Selected work across product, growth, design, and AI systems. Some pages are public. Others stay protected because the underlying work is confidential.
Free Quranic Arabic learning app with local-first Gemma 4 AI, semantic Quran search, offline reading, Prophets tree/timeline/map, optional sync, SRS, and 25-language grounding. Built as a community resource and shipped solo.
100+ Reciters · 25 LanguagesA protected PDF archive of older Fareportal product, growth, and design work, kept together while individual case studies are broken out.
Protected PDF deckAn LLM-assisted workflow that turned 10K+ weekly feedback records into clearer themes, faster prioritization, and shared action across CheapOair and OneTravel.
87% less manual analysisBeyond training: Developing certified skills that serve both business and careers, achieving a 90%+ retention rate.
90%+ retentionA design-system-driven CheapOair overhaul that addressed trust, usability, conversion, and reusable product patterns across desktop and mobile.
38% -> 21% bounceAn executive KPI framework that connected company outcomes, departmental ownership, Power BI dashboards, OKRs, and feature-level experiment tracking.
90+% OKR adoptionA 90-day GetSetFly MVP that tested a new travel brand, zero-service-fee model, mobile-first booking flow, and API-driven platform direction.
90-day MVPA trip-aware mobile app home screen that adapted by booking status, travel stage, and purchase channel.
58% sign-in liftA visual travel discovery platform that turned fare inventory into an organic and social acquisition surface.
42.6K monthly usersBuilt an early-stage hospitality SaaS's inbound engine solo: strategy, SEO, organic LinkedIn, webinars, a 17K email base with automation, brand, and a 49+ listing audit.
0→1 engine · +27% organic followersA journey-first view of hotel touchpoints across messaging, announcements, drip campaigns, and upsell flows.
6 surfaces · 1 journey viewA hotel upsell framework covering operator setup, guest journey, request handling, fulfillment, CSAT, and opportunity signals.
Upsell frameworkA clearer reporting concept for hotel teams focused on revenue trends, booking timing, and drilldowns.
Revenue decision supportA workflow concept for categorizing hotel rate codes so direct bookings, dashboards, and ROI reporting stayed accurate.
Attribution + reportingA first-draft guide for tokens, component rules, status logic, and more consistent design-to-code handoff across Directful concepts.
Guide + component rulesAn ML-powered ranking model that reduced flight-search choice overload and produced a validated 6% booking conversion lift.
6% CR lift · $4.3M profitA custom A/B testing and feature-flagging platform that helped teams run more trusted experiments across frontend, backend, and API surfaces.
4x experiment velocityAn email-first, two-step sign-up flow that increased newsletter and profile sign-ups across two travel brands while keeping booking intent stable.
3.1x sign-ups · +97% profilesDesigned a two-stage dynamic pricing engine that replaced manual updates and optimized service fees using propensity, market signals, and revenue potential.
Two-Stage Dynamic ArchitectureHow I move from user evidence to shipped work: discover, validate, build, measure, and feed the learning back into the next decision.
4 phases · 5 operating principlesThree operating rhythms for keeping product, design, and engineering aligned: pre-sprint design iteration, two-week sprint cadence, and OKRs.
3 rhythms · 1 feedback loopA 3-dimension, 10-signal scoring rubric for making roadmap tradeoffs visible across product, engineering, and finance.
3 dimensions · 10 weighted signalsUsed NN/g's 6-stage model to diagnose our design practice, align leadership, and make headcount decisions easier to defend.
6 NN/g stages · operationalizedPlanned writeup on checkout funnel optimization, payment-method expansion, booking failure reduction, and monetization work across CheapOair and OneTravel.
Checkout + payments