Your Space To
Your Space To
Your Space To
RAGE
RAGE
RAGE
Your Space To
Your Space To
Your Space To
RAGE
RAGE
RAGE
Keep scrolling to see the full casestudy!
Keep scrolling to see the full casestudy!
Keep scrolling to see the full casestudy!
DISCLAIMER
DISCLAIMER
DISCLAIMER
This case study revolves around the concept of Pagal Aurat, an Urdu phrase that carries cultural weight beyond its direct translation.
This case study revolves around the concept of Pagal Aurat, an Urdu phrase that carries cultural weight beyond its direct translation.
This case study revolves around the concept of Pagal Aurat, an Urdu phrase that carries cultural weight beyond its direct translation.
Roman Urdu
Roman Urdu
Roman Urdu
English
English
English
Pagal Aurat
Pagal Aurat
Pagal Aurat
Crazy Woman
Crazy Woman
Crazy Woman
My Role
My Role
Founder —
Founder —
Concept Development, Experiential Design, Narrative Building, Gamification, and User Engagement Strategy
Concept Development, Experiential Design, Narrative Building, Gamification, and User Engagement Strategy
Team
Team
Faria Khalid - 3D Architect
Faria Khalid - 3D Architect
Abdur Rehman - Engineer
Abdur Rehman - Engineer
Timeline & Status
Timeline & Status
4 months
4 months
Launched in December 2024
Launched in December 2024
Overview
Overview
In Pakistan, anger is misunderstood and suppressed, especially for women, where it’s tied to shame and erased. With no real avenues to navigate this emotion, many South Asian women feel powerless in its wake.
I designed and developed a pop-up experience that provided a safe, inclusive space for women to explore and embrace their anger through gamification.
The project saw overwhelming public support, with 650+ signups in just three days. It earned a distinction for its innovative impact, with participants expressing how it made them feel seen, validated, and empowered—turning a culturally specific challenge into a universal framework for emotional empowerment.
In Pakistan, anger is misunderstood and suppressed, especially for women, where it’s tied to shame and erased. With no real avenues to navigate this emotion, many South Asian women feel powerless in its wake.
I designed and developed a pop-up experience that provided a safe, inclusive space for women to explore and embrace their anger through gamification.
The project saw overwhelming public support, with 650+ signups in just three days. It earned a distinction for its innovative impact, with participants expressing how it made them feel seen, validated, and empowered—turning a culturally specific challenge into a universal framework for emotional empowerment.
Disciplines
Disciplines
Emotion Centered Design
Game Design
Interaction Design
User Experience
User Interface
Emotion Design
Game Design
Interaction Design
User Experience
User Interface
Responsibilities
Responsibilities
UX Research
Brand Design
Structural Design
Illustration
Animation
Prototyping
UX Research
Brand Design
Structural Design
Illustration
Animation
Prototyping
Tools
Tools
Figma
Figjam
Protopie
Arduino
Adobe Illustrator
Procreate
Figma
Figjam
Protopie
Arduino
Illustrator
Procreate
HIGHLIGHTS
HIGHLIGHTS
HIGHLIGHTS
An end-to-end interactive experience empowering South Asian women to explore and embrace their anger.
An end-to-end interactive experience empowering South Asian women to explore and embrace their anger.
An end-to-end interactive experience empowering South Asian women to explore and embrace their anger.
CONTEXT
CONTEXT
CONTEXT
An opportunity to take up space.
An opportunity to take up space.
An opportunity to take up space.
The need was undeniable.
The need was undeniable.
The need was undeniable.
Growing up, anger felt overwhelming and foreign to me. My survey confirmed I wasn’t alone: 66% of Pakistani women feel uncomfortable expressing anger, pressured to suppress or reshape it to fit social norms (Fig 1.0).
Growing up, anger felt overwhelming and foreign to me. My survey confirmed I wasn’t alone: 66% of Pakistani women feel uncomfortable expressing anger, pressured to suppress or reshape it to fit social norms (Fig 1.0).
1.0
Digital Ethnography
EMPATHISE
0.1
Digital Ethnography
EMPATHISE
0.1
Digital Ethnography
IMAGE
0.1
Digital Ethnography
IMAGE
Angry women: an alien concept in South Asia
Angry women: an alien concept in South Asia
Angry women: an alien concept in South Asia
While male rage is often seen as powerful or passionate, female anger is villainized or dismissed.
While male rage is often seen as powerful or passionate, female anger is villainized or dismissed.
