Campaign’s Digital Faces to Watch 2025 – Aria Varma, UX Designer, BPG Group

Campaign’s Digital Faces to Watch 2025 – Aria Varma, UX Designer, BPG Group

Age: 25

Nominated by Valli Lakshmanan, President of BPGX and BPG Arabia:
Aria represents the next generation of design talent, bringing aesthetic intuition and attention to detail to every project. Her commitment to crafting intuitive, user-centred experiences has directly contributed to our agency’s ability to deliver unique digital solutions that drive exponential growth for our clients. What sets Aria apart is her constant pursuit of knowledge and willingness to embrace new design methodologies. Her approach to UI/UX challenges has added value to various client projects, transforming, at times, complex requirements into functional designs that seamlessly bridge user needs with business objectives.

Career highlights

Growing up, I was often told I was ‘too sensitive.’ Instead of dismissing it, I embraced it, recognizing that empathy is a superpower in design. My process is rooted in this principle: I meticulously consider the user’s perspective, asking, ‘What would I feel? What would I need?’ This deep understanding allows me to craft experiences that are not just functional, but profoundly human.

As a UX Designer at BPG, I have redesigned websites for Honda Middle-East, Sohar International and theSandwash.ae. This cross-sector experience expands my expertise while challenging me to develop data-led unique design solutions.

Guiding principles

With curiosity for how our environments shape human behaviors, I find myself constantly inspired by my surroundings. I thrive when I’m being challenged, allowing me to explore unconventional ideas while combining creative and strategic thinking. My curiosity drives me to continuously learn and grow to foster positive change through design.

Side hustle

At the height of COVID, I designed a card game for entertainment (and sanity). That experience sparked a project, which has now led to designing and selling card games that bypass the awkward small talk. Falling in love with the creative process, I also design and sell shirts and paintings.

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