User Experience (UX) Researcher with 9+ years of interdisciplinary research across healthcare, marketplaces, and emerging technologies. Adept at uncovering user needs and behaviours through mixed-methods research and translating insights into product strategies that improve experience, usability, and business outcomes. Proven success in designing user-centered solutions across clinical tools and service ecosystems in collaboration with design, product, engineering, and business stakeholders.

Relevant Experience

Founder and Principal Researcher

Kubba Studios

July 2024 - Present

Kubba Studios is a full-stack User Experience Research consultancy

Lead complex design, human factors, and both generative and evaluative research projects for digital and physical products
Conduct end-to-end research, from contextual inquiry to usability testing, to guide design direction, surface unmet needs and drive impactful digital and physical solutions that fit within business goals and strategies
Develop tailored methodologies and synthesize qualitative and quantitative data and present findings to various clients in a clear and usable manner, visual or otherwise
Projects include: FDA regulatory usability testing for a Software as a Medical Device (SaMD) startup focused on seizure detection on Apple Watch, Service Design to create a new program for the Government of Alberta’s Mental Health and Addictions Ministry and Conversation Piece, a curated vintage home goods brand and experimental retail project

Senior User Experience Researcher

Linus Health

Aug 2021 - Jul 2024

Linus Health leverages AI technology to enhance brain health for people across the globe

Led the User Experience Research function with healthcare clinical workers and vulnerable populations, utilising appropriate methods including, but not limited to: usability studies (moderated and unmoderated), in-depth interviews and prototyping and wireframing, to drive strategic product and design decisions
Collaborated closely with, and guided, Product Design, Medical, Engineering, Data Science and Product Managers/Owners to understand users and their experience and then generating hypotheses, considerations and potential research questions on both mobile and web application Figma prototypes and built product (including iPad and Apple Pencil)
Established the UXR function by developing research operations and defining research plans and protocols across the product lifecycle (from screeners, recruitment effort, informed consent, data collection, discussion guides, to synthesis and dissemination) including tasks, questions, and metrics for ascertaining design efficacy to optimize user experience
Presented data-backed insights and action-oriented recommendations that considers users needs, unique perspective and exhibited behaviours to cross-functional teams and Executive Leadership
Kept updated on the latest UX Research trends and tools and advocated for user needs and voices across the organisation as the solo Researcher in a company of over 120 employees

Design Researcher

OpenLab, Toronto General Hospital

Sep 2015 - Jan 2019

OpenLab is a healthcare design and innovation team within Toronto General Hospital

Planned, designed, and conducted research to understand the experiences of patients, caregivers, and providers, fostering respect, empathy, and community
Conducted inclusive research utilising methods focused on diverse users with limited English abilities, neurodiversity, and varying socioeconomic statuses
Organised and facilitated workshops and co-creation sessions with patients and stakeholders
Educated and trained front-line workers on new technology and service procedures
Supervised and mentored junior Research Assistants throughout project research and implementation

Education
University of Toronto — Sep 2014 - Dec 2015
Masters of Health Informatics

Carleton University — Sep 2006 - Jun 2011
Bachelor of Commerce (Business), Information Systems

Awards & Publications

Fast Company’s 2023 Innovation by Design Awards in the User Experience category (link)
"We are doing it together"; The integral role of caregivers in a patient’s transition home from the medicine unit. Published in May 2018 on PLoS One (link)

Certifications
General Assembly — Mar 2021-May 2021
User Experience Design - UX Research (UXR)

Languages
English & Arabic

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Rasha S. Kubba

User Experience, Design & HFE Researcher

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User Experience, Design & HFE
Researcher

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