From rage clicks to drop offs, I use data and UX analytics to remove friction & drive conversion.

Senior Product Designer focused in Conversion & Growth

Senior Product Designer
focused in Conversion & Growth

I build designs that convert

I build designs
that convert

Based in Dubai, United Arab Emirates

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to see projects

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to see projects

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to see projects

Jump to the AI products I’ve built

True Story # 1

I redesigned a telecom postpaid funnel and revenue went up 15%

Users were reaching the plans selection page and leaving not because of price, but because the experience confused them and didn't enable them to make a choice faster.

I ran Hotjar heatmap analysis to map enagagement zones

I used AI to create UX Flows for exploration

I led deep funnel anaylsis with Google Anayltics 4 to identify drop offs

I deep researched with AI to find competitors strengths

I led the direction and ran rapid prototyping sessions

I ran usability studies to find what data couldn't tell me

True Story # 1

I redesigned a telecom postpaid funnel and revenue went up 15%

Users were reaching the plans selection page and leaving not because of price, but because the experience confused them and didn't enable them to make a choice faster.

I ran Hotjar heatmap analysis to map enagagement zones

I used AI to create UX Flows for exploration

I led deep funnel anaylsis with Google Anayltics 4 to identify drop offs

I deep researched with AI to find competitors strengths

I led the direction and ran rapid prototyping sessions

I ran usability studies to find what data couldn't tell me

Sunset Garden

My reflective thoughts on design philosophies during the sunset hour

Studio portrait of a woman wearing a zebra-pattern shirt looking directly at the camera.

Sometimes the smartest design decision is a question, not a frame.

DATA

Before I spend weeks redesigning a section, I want to know if it is actually a touchpoint that matters. If it's not generating any traffic, the redesign will not move a single number.

Sometimes the smartest design decision is a question, not a frame.

DATA

Before I spend weeks redesigning a section, I want to know if it is actually a touchpoint that matters. If it's not generating any traffic, the redesign will not move a single number.

Sometimes the smartest design decision is a question, not a frame.

DATA

Before I spend weeks redesigning a section, I want to know if it is actually a touchpoint that matters. If it's not generating any traffic, the redesign will not move a single number.

The best thing I've built isn't a product. It's people's confidence.

GROWTH

I started running team learning hours - not because it was asked of me, but because I kept noticing strengths sitting quietly in people who hadn't been given a stage yet. 

So I built one.

The best thing I've built isn't a product. It's people's confidence.

GROWTH

I started running team learning hours - not because it was asked of me, but because I kept noticing strengths sitting quietly in people who hadn't been given a stage yet. 

So I built one.

The best thing I've built isn't a product. It's people's confidence.

GROWTH

I started running team learning hours - not because it was asked of me, but because I kept noticing strengths sitting quietly in people who hadn't been given a stage yet. 

So I built one.

I watch birds fly home at sunset. That is what good animation feels like.

A product without good animation is like a sky without birds at sunset. Technically complete. But something is missing and you cannot name it. 

I watch birds fly home at sunset. That is what good animation feels like.

A product without good animation is like a sky without birds at sunset. Technically complete. But something is missing and you cannot name it. 

I watch birds fly home at sunset. That is what good animation feels like.

A product without good animation is like a sky without birds at sunset. Technically complete. But something is missing and you cannot name it. 

My Design Work

Crafted with care

Driving Postpaid Plans Sales with Design

Web & Mobile

UX CRO Strategy

Design for Scale

Designed Ooredoo's postpaid plan pages using Hotjar heatmaps, GA4 data and A/B testing. Reduced decision friction and improved scroll depth, CTR and purchase conversion across Shahry and Qatarna plans.

View Project

Driving Postpaid Plans Sales with Design

Web & Mobile

UX CRO Stratgey

Design for Scale

View Project

Driving Postpaid Plans Sales with Design

Web & Mobile

UX CRO Strategy

Design for Scale

View Project

Launched B2B eCommerce Mobile App

Mobile App

Design System

Telecom

Led UX from inception to App Store and Google Play launch. The first B2B telecom app in MENA - moving an entire offline sales process to fully digital self serve.

