I gravitate toward inflection points
Places where things need to be invented, not just improved.
This thread runs through fifteen years of design work, from a 105-year-old industrial giant to a DeFi platform moving $140B.
Scroll down for how I got here.
My Ethos
Care about details, but see the big picture.
Candor builds trust faster than comfort.
Make complex things feel simple.
Hire for spark, develop for craft.
Evangelise how designers think.
Work should be fun. Seriously.
Leaders build, not just direct.
Build, ship, learn, repeat.
My Story
I fell in love with design before I knew it was a career. I studied at the National Fine Arts Institute in Tetouan, where graphic design, psychology and visual arts collided in ways that still shape how I think.
I started freelancing while still in school, building a solo practice serving clients across Morocco and internationally. That hunger to make things led me to co-found Pricyme, a price comparison engine we grew to 20K users across Morocco and France, taking conversion from 0.5% to 17.5% in six months. I learned what it means to build from zero and ship when it matters.
I then worked with startups across fintech, healthtech, and edtech before joining OCP Group, a 105-year-old industrial giant undergoing digital transformation. I established design as a core function, scaled the team from 2 to 20+ designers, and shipped 18 digital products alongside McKinsey. It taught me how to build culture, not just products.
Recently, I've lead design at Velora (previously ParaSwap), where we grew from 1K to 5M users and $140B in trading volume. I built the design function from scratch, led a full rebrand in under two months, and shipped a production platform in two weeks using AI tools I wired together myself.
I keep gravitating toward inflection points. Places where things need to be invented, not just improved.
As a Human
I live in Rabat, Morocco with my wife Imane and our two kids, Samy and Nina. When I'm not designing, I'm probably dialing in a V60 pour-over or calibrating my espresso grind. I hold an SCA Coffee Value Assessment certification and I'm currently investing in a coffee roastery. Yes, I take coffee way too seriously.
I'm also deep into traditional Chinese teas, cooking, and fermentation techniques. There's a thread that connects all of it: understanding process, being patient with craft, and obsessing over the small variables that change everything.
When I need a different kind of focus, I open Fusion 360 and I run my Bambu Lab 3D printer. Going from screen to physical object in a few hours keeps my hands busy and my brain in a different mode.
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