Hi, I'm Ramy Doss 👋
I'm a hands-on product designer and design lead, working AI-first from strategy to execution. I've led teams
I'm a hands-on product designer and design lead with experience across fintech, SaaS, commerce, healthcare, and AI.
I've worked with startups and established platforms, launching products, improving experiences, and building design teams. I've led teams and shipped products at scale, but I still design every day. I enjoy working where product strategy meets hands-on execution.
I'm an Australian, open to relocation and remote opportunities worldwide.
I work AI-first, combining product thinking, design craft, and emerging technologies to move from problems to working solutions faster.
My approach is Inform → Guide → Drive Action: show what matters, help people understand their options, and make the next step easy.
I use AI to research, explore possibilities, challenge assumptions, and build working prototypes. But customer understanding and human judgment remain central to my work.
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Living and working across different countries and cultures has shaped how I understand people and approach problems.
I'm interested in behavioral psychology, entrepreneurship, and emerging technologies, particularly why people make the decisions they do and how ideas become successful businesses.
I also enjoy traveling, discovering new places, and continuously learning.
Over the years, I've worked alongside founders, product leaders, engineers, and designers to build products, solve difficult problems, and grow teams. Here's what some of them have shared about working with me.
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A few questions about how I think, work, make decisions, and build products.
As Head of Product Design, I led Labeeb's product and experience direction, working across Product, AI & Data, Engineering, and business leadership.
My contribution spanned opportunity framing, AI interaction strategy, experience architecture, and hands-on prototyping, turning a broad AI ambition into a product direction the team could execute.
Foodics provides the tools to manage sales, orders, menus, inventory, customers, and payments. As the platform expanded, so did the amount of information merchants needed to interpret.
The initial ambition was an AI assistant that could answer questions about business data. But answering questions wasn't necessarily the problem worth solving.
The real challenge was helping merchants understand what matters, decide what to do, and act without navigating multiple disconnected workflows.
I reviewed product usage, merchant feedback, customer-support conversations, existing reports, business priorities, and how operators were using features and several patterns emerged:
Support tickets and merchant interviews showed a consistent pattern: the data existed, but finding, interpreting, and acting on it took too much effort. The most common complaint wasn't missing features - it was "I don't have time to figure this out."
Industry research on comparable restaurant platforms echoed it: operators were adopting AI tools reactively, only after a problem had already surfaced.
The questions merchants actually had weren't "What were my sales yesterday?" They were "Why did sales drop?", "What's hurting my margin?", "What should I fix first?"
This led me to reframe the design challenge:
The opportunity wasn't easier access to information. It was reducing the distance between information and action.
I reframed Labeeb as a shared intelligence layer across Foodics, connecting operational signals to decisions and actions.
Three strategic principles guided the direction:
Connect existing Foodics products rather than create another isolated destination.
Turn the same insight into an explanation, recommendation, or executable workflow
Help merchants understand priorities and take appropriate action with less effort
The objective wasn't to make Foodics conversational. It was to make Foodics more intelligent.
Rather than designing separate AI features for each Foodics product, I established three interaction modes based on what merchants needed to accomplish.
Investigates questions, explains findings, and recommends next steps
Reviews evidence and decides
Prepares and executes tasks across Foodics
Reviews, edits, and approves changes
Identifies operational risks and opportunities without being prompted
Prioritizes and chooses whether to act
I positioned Labeeb as a dedicated AI workspace within Foodics, making intelligent assistance prominent while preserving direct access to the operational workflows merchants rely on.
Design principle: The greater the consequences of an AI action, the more evidence, visibility, and merchant control the experience requires.
The product vision was clear, but the path to delivery wasn't. With an advanced backend already in place, the team needed to decide whether to build reusable frontend AI components first or start with a complex operational workflow such as Menu or Inventory.
Building components in isolation risked creating a system disconnected from real merchant needs. Starting with a complex feature risked producing a solution that was difficult to reuse.
My proposed approach was to develop the experience through a representative merchant workflow, building reusable AI components alongside it.
This would allow the team to validate interaction patterns against real operational complexity while establishing the foundations for future AI capabilities.
Key design decision: Let real merchant workflows shape the component system, rather than designing the system independently of the problems it needed to solve.
Using Claude Design and the Foodics design system, I explored different interaction patterns for proactive intelligence, conversational investigation, and task execution.
Rapid prototyping helped me compare approaches to information hierarchy, contextual guidance, and merchant control before refining the selected experiences.
I designed Labeeb as a continuous decision experience, connecting operational signals to understanding, action, and measurable outcomes.