View Project

Launched B2B eCommerce Mobile App

Mobile App

Design System

Telecom

Led UX from inception to App Store and Google Play launch. The first B2B telecom app in MENA - moving an entire offline sales process to fully digital self serve.

View Project

Launched B2B eCommerce Mobile App

Mobile App

Design System

Telecom

Led UX from inception to App Store and Google Play launch. The first B2B telecom app in MENA - moving an entire offline sales process to fully digital self serve.

View Project

Where B2B users finally understand Billing

Usability Testing Report

User Interviews

Billing & Payment

Designed the billing and payment experience for Ooredoo's B2B Portal. Validated through 100+ tasks and 3 A/B tests - turning complex financial workflows into clear, confident user journeys.

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Where B2B users finally understand Billing

Usability Testing Report

User Interviews

Billing & Payment

Designed the billing and payment experience for Ooredoo's B2B Portal. Validated through 100+ tasks and 3 A/B tests - turning complex financial workflows into clear, confident user journeys.

View Project

Where B2B users finally understand Billing

Usability Testing Report

User Interviews

Billing & Payment

Designed the billing and payment experience for Ooredoo's B2B Portal. Validated through 100+ tasks and 3 A/B tests - turning complex financial workflows into clear, confident user journeys.

View Project

What Makes Users Act on In-App Offers

Conversion Rate Optimization

In-App Monetization

Data Driven Design

Redesigned the Offers flow on Ooredoo's consumer app home page. Applied CRO principles to increase offer visibility, engagement and conversion among existing subscribers.

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What Makes Users Act on In-App Offers

Conversion Rate Optimization

In-App Monetization

Data Driven Design

Redesigned the Offers flow on Ooredoo's consumer app home page. Applied CRO principles to increase offer visibility, engagement and conversion among existing subscribers.

View Project

What Makes Users Act on In-App Offers

Conversion Rate Optimization

In-App Monetization

Data Driven Design

Redesigned the Offers flow on Ooredoo's consumer app home page. Applied CRO principles to increase offer visibility, engagement and conversion among existing subscribers.

View Project

My AI native Product Design Workflow

B2B Web

Low-fi & High-fi Designs

Claude Code

Turned a 1.5 week B2B homepage redesign into a 3-day sprint by embedding AI into every phase of the UX process, from GA4 audit to high-fi Figma build via Claude Code.

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My AI native Product Design Workflow

B2B Web

Low-fi & High-fi Design

Claude Code MCP Figma

Turned a 1.5 week B2B homepage redesign into a 3-day sprint by embedding AI into every phase of the UX process, from GA4 audit to high-fi Figma build via Claude Code.

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Golden hour

I design and ship AI products, end to end.

REN IS LISTENING
“What’s already working for you that we can build on?”

REN IS LISTENING
“What’s already working for you that we can build on?”

REN IS LISTENING
“What’s already working for you that we can build on?”

AI Voice Coach · Fintech · GCC

Sproutjar: an AI coach that helps people grow out of debt

Voice AI

Eval Automation

Built with Devin

I built Sproutjar end to end: Ren, a voice AI agent (ElevenLabs, 7 live tools) that coaches people out of credit card debt, on a real payoff engine with automated evals. The agent is built on positive psychology, financial strategies and life coaching techniques.

Eval system: n8n flows + K2 Horizon automate evals for Ren, so every prompt change is tested against coaching rules before it ships.

Read Case Study

Try the live app

Live app

Sproutjar Today screen: debt-free in July 2027

Sproutjar Ren screen: Nothing to prepare, Layla. Just talk.

$Invest home screen comparing tokenised property, fractional property and gold$

AI Investment Advisor recommending tokenised property for an 18 month to 3 year hold

Review screen with fees inside the budget and a Not now option

AI Advisor · Wealthtech · UAE

An in‑app AI advisor that helps you choose what to invest in

Built in Lovable

Synthetic Users

Explainable AI

Helps first‑time UAE investors choose between gold, tokenised and fractional property. Four guided questions, one recommendation, and the working shown: rule checks, fees inside the budget and why the alternatives lost.