While male rage is often seen as powerful or passionate, female anger is villainized or dismissed.
1.1
Contextual Review
EMPATHISE
1.1
Contextual Review
EMPATHISE
1.1
Contextual Review
EMPATHISE
1.2
Contextual Review
EMPATHISE
1.2
Contextual Review
EMPATHISE
1.2
Contextual Review
EMPATHISE
—-
Given the chance to create something entirely my own, I wanted to use this project to challenge that norm. Pagal Aurat is my way of reclaiming anger as a force of empowerment, an interactive space where women can experience, express, and embrace their rage without shame.
Given the chance to create something entirely my own, I wanted to use this project to challenge that norm. Pagal Aurat is my way of reclaiming anger as a force of empowerment, an interactive space where women can experience, express, and embrace their rage without shame.
Given the chance to create something entirely my own, I wanted to use this project to challenge that norm. Pagal Aurat is my way of reclaiming anger as a force of empowerment, an interactive space where women can experience, express, and embrace their rage without shame.
PROBLEM
PROBLEM
Not as simple as it seems
Not as simple as it seems
Not as simple as it seems
A gap between impulse & action.
A gap between impulse & action.
A gap between impulse & action.
I surveyed 158 participants about moments of uncontrollable rage - what they felt vs. what they did - revealing the pressure to reshape anger into something acceptable.
I surveyed 158 participants about moments of uncontrollable rage - what they felt vs. what they did - revealing the pressure to reshape anger into something acceptable.
2.1
Word Cloud of Impulse Responses
EMPATHISE
2.1
Word Cloud of Impulse Responses
EMPATHISE
2.1
Word Cloud of Impulse Responses
EMPATHISE
2.2
Word Cloud of Action Responses
EMPATHISE
2.2
Word Cloud of Action Responses
EMPATHISE
2.2
Word Cloud of Action Responses
EMPATHISE
PROBLEM STATEMENT
PROBLEM STATEMENT
Pakistani women feel uncomfortable expressing anger, leading to mental health challenges, and a weakening of personal agency.
Pakistani women feel uncomfortable expressing anger, leading to mental health challenges, and a weakening of personal agency.
Pakistani women feel uncomfortable expressing anger, leading to mental health challenges, and a weakening of personal agency.
A look of the land.
A look of the land.
A look of the land.
I analyzed existing platforms on women's anger, identifying gaps in catharsis and community engagement.
I analyzed existing platforms on women's anger, identifying gaps in catharsis and community engagement.
Churails - Web Series
A Pakistani web series on strong, rebellious women who reclaim their voices and agency.
Pro
Provides a strong feminist narrative that gained massive support nationally
Showcases different socio-economic background
Con
Met with controvery and banned
Churails - Web Series
A Pakistani web series on strong, rebellious women who reclaim their voices and agency.
Pro
Provides a strong feminist narrative that gained massive support nationally
Showcases different socio-economic background
Con
Met with controvery and banned
Churails - Web Series
A Pakistani web series on strong, rebellious women who reclaim their voices and agency.
Pro
Provides a strong feminist narrative that gained massive support nationally
Showcases different socio-economic background
Con
Met with controvery and banned
Rage Room
A physical space where individuals can release anger by smashing objects in a controlled environment.
Pro
Provides an immediate, physical outlet for anger release.
Safe and judgement free
Con
Focuses solely on destructive anger rather than exploring diverse emotional expressions.
Provides only temporary catharsis
Rage Room
A physical space where individuals can release anger by smashing objects in a controlled environment.
Pro
Provides an immediate, physical outlet for anger release.
Safe and judgement free
Con
Focuses solely on destructive anger rather than exploring diverse emotional expressions.
Provides only temporary catharsis
Rage Room
A physical space where individuals can release anger by smashing objects in a controlled environment.
Pro
Provides an immediate, physical outlet for anger release.
Safe and judgement free
Con
Focuses solely on destructive anger rather than exploring diverse emotional expressions.
Provides only temporary catharsis
Aurat March - Protest
An annual women's rights protest in Pakistan, where publicly express their frustrations, demands, and resistance.
Pro
Offers a collective, empowering experience.
Provides real-world visibility to women's struggles and demands.
Con
Recieves media backlash every year.
Aurat March - Protest
An annual women's rights protest in Pakistan, where publicly express their frustrations, demands, and resistance.
Pro
Offers a collective, empowering experience.
Provides real-world visibility to women's struggles and demands.
Con
Recieves media backlash every year.
