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Lead Product Designer, UX Strategist, Consultant.

With over a decade of experience across product design, UI/UX and brand development - turning complex challenges into clear, scalable solutions - from early stage startups to enterprise teams. Explore my work or get in touch to collaborate & consult on your next product.


A finance and insights web app for restaurants, enabling them to digitize invoices, benchmark produce prices, and make smarter supplier decisions - focusing on turning complex datasets into actionable insights for non-technical users.

### The Challenge

Restaurants face an uneven playing field: suppliers hold pricing power, and restaurants rarely know if they’re getting fair prices. Our goal was to **break supplier opacity** by helping restaurants:

*   Track and archive purchase invoices

*   Identify savings opportunities across produce

*   Benchmark prices with nearby restaurants

*   Get smarter with their purchasing decisions

The biggest design challenge: building a **data-heavy product** that remains **simple, intuitive, and fast** for busy restaurant owners.

### Research & Discovery

*   **Stakeholder interviews:** Over 15 restaurant owners across California interviewed to identify key pain points - especially around invoicing, overpaying, and lack of transparency.

*   **Journey mapping:** Documented current-state workflows around ordering and invoice storage.

*   **Prototype testing:** Low- to high-fidelity prototypes were tested with users, including time-on-task and usability scoring.

*   **Quant testing:** Post-launch, we tracked feature usage rates, task success, and time-to-value.

*   **Qual testing:** Observed first-time users completing tasks, collecting friction points and language confusion.

**Key insight:** Users didn’t want raw analytics - they wanted **clarity** and **contextual insights** that *tell them what to do*.

### Design Process & Iterations

Our guiding principle: **“Make complexity digestible.”**

#### Phase 1: Invoice Digitization & Analytics

*   Built flows to **scan, store, and tag invoices**

*   Created invoice filtering, labeling, and search functionality

*   Designed weekly/monthly **spending dashboards** for high-level visibility

*   Developed **trend views** for price changes across tracked SKUs

#### Phase 2: Benchmarking 2.0

This was the turning point.

*   Designed the **Benchmarking feature**, allowing restaurants to anonymously compare their item-level prices with other users in the same geography.

*   Built **data visualizations** showing where users overpaid/underpaid on produce.

*   Designed supplier recommendation flows that suggested vendors with better deals.

> "It felt like I was finally in control of what I pay my suppliers."
>
> Early adopter

###

Impact

*   **+40% adoption** of Benchmarking feature within first 60 days

*   **Avg. cost savings of 12–18%** reported by pilot users within 3 months

*   Reduced invoice search time by **70%** through tagging and smart filters

*   Positive qualitative feedback from 80% of test users citing “clarity,” “control,” and “fairness”

### Key Learnings

*   **Designing for decisions, not dashboards**: Restaurants didn’t want raw data - they wanted direct insights: *"You're overpaying on tomatoes by $0.20/lb - switch suppliers."*

*   **Data trust matters**: Visualizing benchmarks required transparency on *how* comparisons were made, without exposing other businesses.

*   **Balance abstraction with detail**: The UI needed to surface just enough to nudge action, without overwhelming users.



Analytics platform that aggregates data from iOS and Android app stores, giving users access to metrics such as downloads, publisher activity, category trends, and demographic targeting - focused on making app market intelligence accessible and actionable for Arabic-speaking users.

In today's digital age, the app market is a competitive landscape where developers and marketers strive to gain an edge. Recognizing this, we introduced the **Afdal App**, a pioneering app reporting platform designed to cater specifically to the needs of the MENA region. Uniquely supporting both Arabic and English languages, Afdal App offers comprehensive market statistics, performance tracking, competitor monitoring, report generation, and marketing data consolidation in one intuitive platform. Our aim is to empower App Founders, Developers, Analysts, and Marketers with the tools they need to ensure their app's success.

### Problem Statement

The app market is inundated with analytics tools that offer fragmented data and lack language support for non-English speakers, particularly in the MENA region. This gap presents significant challenges for app professionals who are seeking to navigate the market effectively, analyze performance data, understand competitive positioning, and make informed decisions to drive their app's success. There was a clear need for a comprehensive, user-friendly platform that supports both Arabic and English languages and offers integrated solutions tailored to the unique demands of the MENA app market.

### The Challenge

The mobile app industry in MENA is rapidly growing, yet app discovery tools and analytics platforms remain **heavily Western-centric**, often ignoring the linguistic and cultural nuances of Arabic markets.