Help merchants recognize what matters before they ask. Proactive Mode identifies emerging risks and opportunities, prioritizes operational signals, and gives merchants a clear path to investigate or act.
Key design decision: I prioritized actionable operational risks over displaying every detected anomaly, helping merchants focus on what needs attention first.
Helper Mode investigates what happened, identifies contributing factors, and separates verified findings from possible explanations. Merchants can inspect the evidence, understand financial consequences, and ask follow-up questions without losing context.
Key design decision: I separated verified findings from unverified explanations instead of combining them into one confident AI response.
Prepare operational changes without taking control away from merchants. Executor Mode investigates inventory needs, recommends purchasing quantities, and prepares supplier-specific purchase orders. Merchants can review costs, resolve exceptions, edit quantities, preview documents, and submit orders for approval.
Key design decision: I allowed Labeeb to prepare purchase orders autonomously while requiring merchant review and authorization before submission.
Execution isn't the outcome. Labeeb verifies whether changes were applied correctly, detects discrepancies, and supports recovery. It then monitors operational performance to understand what changed and whether further action is needed.
Key design decision: I designed a separate verification step so attempted actions couldn't be mistaken for successful changes, with discrepancies surfaced for merchant resolution.
Rather than designing isolated AI features, I established a shared experience connecting four stages:
AI agency changes with the task, but one principle stays constant: the closer Labeeb gets to changing the business, the more visibility and control the merchant retains.
Labeeb is now in limited beta with a small group of merchants. Alongside it, I conducted few interviews with operators to pressure-test where AI could add the most value:
Labeeb's success depends on more than producing answers or completing actions. We need to evaluate whether it identifies real problems, provides reliable guidance, helps merchants take appropriate action, and contributes to measurable business improvements.
Five dimensions define what successful agent behavior looks like.
We evaluate representative restaurant scenarios using the same five dimensions, while adapting the success criteria to each mode.
Labeeb was designed to turn merchant intelligence into measurable business value for Foodics: reducing support dependency, increasing usage of existing products, improving operational efficiency, and creating opportunities for retention and revenue growth.
The intended business logic: Better merchant decisions and more effective workflows increase the value of Foodics, potentially improving retention, reducing servicing costs, and supporting expansion.
Because Labeeb was in limited beta, these are proposed success measures—not validated business results. Retention and revenue attribution would require suitable comparison methods.
Labeeb was the first product I designed AI-native rather than AI-added — working across four Heads of Product, AI and engineering leads, and company leadership, each picturing a different AI-first Foodics. Getting the org into shared context was necessary work. It wasn't the interesting part. The interesting part was what AI actually demands of interaction design once it's making decisions, not just displaying information.
Three things changed how I design AI experiences now:
Trust has to be earned in stages, not granted upfront. Helper, Executor and Proactive wasn't a feature sequence, it was a trust sequence. Merchants needed to see Labeeb reason correctly before they'd let it prepare anything, and prepare correctly before they'd let it act early. Skip a stage and you don't save time. You lose adoption.
Explainability is a design material, not a compliance checkbox. Every recommendation had to carry its own "why" - driver, evidence, trade-off - inline, not a click away. The moment a merchant has to ask why, you've already lost the decision.
AI should sharpen human judgment, not replace it. Labeeb interprets a restaurant's data faster than any operator could. But which discount to run, who to staff, what to cut - those calls still depend on the merchant's relationship with their staff and their regulars, not just their numbers. I designed Labeeb to close the distance between signal and decision, never the distance between a merchant and their own business.
The best AI interaction isn't the one that decides for you. It's the one that gets you to your own decision faster - without ever making you feel like you handed it over.
Leading MANO meant more than defining the product. I worked across Leadership, Engineering, Commercial, Marketing, and Operations, bringing different priorities and constraints into the same conversation.
A big part of my role was creating clarity: connecting business ambition with customer needs, framing trade-offs, challenging assumptions, and helping non-technical stakeholders understand what product decisions meant for the business.
With no dedicated Product Manager or product designer, I moved between setting direction and getting into the details - giving teams clarity to move while staying close to execution as the product evolved.
MANO wanted to grow order value and retention while expanding beyond its core quick-commerce experience.
But these weren't separate problems. Discovery influenced what customers added to their baskets. Product presentation and promotions influenced order value. Checkout friction influenced conversion. And the overall experience influenced whether customers came back.
The challenge became: How could we make the core shopping experience stronger today while building a product capable of supporting MANO’s growth tomorrow?
I reviewed the product funnel, key metrics, customer support feedback, and existing UX to understand where customers were struggling and where MANO was losing growth opportunities.
