(01) About
I design with users,not just for them.
(02) The honest version
A designer who ships.
Figma for the thinking, Webflow and Shopify for the building, and AI assistance for the parts in between.
I am not a front-end engineer, and I say so before anyone asks. Custom applications, headless commerce and anything needing a real codebase behind it are somebody else's job. Knowing that line is why the things I do take on get finished.
- Design
- Product and interface design, conversion audits, design systems
- Build
- Webflow, Shopify including custom Liquid sections, AI-assisted building
- Tools
- Figma, Webflow, Shopify, GSAP, Framer
- Languages
- Arabic, French, and written English
- Certified
- Google UX Design, Meta UI/UX, Google Digital Marketing and E-commerce
(03) The story
Four chapters, in the order they happened.
- 2022
The certification, then the first client
Google UX Design, then Meta's UI/UX programme, then Google's digital marketing and e-commerce track. Not a degree, and I do not pretend otherwise. What they gave me was a method for finding out why people leave a screen instead of guessing at it.
- 2022 to now
Seven Shopify stores
Fashion, watches, crafts and leather brands, from Casablanca to the United States. E-commerce is an unforgiving teacher: every element on a product page either helps someone buy or gets in the way, and the analytics tell you which within a week.
- 2023 to now
The redesigns
A Saudi bank, a Moroccan agricultural marketplace, a SaaS platform with nothing built yet, a luxury concierge service. Four industries that share nothing except the places where their users gave up, which turned out to be the same places.
- 2026
Ten teardowns, then live sites
I started auditing sites I had not been hired for, each scored out of a hundred against the same checklist, then rebuilt so the argument was not theoretical. The same method now ships live sites: a cardiology clinic, a media buyer, a streetwear label.