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Magic Eden, a premier decentralised marketplace on the Solana blockchain, launched an experimental three dimensional virtual environment designed to serve as an interactive user profile space and cross chain digital passport. However, the initial three dimensional environment suffered from significant user experience friction, characterised by a dark, claustrophobic dungeon aesthetic, disorienting spatial controls, long asset load times, and a complete absence of way finding cues, leaving early visitors confused and abandoning the experience.
The project goal was to completely overhaul the three dimensional digital hub, correcting core user experience flaws, introducing spatial way finding mechanics, gamifying visitor retention, and establishing an extensible design system within an aggressive three month delivery window. The role was Product Designer, collaborating remotely in Asia with a globally distributed team consisting of a UI lead based in South Africa, three 3D artists and three game engineers based in Asia, alongside a product manager and marketing lead based in the United States.
The design involvement began with an exhaustive spatial heuristic audit, leading to the decision to replace the dark interior scene with an open, sunlit three dimensional garden environment to reduce visual fatigue. An intuitive in experience navigation system was built, incorporating a responsive mini compass and real time floating objective markers to guide visitors between cross chain portals. Onboarding friction was removed by designing an automated passport minting protocol upon wallet connection, while quest checklists, character levelling dashboards, and responsive mobile touch controls were integrated to ensure full accessibility across desktop and mobile browsers.
The redesign turned a difficult blockchain experience into something more engaging, accessible virtual community showcase. Usability testing across distributed user groups revealed that portal discovery time plummeted from an initial baseline of two to three minutes down to just 30 seconds, representing an 80 percent acceleration in user way finding efficiency. Navigation and movement errors decreased dramatically from 60 percent to less than 10 percent, while the onboarding drop off rate fell from 40 percent down to 5 percent, establishing an engaging foundation for future cross chain brand expansions.
Full case study available over a call.
Mobimatter is a global telecom e-commerce marketplace providing mobile internet connectivity for international travellers across more than 1,000 regional eSIM packages. Despite achieving significant marketplace traction with over 765,000 app downloads across iOS and Android, the product was severely bottlenecked by legacy technical debt, cluttered screen layouts, opaque value added tax fees, and a disorganised internal Figma architecture. Furthermore, the operational environment within the agency setting presented substantial friction, including isolated communication channels and a project lead with low user experience maturity who routinely favoured subjective preferences over established design heuristics.
The objective was to modernise the global eSIM consumer journey across iOS, Android, and mobile web platforms, optimising core purchasing funnels, reducing checkout cart abandonment, and standardising the design system for long term scalability. The role was Product Designer, collaborating with a dedicated project manager, internal mobile engineers, and marketing stakeholders based in the United Arab Emirates. The challenge required balancing complex commercial airline and regional carrier requirements while designing workarounds for missing motion design resources to guide consumers through technical iOS eSIM profile installations.
The project began with a comprehensive restructuring of the agency design repository, replacing disorganised, unlabelled files with modular component libraries and semantic frame naming conventions to accelerate engineering handoff. Core user touchpoints were systematically redesigned, transforming rigid numerical search sliders into flexible discrete filter buckets, adding an animated interactive search prompt, and designing an upfront billing summary that displayed taxes clearly to prevent checkout sticker shock. To resolve recurring customer support issues regarding eSIM configuration, pixel perfect iOS system settings screens were key-framed inside Figma, recorded, and edited into a seamless looping video guide featuring picture in picture multitasking patterns so users could follow along while configuring their smartphones.
The design involvement directly drove Mobimatter through a period of explosive international scale, expanding the platform from 765,000 users to over 1,000,000 active global travellers while securing exceptional public review benchmarks of 4.6 on Google Play, 4.8 on the iOS App Store, and 4.3 on Trustpilot. Interactive search bar engagement surged, generating over 450,000 search sessions, while zero result query dead ends dropped by approximately 35 percent through the new filter chip architecture. Checkout funnel cart abandonment fell by 25 percent due to upfront pricing transparency, and the interactive iOS installation guide drove a 90 percent reduction in configuration related customer support inquiries.Full case study available over a call.
Decorist
USA
As Bed Bath & Beyond had budget cuts and layoffs, post covid, Decorist was heavily effected by this situation as BBBY acquired it, in 2017, leading to its complete demise as a company in 2022.
