{"$schema":"https://fazel.design/portfolio.schema.json","version":"1.1","name":"Fazel Rehman","url":"https://fazel.design","description":"An agentic, AI-driven portfolio — conversational UX, interactive labs, and 9+ years of product design case studies at the frontier of LLM-native UX.","tagline":"An agentic, AI-driven portfolio — conversational UX, interactive labs, and product design case studies.","keywords":["best portfolio","agentic portfolio","AI driven portfolio","agentic UX","product designer portfolio","AI-native design","conversational AI","LLM UX","interactive portfolio","design systems","UX design","case studies","product design","generative UI"],"person":{"name":"Fazel Rehman","jobTitle":"Product Designer · Agentic UX & AI-Native Design","image":"https://fazel.design/avatar.png","sameAs":["https://www.linkedin.com/in/fazelrehman","https://wa.me/923323802442?text=Hey%20Fazel%20%F0%9F%91%8B.%20I%20just%20visited%20your%20portfolio%20and%20wanted%20to%20get%20in%20touch."],"yearsExperience":"9+"},"features":["Conversational AI portfolio agent","Interactive design labs canvas","SSR journal and project case studies","Voice-enabled hire-me chat","Sanity CMS-backed design journal"],"content":{"journals":[{"id":"test","title":"Test","description":"test test","url":"https://fazel.design/journal/test","type":"journal","tags":[],"image":"https://cdn.sanity.io/images/v8szuqjb/production/7d6d7cec29704a240fc81ec3243e5743d589dc9a-1000x560.webp","publishedAt":"2026-05-20T18:07:32.959Z","excerpt":"Test test test Defining design systems seems a daunting challenge. It’s not as if our community hasn’t made many, many, many, many, many, many, many, many, many, many, many, many, many attempts. Recently, Sarah Federman wrote about distilling it into its essence and warns us to avoid getting trapped defining things and being dogmatic about what it is and isn’t. Design systems is a growing field formed by vibrant, collaborative voices. It is important to posit what a system is and how it fits, or we risk undermining its value due to incoherent understanding. We shouldn’t suffer challenges, and there’s common ground to gain. My livelihood depends on it, selling ~15–25 design systems engagements a year to clients understanding the outcomes and outputs (hint: not just UI kits, code, and doc) and why they matter. “What is a Design System?” If I have ~30 seconds in an elevator or over animated slides, I’ll lead with: Almost always, a design system offers a library of visual style and components documented and released as reusable code for developers and/or tool(s) for designers. A system may also offer guidance on accessibility, page layout, and editorial and less often branding, data viz, UX patterns, and other tools. A design system is adopted by and supported for other teams making experiences. These teams use it to develop and ship features more efficiently to form a more cohesive customer journey. A design system is made by an individual, team, and/or community. While some arise less formally, organizations now dedicate small to large squad(s) to develop and release system versions and processes over time. If only 10 seconds, I’ll say: A design system offers a library of visual style, components, and other concerns documented and released by an individual, team or community as code and design tools so that adopting products can be more efficient and cohesive. If only a tweet, well then there’s this: Formally, a system is a set of interconnected parts forming a unified whole. In the case of design systems, this definition actually alludes to not one but three interrelated systems you’ll need to solve for to be successful: a kit of reusable, interconnected parts, a set of cohesive, interconnected products, and a community of collaborative, interconnected people. #1. A Kit of Reusable, Interconnected Parts To its primary customers, the system is a set of tangible outputs that they encounter on a day-to-day basis. I’ll start plainly with: Almost always, a design system offers a library of visual style and components documented and released as reusable code for developers and/or tool(s) for designers. These days, a system of parts connects a codifed visual style (e.g., color, space, typography) to composible UI components (buttons, forms, headings, so much more) used to