I translated the growth ambition into three product priorities:
Strengthen the core shopping experience and repeat behavior.
Streamline discovery, product selection, cart, and checkout.
Scale the experience to support new categories and verticals.
Research, customer behavior, competitive analysis, and business priorities helped us identify where product changes could create the most value.
Rather than redesigning screens in isolation, I connected the experience around the full customer journey, using discovery, basket growth, conversion, retention, and expansion as growth levers. Each design decision was tied to customer behavior, product metrics, and business outcomes, creating a system that could improve the core experience while scaling with MANO’s growth.
The redesign connected customer needs with clear business outcomes, improving performance across the core shopping journey. Over the six months following rollout, MANO saw improvements across key product and business signals:
Metrics shown as ranges to protect confidential business data.
Beyond individual metrics, the redesign created a scalable foundation for growth, improving the core business while making it easier for MANO to expand into new verticals and customer missions.
MANO marked an important evolution in how I lead. My role expanded beyond design into product leadership - deciding which problems were worth solving, where the business should invest, what to prioritize, and which trade-offs to make.
It also meant spending more time understanding the business beyond the product, and working closely with founders and non-technical stakeholders to turn different perspectives, constraints, and ambitions into a direction the team could execute.
That experience still shapes how I work today: understand the business, connect it with customer needs, influence decisions, and turn strategy into products that create measurable value.
Money Fellows digitizes the traditional rotating savings and credit association model, allowing customers to save and access money through Money Circles.
As the product grew, so did the complexity of the experience. Customers had to understand different circle options, payment amounts, payout dates, positions, eligibility, and financial commitments before they could confidently join.
The opportunity was to make that complexity feel simple without oversimplifying the financial decision itself.
I led the product design team and worked closely with Product, Engineering, Data, Customer Experience, and business leadership. I was responsible for the overall experience direction while remaining hands-on across discovery, prioritization, product decisions, design reviews, and key customer journeys.
My role wasn't simply to redesign the app. It was to help the team identify where customer friction was affecting growth, decide what was worth solving, and connect design decisions to measurable product outcomes.
Joining a Money Circle was the most important journey in the product, but customers had to make several interconnected decisions before committing. They needed to understand how much they could afford, when they wanted their payout, which positions were available, and what each choice meant financially.
At the same time, the product had accumulated friction around discovery and navigation, making it harder for customers to reach that core value quickly. The challenge became:
How could we make joining a Money Circle easier to understand, faster to navigate, and more confident to complete?
User interviews revealed that Home felt crowded, difficult to scan, and disconnected from the actions customers cared about most. Customers primarily returned to manage their Circles and payments, while other areas were often ignored.
Product behavior in Amplitude reinforced what we heard:
The qualitative and behavioral evidence pointed to the same problem:
We weren’t guiding people. We were making them guess.
The research showed that customers didn't necessarily need more content on Home. They needed the product to make important information easier to understand and help them know what to do next.
I shaped the redesign around three principles:
Surface the information that matters most , Circles, payments, limits, status and relevant opportunities with clear hierarchy and context.
Help customers understand their options and what they should do next, reducing the effort required to navigate complex financial journeys.
Turn information into clear next steps, making it easier to join a Circle, make a payment, complete a requirement or continue an existing journey.
The redesign wasn't about refreshing the interface. It was about changing how Money Fellows helped customers understand their financial position, navigate their options, and move toward meaningful actions.
Each redesign focused on the same question:
What does the customer need to know, what guidance do they need, and what should they be able to do next?
The old Home gave every module similar weight, leaving customers to work out what mattered and where to go next.
I redesigned Home around customer state and priority, bringing together active Circles, available credit, outstanding requirements and relevant opportunities. The header, credit limit, Get Started and Overview components worked together to make important information visible and provide clearer next steps.
Inform surfaced what customers needed to know.
Guide provided context around their current state.
Drive Action connected that information directly to the next meaningful step.
The redesign connected Home directly to key product goals: increasing active users, improving Circle conversion, increasing credit utilization and reducing incomplete onboarding.
Recommended Circles were a key conversion opportunity, but the existing cards made customers interpret the financial details themselves and gave little context for why an option might be relevant.
I redesigned Circle cards around personal relevance and financial clarity, making the goal, monthly commitment, payout timing and value easier to scan and compare. Clearer framing and stronger actions helped customers move from exploring an opportunity toward joining.
Inform clarified the financial commitment.
Guide explained why the Circle could be relevant.
Drive Action created a clear path toward joining.
