Selected projects

Work thatshipped.

Six projects, each with the number it moved. Click any image to see it full size.

01 · 2024 · Payments

Sidra Pay checkout

People reached the last step of checkout and left. The team had a dozen theories and no week to waste.

Result+31% conversion
  • QuestionWhat stops people at the final screen?
  • WorkThirty interviews, fees shown upfront, one saved card, and a receipt people trust.
  • OutcomeConversion up 31% in six weeks; chargebacks down a fifth.

02 · 2021 · Mobility

Wasla app

A ride-sharing prototype that had to become a product without losing the small team that built it.

Result800K installs
  • QuestionHow do nine people ship every week?
  • WorkOne roadmap, a release every Thursday, and a rule that meetings end by noon.
  • Outcome800K installs in eighteen months and a 4.7 store rating.

03 · 2018 · Marketplace

Souq Now search

A grocery marketplace whose search returned everything except what people typed.

Result−52% time to order
  • QuestionWhy do people search three times before buying?
  • WorkArabic spelling variants, local product names and ranking by what sells nearby.
  • OutcomeTime to first order halved; searches per order down from 3.1 to 1.4.

04 · 2020 · Process

Wasla experiments

The first experimentation programme: from opinions in meetings to a test running every week.

Result40 tests a quarter
  • QuestionHow do we stop arguing about the button colour?
  • WorkA one-page test brief, a shared results board and a weekly review.
  • OutcomeForty tests a quarter, and a third of the roadmap decided by results.

05 · 2016 · Design

Dana design system

Three client products with three ways to draw a button, and one small studio maintaining all of them.

Result3 products, 1 system
  • QuestionWhere does the duplication cost the most?
  • WorkA shared library, built pricing pages first because that is where clients changed most.
  • OutcomeNew screens in days instead of weeks for all three products.

06 · 2015 · Research

Onboarding research

Fourteen studies for nine startups, all asking the same question in different words.

Result14 studies
  • QuestionWhy do new users leave on day two?
  • WorkDiary studies, first-week interviews and a playbook of what worked.
  • OutcomeA playbook that still gets forwarded, and three teams that rebuilt onboarding.
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