Bassel Al Droubi

Built and maintained a scalable mobile design system for consistent
UI across products.
Developed and designed interactive landing pages using Framer to
support marketing and product initiatives.
Mentored and guided intern designers, providing feedback and
onboarding support.
Analyzed behavior data (Hotjar, PostHog) and conducted usability
tests to drive iterative improvements.
Recorded walkthrough videos for each new feature to keep internal
teams informed and aligned.
Created in-product guides and onboarding flows to introduce new
features, reduce churn, and ensure users understand how to use
the product and recognize feature value.

Built and maintained a scalable Web design system for consistent
UI across products.
Conducted benchmarking, user interviews, and usability testing to
inform design decisions.
Designed features end-to-end: user flows, wireframes, prototypes,
and final screens.
Organized and documented designs for smooth handoff and team
alignment.
Collaborated with developers for accurate implementation and led
design QA/UAT.
Analyzed user behavior with Hotjar and PostHog to optimize UX.

Conducted usability testing as moderator and observer for a
Derayah platform.
Evaluated new product features for the Ministry of Interior through
UX benchmarking and usability interviews to identify improvement
areas.
Created and built information architecture, wireframes and high-
fidelity UI designs for Elm.