Coming soon
AI · Insurance2025Aziz — an AI assistant for an insurance super-app
Gave Tawuniya’s chatbot a name, a face and a reason to open it, in one week.
3M+downloads Aziz was built to re-engage
Case study coming soon
For founders & product teams
Your product, designed by someone who’s shipped at scale in Saudi Arabia.
From a rough brief to a tested, build-ready design — research, flows, UI and handoff, in Arabic and English.
- 0 → 130merchants in the first month · Rewaa
- 90%order success on Mrsool for Business
- 3M+app downloads · Tawuniya
Teams I’ve designed products for
Proof
Real products, brief to build-ready.
AI · Fintech2026One AI assistant, one accountant, no confusion
Merchants thought their accountant could read the AI chat. I designed how Musaed logs invoices from a photo, when it must ask, and where a human takes over.
0 → 130merchants in the first month
Read case →
Delivery2024A safer order-accept flow for couriers
Couriers took orders they couldn’t deliver, so I redesigned how they accept them.
−4%order cancellations
Read case →
AI · Insurance2025Results
What the work moved, in numbers.
Outcomes for the business, not a pile of screens.
Launch
0→130
Merchants on Rewaa’s new accounting service in its first month. I designed how its AI assistant logs invoices and hands off to a human.
Mrsool for Business
90%
Order success, driving the business as it secured multi-million SAR funding.
Revenue
~SAR 35K
Added in add-on sales in one quarter.
Scale
3M+
Downloads of Tawuniya’s insurance super-app, where I designed its AI assistant.
Experience
11 yrs
In design, from brand identities to end-to-end products.
Services
What I can help you with.
Bring me in to design the product, or to build the team and process that designs it.
01 / 07 · Product
Product design, end to end
Flows, wireframes and UI that survive engineering, not just the pitch deck. I stay with it through handoff and QA until it ships.
See Mrsool02 / 07 · Product
AI & new-feature concepts
From a vague idea to a clear, testable concept, fast. Including when the AI should act on its own, and when it must ask.
See Musaed03 / 07 · Growth
Conversion & funnel optimization
Find where users drop off, redesign the steps that leak, and A/B test the fix. I’ve done it on Tawuniya’s sales flows and Rewaa’s add-on sales.
See the numbers04 / 07 · Research
UX research
Field visits, interviews and surveys to find the real problem, and data to size it, before you pay to build anything.
See the discovery05 / 07 · Research
Workshop facilitation
Kickoffs, alignment and ideation workshops that get founders, product and engineering agreeing on one problem and one plan.
See where it fits06 / 07 · Team
Build or scale your design team
Hiring, onboarding and career levels, so the team grows without losing quality. I’ve scaled teams from 4 to 13 designers.
See the numbers07 / 07 · Team
Design process & reviews
A clear way of working from brief to build, and a review system that catches problems before engineering does.
Process
How a project runs. No surprises.
Five steps, and you see real work at every one.
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Goals, users and constraints, plus your data, competitors and, where possible, real users.
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A workshop with your team: we look at the findings together and agree on the problem, the priorities and what’s out of scope.
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Flows first, then wireframes, then high-fidelity UI, reviewed with you at each step.
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Usability tests with real people before anything ships, then iteration.
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Every state and edge case documented, then I review the build with your engineers.
A one-page brief: the real problem, who has it, and what success looks like.
Ways to work together
Pick the shape that fits the problem.
Every option starts with a short brief, and you get a fixed quote before any work begins.
One problem
Focused sprint
1–2weeks
For one flow that underperforms, or a decision you need evidence for.
- A clear problem brief
- The redesigned flow, in Arabic and English
- A quick test with real users
Most common
Full feature
4–6weeks
For a new feature, from a rough brief to build-ready design.
- Discovery: users, data and competitors
- Flows and high-fidelity UI
- Usability testing and iteration
- Handoff and design QA until launch
Ongoing
Design partner
2 daysa week
For teams shipping every sprint without a senior designer.
- A senior designer in your rituals
- Design reviews and QA each sprint
- Your design system kept in shape
Community
What I give back to the design community.
Tools, talks and mentoring that came out of my own workflow, now used by designers well beyond my team. The same habit I’d bring to your product: find the friction, then remove it.
Figma plugin1K users
Color Bridge
ProblemBuilding an accessible palette meant guessing colors, then checking contrast by hand, one pair at a time.
FixAccessible color scales generated on real contrast math — APCA + OKLCH.
Get the pluginFigma + NotionFree
Usability Testing Kit
ProblemEvery usability study started from a blank page, so planning took longer than testing.
FixA full framework to plan, run and summarize usability sessions — ready to reuse.
Get it freeResearch template56 sales
Domain & Feature Context Brief
ProblemStarting in an unfamiliar domain meant weeks of catching up before a kickoff could ask the right questions.
FixA complete brief in hours: user workarounds, a workflow map, three-layer competitive analysis, opportunities and an interview plan — for Designers or PMs.
Get the brief1:1 mentorship100% rebook
Product Design Mentorship
ProblemDesigners stuck between levels rarely know what “next level” actually requires in their role.
FixA focused session on research, storytelling and portfolio, with a clear roadmap to the next level. 10+ sessions so far, and every designer booked a second.
Book a session
Live session · Dec 2025Talk · Zomra30+ live
How to use the Usability Testing Kit: what, how and why
A free webinar for designers on running usability tests that change product decisions, walking through the kit step by step with the problems I hit in real projects.
Get the kit“Practical and genuinely applicable, not theory from a book. Everything was built on real experience he went through himself.”
“An advanced session. Thank you, Mahmoud, for content that’s practical and ready to apply.”
“I was looking for someone who actually runs usability tests in real life, to learn from their experience. A session full of what matters.”
“The session was more than useful. Thank you, Mahmoud.”
FAQ
Questions clients usually ask.
Can you design in Arabic and English?+
Yes. I design right-to-left from the start, not as a translation at the end. Most of my work serves users in Saudi Arabia and MENA.
Can you work with our developers and design system?+
Yes. I design inside your components, hand off build-ready specs, and review the build until it ships.
What do you need to start, and how soon?+
A short brief: what you’re building, who it’s for and what success looks like. I’ll reply honestly about timing.
What does it cost? Will you sign an NDA?+
You get a fixed quote after the brief, before any work starts. And yes, I’m happy to sign an NDA first.
What happens after launch?+
You can keep a senior designer on the product two days a week, or book the next sprint when you need it.
Testimonials
What people I’ve worked with say.
Start a project
Tell me about your project.
Pick what you need and add a few lines — your email app opens with a ready-to-send brief. Prefer to talk it through? Book a call.