👋🏽 Hallo,
I am LO!

I am a Product Designer based in Berlin 🇩🇪... I was born and raised in Alexandria, Egypt 🇪🇬 and I have more than 14 years of experience in commercial user interface and customer-focused digital design!

A part of my daily work is to create compelling user experiences, guide product decisions through user research, customer development and iterative feedback loops.
I am very passionate about UX design and UX research, and I love inspiring and guiding people.

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Key skills:

UX Design & Research

Building highly polished mobile apps, design systems, websites and landing pages; starting from user research, stakeholder interviews, creating user personas, designing user flows, wireframing, and ending with concept ideation, prototyping and validation.

Growth Design

I am not only focused on solving customer problems and understanding their behaviors, needs, and motivations; but also on identifying and driving growth outcomes for the business.
I care about the impact of my designs and I have been working on projects that were mainly focusing on growth goals.

Mastering the tools

I use amazing tools like Sketch, Adobe XD, Zeplin, InVision, Illustrator, Figma, Trello, Muzli, Slack, Google docs and Photoshop to create my designs and share them with the team!

Work experience:

In the past few years; I worked with other Designers, Product Managers, Product Owners, Devs, Marketing, Ops and BI to deliver amazing user experiences and products to the customers.

Not to mention that during my employment at Yahoo, I was involved in the design and the implementation of many digital marketing campaigns for brands and companies like P&G, Mercedes, Peugeot, Renault, Kia, Paramount Pictures, Boss, Vodafone, Cocacola, Pepsi, Nestle, Unilever, Turkish Airlines, Volkswagen, Toyota, Allianz, T-mobile, Targo Bank, HP, Orange, Microsoft, Nike, Nissan, MasterCard, mediamarkt, Tchibo, Edeka; covering the EMEA market...

Continue reading...


Helpling (Berlin, Germany)

Helpling is the leading marketplace for cleaning and household services in Europe.
My role includes initiating, planning and conducting user research... building design systems, creating wireframes, customer journey maps, prototypes, and polished mockups.
I am also working on validating my design solutions through user research and monitoring customer and business impact, then iterating as needed.

Cloud Concept (Cairo, Egypt)

Cloud Concept is a software company based in Dubai, UAE.
As a Senior UX Designer; I was working with the product team and very closely with the company's CEO on building a b2b platform that is basically helping SMEs to find work and source suppliers in their local marketplaces.

I was involved in the product roadmap planning, competitive benchmarking, designing the information architecture and the user flows, and finally designing and testing the product MVP.
I have also conducted many usability tests, surveys, focus groups, and contextual analysis in order to discover opportunities for the new product.

Raya (Cairo, Egypt)

Raya Holding is managing a diversified investment portfolio of 11 lines of business in the various industries of e-payment, information technology, contact center, smart buildings, consumer electronics, food and beverage, land transport, PET remanufacturing and FMCG.

Working as a Senior Creative Designer and UX consultant at Raya; allowed me to work on many projects like: developing concepts for advertising and promotional campaigns, designing different mobile apps and products, improving and re-designing landing pages for different lines of business, optimizing landing pages and checkout experience for different digital products; not to mention increasing sales by designing digital marketing campaigns and building dedicated micro-websites for those products.

Yahoo (Cairo, Egypt)

My role as an Advertising Technology Specialist was basically delivering global processes that enable technical execution of all display advertising solutions across the Yahoo! EMEA network.
I have also provided support for the Ad Ops teams in Germany, France, Italy, Spain, UK, and Ireland on day-to-day ad-related issues and train them on executing common display advertising solutions and managed the implementation of rich media ad campaigns from a technical operations standpoint.

Read my full resume


I have published some articles about UX Design, User Research, Productivity, Digital Marketing, Planning and Time Management, Startups and more...

I also recommend reading my article about "How to conduct customer interviews" where I went through the steps I usually follow when conducting a round of user testing or customer interviews to test a digital product or a prototype.

Read the blog

Selected work / Case studies

UX Design UI Design

Outsource your daily tasks - app design concept

Users can post their daily tasks on the marketplace, and independent contractors can send their proposals.

UX Design UI Design User research

Travel agency management tool - Case study

Everest travel agency has a large portfolio of tours across the world. They are looking to grow their customer base...