Aurat March - Protest
An annual women's rights protest in Pakistan, where publicly express their frustrations, demands, and resistance.
Pro
Offers a collective, empowering experience.
Provides real-world visibility to women's struggles and demands.
Con
Recieves media backlash every year.
Understanding who it is for.
Understanding who it is for.
Understanding who it is for.
I created a user persona (Fig 2.3) for women struggling to express anger, mapping their barriers, needs, and frustrations to shape interactive experiences for reclaiming rage.
I created a user persona (Fig 2.3) for women struggling to express anger, mapping their barriers, needs, and frustrations to shape interactive experiences for reclaiming rage.
2.3
User Persona
DEFINE
2.3
User Persona
DEFINE
2.3
User Persona
DEFINE
A complexity with cultural, historical and psychological constraints.
A complexity with cultural, historical and psychological constraints.
A complexity with cultural, historical and psychological constraints.
My desk research, SME interviews and mappings revealed a problem more complex than it seemed.
My desk research, SME interviews and mappings revealed a problem more complex than it seemed.
My desk research, SME interviews and mappings revealed a problem more complex than it seemed.
Panopticon Effect
Panopticon Effect
Bentham & Foucault’s explains how societal surveillance conditions women to regulate their own emotions, even without external forced
Bentham & Foucault’s explains how societal surveillance conditions women to regulate their own emotions, even without external forced
Psychological Barriers
Psychological Barriers
The discomfort stems from a lack familiarity with their own anger which creates a disconnect rage is felt but there is a struggle to process or express it.
The discomfort stems from a lack familiarity with their own anger which creates a disconnect rage is felt but there is a struggle to process or express it.
Systemically silenced since 1900s
Systemically silenced since 1900s
Spivak argues that South Asian emotions have been silenced since British rule, leaving generations of women powerless and unheard with their emotions.
Spivak argues that South Asian emotions have been silenced since British rule, leaving generations of women powerless and unheard with their emotions.
Bridging the gap
Bridging the gap
The issue isn’t whether women feel anger—it’s the lack of environments designed to help them understand, embrace, and act on it.
The issue isn’t whether women feel anger—it’s the lack of environments designed to help them understand, embrace, and act on it.
2.4
Empathy Map
DEFINE
2.4
Empathy Map
DEFINE
2.4
Empathy Map
DEFINE
2.5
Ecosystem Map
DEFINE
2.5
Ecosystem Map
DEFINE
2.5
Ecosystem Map
DEFINE
OBJECTIVES
OBJECTIVES
Its all about the gameplan
Its all about the gameplan
Its all about the gameplan
Evoke, explore, and embrace.
Evoke, explore, and embrace.
Evoke, explore, and embrace.
To create a transformative experience, I focused on three key objectives:
To create a transformative experience, I focused on three key objectives:
To create a transformative experience, I focused on three key objectives:
Evoke
Evoke
Evoke
Trigger discomfort and highlight anger’s presence in daily life
Trigger discomfort and highlight anger’s presence in daily life
Trigger discomfort and highlight anger’s presence in daily life
Explore
Explore
Explore
Help women navigate their anger, recognizing different forms
Help women navigate their anger, recognizing different forms
Help women navigate their anger, recognizing different forms
Embrace
Embrace
Embrace
Create a positive relationship with anger, making it a tool for empowerment rather than suppression
Create a positive relationship with anger, making it a tool for empowerment rather than suppression
Create a positive relationship with anger, making it a tool for empowerment rather than suppression
IDEATION
IDEATION
Piecing it together
Piecing it together
Piecing it together
Whats in a word?
Whats in a word?
Whats in a word?
During my user interviews, the term Pagal Aurat surfaced repeatedly, with many women sharing how they had been labeled this simply for expressing anger.
I'll tell you my own story: one of my pictures went viral from a women's right protest, and the comments on it were filled with insults calling me a Pagal Aurat (Fig 4.0).
During my user interviews, the term Pagal Aurat surfaced repeatedly, with many women sharing how they had been labeled this simply for expressing anger.
I'll tell you my own story: one of my pictures went viral from a women's right protest, and the comments on it were filled with insults calling me a Pagal Aurat (Fig 4.0).
During my user interviews, the term Pagal Aurat surfaced repeatedly, with many women sharing how they had been labeled this simply for expressing anger.
I'll tell you my own story: one of my pictures went viral from a women's right protest, and the comments on it were filled with insults calling me a Pagal Aurat (Fig 4.0).
