Tina Bou Safi

• Established user research as the first stage of the revamp of our leading websites and mobile applications brands.
• Conducted remote user testing and usability sessions with English and Arabic speakers.
• Conducted research activities such as journey mapping, tree tests, surveys.
• Prepared usability reports and survey analysis and presented them to the overall teams and managers. Those reports shaped the vision of the product and helped product owners groom their backlog.

Main projects: Babyshop, Homecenter, Centrepoint

• Product lead of the wealth management platform NBK SmartWealth.
• Worked on a new user journey along with the stakeholders and the users of the project in order to revamp the website, mobile application, and the admin dashboard.
• Facilitated design sprints workshops.
• Facilitated user interviews & synthesis workshops.
• Facilitated user testing sessions.

Main projects: NBK SmartWealth

• Conducted and delivered projects ranging from branding to UX, UI, development (websites, mobile applications, SaaS, WaaS, etc.), online marketing, training, monitoring, etc.
• Managed circles and team members on a day-to-day basis. I have experience in managing cross-functional and cross-geographical teams (10+ team members per-circle and 10+ offices worldwide). I bring rigor to projects and ensure productive work environments.
• Participated in the propagation of agile methodologies (Scrum, Kanban, etc.) within the company and as a result, have helped increase the teams’ efficiency and productivity, raising the on-time delivery rate of projects.

• Established UX design as the first stage of all Web and mobile application developments, instituting a user-centered design approach.

• Introduced responsive wireframes to the digital agency offering and set up a process to deliver websites more efficiently including extensive benchmarking and building personas.
• Created user stories and user journeys working closely with developers and the client.
• Produced wireframes for responsive websites, mobile applications, and admin dashboards.
• Collaborated closely with designers & developers to create products that were both aesthetic and seamless to use.
• Collaborated closely with content and marketing teams on the content marketing strategy and development. Our collaborative efforts increased the organic SEO on some projects by 200% and inbound sales.
• Optimized the order management process and preparation workflow in warehouses which increased the efficiency of the team by 20%.
• Conducted 4 lectures for teenagers between the age of 14 and 18 years old focusing on UX and email marketing.
• Led and organized user-testing sessions with objective and external testers.
• Measured the impact of projects using analytics tools, while pivoting direction when necessary.

Main projects: Exotica, Movimenta, Museeum, Librairie Stephan

• Acted as a digital project manager for a number of projects (L'Oreal Middle East, Maybelline Middle East, Kerastase Middle East, Vichy Middle East, Neutrogena Middle East) ensuring timely delivery.
• Created "Mamlakat Al Hayawanat", an interactive educational Arabic application by 3a2ilati.com that helps your children recognize animals and their sounds and learn more about them. I worked on the concept and the wireframes of the application with the creative director and the production team.
• Managed online campaigns on yasmina.com and 3a2ilati.com. I worked with clients like AFIA, Kraft, Burberry, XFactor, Bel, Johnson&Johnson.