```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Fd437be82-07d3-43e2-a7e0-0a965bcce2be.png?alt=media&token=7c368420-fc08-489a-b1bb-448d3c757696","id":"d437be82-07d3-43e2-a7e0-0a965bcce2be","width":1640,"height":721,"filename":"311880278_618136450014451_2275868861836368883_n.png","type":"image/png","caption":"","border":false}]}
```

Labda Gaming is one of the leading iGaming platforms, which creates and serves a different types of games that generate huge amounts of revenue for partner companies.

I was the lead designer on this project, where I was daily working and discussing ideas with company stakeholders and designers of what our future website should look like according to the new branding we finished months ago.

### Here is the list of the main goals:

* The website should feel and look futuristic

* It should be appealing to the investors

* It must be designed in a way to attract new talents

We used: **Design sprint**, **4WS**, JTBD, and **Google Analytics** data from our previous website.

### Problem

As a professional product designer, understanding the problem is crucial because it forms the foundation of the design process. It allows the designer to gain a deep understanding of the user's needs, goals, and pain points, which in turn, helps to inform the design decisions made throughout the project. Without a clear understanding of the problem, it is difficult to create a solution that effectively meets the needs of the user and solves the problem at hand.\
\
I started identifying problems that Lambda Technologies had and briefly put them into the bulleted list.

* Lambda's main challenge was to effectively communicate its brand to global investors in a visually compelling and futuristic manner.

* The company also required a functional website for attracting and hiring top talent.

* The UX portfolio project aimed to address these issues by designing a solution that effectively showcases the company's brand while providing a seamless user experience for job seekers.

* Lambda also needed a feature that could easily share updates and news with the public regularly.

## Understanding the problem and analyzing each of them

1. ***Why does Lambda need to effectively communicate its brand to global investors in a visually compelling and futuristic manner?***

* To attract more potential investors and build trust with them.

* To differentiate themselves from competitors in the market.

* To stay ahead of industry trends and be perceived as a forward-thinking company.

* To create a strong brand identity that resonates with the target audience.

2. ***Why does Lambda need a functional website for attracting and hiring top talent?***

* To attract the right candidates and increase the chances of hiring top talent.

* To provide an efficient and seamless process for job seekers to apply and be considered for open positions.

* To create a positive candidate experience and reflect the company's values and culture.

* To improve the company's hiring process and increase its efficiency.

3. ***Why does Lambda need a feature to share updates and news with the public regularly?***

* To keep stakeholders informed about the company's developments and progress.

* To build and maintain a positive reputation with the public.

* To increase visibility and brand awareness.

* To foster a sense of transparency and accountability.

## Wireframes

Design iteration is an important aspect of the wireframing stage, as it allows designers to test and refine their ideas before committing to a final design. During the wireframing stage of the Lambda project, I utilized a user-centered design approach, which involved:

* Gathering feedback from users, stakeholders, and the development team

* Using that feedback to iterate on the design

**One way I iterated on the wireframes was by:**

* Testing different layout and navigation options

* Experimenting with different placements of the company's brand and job seekers' information

* Receiving feedback on the overall structure of the website and making adjustments as needed to make the website more user-friendly and easy to navigate.

**Another way I iterated on the wireframes was by:**

* Testing different design elements such as typography, color, and imagery

* Receiving feedback on the visual design and making adjustments to improve the overall aesthetic and ensure it effectively communicated the company's brand.

**By iterating on the wireframes, I was able to:**

* Continuously improve the design and ensure that it met the needs of the users and stakeholders

* Effectively communicate the company's brand to global investors

* Identify and address any potential issues early on in the process which ultimately saved time and resources in the long run.

```cv
gallery
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```

## Visual Elements - UI (Mobile, Web)

This is what final design looks like for both web and mobile versions.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Faec05fc4-36fc-4ba1-9528-dd9703359114.png?alt=media&token=36c1447f-6f8f-422a-b16b-d8a1e79b6700","id":"aec05fc4-36fc-4ba1-9528-dd9703359114","width":1920,"height":1080,"filename":"Desktop - 51.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Fad1f4b7f-b5f4-4111-a5e7-2369f894746f.png?alt=media&token=ef74c247-5951-4fe5-93dd-9bfe74f641d2","id":"ad1f4b7f-b5f4-4111-a5e7-2369f894746f","width":1920,"height":1080,"filename":"Desktop - 58.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2F00ec7dae-0b4d-4c27-8902-3c44631c2f97.png?alt=media&token=1441e9e5-23da-45fc-bbe3-dcaae2c5df51","id":"00ec7dae-0b4d-4c27-8902-3c44631c2f97","width":1920,"height":1080,"filename":"Desktop - 69.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2F2051794f-2ebc-4248-a97c-37a6f790024b.png?alt=media&token=24a62e61-f96f-4755-95be-c2b28f209b97","id":"2051794f-2ebc-4248-a97c-37a6f790024b","width":1920,"height":1080,"filename":"Desktop - 56.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2F20c9f8cf-c059-4bd1-a286-a049f68bf65e.png?alt=media&token=f27131e4-fade-4053-b882-74059b84affa","id":"20c9f8cf-c059-4bd1-a286-a049f68bf65e","width":1920,"height":1080,"filename":"Desktop - 44.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2F6d96a6f7-a708-41cd-b208-255fb44a258a.png?alt=media&token=8aebe11a-4ff0-4227-84ec-5918f90f52b8","id":"6d96a6f7-a708-41cd-b208-255fb44a258a","width":1920,"height":1080,"filename":"Desktop - 46.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2F50a345fa-8f78-4a19-8a88-c5fd32c9a2ac.png?alt=media&token=7ae110ea-8f77-4fbd-93de-7bde928584b3","id":"50a345fa-8f78-4a19-8a88-c5fd32c9a2ac","width":375,"height":1311,"filename":"contacts.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Fb34f3ff0-867d-442f-85fc-714f1af89a0b.png?alt=media&token=2b1b3af4-3e8f-4510-a458-3d6f68e412bd","id":"b34f3ff0-867d-442f-85fc-714f1af89a0b","width":375,"height":1656,"filename":"game.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Fafda358e-80d9-48a1-965b-60d12253418b.png?alt=media&token=991a1425-d242-4c19-979d-6f9444dd4a43","id":"afda358e-80d9-48a1-965b-60d12253418b","width":375,"height":4037,"filename":"individual blog page.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Fe990e423-51bc-4490-b3c7-e03ff70f86e5.png?alt=media&token=42f9d704-5102-430d-8eee-058bb84e09e2","id":"e990e423-51bc-4490-b3c7-e03ff70f86e5","width":375,"height":843,"filename":"Lambda Experience.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Feb24651f-c1a5-4804-a080-b721fd707e71.png?alt=media&token=fddc658f-bb4f-460b-a31c-395708fa0362","id":"eb24651f-c1a5-4804-a080-b721fd707e71","width":375,"height":818,"filename":"menu.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2Fce9e0717-4b52-4c83-9c22-61cfee1e703d.png?alt=media&token=dc1ce06c-b1cd-460c-8f9f-6aae119a4ade","id":"ce9e0717-4b52-4c83-9c22-61cfee1e703d","width":375,"height":1751,"filename":"vacancies.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2F3Kn3PZDe1Q1AMXdrSaST%2F239f6fb6-c77a-429f-97ef-128d3f095191.png?alt=media&token=57a31e09-9835-427c-b837-2d6a290bcf47","id":"239f6fb6-c77a-429f-97ef-128d3f095191","width":375,"height":2449,"filename":"blogs list.png","type":"image/png","caption":"","border":false}]}
```

### **Achievements**

* Successfully communicated the brand to global investors in a visually compelling and futuristic manner.