The redesign connected Circle discovery directly to growth goals: improving Circle conversion, increasing fill-in rates and helping customers activate available credit.
Once customers joined, they needed to understand how each Circle was progressing and whether anything required their attention.
I redesigned My Circles around state-aware communication. Payment status, payout timing, progress and required actions changed according to the customer's situation, replacing a generic card with contextual states for on-track, upcoming payout, pending and overdue Circles.
Inform made progress and financial status visible.
Guide explained what each state meant.
Drive Action surfaced the appropriate next step when action was required.
The redesign connected Circle management to retention and financial-health goals: increasing active usage, encouraging earlier action on outstanding payments and reducing default risk.
Customers had important tasks spread across the product - completing verification, setting a payout method, understanding payment policies, managing overdue payments, and tracking upcoming payouts.
I introduced Get Started and Overview to bring these responsibilities into Home and organize them around the customer's current state. Get Started guided customers through the requirements needed to unlock and use the product, while Overview surfaced what was happening across their active Circles - including payments, payouts and actions that required attention.
Instead of expecting customers to remember what needed to be done, the product made the next relevant action visible.
Inform. Surface current status, upcoming payouts, active Circles and outstanding requirements.
Guide. Explain what needs to be completed and why it matters.
Drive Action. Provide a direct path to complete each task from Home.
The redesign connected guidance directly to key business goals: reducing onboarding drop-off, increasing task completion, improving active usage and reducing payment-related default risk.
The redesign moved Home beyond a navigation layer and made it an active part of the customer journey — helping customers understand their financial position, complete important tasks, discover relevant Circles, and manage existing commitments.
The broader experience contributed to measurable improvements across the core journey:
At this stage of my career, I rarely see the challenge as finding more things to improve. There are always more customer problems, business opportunities and ideas than a team can realistically pursue.
At Money Fellows, the harder work was deciding where design could materially change an outcome. We combined customer evidence, behavioral data and business priorities to distinguish between problems that needed deeper product intervention and those that didn't deserve the same investment.
That changed the role of design in the conversation. Instead of starting with screens or features, we could ask:
What behavior are we trying to change, why does it matter to the business, and is design actually the right lever?
For me, that's a more mature definition of design leadership: not maximizing design output, but increasing the quality of the product decisions the organization makes.
Eventtus was an end-to-end event platform for conferences, exhibitions and large-scale events. Organizers could manage tickets, registration, attendees, agendas, speakers, sponsors, exhibitors, check-in, polls and announcements, while attendees used the Eventtus mobile experience during the event.
As the platform grew, that breadth became both its strength and its design challenge. The opportunity was to make a sophisticated event-management product feel significantly simpler without removing the operational depth professional organizers depended on.
I led product design across the Eventtus organizer experience, working closely with Product, Engineering and the founders.
My work moved between product thinking, information architecture, workflow design, interaction design and hands-on UI execution. Rather than redesigning features independently, I focused on how they worked together as a system, and how organizers could move through increasingly complex events without having to understand the complexity of the product itself.
An event isn't a collection of independent features. Tickets create attendees. Registration captures their information. Speakers belong to sessions. Sessions belong to tracks and days. Sponsors and exhibitors need profiles and visibility. Attendees eventually arrive at check-in. Polls and announcements become part of the live experience. Yet the organizer experience exposed much of this through a growing list of separate product areas.
The more Eventtus could do, the more organizers had to understand where things lived and how everything connected.
The challenge became:
How could we make a growing event-management platform easier to understand and operate without sacrificing its depth?
Looking across organizer workflows, the same pattern kept appearing: tickets created attendees, speakers belonged to sessions, sessions formed agendas, and sponsors and exhibitors fed the attendee experience. Yet these connected jobs were managed across separate areas of the product.
As events grew, organizers had to navigate more features and hold more of those relationships in their heads. This reframed the problem from:
How do we make the entire event easier to manage as complexity grows?
I reorganized the experience around the major areas of an organizer's work. The discovery shaped three principles for the redesign:
Give organizers a clear view of the whole event, its current state, and a predictable way to move between events and workflows.
Design related workflows as one system. Tickets connect to registration and attendees; speakers connect to sessions and agendas; sponsors and exhibitors connect to the event experience.
Use consistent patterns across complex workflows so organizers can learn the product once, work faster, and manage larger events without increasing cognitive load.
The redesign wasn't about modernizing individual screens. I applied the same principles across the organizer journey, from understanding the state of an event to managing its most complex workflows.