Concluded in 2022
Decorist, an online interior design platform acquired by Bed Bath and Beyond, sought to democratise home design by pairing homeowners with professional interior decorators. However, the commercial conversion funnel relied on traditional static 2D design boards and flat product imagery, which failed to convey accurate three dimensional room spatial volume, lighting dynamics, and furniture scale. Consequently, customers hesitated to purchase recommended furnishings, leading to high cart abandonment rates and costly product returns.
The strategic objective was to conceptualise, prototype, and deliver three interactive 3D virtual room configuration web applications that allowed users to explore, customise, and purchase home goods directly within realistically rendered living environments. The role was Lead Product Designer, collaborating over a 19 month engagement with a 17 member cross functional squad comprising design leads, front end developers, and a specialized team of 3D digital artists based in the United States. The challenge lay in creating an intuitive, web based spatial interface that was powerful enough for professional decorators while remaining frictionless for casual retail shoppers.
The design engagement began with a comprehensive audit of existing spatial configuration tools, identifying usability friction points in navigation, furniture placement, and material switching. Three distinct responsive web tools were conceptualized and built, including the demographic specific Nursery Tool, the Dorm Room Configurator for students, and the flagship Shop by Room product for full home customization. An intuitive interface framework was designed around a 360 degree spatial viewport, enabling users to swap product finishes, toggle upholstery colors in real time, and click interactive product hotspots linked directly to live Bed Bath and Beyond retail inventory.
The rollout of the 3D room design ecosystem transformed Decorist from a niche consultation service into a premier interactive spatial shopping destination, dramatically expanding its total addressable market nationwide. Average user session engagement time on the platform increased by 25 percent as consumers spent more time customising furnishings inside their virtual rooms. Crucially, design to cart e-commerce conversion rates surged from a modest 1.5 percent baseline up to 4.2 percent, significantly accelerating retail checkout velocity and reducing furniture return rates for the parent corporation.View Detailed Case Study
YouCater is a curated, two sided digital marketplace based in the United Arab Emirates that connects corporate and private event hosts with specialised catering companies and private chefs. Despite operating in a high value, fast growing hospitality market, the digital product experienced notable user drop offs during quote inquiries, as unauthenticated users exploring custom vendor profiles were abruptly kicked into generic inquiry forms, breaking their contextual booking intent and leading to customer frustration and vendor inquiry fatigue.
The project objective was to provide senior level UX and product advisory oversight on an as needed consulting basis to audit cross platform user touch points across web, iOS, and Android, while resolving structural design debt and bringing more structure to the team’s design process. The role was Fractional Senior UX and Product Design Consultant, advising an internal product manager and a dedicated UI designer. The challenge required quickly diagnosing hidden journey breaks, up-skilling junior design talent, and establishing scalable file taxonomies without owning daily screen production.
The involvement began with a comprehensive heuristic evaluation across staging builds and live marketplace flows, mapping out the four stage request to fulfilment loop. Critical journey breaks were identified and corrected, ensuring that contextual vendor selections were preserved through authentication and checkout rather than defaulting to generic matchmaking funnels. To build long term organisational maturity, a standardised component library and frame naming taxonomy were implemented in Figma, alongside a custom glossary based on Jakob Nielsen 10 Usability Heuristics to guide future feature reviews. Additionally, custom branded email templates were designed, accompanied by compositional workshops to up skill the internal designer on layout balance and visual hierarchy.
The advisory engagement successfully built the marketplace core conversion loops and established sustainable design operations across the organisation. The systemic booking and navigation errors identified during the heuristic audit were reduced by 80 percent prior to engineering release, creating an uninterrupted booking funnel for high ticket corporate catering clients. Furthermore, internal design team delivery velocity improved by approximately 35 percent, as the newly standardised Figma taxonomy and heuristic evaluation frameworks eliminated communication friction and accelerated front end developer handoff.Full case study available over a call.
A prominent Fortune 500 home goods and domestic merchandise retailer based in the United States experienced rising customer hesitation and e-commerce drop offs on large interior furnishings. While major competitors had begun rolling out mobile augmented reality shopping, this retailer relied on traditional flat product imagery. This flat presentation led to spatial uncertainty, inaccurate room sizing estimates, and elevated return logistics costs on high value catalog items.
The primary objective was to conceive, research, design, and deliver a zero to one augmented reality mobile shopping experience that allowed consumers to accurately visualise home catalog products inside their actual living spaces prior to purchasing. The role was Lead Product Designer and UX Researcher, embedded within an agile delivery team composed of mobile software engineers, spatial quality assurance testers, and dedicated 3D modelling artists based in the United States. The challenge lay in overcoming computer vision tracking limitations, particularly when attempting to place vertical home items like wall mirrors and window curtains where automated plane detection failed in 15 out of 20 edge cases.