My picture that went viral post-Women's Day protest
One of comment on the post
4.0
Personal experience
IDEATE
4.0
Personal experience
IDEATE
0.1
Personal experience
IDEATE
Become the Pagal Aurat.
Become the Pagal Aurat.
Become the Pagal Aurat.
What if "Pagal Aurat" became a badge of honor? If reclaiming rage earns the label, why not create an experience to embrace it fully?
What if "Pagal Aurat" became a badge of honor? If reclaiming rage earns the label, why not create an experience to embrace it fully?
Redefining Pagal Aurat
Redefining Pagal Aurat
Redefining Pagal Aurat
Taking up what it means to be a Pagal Aurat, an angry woman, on your own terms
Taking up what it means to be a Pagal Aurat, an angry woman, on your own terms
Taking up what it means to be a Pagal Aurat, an angry woman, on your own terms
Rewarding Anger
Rewarding Anger
Rewarding Anger
Creating a positive relationship with anger with positive reinforcement, introducing gamificaiton
Creating a positive relationship with anger with positive reinforcement, introducing gamificaiton
Creating a positive relationship with anger with positive reinforcement, introducing gamificaiton
Powerful Interactions
Powerful Interactions
Powerful Interactions
A powerful emotion like anger needs equally powerful interactions for the user, more than just a tap or click
A powerful emotion like anger needs equally powerful interactions for the user, more than just a tap or click
A powerful emotion like anger needs equally powerful interactions for the user, more than just a tap or click
4.1
Redefining the word
IDEATE
4.1
Redefining the word
IDEATE
0.1
Redefining the word
IDEATE
4.2
Artefact analysis of Arcades
IDEATE
4.2
Artefact analysis of Arcades
IDEATE
0.1
Artefact analysis of Arcades
IDEATE
Anger as an affordance.
Anger as input.
Anger as an affordance.
Anger as input.
Anger as an affordance.
Anger as input.
From surveys and SME interviews, I identified that anger isn’t singular - it ranges from passive to aggressive to assertive forms, each with distinct physical and emotional affordances.
With affinity mapping of the responses, three themes emerged. Ergonomically, each type of anger affords different controls for my users.
From surveys and SME interviews, I identified that anger isn’t singular - it ranges from passive to aggressive to assertive forms, each with distinct physical and emotional affordances.
With affinity mapping of the responses, three themes emerged. Ergonomically, each type of anger affords different controls for my users.
From surveys and SME interviews, I identified that anger isn’t singular - it ranges from passive to aggressive to assertive forms, each with distinct physical and emotional affordances.
With affinity mapping of the responses, three themes emerged. Ergonomically, each type of anger affords different controls for my users.
4.3
The Anger Spectrum
EMPATHISE
4.3
The Anger Spectrum
EMPATHISE
0.1
The Anger Spectrum
EMPATHISE
4.4
Affinity Mapping from
DEFINE
4.4
Affinity Mapping from
DEFINE
0.1
Affinity Mapping from
DEFINE
A physical space informed by insights.
A physical space informed by insights.
A physical space informed by insights.
Keeping in mind the key objective exploration of anger, a physical space was needed. This insight (Figure 4.5) informed the design of my space.
Keeping in mind the key objective exploration of anger, a physical space was needed. This insight (Figure 4.5) informed the design of my space.
Keeping in mind the key objective exploration of anger, a physical space was needed. This insight (Figure 4.5) informed the design of my space.
4.5
Ideation Process of floorplan
IDEATE
4.5
Ideation Process of floorplan
IDEATE
0.1
Ideation Process of floorplan
IDEATE
Make them angry.
Make them angry.
Make them angry.
I can’t predict my user’s mood when they enter the experience, calm, playful, or something else entirely. To address this, my solution is rooted in Emotional Design, a methodology that prioritizes evoking emotions to create deep, affective engagement, in this case, anger.
Moving forward, this methodology outlined my user's journey.
I can’t predict my user’s mood when they enter the experience, calm, playful, or something else entirely. To address this, my solution is rooted in Emotional Design, a methodology that prioritizes evoking emotions to create deep, affective engagement, in this case, anger.
Moving forward, this methodology outlined my user's journey.
I can’t predict my user’s mood when they enter the experience, calm, playful, or something else entirely. To address this, my solution is rooted in Emotional Design, a methodology that prioritizes evoking emotions to create deep, affective engagement, in this case, anger.
Behavioral
Visceral
Reflective
Delight
Hover over the circles to see how this process was applied.