design and build interfaces. Press enter or click to view image in full size"},{"id":"shelly","title":"Shelly Skincare — Designing Calm, Honest Beauty","description":"A minimal, monochrome identity built to make skincare feel honest, warm, and human. Brand strategy, visual identity, and digital experience for a climate-adapted beauty brand in the GCC.","url":"https://fazel.design/journal/shelly","type":"journal","tags":["Case Study","Brand Identity","UX/UI","Skincare","UAE"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/aedaf4b25a423078ffec427007098e351fcf4f0e-289x289.png","publishedAt":"2026-04-13T12:00:00.000Z","excerpt":"Shelly Skincare — Designing Calm, Honest Beauty A minimal, monochrome identity built to make skincare feel honest, warm, and human. Brand strategy, visual identity, and digital experience for a climate-adapted beauty brand in the GCC. SHELLY SKINCARE Climate Adapted Clean Beauty Role: Research, Brand, Packaging, UX/UI, Strategy; Location: UAE & GCC; Timeline: 2 months ## Project At A Glance Shelly Skincare was an independent brand concept led by **Bakhtawar Chaudhry**, an experienced beauty entrepreneur who had recently moved to Dubai after launching several successful skincare lines in Pakistan. Her goal was to create skincare designed for the UAE's climate and lifestyle, rather than importing formulas made for cooler regions. She approached me to define Shelly's brand identity, packaging, website experience, and social media direction — within a limited budget and a tight two-month timeline. Brand identity and the design system are finalised; the website is under active development. When Bakhtawar reached out, she had already begun groundwork — sourcing suppliers, logistics, and soft-launch trials through her influencer network. The gaps she needed help with were strategic and creative: what was missing in the UAE skincare space, how to design something affordable yet aspirational, and how to communicate trust and climate performance without over-promising on organic claims. - **The challenge:** Most international skincare formulas don't work in the GCC. Heat, humidity, and constant AC create oily yet dehydrated skin. - **The approach:** Authoritative yet conscious — minimal beige palette, clarity in digital UX, educational social storytelling. - **The outcome:** Complete brand foundation ready for 2026 soft launch — strategy, packaging, website system, and content templates. ## Research & Discovery I reviewed market reports, consumer reviews, and social conversations around GCC skincare brands, plus competitor analysis from The Ordinary to Shiffa Dubai. To validate patterns, I went through hundreds of competitor reviews — texture, stickiness, and “melting under AC” gave real empathy for daily skincare frustration in the region. - **Climate gap:** International products fail under GCC stressors — heavy creams and sunscreens. - **Market acceleration:** 2023 growth driven by digital-first, science-aware consumers. - **Digital edge:** Average UX ~3/5 — weak mobile optimisation and checkout friction. - **Trust deficit:** Millennials & Gen Z want ingredient transparency and validation. GCC consumer survey (250+ respondents): 68% — Experience oiliness from humidity; 54% — AC-induced dehydration; 47% — Hyperpigmentation concerns Persona: Fatima Al Marzooqi (20 · Student / Creator). Goals: Quick, affordable, effective routine.. Challenges: Humidity-magnified oiliness and breakouts.. Help: Lightweight serums, SPF 50+, authentic social content. Persona: Ameera Al Sayed (28 · Influencer). Goals: Ethically sourced, cruelty-free products.. Challenges: Mistrust of synthetics and plastic waste.. Help: Ingredient Source Map UX and certified organic extracts. Persona: Layla Khan (35 · Executive). Goals: Correct hyperpigmentation and aging.. Challenges: Dehydration from AC and intense UV.. Help: Vitamin C / Alpha Active serums, subscription UX. Persona: Zaina Hakkam (25 · Student / Creator). Goals: Non-irritating, simple routine.. Challenges: Irritation from extreme heat and dryness.. Help: Hypoallergenic formulas and explicit “Free From” lists. ### Where Shelly fits in After mapping global and regional brands, most players either chased global standards with no climate relevance, or stayed too generic for how people in the GCC actually live. ## Branding & Positioning Shelly is a **climate-smart skincare brand** — transparency with scientific simplicity for extreme regional conditions. ### Tone of voice Authoritative, conscious, and empowering — balanced by warmth and humility. Rounded typography, clean systems, and soft neutrals inspired by…"},{"id":"dealcarts-makeover","title":"DealCart's Makeover — Case Study","description":"How DealCart evolved from DC 1.0 to DC 2.0 — a playful, scalable rebrand for 15M+ Karachi users without losing the identity customers already loved.","url":"https://fazel.design/journal/dealcarts-makeover","type":"journal","tags":["Case Study","Branding","Design Systems","DealCart","Pakistan"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/6efff8a25ece589d91b6ea0052773b57cc2cac36-1620x1620.webp","publishedAt":"2023-02-20T08:00:00.000Z","excerpt":"DealCart's Makeover — Case Study How DealCart evolved from DC 1.0 to DC 2.0 — a playful, scalable rebrand for 15M+ Karachi users without losing the identity customers already loved. DEALCART'S MAKEOVER DC 2.0 — brand refresh for Pakistan’s group-buying commerce platform Role: Head of Brand & Design; Company: DealCart; Published: Feb 2023 ## Project overview We recently unveiled **DealCart DC 2.0** to our user base and followers. When you are dealing with a brand that touches the lives of over **15 million** fabulously frugal folks in Karachi — and over **120 million** across Pakistan — a refresh is never “just a logo change.” Currently operating in Karachi with plans to expand to other cities, DealCart helps people score sweet deals on daily must-haves in a more fun and engaging way. - **Why refresh?:** Our “Deal + Cart” wordmark had served us well for a year — but a logo is only the tip of the branding iceberg. Users and the digital world evolve; the brand needed to evolve with them. - **The approach:** Not a from-scratch rebrand — **TLC on DC 1.0**: more playful, memorable, and consistent across every product and marketing channel. - **DC 1.0 foundation:** DealCart validated product–market fit before launch, shipped with an identity that was “good enough” — and that success gave us a strong starting point for DC 2.0. ## Research & constraints Customer interviews, digital data, and market research surfaced two strategic constraints: - **Attachment to DC 1.0:** Customers had strong positive association with the existing identity. A full overhaul risked diluting recognition and expensive re-education — enhancing what worked was optimal. - **System-scale refresh:** We needed coherence across every customer-facing surface — especially the app — with a visual system scalable across all products under the DealCart umbrella. ## The beginning ### Mission **Enable first-time internet users to save money on their groceries in a simple and engaging way** so they can invest savings in a better future. Early workshops surfaced many ambitions — affordable living, SEC B & C platforms, reinventing e-commerce for first-time shoppers, impacting 120M lives. We distilled focus instead of chasing every idea at once. ### Brand DNA Four keywords anchored every decision: Brand pillars: Humility — Grounded, approachable tone; Affordable — Core promise to frugal shoppers; Reliable — Trust across every touchpoint; Obsessed — Relentless craft & iteration ## The makeover ### Logo refresh We balanced weight in the bilingual wordmark, softened edges, and built the entire mark from **one repeatable shape** — critical for scalability across iconography, layouts, patterns, and illustrations. The playful logo mark reuses that same shape: **“D” and “C” from DealCart** combine Deal + Cart with functional clarity. The signature **Happy Arc** represents joy in users’ daily lives — we are about spreading smiles. ### Color Research showed customers loved our multi-color heritage. We preserved classic charm with a **vibrant tetradic palette** — saturated hues of the originals, **indigo blue** as primary, **purple** shifted to tertiary for decorative and internal use. Colors mirror local markets, signboards, festivities, and home decor — deeply relatable in Pakistani culture. ### Typography After evaluating options across the ecosystem, **Poppins** became the workhorse: geometric sans-serif, versatile, readable, and aligned with confidence and clarity across app, web, and