Growing a useful mobility product
Product and audience growth work for Bey2ollak, an Egyptian mobility product.
What changedA product and communication loop built around how people discover and use mobility information.
Read the caseSelected work / documented experience
The current practice is new. The experience behind it is not.
These projects show the foundations of the work: understanding audiences, structuring content, growing products, building capabilities and moving ideas through real organizations.
Building for MENA internet culture
Co-founding and product work for Bteekh, a user-generated content platform for MENA audiences.
What changedA product model shaped around participatory culture, regional humor and what people choose to share.
Limited public detail
Read the caseTransforming the company doing the transforming
Organizational transformation and capability building at Digital Brandria.
What changedA broader operating model with expanded digital capabilities, multidisciplinary work and a closer relationship between strategy and delivery.
Limited public detail
Read the caseTransformation inside a public institution
Digital transformation direction for CAPMAS, grounded in the public record and clear about its limits.
What changedTransformation work approached as a change in how an institution serves people and operates, not simply as a new website.
Limited public detail
Read the caseProduct, content and international growth in the same room
Product, marketing, SEO and international growth work across Infosysta and App4Legal.
What changedA cross-functional view connecting what a product does with how people discover it, understand it and choose it.
Limited public detail
Read the caseFrom an idea to a knowledge product
Knowledge architecture and content development for Salamy.space.
What changedA structured path for turning a mental-health information idea into a usable knowledge product.
Limited public detail
Read the caseAbout the evidence
Credibility depends on the boundary between experience and invention.
The cases use roles, scope and figures supported by the public career record. They do not retroactively describe earlier projects as AI work, and they do not invent client outcomes to illustrate a future service.
Start with the question
Have knowledge, content or an opportunity that needs to become working value?
Start with what exists, what is difficult to use and what you want to make possible.