Emotional Design
A methodology focused to create enduring, delightful and engaging product experiences.
Behavioral
Visceral
Reflective
Delight
Click on the circles to see how this process was applied.
"This is for me."
Recognition & disruption force them to feel, whether it's curiosity, defiance, or unease.
Behavioral
Visceral
Reflective
Delight
Click on the circles to see how this process was applied.
Emotional Design
A methodology focused to create enduring, delightful and engaging product experiences.
4.6
User Journey
IDEATE
4.6
User Journey
IDEATE
4.6
User Journey
IDEATE
VISUAL DESIGN
VISUAL DESIGN
VISUAL DESIGN
Not so easy on the eyes
Not so easy on the eyes
Not so easy on the eyes
A language thats bold and defiant.
A language thats bold and defiant.
A language thats bold and defiant.
The branding had to embody the essence of a Pagal Aurat, bold, unapologetic, and powerful, leading to a high-contrast, striking visual identity that commands attention.
The branding had to embody the essence of a Pagal Aurat, bold, unapologetic, and powerful, leading to a high-contrast, striking visual identity that commands attention.
The branding had to embody the essence of a Pagal Aurat, bold, unapologetic, and powerful, leading to a high-contrast, striking visual identity that commands attention.
5.0
Brand Identity
TEST
5.0
Brand Identity
TEST
5.0
Brand Identity
TEST
Understanding the need for tactility.
Understanding the need for tactility.
Understanding the need for tactility.
I opted for an illustration-led design system to make the experience feel more tactile and interactive, allowing users to engage with the visuals rather than passively reading text (Figure 5.1).
I opted for an illustration-led design system to make the experience feel more tactile and interactive, allowing users to engage with the visuals rather than passively reading text (Figure 5.1).
I opted for an illustration-led design system to make the experience feel more tactile and interactive, allowing users to engage with the visuals rather than passively reading text (Figure 5.1).
5.1
Look at Design System
PROTOTYPE
5.1
Look at Design System
PROTOTYPE
5.1
Look at Design System
PROTOTYPE
5.2
Poster
TEST
5.2
Poster
TEST
5.2
Poster
TEST
5.3
Onboarding Screen
TEST
5.3
Onboarding Screen
TEST
5.3
Onboarding Screen
TEST
LAUNCH
LAUNCH
LAUNCH
It's time to get crazy
It's time to get crazy
It's time to get crazy
Bringing it to the public.
Bringing it to the public.
Bringing it to the public.
The Pagal Aurat MVP was launched on 9th December for 5 days at Indus Valley School of Art and Architecture. It consisted of a passport, 3 games, a physical installation, a manifesto and an application.
The Pagal Aurat MVP was launched on 9th December for 5 days at Indus Valley School of Art and Architecture. It consisted of a passport, 3 games, a physical installation, a manifesto and an application.
The Pagal Aurat MVP was launched on 9th December for 5 days at Indus Valley School of Art and Architecture. It consisted of a passport, 3 games, a physical installation, a manifesto and an application.
6.0
MVP Experience
IMPLEMENT
6.0
MVP Experience
IMPLEMENT
6.0
MVP Experience
IMPLEMENT
6.1
MVP Experience
IMPLEMENT
6.1
MVP Experience
IMPLEMENT
6.1
MVP Experience
IMPLEMENT
6.2
MVP Experience
IMPLEMENT
6.2
MVP Experience
IMPLEMENT
6.2
MVP Experience
IMPLEMENT
6.3
MVP Experience
IMPLEMENT
6.3
MVP Experience
IMPLEMENT
6.3
MVP Experience
IMPLEMENT
6.4
MVP Experience
IMPLEMENT
6.4
MVP Experience
IMPLEMENT
6.4
MVP Experience
IMPLEMENT
6.5
MVP experience
Implement
6.5
MVP experience
Implement
6.5
MVP experience
Implement
6.6
MVP Experience
IMPLEMENT
6.6
MVP Experience
IMPLEMENT
6.6
MVP Experience
IMPLEMENT
6.7
MVP Experience
IMPLEMENT
6.7
MVP Experience
IMPLEMENT
6.7
MVP Experience
IMPLEMENT
FINAL DESIGNS
FINAL DESIGNS
FINAL DESIGNS
A space to feel, a platform to roar.
A space to feel, a platform to roar.
A space to feel, a platform to roar.
A look at the northstar.
A look at the northstar.
A look at the northstar.