* Created a functional platform for attracting and hiring top talent.

* Provided a feature for regularly sharing updates and news with the public.

* Utilized a user-centered design approach and iterated on design to meet user needs.

* Achieved the company's goals by creating a website that effectively showcases the brand and provides a seamless user experience.

### **What I learned**

* Learned the importance of understanding the problem and the users' needs before starting the design process.

* Learned the importance of design iteration and how it can improve the user experience and create a final solution that was both visually appealing and functional.

* Learned the importance of clear communication and collaboration with the development team to ensure that the final product met the project's technical requirements and was delivered on time.

* Reinforced understanding of the importance of creating user-centered solutions that meet the needs of the users, stakeholders, and the company.

Leading iGaming Platform - Challenge The Ordinary

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FNCUOxZb5brWIRNp6LTG2%2Fe9bdcc28-69e6-4988-9f7c-51aec02d23a4.png?alt=media&token=c4a28c2d-fed4-4372-99ee-05e1db1140e8","id":"e9bdcc28-69e6-4988-9f7c-51aec02d23a4","width":1600,"height":870,"filename":"thumbnail.png","type":"image/png","caption":"","border":false}]}
```

### Problem

Pet owners struggle to find reliable and convenient services for their pets, such as walking, boarding, and grooming. Pide needs to design a solution that addresses this problem and provides pet owners with an easy and efficient way to access these services.

* Pet owners face difficulty in finding reliable and convenient services for their pets such as walking, boarding, and grooming.

* Lack of availability of pet walkers.

* Difficulty in trusting boarding facilities.

* This causes Pide to face difficulties in acquiring and retaining customers.

* Pide needs a design solution that addresses these issues and provides pet owners with an easy and efficient way to access these services.

### **Research and Analysis**

* In order to fully understand the needs and pain points of pet owners, we conducted research on the target audience, market, and competitors.

* We surveyed a sample of pet owners to gather information on their behaviors, preferences, and challenges related to accessing walking, boarding and grooming services for their pets.

* We also analyzed market trends and the offerings of competitors in the industry.

* Through this research, we were able to identify key opportunities for Pide to stand out in the market and address the specific needs of pet owners.

* We found that pet owners value convenience, trustworthiness, and reliability when it comes to services for their pets.

* Based on our findings, we proposed several design solutions that would improve the user experience and meet the needs of the target audience.

Methodologies used: **Design Thinking Sprint, Created Personas, used 4W1H & JTBD**

### **Wirefaming & Iteration**

* After conducting research and analysis, we proposed several design solutions to address the problem and meet the needs of the target audience.

* These solutions were then tested with a group of user testers from the target audience.

* Based on their feedback, we iterated on the designs and made adjustments to improve the user experience and address any issues that were identified during testing.

* This process was repeated several times until we arrived at the final design solution that was deemed the most effective.

* Iteration is an important aspect of the design process, as it allows for the testing and validation of design solutions, and ensures that the final product is tailored to the needs and preferences of the target audience.

* During the iteration process we also received valuable feedback from the user testers that helped us fine-tune the final design, and in some cases, gave us new insights that we did not consider before.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FNCUOxZb5brWIRNp6LTG2%2F7942cf1b-def3-4b11-92a4-e59f6279852f.png?alt=media&token=85dabb15-93a4-49ef-bc07-cc95f41bcda4","id":"7942cf1b-def3-4b11-92a4-e59f6279852f","width":1440,"height":1024,"filename":"Pide-Concepts.png","type":"image/png","caption":"","border":false}]}
```

### **Experimenting with pages and final UI**

During the design process, we iterated a lot. \
\
For example, on the #1 screenshot, you can see the 2 versions of how the home page would look (each has its different UX and functionality besides the UI)

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FNCUOxZb5brWIRNp6LTG2%2F8b340458-533e-48db-99d4-c34a5a7c1e72.png?alt=media&token=955676bb-f123-4600-9293-acf5b9dde9d6","id":"8b340458-533e-48db-99d4-c34a5a7c1e72","width":1440,"height":1024,"filename":"Pide-1.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FNCUOxZb5brWIRNp6LTG2%2F0aba15f9-071d-4de7-9228-b921dee5f1ce.png?alt=media&token=17b067ae-cde8-42c3-adcf-55b435314856","id":"0aba15f9-071d-4de7-9228-b921dee5f1ce","width":1440,"height":1024,"filename":"Pide-2.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FNCUOxZb5brWIRNp6LTG2%2F0110c951-27b9-4924-aa6a-b176c81778d9.png?alt=media&token=dbbdf79b-c5c0-4a14-bec0-f5ec83c84b44","id":"0110c951-27b9-4924-aa6a-b176c81778d9","width":1419,"height":1024,"filename":"Pide-4.png","type":"image/png","caption":"Your monthly needs are calculated using your selected data and recommended + delivered using Pide","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FNCUOxZb5brWIRNp6LTG2%2F35dfee19-cf52-4e14-bdb4-d262d56d6b8e.png?alt=media&token=d9e6eb9c-35a8-413f-9710-eb7a1dae0ebb","id":"35dfee19-cf52-4e14-bdb4-d262d56d6b8e","width":1419,"height":1024,"filename":"Pide-5.png","type":"image/png","caption":"Pide offers online communication services, 24/7 vet support with online prescriptions","border":false}]}
```

### **Results**

* The design solution that we implemented for Pide has had a significant impact on the company's business and its users.

* The design solution also helped Pide to attract new investors and increase brand awareness in the market.

* These results demonstrate that the design solution was successful in addressing the problem and meeting the needs of the target audience.

* The implementation of the design solution has not only improved the user experience but also had a positive impact on Pide's business.

**Tools Used**

*Research and Tracking*: Google Analytics, Hotjar, VWO

*Communication*: Discord & Slack

Managing the deadlines: Notion, ClickUp

Design Process: Figma, ProtoPie, After Effects

### **What I learned**

* learned how to use user testing and iteration to validate design solutions and improve the user experience.

* I learned the value of data and metrics in measuring the impact of design solutions on business goals.

* I realized the importance of understanding the market and the competition in order to find opportunities for differentiation.

* I also learned the importance of listening to user feedback, as it can lead to new insights and opportunities for improvement.

* I learned that design is not only about creating a visually pleasing solution, but also about solving a problem and meeting the needs of the users.

Pide - Super App for pet owners

I was working on this project as a freelance contractor where my responsibilities were:

* Analyzing the idea behind Citizen,

* Choosing methodologies to understand the need of business owners and users deeply

* Conducting research and creating proto-personas,

* Presenting wireframes and creating complete UI for both Mobile and Web Experiences.

## **Understanding Problem**

I've started making an empathy map in order to analyze the problem. I used pen and paper and wrote down some ideas I had in mind, and also used Project Brief for understanding key problems.

### **4WS**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F159f5eee-e2bd-4e66-8b55-e8802099ee2d.png?alt=media&token=f33515a8-692a-46ae-8250-a829b9d69ea9","id":"159f5eee-e2bd-4e66-8b55-e8802099ee2d","width":1393,"height":740,"filename":"4WS.png","type":"image/png","caption":"","border":false}]}
```

