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Profile

Senior product designer with nine years of experience shaping B2B SaaS products used by more than two million people. I pair rigorous discovery with fast, high-fidelity prototyping, and I am happiest when a design decision can be traced back to a measured user outcome. Previously led the design system that unified four product surfaces at Atlas Cloud, cutting new-feature design time by 40%.

Experience

Senior Product Designer

Atlas Cloud

Mar 2021 – Present

Casablanca, Morocco

Design lead for the Workspace pillar — onboarding, billing and the admin console — supporting 2.1M monthly active users across web and mobile.

Rebuilt the self-serve onboarding flow, lifting activation from 34% to 58% within two quarters.
Created and shipped the Atlas Design System (180 components, 3 platforms), reducing time-to-first-prototype by 40%.
Introduced a fortnightly research cadence; 46 studies run in 18 months now inform the roadmap.
Mentored four designers, two of whom were promoted to senior level.

Design systemsOnboardingB2B SaaS

Product Designer

Medina Labs

Jun 2018 – Feb 2021

Rabat, Morocco

Second designer in a 25-person fintech startup. Owned the merchant-facing dashboard end to end, from problem framing through to shipped interface.

Shipped a reconciliation dashboard that cut average support tickets per merchant by 31%.
Ran the first accessibility audit in company history and closed 92% of WCAG AA issues.
Established the component library that the engineering team still builds on today.

FintechDashboardsAccessibility

UI Designer

Studio Nord

Sep 2016 – May 2018

Lyon, France

Agency work across fifteen client engagements in retail, travel and public sector, from brand-led marketing sites to internal tooling.

Delivered a booking flow redesign that increased completed reservations by 22%.
Standardised the studio’s handoff process, halving design-to-development clarification cycles.

AgencyE-commerce

Education

MSc, Human–Computer Interaction

Université Grenoble Alpes

Sep 2014 – Jun 2016

Grenoble, France

Mention Bien

Thesis on trust signals in financial interfaces, supervised by the LIG research group.

BSc, Computer Science

Université Mohammed V

Sep 2011 – Jun 2014

Rabat, Morocco

Skills

Practice

Product discoveryExpert

Interaction designExpert

Design systemsExpert

User researchAdvanced

Accessibility (WCAG)Advanced

Tools

FigmaExpert

FramerAdvanced

RiveIntermediate

Engineering

HTML & CSSAdvanced

ReactIntermediate

Design tokensAdvanced

Leadership

Workshop facilitationAdvanced

Projects

Souk Kit

Creator

Jan 2022

An open-source UI kit for North African e-commerce, with first-class RTL support and Arabic type pairing guidance.

4.1k GitHub stars and 60+ contributors.
Adopted by three regional marketplaces.

Open sourceRTLDesign system

Tafoukt

Designer & front-end

Apr 2020 – Nov 2020

A volunteer-built platform matching solar installers with rural cooperatives; designed and built the entire front end.

Deployed across 12 cooperatives in the Souss-Massa region.

Civic tech

Certifications

Certified Professional in Accessibility Core Competencies (CPACC)

IAAP

May 2022

Credential ID CPACC-2022-4417

Nielsen Norman Group UX Certification

NN/g

Nov 2019

Languages

Arabic — Native / bilingual

French — Full professional

English — Full professional

Spanish — Limited working

Awards

Awwwards Site of the Day

Awwwards

Aug 2021

For the Atlas Cloud marketing relaunch.

Best Student Thesis, HCI

Université Grenoble Alpes

Jun 2016

Volunteering

Design mentor

ADPlist · Remote

Jan 2020 – Present

Over 300 hours of one-to-one mentoring for designers entering the industry, with a focus on the MENA region.

Publications

Designing trust into cross-border payment interfaces

Amina El Fassi · Smashing Magazine · Feb 2023

A field study of how visual and copy signals change completion rates in remittance flows.

Interests

Analogue photography · Long-distance running · Arabic calligraphy