I collaborated closely with an architect to bring these visions to life via Enscape (Fig 7.0) where there are distinct zone of anger, allowing users to engage.
I collaborated closely with an architect to bring these visions to life via Enscape (Fig 7.0) where there are distinct zone of anger, allowing users to engage.
I collaborated closely with an architect to bring these visions to life via Enscape (Fig 7.0) where there are distinct zone of anger, allowing users to engage.
7.0
Enscape render of Northstar
PROTOTYPE
7.0
Enscape render of Northstar
PROTOTYPE
7.0
Enscape render of Northstar
PROTOTYPE
A gamified experience.
A gamified experience.
A gamified experience.
The experience incorporates gamification by rewarding users based on their performance in different games.
The experience incorporates gamification by rewarding users based on their performance in different games.
7.1
Gamification Assets
IMPLEMENT
7.1
Gamification Assets
IMPLEMENT
7.1
Gamification Assets
IMPLEMENT
A passport to power.
A passport to rage.
A passport to power.
A passport to rage.
A passport to power.
A passport to rage.
Each participant receives a Pagal Aurat Passport, a unique ID that tracks progress, collects tickets and badges, and builds community. With pop-ups in different locations, the passport becomes a keepsake, allowing users to collect stamps from each experience.
Each participant receives a Pagal Aurat Passport, a unique ID that tracks progress, collects tickets and badges, and builds community. With pop-ups in different locations, the passport becomes a keepsake, allowing users to collect stamps from each experience.
Each participant receives a Pagal Aurat Passport, a unique ID that tracks progress, collects tickets and badges, and builds community. With pop-ups in different locations, the passport becomes a keepsake, allowing users to collect stamps from each experience.
7.21
Pagal Aurat Passport (Outside)
IMPLEMENT
7.21
Pagal Aurat Passport (Outside)
IMPLEMENT
7.21
Passport (Outside)
IMPLEMENT
7.22
Pagal Aurat Passport (Inside)
IMPLEMENT
7.22
Pagal Aurat Passport (Inside)
IMPLEMENT
7.22
Passport (Inside)
IMPLEMENT
7.23
Gamification Assets
IMPLEMENT
7.23
Gamification Assets
IMPLEMENT
7.23
Gamification Assets
IMPLEMENT
Starting from passive.
Starting from passive.
Starting from passive.
Khamoshi: the phase of the experience meant to evoke anger.
Khamoshi: the phase of the experience meant to evoke anger.
7.30
Khamoshi Game Screen
IMPLEMENT
7.30
Khamoshi Game Screen
IMPLEMENT
7.30
Khamoshi Game Screen
IMPLEMENT
7.31
Khamoshi Game Screen
IMPLEMENT
7.31
Khamoshi Game Screen
IMPLEMENT
7.31
Khamoshi Game Screen
IMPLEMENT
7.32
Khamoshi Game Screen
IMPLEMENT
7.32
Khamoshi Game Screen
IMPLEMENT
7.32
Khamoshi Game Screen
IMPLEMENT
Time to rage.
Time to rage.
Time to rage.
Munh Torh (Destroying faces) transforms anger into action. Grounded in user-centered design, Munh Torh integrates feedback loops, tactile responses, and contextual triggers, ensuring users engage with their anger in a controlled yet powerful way.
Munh Torh (Destroying faces) transforms anger into action. Grounded in user-centered design, Munh Torh integrates feedback loops, tactile responses, and contextual triggers, ensuring users engage with their anger in a controlled yet powerful way.
Munh Torh (Destroying faces) transforms anger into action. Grounded in user-centered design, Munh Torh integrates feedback loops, tactile responses, and contextual triggers, ensuring users engage with their anger in a controlled yet powerful way.
7.40
Munh Torh Game
IMPLEMENT
7.40
Munh Torh Game
IMPLEMENT
7.40
Munh Torh Game
IMPLEMENT
7.41
Munh Torh Animation
IMPLEMENT
7.41
Munh Torh Animation
IMPLEMENT
7.41
Munh Torh Animation
IMPLEMENT
7.42
Munh Torh Game Play
IMPLEMENT
7.42
Munh Torh Game Play
IMPLEMENT
7.42
Munh Torh Game Play
IMPLEMENT
Hide Mechanism
7.43
Munh Torh Hammer Haptics
IMPLEMENT
Hide Mechanism
7.43
Munh Torh Hammer Haptics
IMPLEMENT
Hide Mechanism
7.43
Munh Torh Hammer Haptics
IMPLEMENT
Get loud.