marketing. ## DC 2.0 — final reveal DC 2.0 embodies our mission: saving money on groceries for first-time internet users — simply and engagingly. The logo is the face; **color, shapes, patterns, and photography** complete recognition. Applied consistently from social to mobile app, the system delivers one cohesive experience. ### What’s next The redesign journey was the beginning. The real test is real-world marketing, product, and corporate applications — and how the message lands with customers, p…"}],"projects":[{"id":"qoqnuz","title":"Qoqnuz","description":"Heritage music platform for Chitrali culture — catalogue, sessions, and podcasts for diaspora audiences. Bootstrapped; live at app.qoqnuz.com.","url":"https://fazel.design/project/qoqnuz","type":"project","tags":["Product Design","Music","Heritage","Startup"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/e25a9285669ed39c938e2b855ad4aa83f065c1ae-1840x1035.png","publishedAt":"2024-01-01","excerpt":"Qoqnuz Heritage music platform for Chitrali culture — catalogue, sessions, and podcasts for diaspora audiences. Bootstrapped; live at app.qoqnuz.com. Co-founder & product lead @ Qoqnuz Outcomes: 11+ countries; 5K+ monthly listeners; 7K+ songs streamed / month; Bootstrapped Why Qoqnuz: Qoqnuz brings Chitrali heritage to digital life. Remote Chitral still relied on paper, cassettes, and VCRs while diaspora communities lacked access to their music and culture — I built Qoqnuz to close that gap. Product: A heritage catalogue with creators, Qoqnuz Sessions, and Qoqnuz Podcasts — designed and built bootstrapped with partners Waqar Ahmed and Wahid Khan. Listen at https://app.qoqnuz.com Traction: Listeners across 11+ countries; 5K+ monthly listeners and 7K+ songs streamed per month when last verified. More initiatives are in progress — treat future roadmap as upcoming unless verified in Studio. Do not say: Do not describe Qoqnuz as social commerce or a creator marketplace — it is a heritage music and culture platform. Do not invent funding rounds or download totals beyond verified stats. Notes: Heritage music app — NOT social commerce. Stats: 11 countries, 5K+ listeners/mo, 7K+ streams/mo. Link: https://app.qoqnuz.com. See qoqnuz-product knowledge doc. Do not invent: It’s not social commerce, although we are accepting donation, there is funding related discussion with anyone so far. Do not invent: It’s not social commerce, although we are accepting donation, there is funding related discussion with anyone so far. Qoqnuz brings Chitrali heritage to digital life. Remote Chitral still relied on paper, cassettes, and VCRs while diaspora communities lacked access to their music and culture — I built Qoqnuz to close that gap. Remote Chitral still relied on paper, cassettes, and VCRs while diaspora communities lacked access to their music and culture. A heritage catalogue with creators, Qoqnuz Sessions, and Qoqnuz Podcasts — designed and built bootstrapped with partners Waqar Ahmed and Wahid Khan. Listen at https://app.qoqnuz.com All the stats mentioned are 100% correct: Bootstrapped remote founding across Lahore, UK, and Oxford time zones — digitising cassette archives is slow but the cause is worth the grind."},{"id":"dealcart","title":"DealCart","description":"Led a brand refresh from “another grocery app” to saving people money — visual system, 25+ features, 400+ campaigns, six private-label brands, and a T20 cross-border campaign with CityMall India.","url":"https://fazel.design/project/dealcart","type":"project","tags":["Product Design","Brand","E-commerce","Pakistan"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/edd387b608b3411dd76bef083de7f2c4859ca49d-2880x1620.webp","publishedAt":"2024-01-01","excerpt":"DealCart Led a brand refresh from “another grocery app” to saving people money — visual system, 25+ features, 400+ campaigns, six private-label brands, and a T20 cross-border campaign with CityMall India. Head of design @ DealCart Outcomes: 2M+ installs; Rs.170M saved for users; 15% WoW social growth; 64% user engagement lift; 400+ campaigns; 6+ private-label brands; T20 cross-border campaign with CityMall India Brand refresh: I led a full brand refresh that shifted us from feeling like “just another grocery app” to a brand built around saving people money. I redesigned the visual system and rewrote