The prototype testing and heatmaps are huge for our design team. Being able to validate flows before a single line of code is written saves us a ton of time and effort. It allows us to catch usability issues, confusing interactions, or missed expectations early in the process—when it’s still easy to make changes.

This not only streamlines development but also helps us avoid those tough conversations with clients post-launch. Instead of relying on assumptions, we present data-backed decisions that are rooted in real user behavior.

In what ways has Useberry impacted your design process or client workflows?

Earlier, we’d rely on gut feeling or internal reviews. Now, with Useberry, I can show clients actual data, where users dropped off, what confused them, what worked. It adds a level of credibility to design decisions and speeds up approvals because the insights speak for themselves.

Can you share an example where Useberry helped validate or pivot a product design decision?

Definitely! We were working on a fintech dashboard and assumed users would want all the detailed analytics upfront. But when we ran it through Useberry, users were skipping those charts entirely. The heatmaps and task completion data showed us they were more interested in quick actions and summaries. We pivoted the layout based on that feedback, and the client saw increased engagement post-launch. Without Useberry, we might’ve shipped something no one actually needed.

The Future of Product Design

How do you think AI will influence the daily work of product designers?

AI won’t replace designers, but it will definitely reshape how we work. I see it as a collaborator, handling repetitive tasks, generating ideas, maybe even helping with early wireframes or copy suggestions. That said, we’ll need to learn how to use AI smartly, not blindly.

What skills or mindsets should upcoming designers focus on to stay ahead in the industry?

Stay curious and be adaptable. Tools will keep changing, but if you’re good at learning, you’ll always be relevant. That said, learning tools alone isn’t enough, you need to understand what can be made with those tools. That’s where your own creativity comes in.

Those who are good speakers often read more literature, and it reflects in the way they speak, same like that being a designer you must absorb more design, and it eventually starts to reflect in your work.

Think beyond visuals. Understand business goals, user psychology, and data. And always ask “why?”. Good designers solve problems, not just pixels.

Fun Round

What’s one tool you can’t live without (other than Useberry)?

Figma, hands down. It’s the design playground where everything happens, from brainstorming to prototypes. But beyond design, Lightroom has a special place too, photography is a creative escape for me, and editing in Lightroom helps me see light, color, and composition differently. Together, they feed both sides of my creativity.

If you could redesign any app or product in the world, which one would it be and why?

Pakistan’s E-Government Portals, without a doubt. I’d love to redesign government apps—and for good reason. The UI is outdated, the UX is often confusing, and processes that should take minutes end up taking hours. From paying bills to applying for documents, the friction is real.

I’d love to redesign these experiences to be more accessible, intuitive, and trustworthy, because millions of people rely on these services, and they deserve better. A well-designed system could actually rebuild trust in public services.

Conclusion

Fahad’s story is a great reminder that design is so much more than making things look good. It’s about solving real problems and creating better experiences. By starting his own agency and using tools like Useberry, Fahad shows that being curious, putting users first, and always learning are key to growing as a UX designer. We’re excited to see where his journey takes him next!