Ally Noormohamed

Ally Noormohamed

User Interface Designer at Ritchie Bros. Auctioneers + Freelance Designer

Burnaby, British Columbia, Canada (Vancouver, Canada Area)

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Ally Noormohamed's Overview

  • Technologist at Adara Systems Ltd

183 connections

Ally Noormohamed's Summary

I have been crafting digital experiences since 2006. Today I work as the Lead UI/UX Designer at Ritchie Bros. Auctioneers. One of my many responsibilities is to design, evolve and maintain the usability of digital products from websites, website applications to internal tools for desktop, kiosk, television, tablet, and mobile devices.

My primary responsibility is to design for our responsive B2B/B2C ecommerce website: I work with the research team to improve and iterate on designs using agile surveys and analytics. I combine this data with customer feedback, personas and guerrilla research tactics to validate solutions.

Storyboards, sketches, interactive wireframe prototypes and visual mockups are some of the methods I use to communicate design ideas and solutions. I work with the design team to craft the information architecture and interactions of every solution. I have created style guides and visual artifacts to establish design standards and align our branding across multiple digital properties.

My excellent interpersonal, communication and leadership skills help me to effectively collaborate with marketing strategists, business analysts, systems analysts, department leaders, front-end engineers and partner services to ensure consistency across all design phases and business strategy.

Freelancing has helped to further develop my creative abilities by building elegant user-centric experiences. I merge innovation with modern design methodologies and technologies to craft every client solution. Continuous learning through local meetup groups, web conferences and online sources helps me elevate every new project. Most of all continue to evolve as a senior design professional.


UI Design, Responsive Design, Visual Design, Wireframing, Planning, Information Gathering, Design Workshops and Strategy


Photoshop, Illustrator, InDesign, HTML5/CSS3, Sass, Axure, Microsoft Visio, Microsoft Office, Windows and Mac

Ally Noormohamed's Experience

User Interface Designer

Ritchie Bros. Auctioneers

Public Company; 1001-5000 employees; RBA; Machinery industry

January 2007Present (7 years 9 months) Burnaby, BC

• Combining customer data and user testing to validate and build experiences
• Solving problems with the design team to create effortless user-centric experiences across devices
• Documenting interaction and user flows
• Defining information architecture and content structures
• Transforming high-level vision and complex requirements into UI
• Communicating design solutions using storyboards, sketches, interactive wireframe prototypes and mockups
• Creating visual guidelines and artifacts such as iconography and pattern libraries
• Presenting design direction/decisions to stakeholders, project managers and development team
• Leading and facilitating design brainstorming and work sessions
• Working with the development team to ensure correct implementation of designs
• Working with and aiding the art director to ensure the visual design of digital properties is reflective of and additive to the brand strategy
• Developing project strategy in conjunction with business teams
• Leading and coaching junior digital designers.

Freelance Designer

Self Employed

January 2006Present (8 years 9 months) Burnaby, BC

• Providing cross-medium design solutions and services for clients from strategy to design
• Merging innovation with modern design methodologies and technologies to craft every client solution


Adara Systems Ltd

January 2000January 2005 (5 years 1 month) Richmond, BC

• Designed and built website to promote product sales and support
• Assisted engineers with product design and development
• Provided support to end users and tested new technologies for product enhancements
• Designed and constructed specialized enclosures for geotechnical hardware
• Installed, tested and maintained portable geotechnical hardware on vehicles for field work

Ally Noormohamed's Volunteer Experience & Causes

  • Volunteer Experience

    • Designer

      WordCamp Vancouver
      July 2014 present (3 months)

      Flynn O'Connor, one of the organizers for WordCamp Vancouver, asked me to design the WordCamp Vancouver theme for the 2014 conference. It was time that I happy to volunteer to help the WordPress community.

