TAPProduct Designer | web app UX/UI, human-centered web design & brand experience | design ops
Apr. 2023NetherlandsDutch-Palestinian EdTech Scaleup | social impact | B2C (young adults) & B2B Focus: leading several desing projects from concept to completion (UX, content and UI) + brand experience - Conducted an in-depth UX audit and led a complete website redesign and rebranding, significantly enhancing brand trust and user accessibility and reducing customer inquiries. - Created an Arabic-language landing page for young Palestinians, leveraging storytelling, content design and data visualization to increase engagement, boosting conversion rates from 0.81% to 13.24%. - Led a small design team to deliver custom software for upskilling program applications, streamlining the enrollment process and improving UX for both applicants and the screening team. - Led all UX research initiatives and translated research into user flows and interfaces aligned with company OKRs, directly contributing to measurable business outcomes. - Ran discovery workshops, ideation sessions, and user testing, uncovering insights that improved product design. - Established the foundations of a company design system, optimized handoff workflows and design workflow, as well as introduced UX metrics like Task Performance Indicators to assess design impact.