I also met startup founders and tried to catch some ideas they had about problems and solutions. after this, I solutions come across.

* The platform must be simple and easily marketable

* The onboarding process should be smooth and flawless

* Design should work both for NGO-type organizations and normal users.

* Live videos must be added to this platform.

## Wireframes

This is just a brief presentation of wireframes for both mobile and web

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F0eb7a0af-79f9-4d24-b9dc-f0977bd91348.png?alt=media&token=b6553a91-ea1a-4356-9da9-0d2ab306d45f","id":"0eb7a0af-79f9-4d24-b9dc-f0977bd91348","width":1920,"height":1080,"filename":"Frame-4.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fc5a0eec5-e996-4a26-9320-91fded5dba7d.png?alt=media&token=08cb931a-c35c-4beb-9151-68ad4a29cd44","id":"c5a0eec5-e996-4a26-9320-91fded5dba7d","width":1920,"height":1080,"filename":"Frame.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F2829467e-c22a-469f-992a-4dd31d9edd8f.png?alt=media&token=37c2cdc3-2ca1-4a01-8f3a-5046f316ce0e","id":"2829467e-c22a-469f-992a-4dd31d9edd8f","width":375,"height":812,"filename":"Frame-2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fdeb48cfa-79a1-4c68-ba5d-de90c3f9ae66.png?alt=media&token=a3125be3-c64d-49eb-9b2d-f7e5ea94ddd3","id":"deb48cfa-79a1-4c68-ba5d-de90c3f9ae66","width":375,"height":812,"filename":"Frame-3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fac8faff5-45a3-4a54-ab1b-a4fd1646810c.png?alt=media&token=5e740f59-8642-4719-b20c-850d8dcc0fb5","id":"ac8faff5-45a3-4a54-ab1b-a4fd1646810c","width":375,"height":812,"filename":"Frame-1.png","type":"image/png","caption":"","border":false}]}
```

## UI - Web

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F16e9c2e7-c401-439c-9236-85cadef181ac.png?alt=media&token=c7bca14a-d9b3-4588-906e-865d26abd3d2","id":"16e9c2e7-c401-439c-9236-85cadef181ac","width":1920,"height":1080,"filename":"Web 1920 – 1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F7087f30f-20ab-423a-802a-9de1081ae7b6.png?alt=media&token=c8b68a13-8d16-4a36-8844-3af6b9d43673","id":"7087f30f-20ab-423a-802a-9de1081ae7b6","width":1920,"height":1080,"filename":"Top-Topics.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fd559772a-df24-48b7-8a9b-d69715a9b265.png?alt=media&token=19e19bc7-d473-47c1-9630-50151d1188e0","id":"d559772a-df24-48b7-8a9b-d69715a9b265","width":1920,"height":1080,"filename":"Live-Videos-Detailed.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F68c45f95-0696-4d43-bb3f-a9022061b02f.png?alt=media&token=38f3e4cf-5744-4c45-95fa-51d06a0660e8","id":"68c45f95-0696-4d43-bb3f-a9022061b02f","width":1920,"height":1080,"filename":"Add Post.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F002c985b-9797-42e1-aef5-45a2a904133a.png?alt=media&token=74a978d6-92e5-4d87-972e-14e7894a8e8f","id":"002c985b-9797-42e1-aef5-45a2a904133a","width":1920,"height":1080,"filename":"Map.png","type":"image/png","caption":"","border":false}]}
```

## UI - Mobile

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F1577cdb5-10a7-42de-8227-f99f657f87d5.png?alt=media&token=38fd71c8-7b5e-4a6d-a311-26637deb1051","id":"1577cdb5-10a7-42de-8227-f99f657f87d5","width":375,"height":812,"filename":"Home-Normal – 2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F6d83e4c3-10f8-446c-86c1-0076938af03c.png?alt=media&token=1dd812ec-f20d-4520-bb18-3817a31244d9","id":"6d83e4c3-10f8-446c-86c1-0076938af03c","width":375,"height":812,"filename":"Home-Normal – 5.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F0f44d153-7482-4677-b15c-0c43173719cd.png?alt=media&token=725dda4c-5fa0-4cbd-9258-6d17889b995c","id":"0f44d153-7482-4677-b15c-0c43173719cd","width":375,"height":812,"filename":"iPhone X-XS-11 Pro – 6.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fcad0ad21-a5c5-4a3e-881e-ff522bcd6058.png?alt=media&token=5f2012d0-3894-4684-897f-b59ec140a2d9","id":"cad0ad21-a5c5-4a3e-881e-ff522bcd6058","width":375,"height":812,"filename":"iPhone X-XS-11 Pro – 8.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fdb233634-8ae9-428a-8cfc-90455e9cc63b.png?alt=media&token=62266655-e805-4bbe-8bbf-3ef7deb74b61","id":"db233634-8ae9-428a-8cfc-90455e9cc63b","width":375,"height":812,"filename":"Home-Normal – 1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F49819e22-1648-4322-a9a2-e9ee2a32be2e.png?alt=media&token=67cd87ed-2ca8-46f1-9a8a-9ef9510cc4ad","id":"49819e22-1648-4322-a9a2-e9ee2a32be2e","width":375,"height":812,"filename":"Home-Normal – 3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2Fbd29fdec-8efe-47c1-a63a-4856774d6c33.png?alt=media&token=6eca1ec7-55ef-4adf-a6cd-c1ace92be024","id":"bd29fdec-8efe-47c1-a63a-4856774d6c33","width":375,"height":812,"filename":"Home-Normal – 4.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F66322ec6-2c07-4a15-93c0-f9d0be184fab.png?alt=media&token=629754d4-d9c1-488d-82ae-c868a409bdd0","id":"66322ec6-2c07-4a15-93c0-f9d0be184fab","width":375,"height":812,"filename":"iPhone X-XS-11 Pro – 3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FWHnwrAE8OeS7nocPDHVV%2F3bf911a7-ea0b-4252-ab67-3f27d4e10fcb.png?alt=media&token=d3f22c53-0aa0-4c08-8e84-0db1df33c599","id":"3bf911a7-ea0b-4252-ab67-3f27d4e10fcb","width":375,"height":812,"filename":"iPhone X-XS-11 Pro – 10.png","type":"image/png","caption":"","border":false}]}
```

Citizen - Social Feedback Sharing Platform

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FZTo1pIYHgObKVJ1KJ3TG%2F8a8b0c97-da73-4813-a4cb-2e42ae853591.png?alt=media&token=fe94f094-10ff-458e-8265-b76d0a95e19b","id":"8a8b0c97-da73-4813-a4cb-2e42ae853591","width":1200,"height":900,"filename":"Wide-Two-V3-Gradient-5.png","type":"image/png","caption":"","border":false}]}
```

