Fourteen years designing calm, considered software.
Fourteen years designing at the intersection of brand, interface, and systems — for teams across three continents, in fintech, healthcare, e-commerce, and digital media. This is a small archive of the work and the thinking behind it.
The interfaces that get used are the ones that get out of the way. My job is to get out of the way, beautifully.
I design with restraint. I edit more than I add. The portfolio below is a body of work that took fourteen years to look this quiet — every screen the residue of a hundred decisions you'll never see.
Fourteen years, in edits.
- 01 Northwind Banking Fintech · Product Design Re-imagined the core onboarding for a challenger bank in MENA, lifting day-30 retention by 38%. 2025 NB
- 02 Atlas Health Healthcare · Design System Built a unified design system spanning patient, clinician, and admin surfaces across web and mobile. 2024 AH
- 03 Helio Studio Brand · Identity Identity, motion language, and a Webflow site for a generative design studio in Berlin. 2024 HS
- 04 Quill AI · 0→1 Designed an AI writing tool from research to launch — now used by 60k+ writers monthly. 2023 Q
Recent studies, sketches,
and side quests.
- 01 Voice-first onboarding for fintech
- 02 Token-driven motion language
- 03 A small CMS for designers
- 04 Arabic-first type primer
A designer, first.
I was born and raised in Cairo, and learned to design in print — where spacing is a moral position and a grid is only as good as the decisions it forces you to make. I fell into product when a client needed a website, and I never quite found my way back to paper.
Fourteen years later I'm still here, designing software from a desk in Cairo for teams across the Middle East, Europe, and North America — three continents, fifty-plus shipped products, and a long list of digital media platforms whose names you'd recognise.
I write code well enough to keep engineers honest, run my own research when I can, and care more about how a thing feels than how it photographs. The best design decisions are the ones nobody notices.
- Figma
- Framer
- Webflow
- Cursor
- Linear
- Notion
- Principle
- After Effects
- Protopie
- Storybook
A small process, repeated with intent.
Listen.
I start by understanding the business, the people, and the problem — not the brief. The right answer often hides in what nobody said out loud.
Frame.
I narrow the problem until it can fit on a single sheet of paper. If we can't agree on the question, no design will be the answer.
Make.
I prototype early and often. Real pixels in real flows beat decks every time — and they expose the assumptions a wireframe will hide.
Refine.
I obsess over the last 10%: typography, motion, empty states, error copy. That's where craft lives.
Liked what you saw? My inbox is open.
Thoughts on the work, a question about a project, an opinion you want to argue with — all welcome. I read every message and reply to most.