The design process commenced with an in-depth competitive audit of spatial user experiences, quickly revealing that dense instructional text prompts were consistently ignored by consumers during camera sessions. In response, a visual onboarding framework was designed, utilizing contextual micro animations, floating alignment guides, and animated hand gestures to demonstrate depth calibration. When computer vision algorithms struggled with varied lighting or architectural anomalies, an intuitive manual grid override was introduced, allowing users to manually adjust ceiling and window wall anchors. Direct add to cart integration was engineered alongside live inventory swatches, accompanied by an internal 3D asset governance workflow to ensure retail catalog models scaled smoothly into the camera viewport.
The launched augmented reality module revolutionised how customers interacted with the mobile commerce catalog, transforming a technical computer vision hurdle into an empowering self service feature. Within the first two weeks of the Phase One release, the application attracted a steady baseline of 2,000 daily organic active augmented reality users with an initial 1 percent baseline checkout conversion rate. Following the Phase Two release of the vertical curtain alignment tool and visual calibration hints, conversion efficiency expanded significantly, converting 200 direct buyers out of 2,000 daily organic interactions within five days, achieving an outstanding 10 percent conversion rate without any dedicated marketing spend.View Detailed Case Study
A commercial enterprise and claims consultancy based in Qatar operated with an in house proprietary utility tool known as Analyzer to supervise multi million dollar architectural dispute resolutions. This operational system suffered from severe fragmentation because employee time tracking, billable hour allocation, and staff utilisation were handled manually across dozens of disconnected Excel spreadsheets. The legacy software lacked automated project profit calculations and possessed high visual friction, leaving executive partners unable to accurately calculate real time project margins or forecast consultant availability.
The objective was to lead the end to end UX and UI productisation of this massive internal utility into Firmify, a scalable, white label multi tenant B2B SaaS platform for the global professional services market. The assignment required serving as the Lead Product Designer and UX Consultant, collaborating with a dedicated product manager, a client steering group in Qatar, and an external engineering implementation team located in Turkey. The critical constraints included managing a two month project pause due to client capital acquisition, followed by absorbing an abrupt brand identity redesign across the entire software ecosystem within a strict ten month engagement window.
The design engagement began with a thorough usability audit of the legacy software during the strategic funding pause to uncover structural navigation flaws and data display bottlenecks. Following this audit, a modular staff utilisation engine was engineered, replacing manual spreadsheets with automated availability meters, setup wizards, and dynamic timesheet review views. To accelerate delivery and resolve the sudden rebranding debt without slipping past the deadline, early code prototypes (in lovable) were deployed alongside detailed Figma specifications. These specifications meticulously mapped high density data tables, interactive instalments, cumulative search filters, and accounts receivable aging buckets categorised from current billing up to over 365 days overdue.
The design effort delivered an enterprise ready product ecosystem comprising 355 production ready screens, spanning staff scheduling, advanced finance modules, an administrative control hub, and an integrated public marketing website. Design operations efficiency increased by 47 percent across all module pipelines through the hybrid prototyping and design system approach, reducing estimated layout delivery from 18 weeks down to 9.5 weeks. The Turkish engineering team accepted the complete 355 screen handoff package on the first review pass with zero layout revisions or structural pushbacks, transitioning an error prone spreadsheet routine into a commercially validated SaaS platform.Full case study available over a call.
BTC.US emerged as an innovative Web3 infrastructure initiative designed to connect decentralised dot BTC blockchain domains with Lightning Addresses, allowing everyday internet users to send and receive Bitcoin as effortlessly as sending an email. However, the existing decentralised application suffered from severe usability friction, including confusing blockchain jargon, an unpolished interface lacking visual hierarchy, zero mobile responsiveness, and an foggy two step registration process that left non technical users confused about transaction states.
The assignment was to re-architect the end to end domain registration experience, simplify the Lightning Address mapping interface, and redesign the Web Bridge management portal for users of all technical levels. The role was Lead Product Designer, collaborating closely with a core blockchain developer and a product manager based in the United States. The primary UX hurdle was abstracting away complex decentralised protocols like pre order transactions, confirmation blocks, and cross chain bridge connections, converting intimidating blockchain mechanics into an intuitive, familiar consumer e-commerce workflow.
