Product Design · Design Systems · Brand · 2022 — now
MoneyHash
Taming the most complicated thing in fintech — and making it feel like nothing.
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.
[ CONFIRM clearance before publishing absolute TPV / customer figures ]
The Routing Engine
The brain of the whole thing, and our most-used product. The hardest piece to build, the most important to make invisible.
[ image — routing engine UI · 16:9 ]
The Checkout Design System
Every customer’s checkout, powered by one system.
[ image — checkout design system · 16:9 ]
The Product Design System
Ten modules that feel like one product.
[ image — product design system · 16:9 ]
The Rebrand
New company, new face. I designed both.
[ image — rebrand identity · 16:9 ]
Research
Merchants and CEOs, 2022. Where it began.
[ image — research field notes · 16:9 ]
UX Strategy, Product & Dashboard Design, Design Systems, Brand — Sayed Essam
Design Team — [ add names ]
[ add founders / collaborators ]