UI & UX | Project management | Art Direction | Team building
Tools used: Figma | Trello | Adobe Suite
I worked as the founding designer, later Head of Design.
An award winning food tech startup. With branches in UAE & KSA. It’s a subscription based food delivery platform, serving discounted & scheduled meals from top curated restaurants to employees in the office & at home.
Built the product’s foundation
That included main flows, such as the Daily menu, Meal page, signup flow, account settings flow and subscription pop-up.
As the team and my role expanded, I started managing and giving UX guidance to my team whom built the newer features. Such as the cart , driver tracking & savings features.
2. Revamped the vendor facing website
Conducted qualitative research with the vendor directly.
Analysis of core problems in existing system.
Complete restructuring of the website’s UX and UI.
Received frequent positive feedback up to a year later from the operations team.
3. Built the design org from the ground up
As the founding designer, I hired, managed & trained a cross-functional remote design team.
My team includes branding, product, content designers, animators & 3D modelers.
The team operates remotely and serves 3 markets (UAE, KSA & Pakistan).
I’m responsible for all project management, scheduling timelines, setting standards for correct briefing methods.
4. Revamped the art direction of our digital ads and social media presence
By introducing more authentic, physical mockups of food packaging, bills, coupons and stickers in our visual language
I wanted our visual identity to represent the genuine everyday look and feel of an employee eating on a budget (Our target group). It’s slightly messy, mobile and on the go.
5. Press.
We’re thrilled to announce our acquisition of MUNCH:ON, the subscription-based food delivery platform.
Careem, the region’s leading multi-service platform, announces the acquisition of MUNCH:ON in the UAE.