a lot of how we communicate so the promise was obvious at every touchpoint. Product & features: I worked closely with product to design and ship 25+ features that made shopping simpler — faster checkout, easier browsing, and generally less tiring for users. Campaigns & partnerships: I directed 400+ campaigns over three years and built partnerships across fintech, ride-hailing, and food, each bringing in 50K+ new users. Private label & T20: I helped create and launch six private-label brands from scratch — naming, packaging, positioning. During the T20 World Cup we ran our first cross-border campaign with CityMall India, bringing Shoaib Akhtar and Harbhajan Singh together and engaging 330K+ users across both countries. Impact: All of this work came back to one thing: helping people save more on essentials. User engagement went up 64% — less a metric than a sign the experience finally matched people's real needs. Notes: Deep war stories reserved for live chat. Journal case study: dealcarts-makeover. Source: fazel.design READ SUMMARY. Do not invent: Whatever sounds off and exaggerating --- ## Part E — Meta & portfolio **Why this agentic portfolio exists:** Do not invent: Whatever sounds off and exaggerating --- ## Part E — Meta & portfolio **Why this agentic portfolio exists:** Do not invent: Whatever sounds off and exaggerating --- ## Part E — Meta & portfolio **Why this agentic portfolio exists:** Led a brand refresh from “another grocery app” to saving people money — scaled downloads from 50K to nearly 2M in two years. Visual system, 25+ features, 400+ campaigns, six private-label brands, and a T20 cross-border campaign with CityMall India. Head of Design & Brand at DealCart — shaping how the brand connects with customers visually and emotionally through brand strategy, UI/UX, and creative direction. DealCart's mission is to make life more affordable for 110M+ people in Pakistan. Scaled downloads from 50K to nearly 2M in two years. Positioning struggle between group-buying and standard grocery delivery. App on Bubble no-code with broken business logic, bad UX, and churn rising. I worked closely with product to design and ship 25+ features that made shopping simpler — faster checkout, easier browsing, and generally less tiring for users. Push boundaries beyond conventional grocery apps — campaigns, product enhancements, and brand partnerships as one system. Led brand refresh for market positioning; 25+ product features; partnerships across fintech, ride-hailing, food, and entertainment (each adding 50K+ new users); six private-label brands loved by 30K+ customers. Verified metrics (resume May 2026 + Fazel): 2M+ installs; Rs 170M total user savings; 15% WoW social growth; 64% user engagement lift; 400+ campaigns; 6+ private-label brands; T20 cross-border campaign with CityMall India (250K users India, 80K Pakistan). 2m plus installs 140m Rupees saved by Sec B and B- user segment. 15% wow social media growth Launched first online game show where user coukd participate from their home. More than 300 digital campaigns 5 mega outdoor campaigns 2 TV commercials 1 Cross border campaign - Pak and India 5 top selling private label brands. LUX - Tissue papers, Rozana (Included Masalay, dry fruits, Lentils, Rice, meat). Sparkle (Floor cleaners, dishwash,toilet cleaners), mylk( dry milk and dairies) Closet ( fashion and clothing) Growth journe…"},{"id":"postpay","title":"Postpay","description":"Brand, product, and growth in UAE BNPL — OOH campaigns, POSTPAY ONE, scaling from 50K to 450K downloads and 38K to 80K MAUs, plus 120+ brand partnerships.","url":"https://fazel.design/project/postpay","type":"project","tags":["Product Design","Fintech","BNPL","UAE"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/7ed693a2f3bcf2262d90d881d88ab99ea8e99b04-1000x560.jpg","publishedAt":"2022-01-01","excerpt":"Postpay Brand, product, and growth in UAE BNPL — OOH campaigns, POSTPAY ONE, scaling from 50K to 450K downloads and 38K to 80K MAUs, plus 120+ brand partnerships. Product Designer @ Postpay Outcomes: 450k installs; 120+ brands onboarded; Major OOH campaigns; Postpay One launch; MAUs 38K → 80K Overview: At Postpay, I worked on brand design, product refinement, and growth initiatives in the UAE BNPL market. Brand & OOH: I redesigned social presence and led two major OOH campaigns