Case studies in solving the real problem, not the requested one.
Willo
Redesigned the subscription package selection flow for a Saudi laundry app — achieving a 300%+ conversion rate improvement.
2–8%
Conversion Rate Before
11–26%
Conversion Rate After
+300%
Improvement
Jisr
UX research and redesign of Jisr's asset management system — from contextual interviews to a shipped two-version solution.
5
User Interviews
Asset States
2
Versions Shipped
Designing the accounting integration that turned finance from Jisr's biggest adoption blocker into a reason to buy.
3
Months of domain research
8+
Accounting systems unlocked
100%
Posting accuracy
Usability testing that revealed the real blocker to approving vacation settlements wasn't the layout — it was the language.
81%
Usability, redesigned flow
66.6%
Overall usability score
8.2
Overall NPS
Designing the mobile employee profile so dense HR information stays clear, scannable, and easy to act on.
Mohsen Baomar