Our challenge was to:

*   Design a **localized platform** in Arabic with full RTL (right-to-left) support

*   Create **digestible, user-friendly insights** from complex app data

*   Establish a **flexible brand system** across Afdal App and its product siblings (Afdal Analytics, Afdal Mail)

*   Position the product for **freemium to premium conversion** post-launch

### Research & Discovery

We conducted in-depth market research into Arabic user behaviors and digital consumption patterns:

*   **Quantitative studies** on mobile usage, app install behavior, and payment patterns in the Gulf and North African regions

*   **Qualitative interviews** with Arabic-speaking developers, agencies, and publishers

*   Pain points identified:

    *   App discovery difficulty for Arabic-language content

    *   Lack of dashboards with localized UI

    *   Confusing analytics language in English-based tools

**Key insight:** Arabic users often felt excluded by global app analytics tools due to language barriers, lack of local context, and poor RTL support.

### Solutions Offered and Design Process

Our approach to developing the Afdal App was meticulous and user-centered, structured around a multi-phase design process:

*   **Research Phase**: We began with extensive market research, identifying the specific needs and pain points of our user personas: App Founders, Developers, Analysts, and Marketers. This involved analyzing existing solutions, conducting user interviews, and gathering insights to inform our design.

*   **Low Fidelity Phase**: Armed with research insights, we developed low-fidelity prototypes to map out the user journey and interface layout. This phase focused on functionality and user flow, ensuring the core features were intuitively accessible.

*   **High Fidelity Phase**: Transitioning from functional layouts to detailed designs, we created high-fidelity prototypes that incorporated visual elements, branding, and a bilingual interface. This phase brought our vision closer to reality, emphasizing user experience and aesthetic appeal.

*   **First Concepts**: Our first concepts were tested with a select group of users from our target personas. Feedback was gathered to refine and adjust our approach, ensuring our solutions were effectively meeting user needs.

*   **Handoff**: After finalizing the design, we worked closely with the development team to ensure a seamless transition from design to development. This included providing detailed documentation, design specifications, and ongoing support to address any challenges during the development phase.

*   **Improvement and Iterations for Future Development**: Post-launch, we established a feedback loop with our users to continually refine and improve the Afdal App. This ongoing process of iteration is guided by user feedback, market trends, and technological advancements, ensuring the platform evolves to meet the changing needs of its users.

### Results, Outcome, and Client Satisfaction

The Afdal App has been met with overwhelming positive feedback from the MENA app community. It stands as the first app reporting platform in the world to support both Arabic and English, providing unparalleled insights and analytics. Our users have praised the platform for its intuitive design, comprehensive data visualization, and the tangible impact it has had on their app's success. The platform has not only enabled our clients to make data-driven decisions but also significantly improved their market positioning and competitive edge. We are committed to continuous improvement and are actively working on introducing new features and enhancements to further enrich the Afdal App experience.


Afdal App

Dashy Dash

Revolutionizing insights and analytics for the MENA region. Native Arabic support. Tailored for tech professionals. Seamless integration. Empowering decisions effortlessly.

**Afdal Analytics** is a MENA-focused SaaS platform that aggregates data from all major social media and marketing channels into a single, intuitive dashboard. Built for Arabic-speaking business owners and marketers, it enables users to track KPIs, compare campaign performance across platforms, and understand ROI at a glance.

I led the full product design cycle - from early user research and system architecture to UI/UX design, localization, and launch. The platform integrated over 30 external data sources and was part of a suite of tools under the Afdal brand.

### The Challenge

MENA businesses often juggle multiple platforms to manage and evaluate their digital marketing. Most analytics tools are designed for Western markets and rarely support Arabic language, RTL layouts, or region-specific KPIs.

Our challenge was to:

*   Build a **multi-source analytics dashboard** for marketers in the Arabic-speaking world

*   Create a **highly localized, intuitive UX** without stripping away data depth

*   Seamlessly integrate **30+ third-party APIs** while maintaining usability and visual clarity

*   Establish a strong, **cohesive brand identity** across Afdal’s product suite

### Research & Discovery

**Market Research:**

*   We analyzed trends in **digital ad spending** and **mobile marketing usage** across UAE, KSA, Egypt, and Jordan

*   Identified high adoption of platforms like Instagram and WhatsApp Business, with strong budget allocations toward Facebook Ads and Google Ads

**User Interviews:**

*   Conducted interviews with small business owners, agency marketers, and enterprise CMOs to uncover workflow pain points

*   Common frustrations included:

    *   “I don’t know where my spend is going.”