that strengthened brand recall in a competitive market. POSTPAY ONE & growth: I helped launch POSTPAY ONE, improving the checkout experience. During this time we scaled from 50K to 450K downloads, increased MAUs from 38K to 80K, and onboarded 120+ top brands including Apple, MAF, Shein, and Sharaf DG. Impact: The real value was expanding access to flexible payments. Strengthening brand recall, improving user journeys, and onboarding major merchants helped Postpay find its place in the broader fintech landscape. Notes: Source: fazel.design READ SUMMARY. Do not invent: All teh stats on my resume are 100% correct. Do not invent: All teh stats on my resume are 100% correct. Do not invent: All teh stats on my resume are 100% correct. Brand and product designer, postpay was in its initial phases as a BNPL company. Product | Design at Postpay (May 2021 – Oct 2022), Dubai — brand, product, and growth in the UAE's competitive BNPL market. Alongside Postpay, consulted for Kamelpay (UAE fintech — salary processing WPS and expense automation for blue-collar workers). When i joined postpay, social media presence was low and in a market like Dubai, awareness was very important and social media marketing is the most cost effective way of marketing and organic brand growth. So the initial days we launched aggressive marketing campaigns, social media growth, performance marketing, email, Outdoor campaigns, Influencers, affiliates and even a Digital video commercial we played on the digital screens across dubai. Later I revamped Postpay’s app and website to make them more user friendly and increase the utility. The challenge at Postpay was - Postpay was embedded as a widget on checkout pages of different brand partners where our users for shopping from. Think of this way - The first touchpoint was not our website or the app, it was the partner’s checkout pages. Once checkout was complete, user would then either come to our website or our app for tracking their installment plans, remaining installments etc etc. So we reversed the science. We created a proper catalog of the all the available brands within our app so that users and created awareness around it. WHile both ways worked, the later helped in building our own brand and establishing ourself as a credible company rather than a checkout plugin. When i joined postpay, social media presence was low and in a market like Dubai, awareness was very important and social media marketing is the most cost effective way of marketing and organic brand growth. So the initial days we launched aggressive marketing campaigns, social media growth, performance marketing, email, Outdoor campaigns, Influencers, affiliates and even a Digital video commercial we played on the digital screens across dubai. Later I revamped Postpay’s app and website to make them more user friendly and increase the utility. The challenge at Postpay was - Postpay was embedded as a widget on checkout pages of different brand partners where our users for shopping from. Think of this way - The first touchpoint was not our website or the app, it was the partner’s checkout pages. Once checkout was complete, user would then either come to our website or our app for tracking their installment plans, remaining installments etc etc. So we reversed the science. We created a proper catalog of the all the available brands within our app so that users and created awareness around it. WHile both ways worked, the later helped in building our own brand and establishing our…"},{"id":"arzepak","title":"Arzepak","description":"Ground-up real estate marketplace — scaled the team from 4 to 100+ in six months. Led product, UX, marketing, and brand; launched Pakistan’s first Draw Search, Instant Stay, and AR home tours. 500K+ installs, 66K+ MAUs, 1,000+ verified agents.","url":"https://fazel.design/project/arzepak","type":"project","tags":["Product Design","Marketing","Real estate","Marketplace"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/93cadc274c90937103f1abdabeeaa5e7a1f47e71-2560x1640.jpg","publishedAt":"2020-01-01","excerpt":"Arzepak Ground-up real estate marketplace — scaled the team from 4 to 100+ in six months. Led product, UX, marketing, and brand; launched Pakistan’s first Draw Search, Instant Stay, and AR home tours. 