The design engagement began with a design audit of the legacy checkout journey, identifying critical drop off points where users misunderstood pending blockchain confirmations. The checkout experience was redesigned into a clear step by step transactional flow with transparent status indicators, accompanied by conversational helper tooltips explaining the technical mechanics in plain English. A responsive, mobile first interface system was crafted in Figma, incorporating clear typography, accessible contrast, and explicit visual states for the Web Bridge, allowing users to effortlessly configure domain routing without needing an advanced understanding of blockchain networking.
The redesigned checkout and Web Bridge interface successfully transformed an intimidating cryptographic utility into an accessible, consumer grade web experience. Usability walkthroughs demonstrated a 28% reduction in domain registration drop offs during the multi step payment process, as users clearly understood confirmation wait times. Furthermore, task completion speed for mapping a custom domain to a Lightning Address accelerated by over 40 percent compared to the legacy layout, proving that human centred interface design can effectively connect the divide between complex decentralised infrastructure and everyday consumers.Full case study available over a call.
Liv Saudi
In Dev
KSA
Website
The kingdom of Saudi Arabia experienced rapid expansion in high end cultural, religious, and leisure tourism, sparking demand for flexible timeshare property ownership across holy cities like Makkah and Madinah as well as emerging coastal destinations. However, the real estate market lacked a unified digital infrastructure, relying on opaque paper contracts, manual sales coordination, and fragmented booking systems. Furthermore, development was constrained by stringent Saudi Ministry of Tourism compliance mandates and complex lunar calendar shifting across Islamic religious seasons.
The objective was to deliver a complete, enterprise grade digital ecosystem comprising three dedicated portals for individual property buyers, enterprise operators, and administrative management within an aggressive four month timeframe. The role was Lead Product Designer, partnering with a product manager and a software development squad based in Saudi Arabia. The primary challenge was bypassing traditional twelve month agency timelines while designing an algorithmically sound, 25 year Hijri to Gregorian booking engine that adhered strictly to mandatory statutory cooling off periods and regulatory blackout calendars.
To hit the strict delivery window without accumulating massive design debt, the project utilised Figma for the initial two weeks to establish information architecture, research user archetypes, and refine bilingual typography using Tajawal and Sen typefaces with full right to left layout uniformity. The design process then transitioned directly into rapid development inside Lovable, generating production ready code prototypes that engineering could immediately inspect and adopt. Dynamic legal signing workflows were built into the consumer journey, alongside an automated cooling off tracker and a dynamic booking calendar that accurately calculated shifting annual religious dates for Hajj and Ramadan over a multi decade projection.
The project achieved unprecedented delivery velocity and commercial efficiency, shipping three fully functional, bilingual enterprise portals in just four months and cutting eight full months off traditional enterprise roadmaps. The lean development model saved the client over $460,000 in capital burn, replacing an anticipated $50,000 monthly agency expenditure with a lean development structure. The platform achieved 100 percent compliance approval from the client and is yet to be reviewed by the Saudi Ministry of Tourism soon, successfully eliminating inventory booking overlap errors across high demand pilgrimage periods.Full case study available over a call.
BBQ Guru revolutionised outdoor culinary temperature control through specialised hardware devices like the DynaQ and UltraQ, allowing pit masters to monitor long, slow cooks with pinpoint accuracy. However, the company's companion cross platform mobile application was plagued by unstable Bluetooth Low Energy and Wi Fi pairing sequences, unpredictable device dropouts, confusing user states, and frequent application crashes. With the high volume spring and summer grilling season fast approaching, these digital failures threatened brand trust and generated an unsustainable influx of customer service escalations.
The project task was to conduct an exhaustive UX and system audit of the entire digital and physical hardware ecosystem, uncover the root causes of connectivity sync failures, and architect comprehensive, modular information architecture sitemaps. These sitemaps served as the developmental blueprint for a complete rewrite of the product into high performance native iOS and Android applications within an intense two month timeline. The role was UX Designer and System Auditor, working in close collaboration with firmware specialists, hardware testing engineers, and native mobile developers based in the United States.
The design execution began by physically stress testing the DynaQ and UltraQ hardware units against the mobile software, mapping every digital handshake, connection timeout, and sensor state deviation across varied network scenarios. To eliminate engineering guesswork during the rapid native development phase, a four tiered modular information architecture was constructed in Figma, separating the application into a core shell navigation tree, localised device configuration views, model specific hardware features, and defensive pairing funnels. Crucially, the new architecture separated live streaming data from cached information, ensuring that momentary signal interruptions displayed last known readings with clear reconnection guidance rather than crashing the interface.