### **ShopThing: Design Case Study**

**Project Overview:** ShopThing is an innovative app designed to help users purchase luxury goods at online live events with up to 70% discounts. The app aims to revolutionize the way consumers shop for high-end items by leveraging the excitement and urgency of live shopping experiences, combined with the appeal of significant savings on premium products.

**Objective:** To create a user-friendly, engaging, and efficient app that enhances the online luxury shopping experience by offering real-time interaction, exclusive discounts, and a seamless purchasing process.

---

### **Problem**

Many people love buying luxury goods but find them too expensive. Traditional online shopping for luxury items can be boring and lacks the excitement of in-person shopping. Plus, there aren’t many opportunities to get significant discounts on these high-end products.

### **We wanted to understand the luxury goods market, find out who our target customers are, and see what competitors are doing.**

* **Surveys:** We sent out surveys to potential users to see if they were interested in live shopping events and buying luxury goods at a discount.

* **Interviews:** We talked to people who shop for luxury goods to learn about their preferences, pain points, and shopping habits.

* **Competitive Analysis:** We looked at other platforms like Net-a-Porter, Farfetch, and live shopping apps like NTWRK and Popshop Live to see what they offer and how we can stand out.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FZTo1pIYHgObKVJ1KJ3TG%2F4d8eca3d-42b3-4113-962a-bbad95978e6f.png?alt=media&token=a1c3218f-c136-473d-96ba-b7751d53ccaf","id":"4d8eca3d-42b3-4113-962a-bbad95978e6f","width":926,"height":552,"filename":"userresearchframework1.png","type":"image/png","caption":"","border":false}]}
```

1. **User Research:**

   * **Objective:** Gather insights into user needs, preferences, and pain points to inform design decisions.

   * **Methods:**

     * **Persona Development:** Created detailed personas representing different segments of the target audience based on survey and interview data.

     * **Journey Mapping:** Mapped out the user journey to identify critical touchpoints and potential areas for improvement.

     * **Ethnographic Research:** Observed users as they shopped for luxury goods online to understand their behaviors and motivations.

       ```cv
       gallery
       {"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FZTo1pIYHgObKVJ1KJ3TG%2F7103cfc5-3187-4874-8269-7a0deaf9fc60.png?alt=media&token=2644ca0a-c64c-4ee1-96a5-89eaf8a9563f","id":"7103cfc5-3187-4874-8269-7a0deaf9fc60","width":961,"height":442,"filename":"Screenshot 2024-05-20 142936.png","type":"image/png","caption":"","border":false}]}
       ```

2. **Usability Testing:**

   * **Objective:** Ensure the app is intuitive and easy to use, minimizing friction in the shopping process.

   * **Methods:**

     * **Prototyping:** Developed low-fidelity wireframes and high-fidelity prototypes to test different design iterations.

     * **A/B Testing:** Compared different design elements (e.g., layout, color schemes, button placements) to determine which versions led to better user engagement and conversions.

     * **Task Analysis:** Asked users to complete specific tasks (e.g., joining a live event, purchasing an item) to identify usability issues and areas for improvement.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FZTo1pIYHgObKVJ1KJ3TG%2F1c736d0b-b7a9-4500-a6e6-d05239b099a9.png?alt=media&token=4299976b-38bc-4e1a-ad27-51e479139a35","id":"1c736d0b-b7a9-4500-a6e6-d05239b099a9","width":1151,"height":788,"filename":"Screenshot 2024-05-20 141244.png","type":"image/png","caption":"","border":false}]}
```

* **Heuristic Evaluation:** Conducted expert reviews of the app to identify usability issues based on established UX principles.

* **Cognitive Walkthroughs:** Evaluated the app’s user interface to ensure it supports users in achieving their goals without confusion or error.

* **Feedback Loops:** Implemented continuous feedback mechanisms within the app (e.g., post-purchase surveys, in-app feedback forms) to gather ongoing user insights.

