AimAbbad Imad

Selected work

Four case studies.

Each one opens with the constraint and the team, names the decision I made, and closes with the outcome. The first is about leading a team through a shrinking headcount, not about screens.

Associate Design Lead, then Design LeadMoladin2023Leading design through Moladin's pivotFour initiatives — dealer financing, Tuwaga, the web transformation and the SME platform — kept shipping while the design team went from 15 people to 4, because the team stopped working in silos and started working from the business.Dealer financing: 0 → 5,000+ usersTeam scaled 15 → 10 → 4 designers through a company-wide pivot
Miro board from the elementary-school ideation session, showing the problem brief, participant areas and the day's rundown.Interaction designer — ideation facilitator and moderator for the elementary-school sessionRuangguru2022Getting Ruangguru users to find the product that fits themNobody explored the homepage, so the products that fit a student's actual use case stayed invisible. We ran a workshop-led discovery, tested three concepts, and shipped a learning-mode homepage to 100% of users after A/B validation.Shipped to 100% of users after A/B validationA/B: conversion +2.9%, engagement −3% across modes — the trade we accepted