    *   “Switching between platforms eats up hours.”

    *   “It’s hard to report ROI when platforms show different metrics.”

**Persona Development:**

*   Created core personas:

    1.  **The Solo Marketer** (agency-free small business owner)

    2.  **The Reporting Analyst** (marketing team member needing exports)

    3.  **The Executive** (looking for high-level KPIs across campaigns)

### Design Process & Key Decisions

#### Phase 1: Brand & System Design

*   Built the **shared visual identity** under the Afdal product suite

*   Defined modular layout components and data viz libraries

*   Created scalable, RTL-ready component system

#### Phase 2: UX & Data Modeling

*   Designed a **multi-layered dashboard** showing campaign summaries, spend efficiency, and audience engagement

*   Built filtering and comparative views across platforms (e.g. Facebook vs Instagram vs Google Ads)

*   Enabled users to **define KPIs** and set up **alerts** for underperformance

#### Phase 3: Localization & Accessibility

*   Implemented full **right-to-left layout system** with switchable LTR fallback

*   Developed **language toggles**, icon mirroring, and culturally aligned terminology

*   Designed with **data density scaling** - allowing users to expand or collapse insights based on context

### The Solution

We delivered a fully localized marketing analytics platform tailored for Arabic-speaking users, enabling them to:

*   **Integrate all key platforms in one place** (Facebook Ads, Instagram, Google Ads, Mailchimp, etc.)

*   Visualize **performance trends across campaigns** and channels

*   Benchmark campaigns based on **custom KPIs and budgets**

*   Gain actionable insights from **clean, simplified dashboards** without losing depth

*   Collaborate via **PDF reports and shared dashboards** tailored for client or exec review

### What We Shipped

*   Cross-platform SaaS web app

*   **30+ live data integrations** (social media, search, email marketing)

*   Fully localized **RTL design system**

*   Custom **KPI setup + alert engine**

*   Filtered comparison views across campaigns, ad spend, CTR, CPC, audience reach, and ROI

### Impact & Results

**Quantitative Wins:**

*   **+17% conversion to paid tier** for users using 3 or more integrations

*   Over **80%** of dashboard users used comparison filters in weekly workflows

*   Report generation time reduced by **60%** for business users

**Qualitative Wins:**

*   Users praised platform as the **first tool “that speaks our language”**

*   Improved internal collaboration — analysts could create and share reports with execs without platform hopping

*   Agencies adopted Afdal Analytics as a **client-facing reporting tool**

### Key Takeaways

*   **Localization is infrastructure, not aesthetics** - RTL required layout system changes, not just translations

*   **Users want flexibility without overwhelm** - giving control over KPIs and filters lets users shape the experience to their needs

*   **Unification = clarity** - bringing together metrics across platforms gave users a sense of confidence and ownership over their marketing decisions



Afdal Analytics

Branding done for a resort located in Bosnia and Herzegovina, focusing on the nature surrounding it and implementing it as our visual identity.

In crafting this brand identity, we aimed to encapsulate the core values of Harmony, Nature, Hospitality, and Excellence, ensuring that every aspect of the design resonated with these ideals.

At the heart of our visual representation lies the logo design, a masterful blend of symbolism and aesthetics. Each element, from the serene lotus to the carefully selected color palette, speaks to the essence of the brand. The lotus, a timeless symbol of purity and enlightenment, not only adds a touch of elegance but also conveys a sense of tranquility and renewal, inviting guests to experience a sanctuary of peace and serenity.

Delving deeper into the design, our choice of typography reflects a harmonious balance between modernity and tradition. The pairing of a sleek sans-serif with a classic serif font not only enhances readability but also evokes a sense of timelessness and sophistication. Complemented by a sunset-inspired color palette, every hue meticulously chosen to evoke feelings of warmth and comfort, the brand's visual language is as inviting as it is captivating.

Extending beyond the logo, our art direction permeates every facet of the brand experience, from the smallest details like key cards to larger elements like door hangers. Each piece meticulously crafted to ensure consistency and cohesion, creating a seamless brand narrative that resonates with guests on every level.

Moreover, our approach to design isn't just about the present—it's about future-proofing the brand. By prioritizing flexibility and scalability, we've ensured that the branding can adapt and evolve alongside the business, remaining relevant and impactful for years to come. Whether it's a subtle refinement or a complete reimagining, our branding framework provides a solid foundation for growth and innovation, ensuring that the brand continues to inspire and delight guests for generations.

