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Malt Tech Trends 2026
Fatma ArouaFA

Fatma Aroua

Senior Product Designer · B2C B2B · Design System

€510/day
1 project
Paris, FR
8-15 years
Product Design
User Experience Design
Design System
B2B SaaS
AI Agents

Average response time: 24 hours

Freelancer profile translated to English.
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About Fatma

Senior Product Designer + 10 years of experience · B2B & B2C · Web & Mobile
I help startups and scale-ups design clear, useful, and high-performing digital products, from Product Discovery to production.

Do you need to:
👉 Rethink a complex product experience and make it simple?
👉 Structure a design practice within your team?
👉 Design features integrating AI without losing the user?
👉 Lead a complete redesign from A to Z?

I work at the intersection of Product Design, Product Discovery, and Design Systems, with a focus on user impact and business alignment.


🧠My specialties
  • Product Design · UX & UI · Web & Mobile (B2B SaaS, HR Tech, mobility)
  • Scalable Design System (Figma & Storybook) and Design Ops
  • Product Discovery: user research, scoping, prioritization
  • Designing AI-integrated features
  • Design management & team lead

📊Some impacts
  • +35% conversion after B2C web & mobile UX/UI redesign
  • +25% increase in offering through B2B platform optimization
  • +25–30% improvement in UX KPIs (clarity, adoption, understanding)
  • Scalable Design System implemented (Figma & Storybook)

🚀Types of missions
Product Redesign · Product Discovery · Feature Design · Design System · UX Strategy


🛠Tools
Figma · FigJam · Storybook · Maze · Notion · Jira · Miro

🤝How I work -> I collaborate with Product & Tech teams to transform complex problems into clear and efficient experiences. Comfortable in agile environments, I move from discovery to delivery where design has a real business impact.
Available for high-impact product missions. 🚀

Let's talk about your project 🚀→
Automotive OEM
E-commerce
Software Publishing
HR Services

  • French

    Native or bilingual

  • English

    Conversational

  • Arabic

    Native or bilingual

Can work on-site
Paris (up to 30km), Dijon (up to 30km), Auxerre (up to 30km)

Experience

  • TOP - Turnover
    UI UX Product Designer
    HUMAN RESOURCES
    April 2025 - August 2025 (4 months)
    Paris, France
    UX/UI redesign of a B2B SaaS platform / AI enabling managers and HRDs to anticipate turnover and detect engagement risks.

    • Transformation of AI signals into concrete and actionable HR decisions
    • Design of strategic modules: AI Agents, Pulse (engagement), Performance
    • Product Discovery leadership (UX research, product scoping, prioritization)
    • Simplification of complex data to improve understanding and adoption
    • Close collaboration with the founder (client), the tech team, and the agency Harissa founder.
    AI Agent UI/UX Design Product Design SaaS B2B
  • L'École Multimédia
    Guest Lecturer in UI Design and Member of the End-of-Year Jury
    EDUCATION AND E-LEARNING
    November 2024 - February 2025 (3 months)
    Paris, France
    I guide my students in discovering the UI Designer profession, training them in a user-centered approach and the fundamentals of interface design.
    I lead them from understanding UX challenges (research, benchmarking, information hierarchy) to interface design (prototyping, UI, Design System), with a practical approach based on practice and iteration through user testing.
    UI Training UI/UX Design Accessibility Information Hierarchy User Interface Design
  • Lepermislibre
    Head of Design
    AUTOMOBILE
    September 2020 - December 2024 (4 years and 3 months)
    Lyon, France
    - Complete structuring of the design practice (processes, standards, methods)
    - Redesign of B2B & B2C WebApp platforms
    → +25–30% improvement in KPIs related to journey clarity and UX satisfaction

    - Optimization of public site conversion rate and onboarding
    → +20% increase in sign-ups

    - Product Discovery leadership (UX research, user testing, continuous improvement)

    - Design and deployment of a scalable Design System (Figma & Storybook), in collaboration with tech teams

    - Monitoring the impact of features through product KPIs (adoption, user feedback, qualitative & quantitative data)

    - Close collaboration with PMs, POs, and developers to align design, delivery, and business objectives

    - Recruitment, management, and coaching of a team of 4 designers

    - Supervision of branding and art direction
    Figma Design System Product Design Lead UI B2B B2C
Check out Fatma's experience

Reviews

5.0

Out of 1 rating

E

Elyes

Product Designer Plateforme B2B - Harissa Studio

Reviewed on 4/1/2026

We collaborate with Fatma on several B2B product design projects, and we are extremely satisfied with her work. Fatma stands out for her seriousness, reliability, and ability to quickly understand complex issues, especially in demanding B2B environments. She demonstrates excellent mastery of UX/UI challenges, with a structured and product-oriented approach, bringing real value at every stage of the project. Deadlines are always met, communication is fluid and professional, and her creativity significantly elevates the quality of deliverables. She proposes relevant solutions while remaining attentive to business needs and technical constraints. It is a real pleasure to collaborate with her, and we continue to work together on several topics. I recommend Fatma without hesitation for any high-impact Product Design mission.

Recommendations

Ahmed BouchaalaAB
Lucas TournelLT
EB
Ahmed Bouchaala and 2 other people have recommended Fatma

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Education

  • Master Graphic Design - WEB DESIGN - UX UX, Web Page Design
    IPSSI
    2018
    Titre RNCP - Niveau II - Master Design Graphique - WEB DESIGN - UX UX, Design de pages Web, des ressources numériques / multimédia et d''information
  • Bachelor's Degree in Multimedia Communication
    Higher Institute of Multimedia Arts of La Manouba (ISAMM)
    2014
    Technicienne, Communication de Multimédias

Certifications

Skill set

User Interface Design
Figma
Visual Identity
Logo Design
Web Design
Branding
Art Direction
Wireframing
Mobile Design
Prototyping
Design Tokens
UI Design
UI/UX Design
User Research
User Testing
Agile Methodology
Responsive Design

Categories