### **Working with PM's**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FZTo1pIYHgObKVJ1KJ3TG%2Fe5a6a70d-2202-4b1d-9d4f-bc5b47535877.png?alt=media&token=6d228be0-32bd-4b7d-9ca7-4af5256fe6a1","id":"e5a6a70d-2202-4b1d-9d4f-bc5b47535877","width":4200,"height":1800,"filename":"62226681b3bd8f5a1ca86b90_pixelmatters-a-day-in-the-life-product-designer.png","type":"image/png","caption":"","border":false}]}
```

* **Objective:** Foster collaborative problem-solving and innovation in the app design process.

* **Methods:**

  * **Brainstorming Sessions:** Brought together cross-functional teams (designers, developers, marketers) to generate ideas and solutions for enhancing the app.

  * **Affinity Diagrams:** Organized user research data into themes and patterns to identify key insights and priorities.

  * **Prototyping Workshops:** Rapidly created and tested prototypes based on user feedback and workshop outcomes.

---

### 

## Post Launch

By staying deeply involved in the post-launch phase, I helped ShopThing maintain its competitive edge and adapt to the evolving needs of its users. This hands-on approach ensured that the app continuously improved and expanded, offering a superior shopping experience in the dynamic landscape of luxury e-commerce.

Following the official launch of ShopThing, the startup environment demanded constant attention to design issues and the addition of new features. As part of the core team, I played an ongoing role in this dynamic process:

* **Continuous Design Improvements:**

  * Actively monitored user feedback and analytics to identify usability issues and areas for enhancement.

  * Regularly collaborated with the development team to implement design tweaks and fixes, ensuring the app remained user-friendly and efficient.

* **Feature Expansion:**

  * Worked closely with stakeholders to prioritize and design new features based on user requests and market trends.

  * Created new design screens for additional functionalities such as personalized recommendations, advanced filtering options, and loyalty reward systems.

  * Ensured that new features seamlessly integrated with the existing design, maintaining a consistent and cohesive user experience.

* **Me + Agile = <3  (but sometimes boring for designers :D):**

  * Embraced an agile workflow, allowing for rapid iterations and continuous deployment of updates.

  * Participated in regular sprint planning and review sessions to align design updates with the overall development cycle.

  * Engaged in cross-functional team meetings to ensure that design considerations were effectively communicated and implemented.

### **Impact**

* App saw 74% increase on events posted and 109% increase in products posted

* Our biggest multi-shopper event sold over $1.6 Million in GMV + 10 More events this year over 250K in GMV (Thanks to updated live events)

* One of our shopper managed to sell $308,000 in GMV, with one-day event

* As I joined team I worked on Apple Pay integration, new filter, package protection feature, Preloved mode which accounted 33% of total profit for the company <3

ShopThing - Live shopping events

"New Hospitals" is a 285-bed, multi-disciplinary clinic built in compliance with European standards, which has been offering patients high-quality inpatient and outpatient services since 2011. The company has been among one of the key player in the market since its founding date.

I had the chance to work on the website design of this amazing company, which was already using social tools and plug-ins to provide booking and Q&A services for its existing and new clients.\
\
The main goal was to create a fully-functional website that would take hundreds of bookings a day + satisfy all client needs in one space.\
\
After getting all the necessary information from the stakeholders I started creating Empathy Map in order to have everything clear. I wanted to exactly know what users feel, what they say, and what they do.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2F378b1b9c-51b0-49cf-a399-79d11feb1ba8.png?alt=media&token=957f2d6f-7e40-4a6e-9da3-dd57e0086677","id":"378b1b9c-51b0-49cf-a399-79d11feb1ba8","width":2967,"height":1570,"filename":"Frame 1.png","type":"image/png","caption":"Empathy Map - New Hospitals","border":false}]}
```

While working on the designs - I had stakeholder meetings every 2 weeks. The office was inside the hospital and I came up with the GREAT IDEA! after each meeting I would stay near the reception and find real clients on-site. I chose only ones who were not in trouble at the moment and had time to talk. I asked them a few well-calculated questions to collect additional information for my UX process.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2Fa1697478-6ace-4234-86dd-31b81518faa9.jpg?alt=media&token=77466bd1-e5b4-4bef-ad6e-613c1a84f761","id":"a1697478-6ace-4234-86dd-31b81518faa9","width":720,"height":480,"filename":"user-interviews-user-personas-720x480.jpg","type":"image/jpeg","caption":"","border":false}]}
```

At the same time, I was working on the different types of flows, we only created flows for the most important cases which were: booking and getting information about doctors. Finally, after working on the whiteboard and sketching different ideas we had a final sketch of the flow.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2F150d795f-f2c2-48e4-87d4-7dc242319206.png?alt=media&token=b209b506-3fda-4465-8dec-3d9e056ea2ba","id":"150d795f-f2c2-48e4-87d4-7dc242319206","width":5350,"height":2053,"filename":"Frame 3.png","type":"image/png","caption":"Mini-Flow of New Hospitals Website","border":false}]}
```

I already had brand identity colors, logo, and typography ready to start working on UI (this project was the top priority for the company and they needed it ASAP). I made different variations of the website style and after a few iterations, we agreed on the more simplistic and informational version.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2Fdf3da95d-b66d-430e-9e0a-f0cb9a8d54c1.png?alt=media&token=384b0c16-b4bd-497d-9b65-7f89e457a8d4","id":"df3da95d-b66d-430e-9e0a-f0cb9a8d54c1","width":1920,"height":4284,"filename":"Web 1920 – 15.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2Fab956fb9-dbe5-4668-a0e0-ea3170432046.png?alt=media&token=7924627b-d2c0-4e48-88ce-50f2603a1965","id":"ab956fb9-dbe5-4668-a0e0-ea3170432046","width":1920,"height":1080,"filename":"Services-Page.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2F178b6c5c-ffa1-4a00-83a4-c96c6d2d051e.png?alt=media&token=59e883b4-1e0f-4ac8-8317-1630679209f7","id":"178b6c5c-ffa1-4a00-83a4-c96c6d2d051e","width":1920,"height":1908,"filename":"Doctors-Page – 2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2F843d5fe2-d155-4614-8c72-52e5644c0467.png?alt=media&token=926aa045-2531-470c-a11a-351895d4ebac","id":"843d5fe2-d155-4614-8c72-52e5644c0467","width":1920,"height":2160,"filename":"News-Page.png","type":"image/png","caption":"","border":false}]}
```

I had strong working communication with the development team of this project - It is always an easy and fun process for me because I have a strong understanding of programming and markup languages. (HTML5, CSS, SAAS, C#, .NET  & different plugins)\
\
For tracking and controlling analytics, it was my strong recommendation to used Hotjar or VWO for heatmaps, session recordings, and funnels with Google Analytics.\
\
I've also created a matrix of the most and rarely used features of the website which gave us a deep understanding of what this medical center can focus on in its future steps.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FdE80lfhCCEAAlczsphQ0%2F58134152-d5ef-4a43-a27e-9a10ac743174.png?alt=media&token=72bcaa6c-f3a0-43cc-893a-a4e9d81f6179","id":"58134152-d5ef-4a43-a27e-9a10ac743174","width":2265,"height":1936,"filename":"Frame 4.png","type":"image/png","caption":"","border":false}]}
```

* The website is used by thousands of users each week

* It was redesigned and now provides all the necessary information users needed before.

* Users can book online or physical sessions in less than 3 minutes.

Product Design - Research & Visuals

## Yassir

As the full-time Product Design Manager at Yassir, I spearheaded the transformation of our Food Delivery, Store, Courier, and Grocery apps. My mission was to elevate the user experience, driving increased engagement and satisfaction across various regions.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fyassir%2Fab6dec21-b658-40fb-af9b-3799d8e33793.jpg?alt=media&token=693af0f2-aff4-44e8-9fda-38bac655987a","id":"ab6dec21-b658-40fb-af9b-3799d8e33793","width":1200,"height":675,"filename":"kv-yassir-psgfr.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **Managing a High-Performing Design Team**

**Team Oversight**: Successfully managed a talented team of product designers, fostering a collaborative and innovative environment. I ensured that each team member had the resources and support needed to excel in their roles.

‍

**Progress Tracking Platform**: Developed a dedicated platform to monitor progress, deadlines, and team morale. This tool provided real-time updates and insights, allowing for proactive management and timely interventions.