  • Volunteer Interests

    • Causes I care about:

      • Animal Welfare
      • Education
      • Health
      • Science and Technology

Ally Noormohamed's Certifications

  • Persuasive Psychology for Interactive Design

    • AlterSpark
    • April 2014 to April 2014

Ally Noormohamed's Projects

  • Ritchie Bros. Auctioneers

    • January 2007 to Present
    Team Members: Ally Noormohamed

    UI design lead for and Ritchie Bros. Auctioneers digital properties. Retrofitted for responsive design to provide a richer mobile experience for users. This meant we had to move away from our mobile site developed for predated usage patterns.

    The best approach would have been to start from the ground up but we had recently redesigned our site which involved substantial time, money and resources. It would have been challenging to convince our leadership team that we had to start again. We had to find an alternative because our contract with our mobile vendor was soon expiring. We decided to retrofit our desktop site to create an optimized experience across multiple devices.

    Retrofitting a desktop site is not the ideal solution but not only did it deliver an optimized experience for our users, we gained a competitive advantage in our online marketplace without breaking the bank.

  • Saturhack: Coding Collaborative

    • November 2012 to Present
    Team Members: Ally Noormohamed

    Single page responsive design for a group of local Vancouver web developers who organize monthly events. Saturhack is a weekend gathering of web designers and developers looking for a collaborative atmosphere to work on their projects. Its a space to share ideas and learn from other professionals. Its the equivalent of a meetup group without a topic or speaker.

  • Launch of new employer brand and portal

    • 2012 to Present

    UI design lead for project. Worked with HR and marketing teams to design the portal. The experience focuses on the Ritchie Bros. core values and provides an immersive experience into the company culture, diversity of people and career opportunities.

  • Calvin Pearce Auto Sales

    • October 2013 to December 2013
    Team Members: Ally Noormohamed

    The objective of the project was to modernize the brand experience and differientiate the business from other competitors in the used car marketplace. We accomplished this by infusing consistency and Cavlin's essence as a superior business owner within the brand identity and designing a digitial experience that supersedes the competition. Additional design deliverables included a new logo and business cards. Budget and time constraints prevented the build of a responsive experience but the design process and approach accounted for a scalable solution.

  • Morning Gazette WordPress Theme

    • October 2013 to December 2013
    Team Members: Ally Noormohamed

    I collaborated with Flynn O'Connor, lead developer for Forge and Smith to design and build a responsive WordPress theme. It is designed primarily for editorial content. The foundation of the theme is based on a combination of composition and typography to enhance the reading experience across devices. We will continue to refine its usability based on user feedback and advancements in WordPress technology.

Ally Noormohamed's Publications

Ally Noormohamed's Skills & Expertise

  1. Web Design
  2. Graphic Design
  3. Photoshop
  4. Illustrator
  5. Illustration
  6. HTML 5
  7. CSS3
  8. User Experience
  9. Usability
  10. Multi Tasking
  11. Communication Skills
  12. Interpersonal Communication Abilities
  13. Organization
  14. Mobile Design
  15. Creative Direction
  16. SEO
  17. CSS
  18. Typography
  19. User Interface Design

Ally Noormohamed's Education

British Columbia Institute of Technology / BCIT

Certificate with Distinction, Applied Web Development


Program teaches best practices and tools used for the specification, design, and setup of web pages and web sites including business processes and communicate requirements, before proceeding with development.

British Columbia Institute of Technology / BCIT

Diploma, Electronics Engineering - Telecommunications Technology


Program teaches the principles required to design, develop, manufacture, and test telecommunication systems and networks.

Ally Noormohamed's Additional Information


• Mountain biking • Drawing and art • Technology • Learning guitar • Watching hockey and UFC

Groups and Associations:

• Member of The Professional Association for Design • Member of Interaction Design Association • Member of Vancouver User Experience Meetup Group

Contact Ally for:

  • career opportunities
  • consulting offers
  • new ventures
  • job inquiries
  • expertise requests
  • business deals
  • reference requests
  • getting back in touch

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