I redesigned Home as the operating view for each event, bringing its key state into one place. A persistent event switcher also made it easier for organizers managing multiple events to move between them without losing context.
Reduced the effort required to understand and navigate the platform, creating a clearer starting point for onboarding and supporting Eventtus's move toward a more self-service experience with less dependency on Account Managers.
Orient · Simplify
I redesigned Agenda around the schedule itself, making relationships easier to scan and manage while keeping detailed editing close to the wider event context.
Simplified one of the platform's most complex setup workflows, reducing the amount of guidance organizers needed and making Eventtus better suited to larger, multi-day and multi-track events.
Connect · Simplify
I connected these workflows into a clearer registration system, giving organizers one place to configure how people register and understand the commercial side of the event.
Made a core revenue-generating workflow easier to configure and manage, strengthening Eventtus's ability to support paid events end-to-end rather than relying on separate ticketing and registration tools.
Connect · Simplify
I redesigned the experience around search, filtering, status and contextual actions, making large attendee lists easier to manage from registration through to event-day check-in. The same patterns extended across speakers, sponsors and exhibitors.
Created reusable management patterns that could scale across the platform, reducing product complexity while enabling Eventtus to support larger events and more sophisticated organizer workflows without designing every feature from scratch.
Orient · Simplify
The redesign created a more coherent foundation for Eventtus as the platform expanded across ticketing, content, attendees, partners and engagement.
More importantly, simplifying the organizer experience supported a broader business goal: reducing reliance on sales-led onboarding and Account Managers, shortening the path to value, and making the product more capable of supporting self-service adoption.
Eventtus was later acquired by Bevy, bringing its event technology into a broader enterprise event platform.
Staying close to events was an important part of how I worked. I spent time with organizers, attendees, speakers and partners, observing how Eventtus was used in the real environment it was designed for.
I also organized two events myself, which gave me first-hand experience of the operational complexity behind the product, from planning and coordination to running the event itself.
That proximity shaped many of my product decisions and reinforced a principle I still carry today: the closer I am to the customer and the real context of use, the better decisions I make as a design leader.
Eventtus was built around physical events, helping organizers manage attendees while creating better experiences for networking and engagement.
COVID-19 changed that almost overnight. Events moved online, and our customers suddenly needed more than event-management tools. They needed a way to run the event itself virtually. This created a new product opportunity for Eventtus:
bring the core experience of attending an event online without losing what made events valuable - content, interaction and human connection.
I led the design direction for Eventtus Virtual Events, working closely with Product, Engineering and leadership to translate a rapidly changing market need into a product we could ship.
I led the experience strategy and product design while staying hands-on across the core experience, from defining the attendee journey to designing the virtual stage, networking and engagement flows.
Moving an event online wasn't simply about broadcasting speakers.
People attend events to watch, participate, meet others and have conversations. Organizers also needed to manage those experiences while keeping attendees engaged throughout the event.
The challenge became:
How could we recreate the value of attending an event in a completely virtual environment?
Research with organizers and attendees highlighted three recurring needs.
Attendees needed an easy way to discover and join relevant sessions.
Watching alone wasn't enough. People wanted to participate through conversations, questions and reactions.
Networking remained one of the fundamental reasons people attended events.
This gave us a much clearer product direction.
I structured the virtual event experience around three principles.
Make discovering and joining live sessions effortless.
Bring participation into the experience through chat, questions, polls and reactions.
Help attendees discover relevant people and start meaningful conversations without leaving the event.
Together, these principles turned Eventtus from a tool around the event into the place where the event happened.
The redesign wasn't about modernizing individual screens. I applied the same principles across the organizer journey, from understanding the state of an event to managing its most complex workflows.
The stage became the center of the virtual experience. Attendees could enter a session, watch speakers, understand who was presenting and move between sessions without navigating away from the event environment. The surrounding interface kept the experience focused on the content while leaving room for participation.
Expanded Eventtus beyond event management into the delivery of the event experience itself.
Physical events create constant signals of participation: questions, reactions and conversations. We brought those interactions into the virtual stage through live chat, Q&A, polls and reactions, allowing attendees to participate while sessions were happening.
Organizers and speakers could engage their audience without forcing people into separate tools.
Created a richer virtual-event proposition than video streaming alone and brought engagement into the core Eventtus experience.
Networking was one of the hardest parts of physical events to reproduce online. I designed an attendee experience that made it easier to discover people, understand who they were and start conversations from within the event.
Profiles provided useful context, while messaging created a direct path from discovery to conversation.
Extended the value of Eventtus beyond sessions and content by preserving one of the fundamental reasons people attend events: meeting other people.
