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How I Work
I start with the problem, understand the context around it, and use evidence to make decisions. Then I work with the team to turn those decisions into something people can actually use — and measure what happens next.
01
Start with the real problem
Before designing a solution, I try to understand what is really happening — what people need, what the business is trying to achieve, and where the friction actually comes from.
02
Understand the whole picture
I look beyond the screen. I consider the journey, the business rules, what the product depends on, the constraints, and the people involved in making it work.
03
Let evidence shape the decision
I choose the method from the question — observation, interviews, product analytics, usability testing, or an experiment. The point is to test an assumption, not to confirm one.
04
Build with the team
Good product design happens with the people building and growing the product. I work with product managers, programmers, and the growth, marketing, and data teams so a decision can actually move into the product.
05
Move quickly, learn, improve
I prototype early, test ideas, and iterate from what happens after launch — whether people finish the journey and the outcome actually moves. When AI tools speed up exploration, prototyping, or documentation, I use them as an accelerator. The product decisions stay mine.
I look for the intersection between what people need, what the product needs to achieve, and what the team can realistically build.
Where I've worked
A short pass through the products, the problems, and what changed.
Resal
Senior Product Designer
2024 — Present
Designed across consumer, merchant, and business products, pairing product design with growth experiments. Over two years the ecosystem recorded 3× user growth, 8× paying-customer growth, and 5× sales growth.
- 11+ experiments a month, with the growth team
- 15+ merchants onboarded in a feature's first quarter
Waitery
Senior Product Designer
2025 — 2026
Improved QR ordering and checkout: 16% less time to complete an order, 18% less checkout drop-off, and 12% higher average order value.
- −16% order completion time
- −18% checkout drop-off
- +12% average order value
Blue Ribbon
Senior Product Designer
2023 — 2025
Designed an early digital sports club experience in MENA, across 14+ features. Nearly 90% of members used the app in its first quarter. The design system then supported 3+ more club apps.
- ~90% of members using the app in the first quarter
- 3+ more club apps on the design system
Dsquares
Product Designer
2022 — 2024
Designed loyalty and fintech experiences for 15+ enterprise clients. Contributed to C-Cubed, a campaign and segmentation platform that simplified operations for 7+ companies and was associated with 20% company revenue growth in its first quarter.
- 15+ enterprise clients
- 20% company revenue growth in the first quarter
Bypa-ss
Junior Product Designer
2021 — 2022
As a junior designer, contributed to an early e-prescription experience in MENA: high-fidelity UI from healthcare requirements, plus research, medical information, and documentation.
- 200K+ users
- 5K+ providers reached by the product
About
Hello,I'm Anas.
I work on products where payments, memberships, operations and people have to fit in one flow. A wallet that has to know who paid. Points someone can actually spend. A club visit that starts on a phone and ends at a gate.
I like working with product and engineering from the constraint through the thing that ships. The screen is how a decision shows up. It is not where the decision starts.
Contact
Elsewhere