Project 012023
Qaff
where AI meets content mastery.
- The decision
- Trust before automation - every output explains itself and stays editable.
- Impact
- Users trust the result instead of rewriting it.
Hi there!my name is
IbrahimMushtaha
I'm
- a product manager
- designing what I decide
- a team lead
- building with AI
- a product manager
I decide what we build and why - then design it all the way to the user.
Drag them! ↘
+38%order completionThe decisionTrust before automation
The decisionOne comparison per choice→
+38%order completionHipidyMobile
The decisionTrust before automationQaffAI
The decisionOne comparison per choiceBarakahSustainability
I design, I lead, I build with AI digital products that make a difference .
01 - How I work
The biggest value I add comes before the first screen. Tools now produce interfaces in minutes, but judgment, not speed, decides what deserves solving, and what shouldn't be built.
- Ibrahim02 - About me
Explore my work!
About me
Hi there!My workspace2026
I'm Ibrahim a product designer and team lead from Cairo - your partner for seamless user experiences ✦ compelling visuals, and robust technical solutions ✓.
Interaction designPrototypingUser researchDesign systemsProduct managementBuilding with AI
03 - What I do
Four capabilities
in one person!◎01
Product management
Discovery, requirements, and roadmap - what ships now, what waits, and what never gets built.
✎02
Product design
Flows, interfaces, and interactive prototypes for web and mobile - experiences that need no explaining.
▦03
Design systems
Accessible, documented tokens and components for banking, government, and commercial platforms.
✦04
Building with AI
From idea to a working prototype in days - testing assumptions before a single line of production code.
04 - Decisions that made the difference
Decisions that made the difference
the part screens don't showDesign is visible. The decision behind it isn't - yet it decides whether the product succeeds. Here are four product decisions I made, and what happened next.
We cut a feature that took a month
Simplicity١The situation
An impressive feature we built over a month - but usage data said almost nobody used it.
٢The decision
I removed it entirely instead of polishing it, despite what it cost to build.
٣The resultSimpler
A simpler product, and a team focused on what people actually use.
The lesson:Sometimes the best design is the one you dare to delete.
Requirements changed two days before launch
Scope١The situation
A client changed the requirements two days before delivery, and the deadline couldn't move.
٢The decision
I separated the "must-have" from the "nice-to-have", and we shipped the core version on time.
٣The resultOn time
An on-time launch, with the rest scheduled for a second phase.
The lesson:Scope isn't your enemy - the lack of priorities is.
I said "not now" to half the requests
Priorities١The situation
A long list of requests, and every stakeholder sure theirs was the priority.
٢The decision
I ranked them by user impact and postponed everything that didn't move it.
٣The resultFocus
A focused team, and less complexity reaching the user.
The lesson:Every "yes" to a new feature is a "no" to something more important.
11 steps became 3 - Hipidy
Impact١The situation
A long ordering flow made many users drop off before paying.
٢The decision
I cut the flow to 3 steps: choose, one-tap payment, and live tracking.
٣The result+38%
A clear rise in order completion.
The lesson:Every extra step is a tax the user pays.
05 - Selected work
● Interactive prototype
Selected work
Projects that reflect creativity and impact.
Project 022024
Hipidy
seamless delivery solutions.
- The decision
- 3 steps instead of 11, and one-tap payment.
- Impact
- +38% order completion
Project 032024
Accounting solutions hackathon
A hackathon platform for SOCPA, the Saudi Organization for Chartered and Professional Accountants.
- The decision
- One task worth solving in 48 hours.
- Impact
- Registration, judging, and operations in one platform.
Project 042023
Barakah
enabling sustainable choices.
- The decision
- One comparison per choice instead of a complex decision.
- Impact
- A daily habit users come back to.
Project 052026
Sanad
A full dashboard you can try yourself - not just screenshots.
- The decision
- A working prototype instead of static images.
- Impact
- The client tries it before deciding.
06 - The design process
How do we work together?
just four phasesLaying the foundation to understand your project and its goals
Phase 01 · 1 - 2 days1
Client meeting
A Google Meet or Zoom call to understand project requirements and goals
2
Problem research
Analyzing competitors and market trends for deeper insight
3
Setting objectives
Defining goals, expected outcomes, and timelines
66+Projects completed
7+Years of experience
95%Client satisfaction
13Clients in two regions
Mobile app design✦Website design✦Landing page design✦Framer websites✦Project management✦Mobile app design✦Website design✦Landing page design✦Framer websites✦Project management✦Mobile app design✦Website design✦Landing page design✦Framer websites✦Project management✦
07 - Career path
Where I made an impact
from code to productJun 2024 - Present
Founder & CEO · Sab3a
I founded Sab3a to build products design-first, from strategy to shipped product. I lead a cross-functional team across web and mobile, hands-on in research, product direction, and UI.
Sep 2022 - Present
Senior Product Designer & Product Owner · Tahwool
I own product design at Tahwool while leading design for Rentoor, a startup under its umbrella. Highlights include Sirkits, a government system redesign for the Saudi Contractors Authority, and hackathon platforms for SOCPA and more.
May 2026 - Jul 2026
Senior AI Product Designer · WavelineAI
I designed Nokhba, an AI-assisted design system built for UAE government compliance - bilingual, RTL-ready, and WCAG 2.1 AA accessible. It shipped production-ready, not as a prototype.
Jul 2025 - Present
Senior Product Designer · Delightrics
I bring the same research-driven, systems-first approach: I embed with the team, understand the business problem first, and design toward outcomes, not just screens.
Dec 2024 - Feb 2025
Senior User Interface Designer · Deloitte Digital
I directed the design system for a banking platform spanning Saudi Arabia and Egypt - where consistency and accessibility are compliance requirements. I built reusable components and led design QA at enterprise scale.
Sep 2022 - Aug 2024
Product Designer · Rentoor
I designed and optimized the mobile-first UX for Rentoor. I ran usability testing with real personas and defined interaction flows for the native apps.
Jun 2024 - Aug 2024
Lead Designer, Design Systems · JIFF
I built JIFF's cross-platform design system from zero - component library, tokens, and brand alignment. The team prototyped faster and handed off to developers with ease.
Aug 2022 - Dec 2023
UX Expert · Qaff
I led design for a freelancing platform built for the Saudi market, from research to high-fidelity UI across web and mobile, iterating continuously on real usability testing.
Dec 2022 - Jan 2023
UX/UI Designer · Barakah
A mission-driven platform connecting users with restaurants to reduce food waste - kept clear and usable under a tight timeline.
Dec 2021 - Jun 2022
UX/UI Designer · Drive7
I led UX/UI for Drive7's website and app: engagement up 15%, bounce rate down 25%, and brand recognition up 30%.
Aug 2019 - Jan 2023
Freelance Product Designer · Freelance
Across Upwork, Freelancer, and Mostaql, I worked with 30+ clients worldwide on web and mobile apps, SaaS, and eCommerce - with 5-star ratings throughout.