‍

**Communication Bridge**: Acted as the main liaison between Product Management and Product Design, guaranteeing timely and high-quality task delivery. My role was crucial in translating business goals into actionable design tasks, ensuring alignment across departments.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fyassir%2F325afb3d-23a8-489b-902d-e3f9ee5d225f.png?alt=media&token=31de9d19-0b9e-48d3-9be0-f7b4dcb97599","id":"325afb3d-23a8-489b-902d-e3f9ee5d225f","width":1920,"height":1080,"filename":"Introduction (2).png","type":"image/png","caption":"","border":false}]}
```

### **Driving Engagement Through In-Depth Research**

**Extensive Research:** Partnered with the UX team to conduct comprehensive market research and analysis. We utilized various methods, including user interviews, surveys, and competitive analysis, to gather valuable insights.

**Increased Usage:** Our research efforts significantly boosted app usage and user satisfaction across multiple countries. By understanding user needs and pain points, we were able to design solutions that resonated with our audience, resulting in higher engagement rates.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fyassir%2Ffcca668d-da8b-4ec0-8e57-1e33acfa17d1.png?alt=media&token=08d10140-520a-4d2c-9d34-0d1111dcb4ab","id":"fcca668d-da8b-4ec0-8e57-1e33acfa17d1","width":1920,"height":1411,"filename":"Website-Visual1.png","type":"image/png","caption":"","border":false}]}
```

### **Innovative Redesign of Yassir’s Core Apps**

**User-Centric UX:** Led the complete redesign of the Food Delivery, Store, Courier, and Grocery apps. Our approach focused on user-centric design principles, ensuring that each app was intuitive and enjoyable to use.

**Fresh Interface:** Introduced a new, user-friendly interface that simplified navigation and enhanced the overall experience. The redesign included streamlined workflows, visually appealing layouts, and interactive elements that improved user satisfaction.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fyassir%2F0d2c06c8-6d26-4d5a-a3ac-3f87b5635b2c.png?alt=media&token=bb3d4595-68f9-49b1-9910-3be58786c32a","id":"0d2c06c8-6d26-4d5a-a3ac-3f87b5635b2c","width":1920,"height":1411,"filename":"App-Redesign-Visuals.png","type":"image/png","caption":"","border":false}]}
```

### Creating the SEFAR Design System

**Unified Guidelines:** Played a pivotal role in developing the SEFAR design system, providing a cohesive set of guidelines and components. This system ensured consistency across all Yassir platforms, creating a unified brand experience.

**Streamlined Process:** The SEFAR system streamlined the design process, ensuring consistency, reducing development time, and facilitating easier updates and scalability. This system allowed for faster iteration and more efficient collaboration between designers and developers.

### Benefits of SEFAR

**Consistency:** By standardizing design elements, SEFAR ensured that all Yassir apps maintained a cohesive look and feel, enhancing brand recognition and user trust.

**Efficiency:** The design system reduced the time needed to create new features and updates, allowing our team to focus on innovation and user experience improvements.

‍

**Scalability:** SEFAR provided a scalable framework that could easily accommodate new products and features, ensuring that our design approach could grow with the company.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fyassir%2F93069284-5b22-4c86-80a8-ed2e206ba832.png?alt=media&token=834456ab-5f71-4c0c-8fd3-0858f547828c","id":"93069284-5b22-4c86-80a8-ed2e206ba832","width":1920,"height":1411,"filename":"App-Redesign-Visuals (1).png","type":"image/png","caption":"","border":false}]}
```

### Achievements

**100,000+** Partners onboarded on Store platform

EST **20% revenue** increase for redesigned grocery app

EST Average order value **increase by 25%**

EST Average order value **increase by 25%**

Yassir - Shopping and Delivery (YC  W20)

**TBC Bank** is a Georgian bank headquartered in [Tbilisi](https://en.wikipedia.org/wiki/Tbilisi "Tbilisi"), [Georgia](https://en.wikipedia.org/wiki/Georgia_(country) "Georgia (country)"). It is one of the leading banks in the Eurasian market and is listed on the [London Stock Exchange](https://en.wikipedia.org/wiki/London_Stock_Exchange "London Stock Exchange") and is a constituent of the [FTSE 250 Index](https://en.wikipedia.org/wiki/FTSE_250_Index "FTSE 250 Index").\
\
The bank services are used by more than 5 million users. It's one of the most popular services is Mortgage which became old-fashioned while new trends on the market popped up. \
\
TBC stakeholders made the decision to create a team consisting of the leading players in the fields of Design, Research, and Loans & Risks specialists.\
\
They also invited and involved specialists from the McKinsey consulting team exclusively for this disrupting project.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2Fdf3971ed-823d-4a7e-9949-39585c576926.jpg?alt=media&token=97571240-d75a-4b6a-8db2-b5ee6f341544","id":"df3971ed-823d-4a7e-9949-39585c576926","width":900,"height":437,"filename":"2022-07-12-073913499-McKinsey-_-Company-plans-to-nearly-double-Atlanta-workforce-by-2025.jpg","type":"image/jpeg","caption":"Worked under the top consulting team on the globe - McKinsey & Company","border":false}]}
```

I was invited to work on this project for 6 months and my main responsibilities were to conduct:

* **User Research**

* Implemented different methodologies like (**JTBD**, **4W**, and **5W1H**)

* Hold a number of interviews using outsourcing companies that would provide us with the user requirements we needed in order to create **qualitative user personas.**

* Created low and high-fidelity wireframes for ongoing processes inside the team

* Created a medium-fidelity product with interaction-ready components to use for live user testing purposes

* Worked on more than 20 iterations of user flows (I was directly working with Loan & Risk management employees in order to satisfy all regulations of the Revenue Service Agency)

* Met bankers who were issuing mortgage loans in-office. Created a list of questions for them with my fellow team member.

We created too many flows and I won't start showing all of them, Instead, to make it more interesting I will display hybrid flow with high-fidelity wireframes that I created.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2Fd05f1151-a957-4779-8614-a732a1d70365.png?alt=media&token=f8dac06d-48f1-45fd-91ae-caa1fe11d8cc","id":"d05f1151-a957-4779-8614-a732a1d70365","width":1920,"height":1080,"filename":"Calculator-LoanAmount-Error.png","type":"image/png","caption":"Information needed to a create personalized offer","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F5ffc2521-52eb-46eb-a19a-eb41206f1c41.png?alt=media&token=6867f63f-2731-4436-8474-e90c841b8671","id":"5ffc2521-52eb-46eb-a19a-eb41206f1c41","width":1920,"height":1352,"filename":"Personalized-Offer – 1.png","type":"image/png","caption":"Personalized offer details","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F776b2d8e-3d00-435c-b8ca-52f980d5204b.png?alt=media&token=8ce855c9-00ea-4f98-978d-c996fc5cc32f","id":"776b2d8e-3d00-435c-b8ca-52f980d5204b","width":1920,"height":1080,"filename":"Bureau-Document-Sign.png","type":"image/png","caption":"RS Agreement ","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F2ded057f-4c06-4da0-8a56-7cd65421036e.png?alt=media&token=904ad5a5-5fb4-4bfb-8880-19327a976911","id":"2ded057f-4c06-4da0-8a56-7cd65421036e","width":1920,"height":1080,"filename":"Income-Detalis-Salary – 6.png","type":"image/png","caption":"Collateral details ","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2Fce90b202-b77e-4a89-899d-3ac77bea9b65.png?alt=media&token=d510da36-f5fe-4049-8b95-ce9412d13046","id":"ce90b202-b77e-4a89-899d-3ac77bea9b65","width":1920,"height":1080,"filename":"Income-Validation-SelfEmployed-OtherBank.png","type":"image/png","caption":"Income Validation","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F5a32e760-0155-4163-bd5e-d599c00c000f.png?alt=media&token=da368822-6916-4453-a245-f037d3b2104f","id":"5a32e760-0155-4163-bd5e-d599c00c000f","width":1920,"height":1080,"filename":"Disbursement.png","type":"image/png","caption":"Disbursment","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2Fefe3dea3-4815-4c56-a201-7e65a234d9bf.png?alt=media&token=da7bdd02-4126-4ff3-9987-566d527733f9","id":"efe3dea3-4815-4c56-a201-7e65a234d9bf","width":1920,"height":1080,"filename":"Disbursement – Schedule-Meeting.png","type":"image/png","caption":"Disbursment schedule & meeting","border":false}]}
```