500K+ installs, 66K+ MAUs, 1,000+ verified agents. Product, UX, Marketing & Brand Lead @ Arzepak Outcomes: 500K app installs; 66K MAUs; 1000 verified agents; 160M PKR campaign revenue Overview: Arzepak was a ground-up challenge. I joined at 4 team members and helped scale it to 100+ employees within six months. I led product development, marketing, UX, and brand building. We launched Pakistan’s first Draw Search, Instant Stay, and AR home tours, reaching 500K+ installs and 66K+ MAUs while onboarding 1,000+ verified agents. Impact: We restored trust in an industry full of fake listings and broken experiences. By simplifying onboarding for agents and making property discovery transparent for users, Arzepak became a credible name in real estate tech. Beyond the platform, my campaigns generated ₨160M+ in revenue for major real estate projects. Roadmap: Expanded to major Pakistani cities (live). Integrated digital wallets (live). Building loyalty programs and gamified features (in progress). Notes: Verified May 2026 — narrative from Fazel. Do not use old scrape stats (5000 agents, $2M revenue, 52K listings). Use: 500K+ installs, 66K+ MAUs, 1000+ verified agents, ₨160M+ campaign revenue. Do not invent: THere are no scrape stats - Use the numbers from the resume. Do not invent: THere are no scrape stats - Use the numbers from the resume. Do not invent: THere are no scrape stats - Use the numbers from the resume. Ground-up real estate marketplace — scaled the team from 4 to 100+ in six months. Led product, UX, marketing, and brand; launched Pakistan’s first Draw Search, Instant Stay, and AR home tours. 500K+ installs, 66K+ MAUs, 1,000+ verified agents. Among the first to launch Arzepak — a digital real estate marketplace when trust in online platforms was low: fake listings, poor UX, and zero transparency. Built the name Arzepak (\"land of pure\", inspired by Pakistan) from scratch against Zameen.com. There was nothing to in the first place, we literally had to start with a name, branding, hired sales team, product team, engineering team, design team, marketing team from scratch. It took us almost 6 month to launch the MVP and almost a year to launch the product. The market was ready and there was no player other than Zameen and Graana.com . We had everything we needed to build a modern realestate product. Over 90% of real estate agents weren't tech-savvy — we had to simplify listings for agents while making search seamless for buyers and renters. Fake listings and broken experiences were the norm. I was at arzepak also wearing multiple hats - At first, i lead the brand strategy and identity of Arzepak while simultaneously working on the product itself. I conducted a thorough research and found the gaps to fill. When the product was ready, i launched it and onboard over 150+ agent and over 1000 properties. In terms of UX, i designed a simplest real estate solution inspired from zillow and Airbnb. My philosophy, you are going to use our app once in a while because you are not buying or renting a house everything so the experience has to be worth it. Pakistan's first Draw Search (find properties by drawing on a map), Instant Stay (hourly/daily/monthly rentals), and AR Tour for remote home exploration — Zillow/Airbnb-inspired UX for a market that only had Zameen and Graana. THere are no scrape stats - Use the numbers from the resume. Beyond platform metrics: led digital marketing for Etihad Town, New Lahore City, DHA Gujranwala, and DHA Islamabad — campaigns generated ₨160M+ in revenue for major real estate projects. The overall experience was very great but real estate industry in Pakistan operates in shadows. You never know if the product you’re building has actual utility or if some people are building it as just as a face for something m…"},{"id":"careem","title":"Careem","description":"Early Careem — helped scale from 1 city to 14, ~100 rides/day to 300K, and 1.4K to 4M+ users across brand, product, 150+ campaigns, captain education, and Careem Bikes.","url":"https://fazel.design/project/careem","type":"project","tags":["Product Design","Brand","Ride-hailing","Campaigns"],"image":"https://cdn.sanity.io/images/v8szuqjb/production/0f28c013a764bb60b9b45edd557491b43de6ef4d-2880x1620.webp","publishedAt":"2018-01-01","excerpt":"Careem Early Careem — helped scale from 1 city to 14, ~100 rides/day to 300K, and 1.4K