Bridging UX and Product Strategy

The Challenge

Saudi SMBs struggle with fragmented financial tools, juggling spreadsheets, manual invoices, and compliance pain points across VAT, withholding, and cash flow.

Lamha’s early prototype showed promise but lacked clarity: the UI was inconsistent, navigation was cluttered, and the product didn’t yet reflect its strategic value as a finance OS for SMBs. My challenge was to turn that complexity into a cohesive, scalable experience that could grow from MVP to multi-entity enterprise use cases.

The Solution

I approached Lamha as both a UX designer and a product manager in training.
Starting with journey mapping and persona modeling, I worked with the founding team to define our first real roadmap, moving from scattered features to release-based execution.

Each release had a clear theme:
1️⃣ Foundation — MVP for spend, expenses, invoices, and VAT.
2️⃣ Automation — OCR, AI categorization, AR/AP reminders.
3️⃣ Control — cards, forecasting, budgeting .
4️⃣ Scale — enterprise-grade forecasting and integrations.

I owned the end-to-end UX/UI: from wireframes and user flows to Figma systems and handoff specs. I restructured the dashboard around cash flow visibility and simplified complex compliance steps (e.g., withholding workflows) into intuitive, guided sequences.

Parallel to product work, I led digital marketing and landing optimization, rewriting messaging, improving visual hierarchy, and coordinating paid campaigns. The result: a measurable lift in demo requests and impressions.

The Result

Lamha evolved from an internal prototype into a market-ready fintech product positioned for SMB and mid-market scale.
Key outcomes included:

• Around +65% improvement in landing page conversion

• Streamlined workflows for AR/AP, VAT, and Open Banking

• Clearer product roadmap → faster cross-team alignment

• AI-powered features prototyped and user-tested for Release 2

• Founders gained clarity on feature prioritization and market fit

Lamha now operates as a unified platform that reflects Saudi fintech compliance and open banking standards, with a UX foundation designed to scale from startups to enterprise finance teams.

My Role

Lead UX/UI Designer • Product Strategist (in transition)

• Defined product roadmap with co-founders and PM advisor

• Led UX research, information architecture, and wireframes

• Designed and prototyped multi-step financial flows

• Created and optimized landing pages + campaign funnels

• Collaborated with developers on logic, integration, and QA

• Produced bilingual (Arabic–English) marketing and product content

Takeaway

Lamha became my bridge between design and product management, where I learned to translate complex financial systems into usable, compliant, and scalable digital experiences. It taught me that great fintech design isn’t about pixels; it’s about clarity, trust, and measurable progress.