In short what we did in the above images

1. Added all the necessary input fields to create a Personalized Offer for a unique user

2. On the back-end side, we checked if the user qualifies for the loan at TBC bank and offered a personalized loan that can be tailored by the user.

3. That step is formal (I know formal is boring :/ ) where the user needs to read the agreement and proceed to the next step

4. Next, we verify all the collateral details - in this step the  user can add all kinds of incomes

5. Income validation is one of the most important steps - we ask the user about Income Source, Type of Activity, and Bank statement (it must be pdf and signed by the issuer bank)

6. Final pages are Disbursement where users can also schedule a meeting with the banker

Of course, the images above don't represent the work we have done fully on our final iteration. That's why I'll attach the huge picture straight from the working file :)

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F2409536d-e2c0-4cad-9e3c-81be49e7fe9e.png?alt=media&token=5d2c5bbe-50dd-4f35-ae74-17f8924460f0","id":"2409536d-e2c0-4cad-9e3c-81be49e7fe9e","width":1207,"height":846,"filename":"image.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F63060028-516b-40ad-96cb-b888dd407bfb.png?alt=media&token=74e8f3f4-c47f-4697-8d28-dc6a23ea6f37","id":"63060028-516b-40ad-96cb-b888dd407bfb","width":1405,"height":697,"filename":"image.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F2876ed87-7a0b-4d4d-aabb-f574e704fbf0.png?alt=media&token=2e6110b7-5834-4898-a90a-b28a9efcac3b","id":"2876ed87-7a0b-4d4d-aabb-f574e704fbf0","width":1504,"height":768,"filename":"image.png","type":"image/png","caption":"","border":false}]}
```

## LAUNCH

To land the successful launch of this project we had to work with the development team & implemented good looking innovative user interface for the users. This is how the product looks now (Visuals created by UI team)

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F7ca57d7c-3d5f-4013-ba5b-89adb9616910.png?alt=media&token=955a2cb8-929f-4a7d-a6e0-47281a24bf4f","id":"7ca57d7c-3d5f-4013-ba5b-89adb9616910","width":1890,"height":885,"filename":"image.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2F8e136655-54a9-4ee5-a470-00ff896adbd1.png?alt=media&token=5556886d-dc90-4bf3-9719-e9eee82ca225","id":"8e136655-54a9-4ee5-a470-00ff896adbd1","width":1885,"height":890,"filename":"image.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2Faa96fcdb-2beb-4f05-b30a-d07336cb87e6.png?alt=media&token=93de7934-1991-4751-9ee4-bf5b1ae1da3f","id":"aa96fcdb-2beb-4f05-b30a-d07336cb87e6","width":1891,"height":895,"filename":"image.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2FjbkhY5WdfVenWY37dQPN%2Fbb1e877c-8d04-48b7-ae08-e2255399b3a4.png?alt=media&token=58b61758-989b-4a51-8ebc-f5cf21569c97","id":"bb1e877c-8d04-48b7-ae08-e2255399b3a4","width":1899,"height":891,"filename":"image.png","type":"image/png","caption":"","border":false}]}
```

* The project became one of the most demanding products in digital banking

* Helped more than 300 personal bankers to automate their manual work

* TBC Mortgage website is used by more than 50K users monthly

* The whole process was planned and executed in the record time in the company's history - in partnership with McKinsey & Company's consulting team

### What I personally learned

* More about finances, mortgages, and loans.

* Banking is hard to process but dedicated UX designers can make it easy.

* How to conduct the most productive live user testing (Learned a lot on this project. before I was always doing it remotely or with just proto-personas for small projects)

* Small and dedicated teams can achieve outstanding results

TBC Bank - Mortgage Reimagined

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F27d63d9f-499e-479b-86c8-7b2952372369.png?alt=media&token=34448a0c-75eb-4717-a55a-a8129d26a523","id":"27d63d9f-499e-479b-86c8-7b2952372369","width":1591,"height":880,"filename":"Nefster-Cover.png","type":"image/png","caption":"","border":false}]}
```

As a designer I was involved in the creation process of hyper-casual games. I was working for the Gaming Studio Nefster along with talented Unity Developers and founders of the company.

### Main main jobs working on the design was to:

* Identified current trends on the market

* Created delightful UI for all the games

* Implemented designs into Unity Canvas

* I was also creating 3D models and implementing the scenes into Unity 3d

### **Ideation process**

I was always attracted to games when I was young and at that time when I was hired at Nefster I had opportunity to be involved into the ideation process of the games. In the meetings  we were brainstorming the ideas, sketching, testing and playing them.

* I was watching the videos about Retention, Low CPI, how to create beautiful UI's for the games and how to make them satisfying on the Voodoo's learning platform

* I was catching different ideas from the team members and sketching them ASAP

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F0b5b11ca-4309-478f-82dd-7ce4a18388bd.jpg?alt=media&token=5a905cfe-2557-4daa-b85d-0ccdf01f030e","id":"0b5b11ca-4309-478f-82dd-7ce4a18388bd","width":960,"height":638,"filename":"317962495_1104231353754154_7285042211945633476_n.jpg","type":"image/jpeg","caption":"Here we won the Gamification Hackathon","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F52451b5c-d579-4a58-a01e-7ca52f3afc43.jpg?alt=media&token=8a7d4443-0edf-4ad5-877f-5f14b54b2037","id":"52451b5c-d579-4a58-a01e-7ca52f3afc43","width":2048,"height":1536,"filename":"317818075_654084699575317_6029951110095325850_n.jpg","type":"image/jpeg","caption":"Discussing some ideas and having some fun ","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F4f6c2277-73c7-4534-81ba-097e9be56c7c.jpg?alt=media&token=c8732f5f-dff7-4b8d-9806-30f674697618","id":"4f6c2277-73c7-4534-81ba-097e9be56c7c","width":704,"height":864,"filename":"316889942_655037619630771_43369533926727620_n.jpg","type":"image/jpeg","caption":"Design and development process","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F12b2ef6e-b049-4728-969b-93ade51c413a.jpg?alt=media&token=70276b16-0bad-4c59-9564-122fdf69a9dd","id":"12b2ef6e-b049-4728-969b-93ade51c413a","width":2048,"height":1536,"filename":"316642776_469220132024381_8657958325626001833_n.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F5abea894-3977-419e-a0e3-774403b0c2d0.jpg?alt=media&token=ece2e8d9-b80a-4ecd-84b9-6ef16529c5ca","id":"5abea894-3977-419e-a0e3-774403b0c2d0","width":2048,"height":1536,"filename":"316110314_818483409447291_3890796505582519430_n.jpg","type":"image/jpeg","caption":"Part of us","border":false}]}
```