Find more on the [following link.](https://www.behance.net/gallery/100948965/Hotel-Paradise-Branding)


Leading in growth investment amid the digital revolution, focusing on businesses primed for global expansion. With expertise in digital technology, offering not just funding but also hands-on guidance to empower management teams towards dominating their markets.

In an era where digital and data-driven technologies are reshaping industries, Red Castle Capital Partners (RCCP) stands at the forefront of growth investment, targeting businesses poised for international scale-up. Specializing in digital technology sectors, RCCP not only offers additional equity but also provides active support to nurture management teams towards achieving market leadership.\</div>

## Problem Statement

Despite possessing profound expertise in the digital and data-driven realms, RCCP faced challenges in articulating its unique value proposition and strategic vision. The firm sought to differentiate itself in a crowded market, aiming to attract high-potential digital technology businesses ready for international expansion. The essence of their mission—empowering companies with not just capital but strategic growth support—needed a clearer representation to resonate with potential partners and clients.

## Solutions Offered and Design Process

To address these challenges, our team embarked on a journey to revamp RCCP’s brand and visual identity, ensuring alignment with their core values and aspirations for digital technology ventures. The process involved:

*   **Research and Discovery:** Delving deep into RCCP's mission, we identified key themes of growth, innovation, and partnership. This foundational understanding informed our strategy moving forward.

*   **Brand Development:** We crafted a brand narrative that highlighted RCCP's unique approach to investment—combining financial support with strategic expertise to foster international scale-up.

*   **Visual Identity Creation:** Inspired by the firm's name and ethos, we developed a visual identity that mirrored the strength, innovation, and forward momentum of RCCP. The design choices, from color schemes to imagery, were meticulously aligned with the firm's focus on digital technology and international growth.

*   **Implementation:** The new brand and visual identity were rolled out across all platforms, including RCCP’s website, marketing materials, and corporate communications, ensuring a cohesive and compelling representation of the firm.

## Challenges

The primary challenge was capturing the essence of RCCP’s unique positioning in a visually appealing and concise manner. Balancing the technical prowess and innovative spirit of digital technology ventures with the strategic and supportive role of RCCP required a nuanced approach. Moreover, ensuring the new brand identity resonated across diverse international markets added complexity to the design process.

## Results, Outcome, and Client Satisfaction

The rebranding project was a resounding success. RCCP’s refreshed brand and visual identity have significantly enhanced its market presence, attracting a broader spectrum of digital technology businesses seeking to scale up internationally. Feedback from partners has been positive, with many highlighting the clarity and appeal of RCCP’s new messaging and visual representation.


Red Castle Capital

The platform for all your financial operations & management

Drawing inspiration from the audacious spirit of the NASA Mission, our approach to the All-Up project embodies innovation and forward momentum. Much like the "all up" testing methodology, we embarked on a journey where every component was live and reflective of its final form, embracing the urgency and precision reminiscent of a lunar mission.

At the heart of All-Up lies a Cloud Financial Operations platform unlike any other—a beacon of accountability in the ever-evolving landscape of cloud computing. Our platform empowers teams to navigate the intricate balance between speed, cost, and quality with unprecedented clarity and confidence.

Central to our design philosophy is the careful selection of a color palette that embodies the essence of All-Up. Cobalt Blue, with its depth and vibrancy, symbolizes the boundless possibilities and vast horizons that our platform unlocks. Amethyst Pink adds a touch of warmth and humanity, reminding us that behind every transaction lies a story and a human touch. Finally, Carbon Gray grounds the palette with a sense of stability and sophistication, underscoring our commitment to reliability and trust.

But the visual identity of All-Up extends beyond mere color choices. Our logo, meticulously crafted to be both iconic and meaningful, embodies the spirit of innovation and progress. A fusion of a rocket launch and the capital letter A, our logo captures the essence of exploration and discovery. The sleek, upward trajectory of the rocket symbolizes ambition and growth, while the stylized A represents the foundation upon which All-Up is built—precision, excellence, and advancement.

Every aspect of All-Up, from its color palette to its logo, is a testament to our commitment to excellence and innovation. With All-Up, we invite you to embark on a journey of discovery and transformation, where the possibilities are as limitless as the stars themselves.

