A UX professional since 2006, Afshan has worked on Web sites, applications, hand-held devices, retail kiosks, and cross-channel experiences. At Intent HQ, a company that specializes in personalization through social media, her projects include social media, behavioral design, analytics, applications that leverage personalized content, and user experiences that optimize customer retention and give clients more opportunities to drive sales. Her clients have included HSBC, Wells Fargo, Sony, Dolby, PepsiCo, Nokia, Unilever, and Kingfisher. Applying her knowledge across industries, Afshan has worked in domains such as banking, insurance, consumer goods, manufacturing, travel, transportation, media and entertainment, ecommerce and retail, health, education, and social networking. Afshan has a Master’s Degree in Human Computer Interaction and Ergonomics from University College London (UCL). She believes it is essential to connect with other experts in the global UX community and has contributed to talks at HCI and UPA meetings. In addition to writing for UXmatters, she has written for Boxes and Arrows and Human Factors and Ergonomics.