Get loud.
Get loud.
Awaz Uthao (meaning Scream for Yourself) channels anger through screaming, challenging users to unleash their voice for rewards.
Awaz Uthao (meaning Scream for Yourself) channels anger through screaming, challenging users to unleash their voice for rewards.
Awaz Uthao (meaning Scream for Yourself) channels anger through screaming, challenging users to unleash their voice for rewards.
7.50
Awaz Uthao Game Screen
IMPLEMENT
7.50
Awaz Uthao Game Screen
IMPLEMENT
7.50
Awaz Uthao Game Screen
IMPLEMENT
7.51
Awaz Uthao Animation
IMPLEMENT
7.51
Awaz Uthao Animation
IMPLEMENT
7.51
Awaz Uthao Animation
IMPLEMENT
7.52
Awaz Uthao GamePlay
IMPLEMENT
7.52
Awaz Uthao GamePlay
IMPLEMENT
7.52
Awaz Uthao GamePlay
IMPLEMENT
Brand's tone with a focus on UX copy write.
Brand's tone with a focus on UX copy write.
Brand's tone with a focus on UX copy write.
The scorecard leverages UX copywriting to create an emotionally resonant experience. Microcopy and tone guide users to embrace their anger, framing progress as empowerment and defiance as a badge of honor.
The scorecard leverages UX copywriting to create an emotionally resonant experience. Microcopy and tone guide users to embrace their anger, framing progress as empowerment and defiance as a badge of honor.
The scorecard leverages UX copywriting to create an emotionally resonant experience. Microcopy and tone guide users to embrace their anger, framing progress as empowerment and defiance as a badge of honor.
7.6
Score Card
IMPLEMENT
7.6
Score Card
IMPLEMENT
7.6
Score Card
IMPLEMENT
A movement.
A manifesto.
A movement.
A manifesto.
A movement.
A manifesto.
The Pagal Aurat Manifesto is a pocket-sized rebellion—a guide to embracing rage without shame.
The Pagal Aurat Manifesto is a pocket-sized rebellion—a guide to embracing rage without shame.
The Pagal Aurat Manifesto is a pocket-sized rebellion—a guide to embracing rage without shame.
7.7
Manifesto (Digital)
IMPLEMENT
7.7
Manifesto (Digital)
IMPLEMENT
7.7
Manifesto (Digital)
IMPLEMENT
An application to keep the experience with.
An application to keep the experience with.
An application to keep the experience with.
The Pagal Aurat app extends the experience beyond the pop-up, keeping users engaged and connected.
The Pagal Aurat app extends the experience beyond the pop-up, keeping users engaged and connected.
The Pagal Aurat app extends the experience beyond the pop-up, keeping users engaged and connected.
7.80
Application
IMPLEMENT
7.80
Application
IMPLEMENT
7.80
Application
IMPLEMENT
7.81
Onboarding (Application)
IMPLEMENT
7.81
Onboarding (Application)
IMPLEMENT
7.81
Onboarding (Application)
IMPLEMENT
7.82
Home (Application)
IMPLEMENT
7.82
Home (Application)
IMPLEMENT
7.82
Home (Application)
IMPLEMENT
7.83
Games (Application)
IMPLEMENT
7.83
Games (Application)
IMPLEMENT
7.83
Games (Application)
IMPLEMENT
7.84
Manifesto (Application)
IMPLEMENT
7.84
Manifesto (Application)
IMPLEMENT
7.84
Manifesto (Application)
IMPLEMENT
7.85
Profile (Application)
IMPLEMENT
7.85
Profile (Application)
IMPLEMENT
7.85
Profile (Application)
IMPLEMENT
RETROSPECTIVE
RETROSPECTIVE
RETROSPECTIVE
A bittersweet ending.
A bittersweet ending.
A bittersweet ending.
A HUGE SUCCESS
A HUGE SUCCESS
A HUGE SUCCESS
Pagal Aurat received a distinction amongst 147 other competitors along with support from hundreds of women who embraced their rage, turning anger into power.
Pagal Aurat received a distinction amongst 147 other competitors along with support from hundreds of women who embraced their rage, turning anger into power.
