STYDIO by SYD ©
Full fledged products
Built MEA’s first payment-orchestration product.
design built and led
Grew design from a solo practice into a team of five.
volume growth
Scaled the value flowing through the product by three orders of magnitude — the truest single measure of a payments business.
MoneyHash — Taming the most complicated thing in fintech and making it feel like nothing.
fintech, product experience, design systems, branding
2024-2026
The setting: the Middle East and Africa, where every country speaks a different payment language and nobody had built the translator. The product: a beta MVP made of templates. The team: me. That's where MoneyHash started. I owned all of it — the UX strategy, the product, the dashboard, two design systems, and the brand. I sat with merchants and the CEOs of our customers until I understood exactly where their money got stuck, then designed a product that unstuck it. The product grew from 3 modules and 5 features to 10 modules and over 60, the customer base multiplied 40×, and the platform now moves orders of magnitude more value than when I started — and still doesn't feel complex to the people using it. That last part is the part I'm proud of. Not solo for long: I built a team of five to carry it, and the founders handed me the keys early.
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Reemeya — Putting ethics on the ledger.
fintech, tokenization, ux strategy
2025
Reemeya lets global investors fund real, ethical, impactful projects through transparent Islamic tokenization — the rigor of Shariah-compliant finance with the openness and speed of modern technology. I led the product design and built the design system single-handedly, shaping the product alongside the product team as it took form.
Virgin — A SIM with no SIM.
Telecom, product design, ia, ux strategy
2023
Virgin — NEXT is Virgin Mobile's eSIM service: a phone plan you activate in seconds — no plastic, no store, no waiting. I owned the UX strategy, the full information architecture, and the UI design — focused on the moments that make or break an eSIM: activation, onboarding, and search.
Sakneen — Making the scariest purchase of your life feel less like guesswork.
Proptech, Design Lead, design systems, product experience
2021
I built Sakneen's design system and its first product experience, leading a team of two designers. As the business pivoted from B2C home-buying toward B2B and developer-facing products, I also led the design restructuring behind that shift.
Capiter — The messy reality of moving goods, made simple.
FMCG, product experience, Dashboards, mobile, research
2020
Capiter connected Egypt's smallest shops to its largest suppliers. I rebuilt two things: the delivery-agent app, and the internal dashboard used by more than a hundred people across fifteen departments. The dashboard was the puzzle — fifteen teams, each with their own logic, sharing one tool. I ran card-sorting with a rep from each, then designed permission-aware navigation so everyone saw only what they needed. The agent app was the empathy work: I designed around behaviors I found in the field, like agents calling the previous driver for directions, and built that into the product instead of fighting it. I built this alongside Ahmed ElMaghraby, who took the customer and sales side — one of the best collaborations I've had.
buseet — Fixing how a city moves.
transportation, product experience, design systems, mobile
2019
The setting: a city that doesn't run on time. The job: make the bus feel like it does. I led the end-to-end redesign of buseet's booking app — booking, discovery, personalization. I did the research on people's actual commutes, ran a cross-functional workshop to get the whole team's ideas on the table (not just the loudest voices), and built the design system that tied it together. The redesign lifted conversions 15% in its first week on Android. Then the pandemic rewrote the business — but that's another story.
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The full case studies and the numbers I don’t put on the open web. Tell me who you are and I’ll send it over.