Case studies
I've worked on products where unclear UX costs real money and trust: fintech, mobile, logistics, and complex B2B, across startups, scaleups, and enterprise teams.
Making A/B experimentation legible to 100+ product managers without dumbing it down for the analysts.
46% → 23%
experiments miscalibrated at launch
1.5 → 4.2
redesign satisfaction (14 users)
How a cross-sell moment inside an unfinished food order took grocery adoption from 6.7% to 42%.
550+
new orders a day through Flywheel
12%
higher Quik repeat-order rate
Three years on Careem Quik — from a pandemic-era MVP doing 150 orders a day to a 10,600-order operation across Dubai, Abu Dhabi and Riyadh, plus the dark-store app that made it possible.
150 → 10,600
daily orders, 2021 to 2024
29% → 56.1%
30-day retention
AI verifies every piece in your wardrobe. Then Nia styles you with what you own, suggests what to buy, and knows when to sell.