Hi, I'm Ahmed.
I studied Electronics & Communications Engineering, so I design the way an engineer thinks: start with constraints, trace the failure modes, then build the system. Over 10+ years I've taken three B2B SaaS products from 0→1, co-built a Figma-native design system used across three engineering squads, and built and led a UX team while still designing hands-on every day.
My work sits at the intersection of strategy, design systems, and user experience — building tools for people who use them every day to do serious work.
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Career Timeline
Retail media platform that turns retailers' in-store screens, audio and signage into an advertising network, live across 61,000+ media points on three continents. Joined as the sole designer and grew into Head of UX, owning design across the full product suite.
- Led design and delivery of 3 core B2B SaaS products from 0→1, now live for retailers across Europe, Latin America and MENA (incl. Saudi Arabia and UAE).
- Co-built Intouch's design system with Figma Variables, Auto Layout and a 44-component library, reducing handoff friction and UI bug reports across 3 engineering squads.
- Drove a 40% improvement in user retention through a data-informed redesign of core flows, validated with usability testing and product analytics.
Product studio building consumer and enterprise mobile apps for clients across MENA and Europe.
- Redesigned UX flows for 6+ consumer mobile apps using Jobs-to-be-Done framing and iterative usability testing, improving task completion and reducing onboarding drop-off.
- Built and maintained design systems for client products (reusable components, brand tokens, pattern libraries), cutting production time across projects.
- Ran the UX process end to end: research, journey mapping, wireframes, high-fidelity Figma prototypes and direct client design reviews.
Client work alongside full-time roles, for Nodens (B2B) and Smardex (fintech).
- Designed a custom CRM interface on Odoo for Nodens, balancing functional complexity with usable UI patterns.
- Delivered brand systems, campaign assets, reusable UI components and After Effects motion assets for web and mobile marketing.
Expertise
Product Design
End-to-end product experiences from research to launch.
UX Strategy
Aligning business goals with genuine user needs.
Design Systems
Scalable component libraries and token architecture.
Enterprise UX
Complex data-dense interfaces for power users.
Motion Design
Purposeful animation that communicates and delights.
Brand Identity
Visual systems with a clear point of view.
Social Media
Content design that stops the scroll.
UX Research
Qualitative and quantitative insights driving decisions.