Mouad O.

Supporting startups and brands on results-oriented missions: UX audits, problem definition, responsive journey design, scalable design systems, and continuous testing to reduce product risk and accelerate delivery.

Audits & Problem Solving: Identifying critical friction points using analytics/heatmaps, formulating actionable hypotheses, and developing experimentation plans.

Design: Wireframes, interactive prototypes, high-fidelity mockups, documented component systems, and clear acceptance criteria.

Testing: Recurring usability testing protocols, content/micro-copy testing, A/B testing, post-release monitoring (GA4/Mixpanel dashboards), and short-cycle iteration loops.

Flagship Project — Invoicia (Bilingual Arabic/English)

Problem: Fragmented and slow invoicing process for SMEs, leading to errors and low trust.

Approach: Interviews, surveys, personas, and journeys; in-depth benchmarking (QuickBooks, Zoho, FreshBooks); HMW/JTBD framing and RICE prioritization.

Solution: Comprehensive design system (tokens, grid, components), simplified flows for creating/sending invoices, payment tracking, mobile-first interface.

Testing & Results: 4 cycles of usability testing + A/B testing on the form; GA4 instrumentation.

Impact: Invoice creation < 2 minutes, SUS 85–90, onboarding time -40%, data entry errors -35%, sustained usage intent confirmed by early users.

Responsibilities & Methodology

Framing & Analysis: Problem formulation (HMW, JTBD), journey mapping, RICE/ICE prioritization, OKR definition.

Data: GA4, Mixpanel, and Hotjar instrumentation (funnels, heatmaps, events) to objectify decisions.

Design: Wireframes → high-fidelity mockups → modular design system (tokens, libraries, guidelines) compliant with WCAG 2.1 AA, dev-ready documentation (Figma/Storybook).

Testing & Validation: Moderated/remote usability tests (5–8 participants/iteration), heuristic evaluations, A/B testing on critical steps, UAT, Jira/Trello tracking, and rapid iterations.

Collaboration: Facilitating workshops with Product Owners, developers, and marketing; agile synchronization (sprints, reviews, demos).

Measurable Results

Average task time -30% (key journeys), conversion rate +18% to +22% depending on the product, adoption of new features +20% after simplifying dashboards & onboarding.

Collaborations:

SaaS Analytics: Redesign of the dashboard and information hierarchy → reduced cognitive load, adoption +22%.

HealthTech Mobile: Simplification of data entry/consultation flows → errors -35%, completion rate +28%.

B2B E-commerce: Optimization of multi-step checkout → cart abandonment -15%.

Brands & Companies in Morocco

Asaru Morocco (Tourism): Inspiration → booking journey, immersive platform, and design system; improved quote request process and increased perceived trust.

Univers Privilege (Cosmetics): E-commerce redesign (catalog, product pages, checkout funnel) + modular design system → retention +25% and cross-channel consistency.

ML Car Wash (Services): Mobile-first online booking experience, UI standardization, action-oriented micro-copy → notable increase in digital bookings.

YED LALA (Leather Goods): E-shop UI standardization, collection/detail pages, and guidelines for social campaigns to increase clarity and conversion.

Complete website redesign for the company: modernization of information architecture, improvement of user journey, and integration of a visual identity consistent with the brand strategy.

Conducting in-depth UX audits: heuristic analysis, user testing, and competitive benchmarking, followed by the creation of responsive wireframes and prototypes to optimize the fluidity and efficiency of interactions on desktop and mobile.

Improving accessibility and overall experience: implementing WCAG best practices, content hierarchy, and focusing on readability, while strengthening brand image through an intuitive, inclusive, and engaging interface.