The delivered system blueprints gave the native engineering teams the structural clarity required to rebuild and ship both iOS and Android applications ahead of the peak grilling season deadline. By mapping defensive error branches, explicit timeout fallbacks, and connection recovery states into the sitemaps, the new native mobile applications achieved a near zero crash rate upon commercial release, down from frequent mid cook crashes on the legacy build. Furthermore, customer reported Bluetooth and Wi Fi onboarding pairing failures dropped by over 70 percent during initial post launch evaluations, fully restoring consumer confidence in the smart temperature control ecosystem.Full case study available over a call.
ESSENCE is a premier global media, technology, and lifestyle company dedicated to Black women, reaching a dedicated audience of over 20 million community members through digital publishing, commerce, and live cultural events. In preparation for the signature 2023 Essence Festival of Culture in New Orleans, the company recognised that its existing mobile event touch points were fragmented, relying on static web schedules that failed to provide real time navigation, sponsor integration, or ongoing community retention once the festival concluded.
The objective was to conceptualise and design a modern, culturally grounded mobile application proof of concept to serve as an indispensable digital companion during the 2023 New Orleans festival, while establishing an always on content hub that maintained year round community engagement. The role was Lead Product Designer, collaborating with a creative strategy director and digital brand marketers based in the United States. The constraint required executing an inspiring, high fidelity visual proof of concept under a constrained discovery brief, translating rich cultural heritage into an intuitive interface that could win executive stakeholder approval.
The creative journey began with an intensive cultural and historical research exploration, identifying community keywords around empowerment, artistic expression, modern identity, and sisterhood. These insights were translated into curated mood boards, culminating in a distinctive visual identity defined by deep, luxurious royal purple palettes, warm gold accents, and elegant typography that felt both welcoming and prestigious. A streamlined companion user architecture was mapped out, featuring personalised festival scheduling calendars, interactive venue maps, contextual push notifications to drive foot traffic to sponsored stages, and an integrated media feed designed to surface editorial stories and commerce drops long after the physical festival ended.
The resulting mobile proof of concept received enthusiastic praise from executive leadership, winning immediate stakeholder sign off for the 2023 festival roadmap. Usability testing conducted on the prototype revealed a 40 percent improvement in event schedule discovery and stage navigation speed compared to the previous year's static web pages. By successfully uniting culture, live event logistics, and year round digital commerce within a unified design framework, the proof of concept validated an expanded mobile roadmap projected to drive higher sponsor visibility and sustained community retention.Full case study available over a call.
Fasset, a digital asset and financial technology platform, sought to expand financial access across emerging geographic regions by allowing everyday individuals to invest in digital assets and cryptocurrencies. However, existing industry platforms were built almost exclusively for sophisticated financial traders, featuring intimidating cryptographic terminology, complex graphs, and high barrier onboarding funnels that alienated crypto illiterate and semi literate demographics who lacked formal financial education.
The objective was to lead an intensive product discovery and user experience architecture engagement to translate abstract, high level business and regulatory requirements into a cohesive, production ready mobile application ecosystem. The role was Product Designer and Logic Architect, collaborating remotely with a project manager, legal compliance directors, and a distributed engineering team based across the United Arab Emirates. The central design challenge was to structure an inclusive financial experience that accommodated both novice, first time investors and advanced traders, all while working without historical quantitative platform analytics.
The product discovery initiative focused on dissecting regulatory frameworks, KYC identity verification routines, and regional fiat to crypto banking rails to establish clear user journeys. A comprehensive behavioural system schematic was architected, visually defining every state transition, entry gateway, biometric checkpoint, error state, and multi currency wallet connection. To solve the demographic divide, a bifurcated Lite and Pro interface architecture was conceptualised, allowing novice users to navigate a clean, educational interface with conversational copy and audio visual guidance, while seasoned investors could toggle into an advanced, data dense trading environment with dynamic order books.
The exhaustive discovery blueprints established a shared source of truth across the executive, legal, and engineering teams, completely de-risking the technical development roadmap. User journey comprehension among crypto illiterate test participants surged from an initial 40 percent baseline up to 85 percent during prototype walkthrough evaluations. Furthermore, by mapping out explicit conditional logic trees and localisation fallbacks before writing code, estimated engineering rework was reduced by approximately 30 percent, enabling Fasset to secure development contracts and scale its localised digital asset presence smoothly.Full case study available over a call.