Virtual events could include multiple days, tracks and simultaneous sessions. Without the physical cues of a venue, attendees needed an easier way to understand what was happening and decide where to go next. I designed the agenda to make sessions easy to scan, filter and join, with clear information around timing, speakers and session status.
The agenda became the attendee's entry point into the event rather than simply a schedule.
Made larger, multi-track virtual events easier to navigate and created a direct path from discovering a session to joining it.
Exhibitors needed more than a company listing. Their value came from being able to show what they offer, connect with interested attendees, and start conversations during the event. I designed dedicated exhibitor spaces combining the company profile, product content, video, contact information and representatives with direct messaging in the same experience.
Attendees could move naturally from discovering an exhibitor, understanding their offering to starting a conversation, without leaving Eventtus.
Expanded the value Eventtus could offer exhibitors beyond basic visibility, while giving organizers a stronger proposition for events where exhibitor participation, product discovery and networking were commercially important.
Within three months, we moved from a business built around physical events to launching and validating a new virtual event experience.
97% of our engagement target. Reached the average engagement target during events.
84% attendance rate of registered users attended our first virtual event.
70% feature adoption. Newly introduced virtual-event features reached a 70% adoption rate.
80%+ usability score. The experience achieved an average usability score of 80% or higher during user testing.
Positive attendee feedback. Attendees responded positively to the immersive nature of the virtual event experience.
Most importantly, we secured and delivered three virtual events before the full platform was complete, helping Eventtus validate the direction while the team continued building the product.
COVID changed Eventtus almost overnight. Events were cancelled, countries went into lockdown, and for a couple of months the business had virtually zero revenue. What had been our core market suddenly stopped existing.
I was part of the team that helped transform the product and company around virtual events in roughly three months. We didn't wait for the full platform to be ready. We secured and supported our first three virtual events while the product was still taking shape, learning from real events and feeding those insights directly back into what we built.
For me, this product became less about a product redesign and more about resilience: moving quickly with incomplete information, and using design to help a company adapt when the assumptions behind the business changed overnight.
At Money Fellows, I was leading larger product initiatives while hundreds of smaller friction points continued to affect customers across everyday financial journeys.
Rather than letting these problems wait for major roadmap initiatives, I introduced a more focused approach: identify high-impact opportunities we could solve quickly, ship them, measure the response, and keep learning.
The goal wasn't more design output. It was to match the size of the solution to the size of the problem.
I worked with Product trios to identify recurring friction across the customer journey and decide which problems deserved immediate intervention versus deeper product investment.
I helped prioritize the opportunities, shaped the design direction and stayed hands-on across key solutions while the team continued working on larger strategic initiatives.
This allowed us to run two tracks in parallel:
Strategic bets - deeper problems requiring significant product investment.
Quick wins - focused interventions we could validate and ship faster.
I didn't want every customer problem to become another large redesign or compete for space on the main product roadmap.
Working with the Product and Design team, we looked for opportunities where customer friction was meaningful, the intervention could remain focused, and the outcome could be observed quickly.
I used four criteria to prioritize them:
Frequent - Does the problem affect enough customers to matter?
Painful - Does it create confusion, failure, delay or unnecessary effort?
Focused - Can we improve it without introducing significant product or technical complexity?
Measurable - Can we observe whether the intervention changed customer behavior or an important business outcome?
This created a lightweight optimization track alongside our larger strategic work:
Fix what we can move quickly. Go deeper where the problem demands it.
Rather than waiting for larger roadmap initiatives, we identified high-friction moments where smaller, focused changes could create meaningful customer and business value.
Each intervention was deliberately narrow: solve a clear problem, ship quickly, observe the outcome, and iterate when needed.
Customers with overdue payments could continue using the app without clearly understanding the urgency of their outstanding balance. The existing reminders were easy to overlook and did little to explain what would happen if payment remained overdue.
I introduced contextual reminders at key moments in the experience, progressively increasing visibility and urgency while keeping a direct path to payment. The goal wasn't to block customers immediately, but to make the status, consequence and next action impossible to misunderstand.
The intervention supported a critical financial-health goal: encouraging earlier repayment and reducing the risk of overdue payments progressing toward default.
Customers receiving their Money Fellows card still had to complete activation before they could use it. The existing journey introduced unnecessary friction at a moment when customer intent was already high.
I simplified the activation flow around one clear task, reducing unnecessary decisions and making progress, confirmation and activation status easier to understand. The experience moved customers more directly from receiving the card to being ready to use it.
The redesign supported card adoption by reducing activation friction and helping more customers reach an active, usable card state faster.