Synthetic user testing: I built a panel of 6 OCEAN‑based personas to test my prototype before real user testing, and made improvements from the insights.

Read Case Study

My AI build stack

The tools behind these products, and the job each one does

Claude Code

Deep research, PRDs and building features straight from spec

Devin

Engineering agent that shipped Sproutjar’s payoff engine and UI

Lovable

Prototyping the Investment Advisor end to end

n8n

Automation flows that run my eval pipeline

ElevenLabs

Ren’s real‑time voice coaching calls in Sproutjar

My Strengths

Besides my personality being more like sunshine

My Strengths

Besides my personality being more like sunshine

Data Storytelling

Analytics · Narative

Usability Research

Testing · Validation

Marketing Lens

Conversion · Acquisition

Arabic Lang Learner

Regional Context · MENA

Hey, I am Bisma

My work history

Qatar Airways

Loyalty Growth & Ecom Officer

2020-2022

Rakbank

Senior Product Designer

2026-Present

Ooredoo Qatar

Senior Product Designer

2022-2026

Show all

I’ve always been drawn to understanding behaviour. I notice patterns quickly, how people scan, what they ignore, what makes them pause. Design, for me, is investigating the data story behind it.

Before 4+ years in product design, I was in growth & loyalty marketing at Qatar Airways, working on campaigns and partnerships with platforms like Expedia and Trip.com. That's where I learned to think in terms of conversion, pricing, and scale, and why I still design with business impact in mind.

I’ve been based in the Middle East since a decade, am currently learning Arabic. مرحبا

Outside of work, I enjoy a good debate. Not to win, but to understand how people think, what they believe.
I am an ambassador for Doha Debates and represented Carnegie Mellon at the World Universities Debating Championship in Mexico, 2018.

I’m a Product Designer with a CRO mindset, a love for user behaviour, and a habit of turning data into stories. I enjoy designing intentional experiences in complex products.

Before design, I led digital marketing initiatives for Qatar Airways’ Student Club and worked with global travel brands like Expedia and Trip.com, which shaped how I think about conversion, loyalty, and scale.

I’ve been based in the Middle East since a decade, am currently learning Arabic. مرحبا I know Spanish too and I love exploring other cultures.

Outside of work, I enjoy a good debate. I’m an ambassador for Doha Debates and attended the World Universities Debating Championship in Mexico, 2018.

Enjoys Public Speaking

Fluent in Spanish

Product Designer

Growth Marketing Background

Love for Languages

I am a book nerd, btw

I love reading and gaining knowledge, these topics interest me deeply

I am a book nerd, btw

I love reading and gaining knowledge, these topics interest me deeply

Practical UI

Adham Dannaway

Glucose Revolution

Jessie Inchauspe

High Performance Habits

Brendon Burchard

Designing With AI, Honestly

My Blog on UX research, AI tools, and Product Design

Designing With AI, Honestly

My Blog on UX research, AI tools, and Product Design

How I upscaled Arabic Design Language System

4 mins

133

My AI Presentation Work-flow Reduced 80% Time

4 mins

250

How I Added Animations in Product with Lottie Files

4 mins

102

View Full Blog

Tools

I Have Mastered

Proficient in industry-standard design software and tools.

Figma

Design Tool

Framer

No-Code Tool

Hot Jar

Analytics Tools

GA 4

Analytics Tool

Lyssna

Usability Tool

Claude Code

MCP Server

Tools

I Have Mastered

Proficient in industry-standard design software and tools.

Figma

Design Tool

Framer

No-Code Tool

Hot Jar

Analytics Tools

GA 4

Analytics Tool

Lyssna

Usability Tool

Claude Code

MCP Server

Tools

I Have Mastered

Proficient in industry-standard design software and tools.

Figma

Design Tool

Framer

No-Code Tool

Hot Jar

Analytics Tools

GA 4

Analytics Tool