About Rafah

Rafah Filfilan

Rafah Filfilan was born and raised in Jeddah, Saudi Arabia. She holds a Bachelor’s degree in Computer Science from King Abdulaziz University. During her academic journey, she developed a strong interest in courses such as Discrete Structures, Human-Computer Interaction (HCI), Software Engineering, and Professional Computing Issues.

Rafah graduated in 2017 and began her career as a Website Developer and Designer, where she deepened her understanding of HCI and user experience (UX). She later transitioned into a Content Developer role, where she was responsible for conceptual design, visual development, marketing tools, and simplifying user interactions.

Following that, Rafah joined Nahdi Medical Company as a Senior Content & UX Specialist. In this role, she was involved in designing user journeys, creating wireframes, and developing content for seasonal campaigns and landing pages.

Currently, Rafah works at Nespresso, where she continues to build on her expertise in user experience, omni-channel and digital content.

Beyond her professional life, Rafah has a deep passion for music, which she attributes to being raised in a musically appreciative family. She proudly shares stories of her father attending a Queen concert—an experience that inspired her own musical journey. She believes music gives soul to the universe.

Her first live concert was Maroon 5 in September 2015, a memorable event that sparked a love for live performances. Since then, she has attended concerts by Angham, Ahlam, Mohammed Abdu, Rabeh Saqer, ColdPlay, Post Malone, The Weeknd, Sam Smith, Tamer Hosny, Marshmello, Alan Walke, Imagine Dragons and more —with more artists still on her must-see list.

Follow Rafah on Spotify.

Experiences

Nov 2023 - Present

eCommerce UX & Merchandising Lead

at Nespresso

Creating wireframes, prototypes and mockups to illustrate design concepts.
Designing and developing CMS pages in alignment with marketing team to incorporate their feedback to ensure consistency and effectiveness in our campaigns.
Locating areas of improvement in the user journey and raise tickets accordingly.
Testing new features and releases to confirm they function correctly and meet quality standards.
Implemented the Omni Channel project by introducing e-commerce to the retail team, developing and conducting the training sessions and continuing to work closely with them to maintain strong collaboration.

Jun 2021 - Oct 2023

Content & UX Senior Specialist

at Nahdi Medical Company

Envisaged and sketched mock-ups and prototypes to perceive the experience.
Analyzed all possible scenarios for better user interface and experience.
Conducted competitors' analysis.
Met with stakeholders to explain user research results.

Sep 2020 - May 2021

Content Manager

at Almdarat Alwataniyah

Ensure compliance with law (e.g. copyright and data protection).
Manage content across all platforms, including emails and social media.
Develop marketing tools (business presentations, brochures, identity application, etc).
Review designs and conduct User Acceptance Test to ensure business satisfaction.
Contribute to the company's representation for various objectives including alliances programs.
Research industry trends to present ideas and concepts for timely digital innovation.

Mar 2019 - Aug 2020

Content Developer

at Almdarat Alwataniyah

Provide conceptual design and visual illustrations for both digital and press media.
Develop UI mock-ups and prototypes that clearly illustrate how websites function and look like.
Adapt all applications of brand/branding activities.
Illustrate design ideas using storyboards, process flows and
sitemaps.
Identify and troubleshoot UX problems (e.g. responsiveness).
Strategize, brainstorm and define key features for digital
product/ services.
Distil complex processes into simple, clear user interactions.

Oct 2017 - Nov 2018

Web Developer and Designer

at Menasite

Usability engineers by testing and documenting the usability of Menasite's new product called Gotfolio.
Design the initial UI of Gotfolio Application.
Develop and design parts of Gotfolio.
Test Gotfolio quality assurance and participating in the code reviews.
Monitor the performance of the systems on a daily basis and ensure that they work properly.
Test the software and the updated systems and make sure they work as required.
Ensure the security and integrity of servers and databases in the company's cloud servers.
Create new web pages at the main site or for clients as needed using Menasite website development tools.
Develop more Menasite tools.
Manage the sites content and update it periodically, troubleshoot and analyze web page issues, and improve performance and access to information.

Jun 2016 - Sep 2016

Summer Intern

at Menasite

Usability engineers by testing and documenting the usability of Menasite products.
Coding some Menasite Elements using HTML, C# and JQuery.
Testing the software quality assurance and participating in the code reviews.
Developing and designing websites.