Lead Product Designer Berlin, Germany


Hi ... My name is Loay... I am a product designer and I have more than 17 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.

What I do

1- Hands-on UX Design & Research: Building highly polished digital products; starting from user research, stakeholder interviews, creating user personas, drawing storyboards, designing user flows, wireframing, and ending with concept ideation, prototyping and validation.

2- Growth Design: I am not only focused on identifying 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.

3- Mastering the tools: I use amazing tools like Figma, Sketch, Miro, Adobe XD, Zeplin, InVision, Lookback, Hotjar, UsabilityHub, Illustrator, Slack, Looker, Notion and Google docs to build, test, and share my designs.


Senior Product Designer (Last Mile) @Flink / Berlin, Germany Jun. 2022 - Present

Facilitating research studies and team workshops, working with design systems, creating compelling user experiences, and guiding product decisions through user research and iterative feedback loops.

Working with product leaders in “Last Mile” on defining high impact product opportunities, designing end to end solution for the rider app and internal tools.

Product Designer @Helpling / Berlin, Germany Sept. 2018 - May 2022

Helpling is the leading marketplace for cleaning and household services in Europe.

My role includes initiating, planning and conducting user research... leading design decisions and building design systems, creating wireframes, customer journey maps, storyboards, prototypes, and polished mockups.

I am also working on validating my design solutions through user research and working closely with product management on monitoring customer and business impact, then iterating as needed.

Senior UI/UX Designer @Cloud Concept / Cairo, Egypt Aug. 2017 - Aug. 2018

Cloud Concept is a software company based in Dubai, UAE.

I was working with the product team 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.

Senior Creative Designer & UX consultant @Raya / Cairo, Egypt June 2014 - May 2017

Raya Holding is managing a diversified investment portfolio of 11 line of businesses 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 lead and mentor other designers to work on many projects like: developing concepts for advertising and promotional campaigns, designing different mobile apps and digital products, improving and re-designing landing pages for different businesses, optimizing landing pages and checkout experience for different digital products; not to mention working closely with marketing designers and marketing managers on increasing sales by designing digital marketing campaigns and building dedicated micro-websites for those products.

Advertising Technology Producer @Yahoo / Cairo, Egypt Nov. 2011 - Oct. 2013

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...

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.

Senior UI Designer @Travelfox by Memosoft / Alexandria, Egypt Aug. 2009 - Oct. 2011

TravelFox is a Travel search engine where users can search, compare hundreds of travel websites for cheap flights, hotels, car rentals, cruises, and vacation rentals.

My responsibilities:

  • Benchmarking and analyzing the most known online travel search engines like Kayak, Expedia, Booking, TripAdvisor, Priceline, Momondo, Dohop, Wego, Orbitz
  • Creating Mockups and prototypes to support A/B testing.
  • Creating clean technical specification documents and guidelines to be used in the application development process.
  • Designing the website interface.


  • Interaction Design Specialization, UNIVERSITY OF CALIFORNIA SAN DIEGO (In progress)
  • University: Bachelor of Science - BS, Commerce, 1996 - 2002 / Alexandria University, Egypt
  • School: Lycée La Liberté d'Alexandrie (French) - Alexandria, Egypt.


  • Arabic / Native
  • English / Fluent
  • French / Moderate
  • German / Beginner

Key Skills

  • Leading and inspiring other designers.
  • Professional experience in UX Research, User Testing and UX Design in an
  • agile environment.

  • pro at Figma, Adobe Suite, Sketch, Adobe XD, inVision, Zeplin, Miro...etc
  • Up-to-date with current design technologies and trends.
  • Experienced in creating user storyboards.
  • Experienced in building wireframes, user flows and rapid prototypes.
  • Ability to work and collaborate with other teams, locally and abroad.
  • Confident in communicating concepts and ideas to others through written
  • and visual representation.

  • I can be responsible for my projects and work closely with product managers,
  • stakeholders and engineering to ensure solutions are delivered to the highest quality.