FIG_1.4 ERROR_LOG
SUSPECT: CHURN RATE
INVESTIGATION OPEN

I SOLVE UX CRIMES
IN HIGH-STAKES
FINTECH PRODUCTS.

Lead Product Designer | System Reliability | MENA Localization | Conversion

"Make it clear. Make it safe. Make it fast."
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LIVE METRICS
Failures Investigated 0
Friction Removed 0
Flows Redesigned 0
Revenue Protected
$ 0 M+

SECTION 01: EVIDENCE

CASE FILES

CASE #001: EMIRATES NBD TRANSFORMATION
SECTOR: BANKING / FINTECH | MARKET: UAE / DUBAI | ROLE: INVESTIGATION

CRIME SCENE REPORT

Emirates NBD Digital Transformation From Crisis to Global Leadership

A devastating investigation into Emirates NBD's digital experience, uncovering a AED 15M opportunity hidden in plain sight.

THE HIDDEN OPPORTUNITY
  • [-] 200–300 customers lost daily due to app failures
  • [-] 67% transaction failure rate costing AED 2.5M annually
  • [-] 4.7/5 app store rating masks 2.2/5 Trustpilot reality
THE AED 15M CALCULATION
  • Intl. Transfer Failures: AED 2.5M
  • Crashes & Perf: AED 7.0M
  • Hidden Fees/Churn: AED 5.2M
  • TOTAL OPPORTUNITY: AED 15M
Transfer
International Transfer
AED 15,000
Account Not Eligible
Transaction blocked due to missing beneficiary data.
CONTACT SUPPORT
Receipt
Transfer Confirmed
AED 15,000
DONE
Failure Rate
67%
Trust Gap
2.2 vs 4.7
Opportunity
15M
CASE #002: FRICTIONLESS WALLET
CLIENT: CAREEM PAY | SECTOR: SUPER APP | RESULT: +22% VELOCITY

SYSTEM FAILURE DETECTED

Careem Pay Wallet
Top-Up Friction

Users were abandoning wallet top-ups due to a 4-step 3D Secure verification loop for small amounts. We needed to make paying as fast as a text message.

THE PROBLEM

Too many cognitive hurdles. "Add Card" > "CVV" > "OTP" > "Success". 45% drop-off.

THE FIX

"Slide to Pay" pattern. Tokenized cards for 1-tap top-up under $50. No CVV required for trusted devices.

Add Money
Card Number: **** 4242
Exp: 10/25
CVV Required
VERIFY & PAY
WALLET
Top up amount
$50.00
Visa •• 4242
SLIDE TO TOP UP
Top-up Speed
4s
Success Rate
98%
Wallet Velocity
+22%
CASE #003: THE TRUST DEFICIT
CLIENT: TABBY | SECTOR: BNPL | RESULT: +18% CONVERSION

ABANDONMENT SPIKE

Checkout Anxiety
& Hidden Fee Fears

Customers were clicking "Pay Later" but abandoning at the final confirmation. The vague "Pay in 4" promise felt like a debt trap to cautious users.

THE PROBLEM

Ambiguity. "Pay Later" sounds risky. Users didn't see the exact dates or amounts until it was too late.

THE FIX

Radical Clarity Timeline. We visualize exactly what you pay today vs later. "No interest" highlighted in the math.

Checkout
Order Total
$400.00
Split in 4 payments
Terms apply. Late fees may apply.
Payment Schedule
Today$100
Paid now
In 1 Month$100
In 2 Months$100
In 3 Months$100
TOTAL INTEREST: $0.00
Cart Abandonment
-12%
Trust Score
4.8/5
Conversion
+18%

MORE FILES IN ARCHIVE. REQUEST ACCESS

Operative Profile

SECTION 02: PROFILE

I’m the designer you call when trust is bleeding.

I don't just push pixels; I interrogate them. I’ve spent the last decade fixing products that looked expensive but worked like a broken vending machine.

With deep expertise in high-stakes flows (payments, authentication) and cultural localization for UAE/MENA markets, I ensure your product speaks the language of trust.

I believe confusion is a bug, and clarity is the only feature that matters.

DOWNLOAD_CV.PDF LINKEDIN
OPERATOR: S.R. // SKILLS_MATRIX
$ load modules
product-strategy forensic-audit localization-mena prototyping
$ check directives
>> MAKE_IT_CLEAR
>> MAKE_IT_SAFE
>> MAKE_IT_FAST
LAST UPDATE: [TODAY]

Core Directives

Radical Clarity

If the user has to guess, I have failed. I remove ambiguity with surgical precision.

Earned Trust

Dark patterns are for amateurs. I build trust through transparency, especially in finance.

Velocity

Perfect is the enemy of shipped. I iterate fast to learn faster.

Measurable Impact

I don't design for Dribbble. I design for ROI, retention, and results.

SECTION 03: STRATEGY

EXECUTIVE WAR ROOM

I don't redesign screens. I redesign business outcomes.

Pick a problem below. I'll show the evidence, the fix, and the ROI.

PROTOCOL: ROI_MAXIMIZATION
LEVEL: STRATEGIC
Known Pain Points
SELECT TARGET TO DEPLOY STRATEGY
TRANSFER UNCERTAINTY
LIVE DATA

A. Evidence Snapshot

  • 42% drop-off at final confirmation screen.
  • Support tickets spike 15% during EOM transfers.
  • "I never know when the money actually arrives."

B. Root Cause Analysis

UI/UX
Vague arrival estimates ("1-3 days")
SYSTEM
No push notification on beneficiary receipt
TRUST
Hidden exchange rate markup perception
Design Fix

Implement "Tracker Timeline" visual. Show guaranteed arrival date, not ranges. Transparent fee breakdown.

Platform Fix

Webhook integration for "Beneficiary Credited" status. Enable Idempotency keys to prevent double-debit fears.

Comms Fix

Proactive push: "Your money is safe, just clearing customs." Reduce anxiety-driven support calls.

E. Interactive ROI Model

Monthly Failed Attempts 5,000
Avg. Support Cost / Ticket ($) $25
Annual Cost Exposure
$1,500,000
Projected Savings (Target -30% Failures)
$450,000

F. Execution Plan (30 / 60 / 90)

DAYS 0-30
Quick wins: Copy updates & Status Bar visual.
DAYS 31-60
System Integration: Webhooks for real-time status.
DAYS 61-90
Scale: Personalized recurring transfer nudges.

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