Projects

Selectedwork

Two case studies in depth, then the rest of the shelf. Click any image to see it full size.

Case studyFintech2023

Nuqta: banking without the anxiety

Nuqta's app worked, but new customers gave up halfway through sign-up and old ones called support before every transfer.

  1. Problem11 onboarding screens, three of them asking for the same ID twice.
  2. What I didShadowed the call centre for two weeks, cut onboarding to five steps, and rebuilt transfers around a single confirm screen.
  3. ResultDrop-off down 34%, transfer support calls halved, app rating 3.9 → 4.7.
Case studyBrand2018

Souq Tamr: dates for a European shelf

A family dates exporter from the Jordan Valley wanted to sell in European supermarkets without losing its roots.

  1. ProblemGeneric gold-and-palm packaging that looked like every other box.
  2. What I didA bilingual wordmark, a soil-and-sun palette and a box that opens like a market stall.
  3. ResultListed in 140 stores in two years and a regional gold award for packaging.
TravelWeb app

Rihla search & checkout

Flexible-date search and a one-page checkout in six markets.

+21% completed bookings

HealthSystem

Hayat design system

One bilingual system for 14 clinics, their app and their booking site.

3× faster screen delivery

BrandAudio

Bayt Radio identity

A colour-shifting identity for an Arabic podcast network.

12 shows, one system

MobilityApp

Masar EV charging

Find, reserve and pay for a charger in three taps.

50K downloads in launch year

MotionPersonal

Shapes of Arabic

A motion study turning Arabic letterforms into 3D objects.

Featured on two design blogs

TeachingWorkshop

Arabic UI workshop

A two-day course on right-to-left interfaces for product teams.

300+ designers trained

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