فضل الرحمن

• Co-founded 100% Al-built music platform preserving Khowar language and indigenous Chitrali
culture - serving 17, 000 monthly listeners across 11 countries including Pakistan, UAE, Malaysia,
UK, and US with 5, 000+ songs from 52 artists dating back to 1970s.
• Designed and shipped entire product using AI - built web platform, IOS app, and Android app with
listener front-end and artist/contributor back end, digitising cultural heritage previously trapped in
cassettes and traditional books for community of 500, 000 where 75% lack reliable internet access.
• Leading product strategy, brand and content strategy, and created Qoqnuz insignia (phoenix,
symbol of melodious sound in Chitrali culture) making Indigenous music accessible globally while
preserving endangered cultural heritage.

• Joined at 3, 000 users with proof-of-concept built on Bubble - led complete product redesign and
scaled to 2 million installs, establishing DealCart as Pakistan's number one rated grocery app with
4.7 rating
• Established 300-component design system in Figma within first 3 months, reducing feature delivery
time from 2 days to 2 hours and creating shared foundation across product and brand design.
• Built and managed 6-person distributed team across three cities - delivered six interconnected
products (consumer, rider, warehouse, admin, restaurant, seller platforms) while establishing design
documentation standards.
• Led rider app redesign that increased delivery efficiency by 40% through streamlined navigation
and area based order clustering - reduced address-related support volume to near zero
• Solved 50% order failure rate by redesigning address experience based on UXCam session
analysis-introduced secondary contacts, landmark references, and custom pins to accommodate
unstructured Pakistani addressing systems.
• Designed revenue-driving engagement features including DC Rewards loyalty program, DC Pay
wallet, and in-app games - used Molingage analytics to optimise adoption and retention.
• Led brand transformation from placeholder identity to complete visual systern-directed 4 major
360-degree campaigns and 400+ feature launches, partnerships, and brand activation Including
viral Pakistan versus India cricket game with cross-border celebrity participation that reached
millions.

• Redesigned Postpay One checkout widget embedded across 120+ merchant sites (MAI, Sharaf IXG,
Apple, SHEIN) - Introduced one-click payment flow that increased checkout completion by 39% in
competitive market against Tabby and Tamara.
• Led Blue Carpeting Dubai campaign for app launch across billboards, digital screens, flyovers, and
malls in Dubai - generated 2.2 million social engagements and drove 65, 000 app installs.
• Designed regions first virtual buy-now-pay-later card and improved payment comprehension by
introducing dynamic instalment breakdown in checkout - addressed user confusion identified
through Hotjar analysis.
• Redesigried merchant onboarding flows and created brand imegration guidelines (photography
standards, logo specifications, Uf rules) to ensure visual consistency across 120+ partner
implernentations.

• Founding team member who defined the product and UX for a trust-verified real estate
marketplace, using primary user research to eliminate common fraud patterns and set a new
standard for listing credibility.
• Scaled to 500, 000+ downloads and 66, 000 monthly active users within six months of launch served
as exclusive digital platform for major developers including DHA and Etihad Town, facilitating
17, 000+ property sales through verified agents and individuals.
• Built and managed 8-person design team over 12-month development cycle - delivered multi-sided
marketplace supporting business-to-business, consumer-to-consumer, and developer-co-consumer
transactions with unified platform for buying, selling, renting, and short-term stays.
• Designed verification infrastructure including agent vetting, photo-matching to detect duplicate
listings, and district-based price index - reduced task completion time from 10 minutes on
competing platforms to under 3 minutes through mobile-first design and Urdu language support.
• Created engagement features including Draw Search for area-based discovery, In-app scheduling
and messaging to retain users, and 360-degree virtual property tours that achieved 100%
completion rate with zero bounce across featured listings.

• Hired to modernize agency operations and fix retention issues-led team of 7 designers, updated
workflows from legacy tools to modern platforms, and implemented monthly Net Promoter Score
surveys and weekly all hands meetings that doubled tearn satisfaction and reduced turnover.
• Pitched and secured 130 million Pakistani Rupees in new business from brands including Toyota,
OPPO, Total, Samsung, English Biscuits, and Shan Foods-led creative direction for outdoor
campaigns, activations, and brand projects across Pakistan.
• Designed and launched K Metrics, a three-part campaign measurement placform (field tracking tool,
management dashboard, client analytics portal) - enabled real-time visibility into billboard
deployment, engagement metrics, and acquisition data for brand partners.

• Founding team member and senior design leader who shaped Careems brand and product
presence in Pakistan from the ground up
• Led creative, brand, and product visual direction as the business scaled from 150 daily rides to
300k+ rides per day, expanded into 14 cities, and became the countrys #1 ride-hailing app.
• Built and owned national brand and product design systectis across in-app experiences, marketing,
and multilingual localization in Urdu, Punjabi, and Pashto, ensuring consistency while adapting to
local city-level needs.
• Scaled Careems digital presence from 42k to 8M followers in three years by directing motion-first
content, in-house video production, and culturally rooted campaigns with high organic reach and
engagement.
• Led award-winning and viral campaigns including Bakra on Wheels (Effie Silver), Rishta Aunty,
Why You No Book Careern, and political satire campaigns that gained international visibility
through platforms like Unilad and 9GAG, Spent time with captains in the field and identified that
text-heavy navigation limited usability for many drivers.
• Introduced a color-coded interface system that improved on-boarding, reduced support requests,
and increased day-one activation.
• Led the Pakistan roll out of the Careem 2.0 global rebrand across seven ride categories and co
created the BRANDMASTER asset management system to maintain visual consistency across high
volume, multi-language content operations.