8.0
Reviews from the MVP Experience
IMPLEMENT
0.1
Reviews from the MVP Experience
IMPLEMENT
A Reddit User
• /GirlsInPK
A Reddit User
• /GirlsInPK
My mother spent her whole life serving a family that never thanked her. When my father snapped at her, she never argued. When my brother ignored her, she pretended not to notice. I once asked her why she never fought back, and she laughed and said, ‘A woman’s anger only burns her, no one else cares.’ I think about that a lot. How women’s anger is treated like a burden they have to carry alone.
1.9K
A Reddit User
• /GirlsInPK
A Reddit User
• /GirlsInPK
There have been so many moments where I felt my blood boiling, my hands shaking with frustration, but I just smiled and nodded instead. Over time, I feel like I’ve trained myself to not react. Now, even when I want to be angry, I don’t know how. I don’t even recognize what my own anger feels like anymore.
2.2K
Facebook User
• /SoulSisters
Facebook User
• /SoulSisters
Whenever I try to express anger, I either start crying or I shut down completely. I hate that I can’t just be angry without feeling guilty.
300
A Reddit User
• /CatCallsKarachi
A Reddit User
• /CatCallsKarachi
A man harassed me on the street once, and when I told my family, they said, ‘We told you, you should have worn your dupatta. Just ignore it now.’ But I didn’t want to ignore it. I wanted to scream. I wanted to make him feel small the way he made me feel. But even in that moment, my anger didn’t matter. Only my ability to ‘handle it properly’ did.
2.1K
Facebook User
• /SoulBitchesPakistan
Facebook User
• /SoulBitchesPakistan
My mother always told me that 'good girls don't raise their voices.' So now, when I get angry, I just lock myself in my room.
800
A Reddit User
• /GirlsInPK
A Reddit User
• /GirlsInPK
I tried confronting a man who cut in front of me in line, and he laughed and said, 'Chill karain, itni gussa kyun?' Why can’t I be angry when I’m disrespected?
800
0.1
Digital Ethnography
IMAGE
0.1
Digital Ethnography
IMAGE
Project Takeaways:
Project Takeaways:
Tactility drives engagement
Tactility drives engagement
Tactility drives engagement
Physical interaction was the core of immersion.
Full-body mechanic turned passive frustration into active agency, making emotions tangible.
Physical interaction was the core of immersion. Full-body mechanic turned passive frustration into active agency, making emotions tangible.
Physical interaction was the core of immersion. Full-body mechanic turned passive frustration into active agency, making emotions tangible.
An ecosystem, not just an experience
An ecosystem, not just an experience
An ecosystem, not just an experience
A seamless multi-touchpoint journey ensured users stayed connected beyond the event.
A seamless multi-touchpoint journey ensured users stayed connected beyond the event.
A seamless multi-touchpoint journey ensured users stayed connected beyond the event.
Emotional Design needs structure
Emotional Design needs structure
Emotional Design needs structure
Thoughtful emotional pacing proved that even volatile emotions benefit from UX intentionality.
Thoughtful emotional pacing proved that even volatile emotions benefit from UX intentionality.
Thoughtful emotional pacing proved that even volatile emotions benefit from UX intentionality.
Context makes or breaks interactions
Context makes or breaks interactions
Context makes or breaks interactions
Designing for contextual nuances made interactions feel deeply personal rather than one-size-fits-all.
Designing for contextual nuances made interactions feel deeply personal rather than one-size-fits-all.
Designing for contextual nuances made interactions feel deeply personal rather than one-size-fits-all.
8.1
Walls outside pop-up
IMPLEMENT
8.1
Walls outside pop-up
IMPLEMENT
8.1
Walls outside pop-up
IMPLEMENT
8.2
Broken Prop at the end
IMPLEMENT
8.2
Broken Prop at the end
IMPLEMENT
8.2
Broken Prop at the end
IMPLEMENT
Next Project:
Next Project:
CURRENTLY:
Soaking in the warmth because thank GOD the temperature is in plus!
CONTACT
fatimafareedkapadia@gmail.com
+1 (403) 651-4512
@ 2025 Fatima Fareed, All Rights Reserved
Made with love and lots and lots of chai <3
CURRENTLY:
Soaking in the warmth because thank GOD the temperature is in plus!
CONTACT
fatimafareedkapadia@gmail.com
+1 (403) 651-4512
@ 2025 Fatima Fareed, All Rights Reserved
Made with love and lots and lots of chai <3
CURRENTLY:
Soaking in the warmth because thank GOD the temperature is in plus!
CONTACT
fatimafareedkapadia@gmail.com
+1 (403) 651-4512
@ 2025 Fatima Fareed, All Rights Reserved
Made with love and lots and lots of chai <3