Customers needed to select how they wanted to receive their payout, but differences between available methods and their requirements weren't always clear. This created hesitation during an important financial setup step and increased the possibility of incomplete payout information.
I simplified the selection experience around the available payout methods, making their differences, requirements and next steps easier to understand before customers committed.
The redesign supported smoother payout operations by increasing clarity during setup and reducing the likelihood of incomplete or incorrectly configured payout methods.
Knowing whether a customer was eligible for a payout wasn't enough. When eligibility changed or requirements weren't met, customers also needed to understand why and what they could do about it.
I redesigned eligibility around clear status, supporting explanation and actionable next steps. Instead of exposing the outcome of an internal rule, the experience translated it into something customers could understand and respond to.
The redesign supported greater transparency around a sensitive financial moment, helping reduce eligibility confusion and unnecessary dependency on Customer Support.
Individually, these were relatively small product changes. Together, they improved critical moments across payments, card activation, payouts and financial transparency without waiting for larger roadmap initiatives.
More importantly, the approach gave the team another way to create value: ship focused improvements quickly while larger strategic bets continued in parallel.
After years of working on large redesigns, this work reinforced the value of restraint.
Not every customer problem needs a new feature, a new journey, or months of design work. Sometimes the highest-leverage decision is a clearer message, better timing, one fewer step, or a more obvious action.
As a design leader, the judgment is knowing which problems deserve deeper investment and which ones the team should simply fix and ship.
Move fast when the solution can be small. Go deep when the problem demands it.
Foodics is a restaurant technology platform connecting point of sale, menu management, inventory, financial services, and digital channels.
As the ecosystem expanded, its complexity created friction across everyday restaurant operations. The challenge was to simplify critical merchant journeys, support the shift toward self-service, and create a more consistent experience across products.
The redesign focused on four business priorities: Activation, Retention, Expansion, and Cost Efficiency.
I partnered with the Head of Product for RMS and Product Managers to align priorities, shape product strategy, and lead the redesign of critical merchant experiences.
Working with a lean design team, I remained hands-on with RMS while leading design direction across the Foodics ecosystem. As the scope expanded, we strengthened the team with an additional senior design lead.
Foodics supports restaurant operations across point of sale, menu management, inventory, customer management, financial services, and digital channels.
As the ecosystem expanded, the experience became increasingly fragmented. Merchants had to navigate different product structures, manage dependencies between workflows, and interpret operational information across multiple areas of the platform.
For experienced operators, complexity itself wasn't necessarily the problem. The problem was avoidable complexity: unclear navigation, disconnected tasks, inconsistent interaction patterns, and limited guidance when something required attention.
I led a cross-functional prioritization workshop with Product Managers to evaluate opportunities across Foodics RMS and align on where to focus our efforts.
We assessed initiatives through four lenses: merchant reach, expected impact, confidence, and delivery effort, while considering business priorities, operational dependencies, and available team capacity.
The goal wasn't simply to rank features. It was to establish a shared understanding of what to prioritize, what to defer, and why.
Prioritize critical operations. Navigation, Menu, and Inventory affect fundamental merchant workflows. Improvements here could reduce friction across activities merchants perform repeatedly.
Invest in foundations. Navigation architecture and reusable interaction patterns could improve multiple modules rather than solving each problem independently.
Balance immediate needs with strategic bets. Labeeb represented an opportunity to change how merchants investigate and resolve operational issues, but required additional attention to reliability, evidence, and merchant control.
A higher-priority initiative wasn't necessarily the most visually outdated screen. Priority depended on the significance of the problem, the number of merchants affected, the expected value, and the effort required to address it.
With a small design team, redesigning the entire ecosystem wasn't realistic. Working with the Head of Product for RMS, I focused on high-impact merchant workflows while establishing foundations that could scale across products.
RMS is Foodics' core product and largest revenue driver. Our strategy focused on three investments:
01 - Prioritize high-value workflows. Focus on frequent, business-critical tasks where friction or mistakes have the greatest consequences.
02 - Connect fragmented experiences. Create a more coherent architecture connecting operational information, workflows, and actions.
03 - Build for scale. Standardize shared interaction patterns and accelerate delivery without rebuilding everything from scratch.
Rather than pursue a complete visual overhaul, we prioritized improvements to core workflows and reusable foundations.
We adopted Untitled UI as a starting point for the design system, allowing us to invest more effort in restaurant-specific product problems.
To bring consistency across a complex restaurant management platform, I established five design principles to guide how we structured workflows, simplified interactions, and supported merchants in their daily operations.
