Escrow that 150K+ people trust with their money

Waffy holds the buyer's money until they receive and inspect what they bought. Sole designer across three products.

01 · Impact

I design for the numbers, and the direction they move

Brand personality

Brand personality

Waffy sits between two strangers and a sum of money, so every screen has to earn confidence. Four words settle every design argument.

02 · Design system

Design system

One system powering every surface: tokens, components and patterns, with written documentation so product, design and engineering speak the same language. It's what lets one designer maintain three products. It also makes every new feature cheaper than the last.

03 · Research

How I decide what to build

Sprints and interviews define the states, Hotjar shows where people stall, A/B tests settle the wording. The flow snapshots below came straight out of that work.

Buyer and seller: the full dependent flowEvery action by one side unlocks or blocks the other. The transaction only completes if both move in the right order.

States, branches and dead endsMapped for both roles at once: what each side sees, can do, and waits for at every stage.

Create a contract: the simple pathThe shortest happy path, kept short on purpose so the safe route is also the easy one.

06 · System feedback

System feedback

In escrow, silence is doubt. The notification system follows visibility of system status: every state change reaches the right person at the right moment, in language they trust. Timing respects the Doherty Threshold; wording removes ambiguity so nobody has to guess what happens next.

07 · Conversion

Signup drop-off: 45% → 8%

Nearly half of new users never finished signing up. Hotjar recordings showed exactly where they stopped, and interviews told us why: people were being asked to prove who they were before they had any reason to trust us.

Registration took six steps before anyone could look around. So we moved everything that wasn't strictly needed to the other side of the door: phone number, OTP, and you are in. Completing the profile now happens later, when the app asks for it in context and the person already knows what they get in return. Drop-off fell from 45% to 8%.

08 · Operational insight

The escalation gap that was draining support

Behaviour and support data showed 65% of escalations weren't disputes. People needed help or hit a technical issue, but escalation was the only door they could see. Each one cost the support team time and cost the user trust.

05 · Scope

Three products, one design language

Journey map

The journey, end to end

App screens

A closer look inside the app

Next projectSaudi Accreditation Center

Saudi Accreditation Center · Government

Credibility: designing the digital face of a national authority.

The Saudi Accreditation Center (SAAC) is the Kingdom's national accreditation body, the authority behind the laboratories, inspection and certification bodies the rest of the economy relies on.

Government platforms fail in a predictable way: dense institutional language, services buried under the org chart, and forms that ask for everything at once.

Discover how I reorganized the experience around what visitors actually come to do: find accreditation services, understand requirements, start a request, in a visual language built for institutional credibility.

• Restructured the information architecture around visitor tasks: find a service, understand its requirements, start a request.
• Built a visual language of institutional credibility. Typography, spacing and restraint for an organization whose product is trust.
• Delivered within government identity and accessibility standards without letting the constraints flatten the design.
• Designed the complete state system: loading skeletons, empty states, confirmations and errors, because system feedback is a UX law, not a nice-to-have.

Next projectBazar: the souq, shipped as video

Bazar · Video commerce · Saudi Arabia

The souq, shipped as an app: shopping by video

Bazar brings Saudi Arabia's traditional markets online without killing what makes them special: you browse stalls as short videos, ask the merchant about the exact product on screen, haggle over the price in chat, and buy in one tap.

What's behind Bazar

Classic e-commerce grids delete everything social about a souq, the stories, the haggling, the relationship with the merchant. The design challenge: keep the souq's soul inside a modern video UX.

Next projectWaffy: designing trust for 150K+ people's money

Amen (آمن) · National Cybersecurity Awareness Program

The front door of a national cybersecurity movement

Amen is Saudi Arabia's first national cybersecurity awareness program, a Vision 2030 initiative by the National Cybersecurity Authority with the Ministry of Education and SABIC. Its landing page had one job: invite everyone (kids, parents, schools) into a subject that usually intimidates people.

The full page

آمن, البرنامج الوطني للتوعية بالأمن السيبراني

Beyond the home page

Next projectSaudi Accreditation Center

Offto · Travel · Kuwait & GCC

Two ways to travel: pick an expert's package, or build the trip yourself.

Offto is a travel app where travel experts design ready-made packages (flight, hotel and extras in one price) next to the traditional path of searching flights and hotels yourself. Two very different mental models, one app.

01 · Packages

Discover a package,
then make it yours

The package is the hook: a destination, a date range and a total price, put together by a named travel expert. Once a traveller picks one, they still get to choose the flight, the hotel and the activities inside it, seeing exactly what each choice adds to the price, then book the whole trip in one go.

05 · Booking flow

Search, compare,
pay, done

The self-serve path end to end: results and filters that narrow a long list fast, fare classes compared side by side, the return leg picked against the outbound, a price breakdown with nothing hidden, extras offered once, and a confirmation that says exactly what was paid.

06 · Destinations

Packages to
all countries

Before anyone knows their dates, they know where they want to go. The destinations page turns the catalogue into something you scan with your eyes: filter by region, then pick the place that pulls you in.

07 · Web

Not just an app:
a full booking system

The same journey had to work on a laptop, where people compare seriously: a map view with live prices, a results list next to persistent filters, a hotel page that answers every question before the room is picked, and an empty state that tells you what to change instead of leaving you stuck.

Next projectWaffy: designing trust for 150K+ people's money