Noreen Farooqui is a behavioural scientist who specializes in UX content design. She has worked with world renowned brands including Ford, Kraft, Microsoft, RBC, Dove and the Campaign for Real Beauty, Daimler Chrysler, and more. Her journalism articles have appeared in the Toronto Star, Globe and Mail, USA Today, Toronto Sun, and other publications. In her spare time, she works to improve the conditions of immigrants and refugees. She is the founder of the Caribbean Solidarity Network, an organization that celebrates IndoCaribbean culture, experience, and identity. As a University of Toronto mentor, she is recognized for her work annually.
Web Accessibility Writing
Social Media Marketing
User Experience Design
What They’re Saying
Noreen and I worked on Sun Life Go’s chatbot - a machine learning initiative that was designed in response to the Covid pandemic’s rise in insurance sales for direct-to-consumer products. From creating scripts for launch to updating scripts each month, she tirelessly worked to improve the chatbot experience with successful match rates for questions and relevant answers. Noreen is a successful user experience practitioner with a writing style that thoughtfully engages clients.
Noreen is a pleasure to work with! She has an exceptional ability to craft content that is both direct and warm. She is candid and constructive in her feedback and approaches to creating solutions to experience points. Her critical thinking and focus on customer pain points provided content that met their concerns proactively. While working on the chatbot project, she crafted helpful information in a cheerful and concise way to help various user types through the application process. Whether it was the chatbot, flow optimizations/page redesigns, elevated tone of voice, or audits—everything she's a part of creates a better user experience.
I enjoyed working with Noreen at Critical Mass. She is a hard worker, positive thinker and easy to get a long with. A versatile end imaginative writer, she can adopt a brand persona with ease and develop a suitable marketing strategy.In her spare time, she is involved in social pursuits. Her documentary work on Hungarian gypsies was well researched, and gave a fresh perspective on a people seldom considered.
Noreen's professionalism is always appreciated when we work together. Her thoughtful expertise unifies projects and her commitment to delivering quality work is highly valued.
Working with Noreen Farooqui was a real pleasure. She consistently demonstrated a solid work ethic at RBC and a commitment to success. She excels at writing, research and design and was a valuable contributor to our projects. The success achieved in her job required extensive knowledge and dedication — a detail-oriented team player. Noreen Farooqui will find a way to weather any storm with a smile. I certainly would recommend her as a Content Designer.
"I was the project manager on a number of projects Noreen worked on at FCB. Noreen has been a valuable asset to the FCB web team. She demonstrated on many occasions a deep understanding of writing marketing materials for the online space and a strong ability for creative thought leadership. As a bonus, she is a joy to work with! I would recommend Noreen to any employer."
"As a former Senior Art Director at FCB, Noreen was my creative partner and I found her to be a great writer. I enjoy her creative approach to problem solving and she does it well especially under pressure and tight deadlines. A great pleasure working with her."
"Noreen is a compassionate woman with a talent for writing. At Capital C, she writes on diverse brands ranting from automotive to education. Her main client and where she truly shines is with Dove and the Campaign for Real Beauty. She is able to draw on her feminism work and that makes all the different in the final creative. I highly recommend Noreen."
"Noreen's technical and creative writing expertise came together on her work on motorola. Her leadership skills, professional attitude, and thoughtful suggestions demonstrated her appreciation of the brand, and her aptitude in marketing."
"I was very impressed with the results from the content Noreen generated for search engine marketing."