UX DETECTIVE
& FOUNDER
Finding out why nobody uses your ‘brilliant’ feature. Product Designer who somehow convinced people I know what I'm doing for 9+ years.
Specializing in: Making apps people actually use (revolutionary, I know) • Turning "make it pop" into actionable decisions • Explaining why Comic Sans isn't always the answer • Coffee-to-wireframe conversion
Core Philosophy
"If your grandma can't use it, neither can your users."
Based in Morocco, universally applicable. P.S. Despite this bio, I take design very seriously. It's just LinkedIn I'm not sure about. 🤷♂️
CHRONOLOGICAL INVESTIGATION
Founder
Founded this because I apparently enjoy impossible challenges like convincing stakeholders that users actually matter more than internal politics.
Running a design consultancy is just UX research on business problems. The users are "clients" and pain points are "budgets."
Sr. UI/UX Designer
Spent a year trying to convince people that users don't behave like our assumptions. Shocking revelation: real humans are messier than personas.
- Translated executive speak ("make it pop") into dev language.
- Diplomatic middleman explaining why a 47-slide carousel isn't a goldmine.
- Redesigned a ghost-town website into something usable.
UX Designer
Diagnosing why luxury car buyers were having trust issues. Spoiler: It wasn't the cars. Even Mercedes buyers get frustrated when "Configure Dream Car" leads to a 404.
Product Designer
Solving the mystery: why do kids hate learning apps adults think are "fun"? Designed Bewize to not feel like digital vegetables disguised as candy.
- Realized "gamification" doesn't mean adding random badges.
- Increased student engagement by 25% (kids actually used it).
KEY INSIGHT: Educational apps fail because they're designed for the adults buying them, not the kids using them.
UX Designer
Proving that "just make it look good" isn't a brief. Served as chief interpreter between developers and designers (we speak different languages).
Freelance UI/UX
The wild west. Every client thinks they're Steve Jobs. Learned that "quick project" means "prepare for scope creep."
SURVIVAL METRIC: Mastered the art of explaining why that "brilliant" feature might crash the user flow at 2 AM across 12 time zones.
UI/UX Designer
Designed a fitness app for the Middle East. Learned that "one size fits all" fails across cultures. Created an experience where users could get fit without feeling judged by their phone.
UI/UX Designer
Working on Android Pay growth. Designing for money transactions is like surgery - one wrong move makes people nervous. Learned that good design can calm money anxiety.
Social Worker
The Original UX Job
Spent 4.5 years discovering that navigating Morocco's healthcare system required more problem-solving skills than most tech startups. This was my first UX job, I just didn't know it yet.