to 4M+ users across brand, product, 150+ campaigns, captain education, and Careem Bikes. Creative Director @ Careem Outcomes: 4M users; 300K daily rides; 300 campaigns; 2B campaign reach Overview: Careem was where I learned to work fast and take full ownership of whatever needed to be built. I joined early — scrappy, collaborative, and always with a “figure it out together” mindset. Scale: I helped the team grow from 1 city to 14, scaling daily rides from ~100 to 300K and users from 1,400 to 4M+. As Careem expanded across Pakistan’s cities, languages, and transport types, I worked across brand and product to keep the experience coherent. Product & campaigns: I launched 150+ major campaigns, helped shape Careem’s early visual identity, supported captain education, introduced Careem Bikes in three cities, and built tools like BRANDMASTER to keep the brand consistent at scale. Culture & impact: Campaigns reached 2B+ engagements. More than the metrics, Careem’s ownership culture stayed with me — everyone felt they were building something bigger than a job. Proud to have played a part in Careem becoming the first unicorn in the Middle East. Notes: See also career-journey in knowledge. Effie: Bakra on Wheels. Source: fazel.design READ SUMMARY. Do not invent: Everything about careem is true. Do not invent: Everything about careem is true. Do not invent: Everything about careem is true. Joined as a marketing executive, left as a creative manager. I was at careem from 2015 to 2018. 3 years of awesomeness, When i joined Careem, i was the 4th Member of Pakistan’s team. We only had 18 cars, Nobody knew what Careem was. In fact when i told that i joined company called Careem to my parents - They literally bashed me for studying and joining a company that drives taxis. The room we started was a small room where barely 4 people could fit. (Share the careem office image and early days of careem) Careem is where my career truly began — from an 8×8 room with 4 people, 15 cars, and barely 100 daily rides to the Middle East's first unicorn. Marketing Executive → Creative Manager → Brand Lead (Oct 2015 – Jul 2018). When i joined Careem, it was nowhere and every thing needed fixing. So I, with my colleague Kalsoom Arshad, had to literally create everything from scratch. From social media pages to tell people that Careem is not Karim and it’s not a person. In order for us to exist as a company, existing on social media, basic branding was very important. In fact we didn't have chairs in the office where captains (drivers) could come and sit. We would let them use our chairs for registration. Careem encourage everyone to put on multiple hats so i have pretty much done everything at Careem, from HR to finance to ops, even sitting in call center and taking customer calls. My primary job was thinking of ideas, helping Kulsoom with social media graphics and shooting videos. In 2015, careem was the only company working on creative stuff and later we set a benchmark for other companies with our bold campaigns. I have led creative execution of some the viral campaigns like Rishta aunty ( Launched Careem's first brand identity (Careem Wink); built BRANDMASTER for brand consistency across 14 cities; 50+ mega campaigns; Careem Bike launch in 3 cities with Shoaib Akhtar; Captain Education Portal; Careem UAN launch; 50+ Opportunity Centers for captains; digital content revamp. Careem’s success story is not hidden, it was the first unicorn coming out of the middle east. It didn’t just provide ride hailing services but laid down foundations for other startups in Pakistan. It moved 300k people from one point to another point in 18 hours everyday. There are incidents where child was born in a careem ride, careem cars were booked for wedding ceremonies, people started investing in cars to drive in Careem. Even today, Careem is quoted as an example in every conversation when they t…"},{"id":"test","title":"DealCart Champion Project","description":"test test","url":"https://fazel.design/project/test","type":"project","tags":[],"image":"https://cdn.sanity.io/images/v8szuqjb/production/edd387b608b3411dd76bef083de7f2c4859ca49d-2880x1620.webp","excerpt":"DealCart Champion Project test test Chief of Staff"}]},"llms":{"txt":"https://fazel.design/llms.txt","fullTxt":"https://fazel.design/llms-full.txt"}}