Distributed, remote, and hybrid corporate organisations frequently experience cultural silos, decreased employee morale, and high attrition rates due to inadequate peer recognition. Traditional enterprise human resources software often exacerbates this disconnection by treating employee praise as an arduous corporate administrative task. These existing systems are hindered by cumbersome multi step forms, obscure dropdown menus, and clinical language that discourages organic, day to day team appreciation.
The objective was to conceptualise and execute an engaging, zero to one peer to peer recognition module named Shoutouts within the Camaradly employee engagement platform. The role was UX Designer and Product Consultant, working closely alongside an internal product manager and a full stack engineering squad based in the United States. The core design mandate required designing a rapid, friction free appreciation creation loop that could integrate into daily engineering and business operations, while automatically transforming momentary praise into structured historical records to eliminate manager recency bias during annual appraisal cycles.
The design process used usability testing and behavioural principles to remove unnecessary steps from the creation flow. A dynamic, fifteen second creation modal was architected, featuring instant colleague tag search, predefined company core value badges, and real time character counters. To amplify team social engagement, an open, interactive social feed was constructed, incorporating Slack web hook integration, emoji reaction trays, and nested discussion threads. In addition, an administrative aggregation engine was designed to continuously organise received shoutouts into private talent portfolios, enabling team managers to review verified peer praise over a full twelve month performance cycle.
The launch of the Shoutouts ecosystem successfully converted occasional corporate praise into a sustainable daily engagement habit across distributed teams. Time to publish an employee commendation fell from an initial three minute multi page baseline down to under fifteen seconds, driving a 65 percent increase in weekly active user participation within partner organisations. Furthermore, human resource managers reported an estimated 50 percent reduction in annual performance review preparation time, as the automated logging pipeline eliminated recency bias by replacing subjective memory checks with an objective ledger of continuous peer recognition.Full case study available over a call.
Oware is a venture backed B2B logistics and supply chain enterprise modernising warehousing and on demand distribution infrastructure across Pakistan for major corporate clients including Unilever, Red Bull, and Total Parco. As the company's operational network expanded, its internal cloud platform, O nexus, struggled with massive design technical debt, disjointed navigation trees, visual inconsistencies, and heavy data density that overwhelmed warehouse operators and logistics dispatchers managing active transport movements.
The objective was to lead a comprehensive design systems refresh and user experience modernisation of the O nexus supply chain portal, transforming complex operational workflows into clean, scalable, developer ready interface layouts. The role was Product Design Consultant and Systems Advisor, guiding both an in-house junior product designers and an agency design squad based in Pakistan. The core challenge required untangling dense logistics data structures, eliminating repetitive front end rework, and up-skilling junior design talent on modular Figma architectures without interrupting daily transport fulfillment operations.
The consulting engagement focused on auditing core operational workflows, including real time warehouse searching, transport booking requests, terminal inventory tracking, and distribution dispatch systems. Early map heavy layouts were replaced with balanced, high density data tables featuring clear typographic scales, contextual status badges, and streamlined filtering mechanisms. A comprehensive, modular design system was built from the ground up, establishing standardised auto layout components, strict frame naming taxonomies, and clear documentation. Junior team members were mentored on component variants, design system scalability, and Jakob Nielsen usability heuristics, ensuring they could independently construct complex screens without introducing interface debt.
The strategic design involvements successfully transformed O nexus into an enterprise grade logistics portal, supporting Oware ongoing enterprise client partnerships and rapid operational scaling. Warehouse dispatcher task completion speed for processing freight bookings and inventory manifests increased by 32 percent, as intuitive table filtering replaced fragmented navigation paths. Furthermore, front end engineering rework fell by 45% through the adoption of the standardised Figma design system, eliminating handoff ambiguity and enabling the product team to deliver new operational modules significantly faster.Full case study available over a call.
The Basamh Group, one of the most prominent commercial food, beverage, and consumer goods conglomerates in Saudi Arabia, established the Growth, Innovation, and Leadership accelerator to fund and empower disruptive food and agriculture technology startups across the Middle East. With an imminent public press announcement, the organisation possessed no digital touchpoint or online application portal, risking a public relations failure and an inability to capture high caliber startup applicants during their initial promotional push.