Find more on the [following link.](https://www.behance.net/gallery/124272261/All-Up-FinOps-Brand-Identity-UI-UX)


All Up

Paradise

Projects:

As a performer of creative art, it is of vital importance to develop your own craft of design - a visual aesthetic that defines what you create and your creative abilities. Whether you call them your skills, talent, or style - develop it and own it. The inner monologue that you use to evaluate how good, beautiful, or logical an idea is - becomes the mysterious thing that makes what you create truly yours. It is a personal battle to create something better than your previous creative effort created. Those kinds of acts always possess a degree of unknown magic, that magical thinking.

Regardless of your education, experience, how hard you plan or strategize - anything seen as a perfect creative product requires a messy and imperfect path of multiple concepts, iterations, and trial & error to come and life. That process and those series of steps you take are the processes of developing something out of nothing. By embracing our abilities, while giving ourselves over to where the idea is taking us, accepting the fact that things won't turn out how we originally envisioned them - we bear the fruit of creativity which takes us where we need to go.

We're supposed to make a plan and work the plan. If the plan does not work, it is completely okay to change it - but always have a plan to start from. By sticking with the process and understanding the output, giving the things we did not expect the room to breathe, we end up with final products which more often than not tend to exceed our initial visions and expectations.

Ultimately, optimizing your performance as a designer is about choosing what and how to think and then acting upon it with passion and commitment. The more productive and optimistic your mindset is, the more your creative health and stamina will be. When it comes to design, you must be a long-distance runner. As a creator, you have to strengthen your creative muscles and this will require exercise, pain, and repetition. This is an unavoidable part of growth and becoming better.





Performance Optimization as a Designer

### **We are not the user**

What we often do is assume, without realizing it, that our users think as we think and like what we like. What we get is generalizing based on our own experience, which is actually a cognitive bias called the *availability bias*.

Designers need to go against this bias by interacting with their users as much as possible.

### **Users don't always tell the truth**

Only talking to our users does not automatically yield useful insights, and very often it can actually lead us in the wrong direction. Users don’t purposely lie to us, but *things people say* are different from *things people actually do*.

It takes the designer's skills to make them reveal their actual needs and behaviors. Without them, the user research becomes useless at best and misleading at worst.

### **Make the problem clear**

If done right, User Research is the strongest foundation for everything that follows. Having a deep and reliable understanding of our users and their problems can empower a team and lead it in the right direction like no other thing.

Decisions become easy because we no longer have to guess. With this knowledge, we are able to create products orders of magnitude better and save ourselves great amounts of time by avoiding rework.

# **So, how do we conduct the proper user research?**

### **Define your Research Objectives**

What is it exactly that we're trying to learn? Write down your research objectives before doing anything else. We usually aim for 3 to 7 objectives per project. Examples of what we are trying to learn are:

*   **Goals or motivation** - what are our users goals?

*   **Behavior** - what kind of actions does our user typically take, and in what order?

*   **Knowledge** - which common knowledge for our design does the user posses?

*   **Situations** - what kind of situations is our target audience often in?

*   **Decision-making process** - how does our user evaluate and act in our environment?

We want to understand our actual users, but also need to understand their ecosystem. Interview users with a different range of experiences and backgrounds. In some cases, you might also want to interview non-users that have a supporting role in order to understand the issue at hand on a deeper level. Let's say you were to do user research for an e-commerce website, you'd start it with interviewing people with different shopping habits (one-time buyers, regular buyers, company accounts, …), people using the competition, customer support, etc.

### **Ask for your users' stories.**

There is no better way of gaining information from your users. When your interviewees tell you stories about their experiences - they will also parallelly be answering many of your questions at once. Open-ended questions are the way to go about it - giving your user the chance and space to fully express what they feel.

### **Try to stay away from opinions**

Never ask your users what they want. Designers are not the user, and the users are not designers. Do not talk about your idea - in doing so we only skew the data as it is in our nature to twist the narrative in order to tell you what you want to hear.

### **Summarizing things**

Take as many notes as possible. Making sure to write all the feedback that you get from your interview is very important, as our findings will be backed up and based on it. After completing the research, start looking for patterns. After identifying them, the next step is to create systems that will help your team build the best product or service. Those can be user personas, customer profiles, experience maps, behavior patterns, strategy canvas, and so on. Remember that everything we build and create is for our users sake, as such, we should communicate to them as much as possible in order to get the clearest understanding of their requires & needs.





Lead Product Designer, UX Strategist, Consultant.

Dashy Dash

Afdal App

Paradise

Conducting User Research, and why it is so important

Designing Inclusive User Experiences

Performance Optimization as a Designer