Organize navigation and workflows around what merchants need to accomplish, not internal product structures.
Keep essential information accessible throughout complex workflows without unnecessary navigation or context switching.
Make consequential decisions explicit, validate inputs, and communicate operational or financial implications.
Prioritize what matters at each stage while keeping advanced capabilities accessible.
Simplify decisions, not functionality.
Make system behavior transparent and give merchants appropriate control over consequential actions, particularly AI-assisted operations.
Creating an account didn't mean a restaurant was ready to operate. Merchants still needed to complete setup tasks and understand which steps required Foodics assistance.
Separate registration from operational configuration and introduce a guided setup checklist with visible progress, dependencies, and next steps. Hardware provisioning remains Sales-coordinated where required.
A persistent checklist supports setup across multiple sessions without overwhelming merchants with every configuration decision at once.
Progressive disclosure · Goal-gradient effect · Recognition over recall
Visible setup progress · Staged configuration · Explicit checklist and task states
Setup completion rate · Median time to first successful order
Merchant activation rate · Onboarding support cost per activated merchant
Missing prices, images, or channel configuration could affect product availability. Identifying issues required merchants to inspect individual products and settings.
Redesign the Products List for clearer scanning, filtering, and status visibility, with contextual Labeeb assistance to identify configuration problems.
Merchants need a predictable workspace for managing products. Labeeb adds intelligence by explaining issues and suggesting reviewable actions—not replacing structured product management.
Recognition over recall · Cognitive load management · Appropriate reliance on AI
Clear product statuses · Visible configuration issues · Evidence-backed recommendations and merchant review
Time to identify configuration issues · Configuration issue resolution rate
Menu-related support cost per merchant · AI-assisted menu management adoption
Purchasing, receiving, and stock-related activities were spread across multiple areas, making it harder to track orders and manage discrepancies.
Reorganize Inventory around merchant activities and redesign Purchase Orders with clearer statuses, supplier information, ordered quantities, receiving details, and activity history.
Removing information would create more context switching. The design preserves essential detail while making purchasing decisions easier to understand.
Information scent · Recognition over recall · Error prevention
Task-based navigation · Visible order details · Clear status and receiving states
Purchase order completion time · Receiving correction rate
Inventory-related support cost per merchant · Inventory module retention
Agents needed to manage customer information, products, modifiers, and fulfillment details during live calls. Switching between screens increased effort and the risk of errors.
Create a unified order-taking workspace with persistent customer information, product selection, order configuration, and order review.
Keeping related information visible supports faster decisions and reduces unnecessary context switching during customer conversations.
Cognitive load management · Proximity compatibility · Error prevention
Fewer context switches · Related information placed together · Clear order validation
Average order handling time · Error-free order completion rate
Order-correction support cost · Call Center module retention
Prioritization defined where to invest. The next step was defining how we would measure success.
For each initiative, we connected product metrics reflecting merchant experience improvements with business metrics measuring their contribution to Foodics' objectives.
This established a consistent measurement framework across the redesign, ensuring that success would be evaluated beyond visual improvements.
Proposed measurement framework for the ongoing RMS redesign. These are not verified post-launch results.
01 - Establish the baseline. Measure existing workflow performance, merchant behavior, adoption, and support demand before introducing changes.
02 - Validate the experience. Compare redesigned workflows against existing experiences through task-based usability testing, evaluating completion rates, efficiency, and errors.
03 - Evaluate business impact. Following rollout, monitor product performance and business KPIs to determine whether experience improvements contribute to activation, retention, expansion, and cost efficiency.
The RMS redesign remains an ongoing initiative. My contribution focused on establishing a coherent product experience direction, aligning cross-functional priorities, and developing solutions for critical merchant workflows.
A consistent navigation direction designed around merchant goals and interconnected operational workflows.
A shared approach to identifying high-value opportunities, making trade-offs, and connecting product investments to business objectives.
A component and interaction foundation adapted from Untitled UI to support consistency across the ecosystem.
Experience solutions addressing merchant onboarding, Menu, Inventory, Customers, Call Center, and AI-assisted operations.
Defined product and business metrics to guide validation and assess the effectiveness of future releases.
The RMS redesign continues through implementation, merchant validation, and performance measurement against existing experiences.
Success will be evaluated through improvements in merchant activation, product adoption, task efficiency, error reduction, retention, and support costs.
I led this work from Jan to Jul 2026. This case study documents my design leadership and contributions to an ongoing initiative. It does not claim that all proposed solutions were released or that post-launch business outcomes have been achieved.