The challenge was to rapidly conceptualise, design, draft professional corporate copy, and deploy a brand aligned launch website from scratch within an intense two week sprint. The role was Lead Product Designer and Digital Strategist, collaborating directly with executive stakeholders and communications directors at Basamh Group based in Saudi Arabia. The project demanded balancing prestigious corporate brand values with clear entrepreneurial appeals, while adapting quickly to deploy the complete platform on a WordPress CMS framework to accommodate the internal marketing team's maintenance capabilities.
The design sprint bypassed prolonged exploratory phases in favour of rapid stakeholder alignment workshops conducted during the first three days to establish core content priorities. A streamlined four pillar information architecture was structured around the Innovation Hub, Corporate Empowerment, Advisory Services, and a Frictionless Application Funnel. Professional corporate copywriting was authored to translate executive strategic vision into compelling messaging for startup founders, while high fidelity page layouts were designed, reviewed, and translated directly into a customised, responsive WordPress implementation that maintained strict visual polish and mobile responsiveness across all viewports.
The dedicated accelerator portal was successfully designed, reviewed, built, and launched live on the web within the ambitious fourteen day deadline, perfectly coinciding with the Basamh Group's national press launch. The platform shifted the company's accelerator program intake from zero digital capability to capturing dozens of vetted regional food and agriculture technology startup applications within the first month of operation. Startup onboarding task completion was validated at 95 percent during initial submission cycles, establishing immediate corporate credibility and providing an efficient application gateway for founders across the region.Full case study available over a call.
The digital music industry often presents prohibitive barriers for independent talent, where millions of emerging artists struggle against major label favouritism and traditional gatekeeping. TWEEDL was conceived as an interactive, gamified social discovery ecosystem to give grassroots musicians equal opportunity while empowering music fans to act as digital talent scouts. However, the existing legacy web prototype was slow, visually dated with early 2000s aesthetics, and suffered from high bounce rates, while artists struggled through a blurred submission process that failed to provide visibility into track performance.
The goal was to design an investor ready, gamified mobile application minimum viable product in Figma from scratch to prove high user engagement potential for future venture funding rounds. The role was Lead Product Designer, collaborating remotely from Asia with a distributed cross functional unit including three junior UI and UX designers, a senior game designer, four consulting software engineers, and five client stakeholders based in the United States. The primary hurdles involved overcoming extensive client scope creep, addressing over 50 daily unstructured change requests, and balancing rich interactive audio mechanics against mobile gesture limitations without any live development support.
The design strategy began with an exhaustive audit of the legacy web application to build client trust and establish baseline usability benchmarks. Core user flows were systematically restructured, introducing a modern dark mode interface accented with energetic neon crimson styling and high contrast accessibility considerations. A gesture based Discover feed was architected with expanded edge swipe zones to avoid conflicting with native smartphone back navigation, paired with a five second audio sampling delay that prevented rushed evaluations. To drive life, an Audience Amp challenge engine was integrated alongside transparent XP progress meters, tiered voter score rankings, and customisable dual profile spaces for artists and fans.
The delivered high fidelity prototype successfully validated the gamified music platform concept, earning a 95 percent visual brand satisfaction score and a 9 out of 10 executive confidence rating from client leadership. Rigorous heuristic usability evaluations conducted with a fifteen member internal and external testing group demonstrated dramatic quantitative gains. The core music voting task completion rate surged from a 62 percent baseline on the legacy web app to 95 percent on the mobile prototype, while artist song upload completion jumped from 48 percent to 92 percent, giving the founders the validated UX collateral necessary to pursue institutional capital.Full case study available over a call.
A digital fitness initiative founded by actress Kelly Greyson sought to enter the wellness market with an empowering, female focused fitness application. The fitness landscape was heavily saturated with generic, high intensity workout trackers that alienated everyday women by focusing strictly on demanding routines and aggressive aesthetic goals, rather than sustainable lifestyle wellness, supportive community engagement, and holistic physical health.
The acceptance was to build a comprehensive, investor validated mobile application minimum viable product from scratch within an ultra tight timeframe of one month, totalling approximately 160 man hours. The role was Lead UX and Product Designer, partnering with a technical lead and the founding stakeholder team located in the United States. The operational constraints were severe, as the project was executed during the Sketch tooling era when collaborative design systems and interactive prototyping were limited, demanding meticulous static architecture and precise component documentation to communicate the vision without design delays.
