Hello human.

12 years of work experience in the product design & branding space. I enjoy solving complex problems while partnering with a multi-disciplinary team of engineers, researchers and data scientists. 

Hands on IC | Process driven | Systems thinker | Comfortable with ambiguity | End user focused

Let's talk
 

  • "She collaborates seamlessly with colleagues, providing constructive feedback and fostering a positive and inclusive work environment. "

    Sam Rapp
    Director of Design at Careem (Uber technologies)

  • “Well organised, committed and a good manager of stakeholders. Excellent storyteller & presenting skills! I would love to work again with her!”

    Tiago Tomás
    Manager of Product Design at Talabat (Delivery hero)

  • “Yasmin's communication skills are outstanding. She has an innate ability to articulate complex design concepts in a clear and engaging manner. ”

    Linden Dance
    Senior Product Designer at Careem (Uber technologies)

  • “A quick learner and an impressive problem solver who is always able to take complex projects and create actionable plans for the individuals in her team to bring it all together. ”

    Mohammad Al Zaben
    CEO & Co-founder at Munch:ON

AI71 (ATRC)

Building 0 to 1 | UI and UX | Agentic AI | Generative AI
AI71 turns open source LLM models into AI-powered B2B enterprise solutions. Spanning through government, agriculture, construction and healthcare.

1. Ask 71 - enterprise solution for knowledge workers. I’ve lead two squads end to end, building for web app and mobile experiences. The journeys I’ve designed encompass generative AI conversations, chain of thoughts, deep research, tool integrations, MCP servers, user permissions, email / calendar agents and human in the loop.

2. AGRILLM - an agriculture AI product targeting farmers, extension agents, researchers and policy makers. Partnering with CGIAR, Bill Gates foundation and world bank. Featured in World Climate Summit COP 30 in Brazil 2025. I’ve lead the onboarding experience for all targeted personas.

Careem (Uber)

Unicorn | UI and UX | Improving retention, conversion and activation
B2C SuperApp for mass transport, food and groceries delivery and payment services, Series F. Acquired by Uber technologies. Based in UAE, KSA and Jordan.

1. Lead the end to end Saudi product revamp. From collaborating with UX researchers on mapping personas. To on ground usability testing in Jeddah with local users in Arabic. As well as created bilingual prototypes.

2. Within UAE and Jordan, I’ve worked on features that improved Customer Retention and Conversion Rate. And reduced Customer Contact Rate as well as Time to Order.

3. Cross vertical collaboration between different verticals to unify design system components.

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PIF

Building 0 to 1 | PMF | AI | Usability testing | User research
Stryber, a venture studio and consulting firm, partners with Sanabil Venture Studio (Saudi’s PIF) to build startups in fintech, healthcare, entertainment, and consumer goods.


1. Co-built a B2B Saas AI venture in the data analytics FMCG space. Lead user research first, followed by usability tests with industry leaders such as P&G, Reckit, Othaim and Bin Dawood. Built iterative prototypes of our MVP product on Figma and a no-code low-code tool Softr.

2. Conducted extensive research and user interviews for the Saudi market across various sectors, including re-commerse, real estate, retail wealth management, and FMCG. The intention is to assess the signal’s feasibility, viability and desirability.

Munch:ON
(Acquired by Uber)


Seed Stage | Customer acquisition and acquisition | Award winning
B2B2C Low-cost consumer food delivery service, Series A. Acquired by Uber technologies. Based in UAE and KSA.

1. Joined the company as the founding designer from seed stage until its acquisition by Uber. Built the design org from the ground up.

2. Designed the customer facing app. With 60K monthly orders across each market, we focused on aggressive customer acquisition.

3. Redesigned the vendor facing website’s UI & UX. And received consistent positive feedback from the Operations team up to a year later.

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+ Press.

 
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