Rabiya Asif shares what it is like to work as a Senior Product Manager in Westminster City Council.

1. What is your role, and in one sentence, what’s the single biggest project you’ve worked on for Londoners?

Leading the evolution of Report It -one of the city’s most widely used services for reporting issues in public spaces. Report It supports everything from waste issues and potholes to graffiti and anti-social behaviour. It has recently been transformed with AI, automation and geospatial intelligence to make reporting faster, more intuitive and more accurate for residents across Westminster. 

2. Describe a moment this year when you truly felt the impact of your work on the community.

Coming from the private sector, I wasn’t used to seeing the impact directly. But in local government, you see the results of your work in the everyday life of the city – in cleaner streets, quicker responses, and real conversations with people who use the service.

A real standout moment was hosting the Report It Roadshow. Spending time with residents, listening to their stories and experiences, and hearing honest, practical feedback on the product was incredibly grounding. Seeing how they use Report It – what they like, what confuses them, what they want next – reminded me how meaningful and human this work is.

3. What is the most complex or ambitious technical challenge you’re working on right now?

Our biggest challenge right now is building more granular, consistent and trusted Report It data so we can shift from reactive responses to proactive, geographical action.

Because Report It connects to several legacy systems and frontline processes, the quality and detail of reports can vary. We’re improving how data is captured and standardised so it’s accurate, joined-up and fully GDPR-compliant.

With stronger, richer data, we can clearly spot geographical patterns – such as locations where dumped-bag reports occur more frequently – and help services intervene earlier and more effectively.

For me, this isn’t just a technical task; it’s about enabling faster, fairer and smarter services for residents.

4. Describe your average day.

My days are varied, often busy, and full of collaboration. A typical day includes:

• Product ceremonies with the multidisciplinary team
• Reviewing user feedback and service performance
• Working sessions with engineers, designers and analysts
• Discussions with services team, planning new features and refining our roadmap
• Shaping the long-term vision for the next iteration of Report It

No matter how different each day looks, the constant is the sense of forward momentum. There’s always something new to learn, a challenge to unpack or an idea to turn into reality – and that’s what keeps the work exciting.

5. What’s the soundtrack to your commute?

My commute soundtrack depends on the day – sometimes music, sometimes a podcast, sometimes just silence. I often get off the bus early to walk across Westminster Bridge. Even in the rain, it’s grounding to watch the city wake up.

6. Which non-technical teams do you work with, and what’s the most surprising thing you’ve learned?

I work closely with various line of businesses; waste contractors, contact centre teams and enforcement officers – the people who handle resident reports on the ground.

The most surprising thing I’ve learned is how much knowledge and insight sits within these teams. A five-minute conversation with someone dealing with reports daily can solve something that would otherwise take hours. It’s a constant reminder that good digital services start with deep frontline understanding.

7. Explain a complicated aspect of your job to a layperson in a simple, exciting way.

One of the most complex things we work on in Report It is our AI-powered image classification, but explained simply, it works like this:

When a resident uploads a photo of an issue, the system can instantly recognise what’s in the picture – like dumped bags, graffiti or a pothole – and route it to the right team automatically.

This smart image classification means the platform recognises common issues automatically, helping the council process reports faster and more accurately. It’s a big shift from how things used to work: traditional forms took around five minutes to complete, but the new AI-supported journey can take as little as 88 seconds, making reporting far quicker and easier for residents. 

Under the hood it’s complex, but to residents it feels simple – snap a photo, press submit, and the city gets to work. It’s like giving the council a digital “sixth sense” that helps it respond more efficiently to the things people care about.

8. Where do you usually grab lunch?

Victoria has so many great options – Tatchbrook Street Market, Strutton Ground, Market Halls. And of course, there’s our 19th-floor café, one of the best perks in the building. It has amazing panoramic views across London and so many food choices that it’s impossible not to find something you want. It’s the perfect place to take a breather during a busy day.

When I need fresh air, St James’s Park is my go-to for a peaceful lunchtime walk.

9. The best unexpected perk of working in local government?

The best unexpected perk has been the people. Local government brings together colleagues with deep passion for their communities, and the sense of shared purpose is unlike anything I’ve experienced before. You’re surrounded by people who genuinely care – about residents, about fairness, about creating a city that works for everyone. That energy is contagious and incredibly grounding.

10. How does the council support your growth and development?

This is one of the things I appreciate most about Westminster’s Digital & Innovation team. The opportunities for growth are huge, and the culture genuinely encourages learning and curiosity.

I’ve had access to:

• Industry events and conferences
• Hands-on workshops across product, data and design
• Networking sessions with London-wide digital and tech teams
• An active Product Community of Practice that pushes us to share, reflect and grow
• Exposure to a wide range of council services and experts
• Space to try new ideas and ways of working

For someone new to the public sector, these opportunities have been invaluable. They’ve helped me build confidence, deepen my knowledge, and develop a more rounded understanding of how public services truly work.

11. What’s your key advice for newcomers?

My advice for newcomers is simple:
“Be curious. Ask questions. Say yes to opportunities – even the unexpected ones.”
Local government is full of complexity and variety, which means it’s also full of pathways for growth.

12. How do you switch off after a busy day?

After a full day, I try to create small pockets of calm. I often take a slow walk through the quieter streets of London – just far enough from the crowds to hear the city wind down. Seeing familiar places in a softer evening light always helps me decompress.

When I get home, I usually cook something simple and comforting, often with music in the background. Cooking helps me shift from ‘delivery mode’ to ‘unwind mode’.

13. If someone from a big tech company asked why they should join local government tech, what would you say?

I’d say that if you want meaningful work, real complexity and visible impact, public-sector tech is where it truly comes to life.

Local government gives you something you rarely get elsewhere: the chance to work with modern technologies while directly improving services that residents rely on every single day. It’s a space where innovation isn’t just interesting – it’s necessary.

You experiment, you solve real problems, and you see the difference your work makes almost immediately in the community. It’s a unique blend of challenge, growth and purpose that’s hard to find anywhere else.

14. Complete the sentence: “My job is challenging, but every day I am reminded that I am…”

…making someone’s day just a little better, even if they’ll never know my name – and that’s what keeps me motivated.