The design engagement began with rapid discovery, competitive benchmarking, and demographic analysis across female wellness platforms. A structured, three tier workout progression framework was architected, categorising video routines into clear moderate, intermediate, and extreme intensity tracks to accommodate diverse user fitness levels. Onboarding paths were crafted to guide users through personalised milestone selections, integrating clean video playback views, progress dashboards, and a clear distinction between freemium preview content and premium paid subscription routines, all organised within modular, developer ready Sketch layout libraries.
The design sprint concluded with the timely delivery of an end to end, production ready minimum viable product layout system handed off within the 160 hour timeline. During controlled usability walkthroughs and founder showcase reviews, user onboarding completion jumped from an unguided 45 percent baseline to 90 percent using the structured setup screens. The three tier progression hierarchy achieved a 92 percent user comprehension rating among sample test participants, arming the executive team with the structured UX collateral necessary to pitch venture partners and commence native development.Full case study available over a call.
The competitive e-sports and online gaming industry experienced explosive growth, yet wagering platforms were legally restricted to verified adults, entirely excluding passionate teenage gaming communities from competing for tangible rewards. Young gamers lacked a secure, compliant environment to test their skills against friends, while parents were rightly concerned about predatory gambling mechanics, unregulated micro-transactions, and youth exposure to real money financial risk.
The objective was to conceptualise, architect, and prototype MeVYou, an inclusive gaming platform where adult gamers could compete for real cash prizes, while younger demographics competed safely for digital points, status, and physical merchandise within an air tight, legally compliant dual economic model. The role was Lead Product Designer and Information Architect, working alongside company founder Jordan, gaming advisors, and an engineering team based in the United States. The challenge involved designing an extensive minimum viable product system spanning web, tablet, and mobile breakpoints under strict regulatory anti gambling compliance guidelines.
The design methodology centred on mapping out distinct, parallel user lifecycles based on age gating and biometric verification parameters. Over 720 detailed interface screens were produced across Sketch, InVision, and Figma, establishing mid fidelity wireframes, interactive flows, and high fidelity production assets for web and mobile devices. A dual currency economic architecture was engineered, allowing verified adults to deposit, wager, and withdraw United States Dollars, while automatically routing underage users into a closed loop credit system. In this closed loop system, match victories awarded non cash tokens that could only be redeemed for ecosystem merchandise, gaming accessories, and leaderboard prestige.
The finalised design framework successfully solved a massive regulatory and demographic puzzle, delivering an investor ready blueprint that proved a dual tier competitive gaming model could exist without legal liability. Usability evaluations across multi generational user groups confirmed that age segregated onboarding achieved a 92 percent routing accuracy on the first attempt, compared to zero compliance in unstructured legacy systems. Furthermore, match creation and challenge setup task completion within the high fidelity prototype rose from a baseline of 55 percent to 88 percent, equipping the founder with the validated UX documentation needed to pursue institutional venture funding.Full case study available over a call.
Stories Worth Telling
Some of my work stays entirely off the screen. While I am unable to exhibit the visual deliverables for these select client projects, I’m always open to discussing their high-level architectures, thinking processes, and outcomes over a call.
Digital Book Club
Readout
Connecting with readers around the world through book clubs, read-talks, thoughts, quotes, discussions and much more. Reading endlessly and talking relentlessly!
User Interface Designer
Abound Parenting
Abound's mission is to provide parents the tools they need to raise strong readers without ever putting their children in front of a screen. Through the Abound app, parents learn what skills to build at each stage of development and better understand their child’s strengths and weaknesses. They will even be armed with enough information to ask the right questions of teachers and pediatricians to advocate for what their child needs.
Product Designer
ALL3D.ai
Redefining home goods through a virtual-first shift, products are custom-designed, showcased, and sold before a single item is ever manufactured. This approach empowers consumer personalization while driving sustainability through zero pre-production waste and fewer returns.
User Experience Designer
Connecterra
The Connecterra platform is designed to tackle the dairy industry’s toughest challenges. They integrate with the largest farm data providers globally and can easily connect to new or first-party sources. They go beyond aggregation with proprietary artificial intelligence models that proactively improve data quality.
Connecterra's Intelligence capabilities power features that simplify analysis and deliver actionable insights via the Connecterra app. Their APIs streamline development projects and connect seamlessly to in-house analytics tools.
User Experience Designer
Ander
Ander helped people unify their work and life through a healthy lifestyle, encouraging a healthy living. They envisioned doing so by reimagining the perks and benefits employees get and transforming them into personalized weekly rewards for completing activities leading to a balanced, healthy lifestyle.
Junior User Experience Designer
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