### **Games**

I worked on 8 games in total, sketched designed and implemented them in Unity3D. Here is the image representing part of the games.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FYiPb3u7r9qNwEADYPjni8yUEgD03%2Fx5tWWfzgd8eFfh8l2A71%2F255476a8-98a7-405a-b2fd-5d29dc638829.png?alt=media&token=bc8f1705-d2db-40fe-9d92-c814ebf6a664","id":"255476a8-98a7-405a-b2fd-5d29dc638829","width":1309,"height":502,"filename":"Game-Icons.png","type":"image/png","caption":"","border":false}]}
```

Below you can see some insights from the games. Icons, Components, Screenshots and more.

```cv
gallery
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```

Also we created AR/VR app where I was the Product Designer. see the video

https://www.youtube.com/watch?v=2uu82ZlUWdI

**Thanks**

```cv
gallery
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```

Hyper Casual Games - Design

Product Design, @Yassir (YC W20)

Why UX designers must embrace the darkness

Design Better Gradients

The end of the smartphone era and the rise of AR

Microsoft Garage48 Hackathon Winner

With my team, I won a hackathon where we conceptualized the best idea among 50+ participants and became winners of the amazing 48-hour event. I was responsible for: Product design, 3d design & working with engineers and developers to implement visuals without any flaw

Estonian Garage48 "Gamification & Entertainment"

With my team, I won the status of Best Technical Team 48-hour gamification hackathon. We created a fully functional Augmented Reality application with impressive gamification features. As a team member, my responsibilities were: Project & Time management, working on 3D Visuals as well as creating UX with gamification features.

Google Developers Award

With my team, I won Google Hackathon which was held in Georgia. We created an educational application BeSmart with innovative technologies and a new approach. My primary responsibilities were: enduring 48 hours without a 1-minute nap. Working on User experience and User interface for the application and translated it to the development group

Building Better User Experiences with a Product Thinking Approach

Worked hard on getting the official certification in Java Programming Language. Programming&analytical thinking really helps me in my design career understanding complex concepts easily and implementing them.

Java Programming Language

Make Design Systems People Want to Use by Dan Mall

During this intensive course, I was introduced to the fundamentals of animations, creating & animating characters, rigging, IK, and more interesting concepts.

The startup camp really helped me on my path to UX Design and understanding what customers and users need in order to achieve goals in the best way possible. During this camp, we covered the following topics with practical experience: 
-Idea development, pitching, team formation & dynamics.
-Rapid prototyping, UX design, customer discovery.
-Business Model Canvas, getting first customers.
-How to make people love your product?
-Marketing & social media
-Startup life-cycle

The course was held in Partnership with: GITA, Microsoft and Estonian Development Cooperation

We hosted exhibition

This is description of my featured article

Was featured in this article

Constantly scouting the ever-expanding map
of the industry for new ideas and experiences.
We challenge the ordinary with each new game.

ShopThing

As the full-time Product Design Manager at Yassir, I spearheaded the transformation of our Food Delivery, Store, Courier, and Grocery apps. My mission was to elevate the user experience, driving increased engagement and satisfaction across various regions.

Yassir ecommerce - Shopping & Delivery

Education Reimagined using Augmented & Virtual realities


https://youtu.be/2uu82ZlUWdI - product video

Sparklab - Chemistry in AR/VR

Pide is a super-app which enables users to take proper care of their pets

Citizen is a social feedback-sharing platform where all registered users can share thoughts and concerns about different themes.

We reimagined and reinvented old-stylish mortgage process

I was involved in the creation of hyper casual games - in 2017 Nefster agency was working with one of the most popular game publisher Voodoo.

Some side project

My speak with lex https://www.youtube.com/watch?v=mi5Kg7FED-E&ab\_channel=Bugatti

My speak at Lex friedman podcast

Test volunteer

I was hired as a User Experience Advisor. I made a full report, design analysis, and research for Livo, which is an affiliate company of one of the biggest banks in the Eurasian Market (TBC Bank). My main responsibilities were: conducting user interviews, creating personas and JTBDs, analyzing user behaviors through Hotjar&VWO, and reporting results to Project Owner and CEO.

User Experience Researcher (Advisor)

I was working for a multinational telecommunication services company. It predominantly operates services in the regions of Asia, Africa, and Europe. My main responsibilities were: Understanding user needs, creating Experiences through the interviews, working closely to project managers, and managing visuals for the mobile and web applications (Beeline App) which have more than 3+ million visitors each month.

UX Specialist / Product Designer

Working on strategic design direction for the Super app which raised 240M $ in funding. Managing the express direction involving (Delivery and Grocery stores)

Product Design Manager

Design Team Leader - creating innovative solutions for the next generation of iGaming. Working on animations, motion design, graphic design, and UI/UX

Design Team Lead

Started a company specializing in Augmented and Virtual Reality solutions with my 2 friends. in 1 year we grew our company by 12+ people. Created more than 6 applications. Served 2 biggest companies in Georgia and 3 companies globally.

Co-Founder & Product Designer

Department of Business Administration\
School of Business and Administrative Studies\
\
Design of products-INOV5014 (  2023/2024; )

Invited Lecturer

While working on Livo's real estate projects I had a great opportunity to had touched on the huge innovational project in the field of Mortgage loans. I created Wireframes, was involved in user interviews with other team members, worked on user flows, and created personas and journey maps. As a result, the product is used by more than 2 million people. (This project was done with the collaboration of one of the most popular consulting agencies: McKinsey)

Nick Devashvili

2024

2023

2022