Hi, I'm Asim

I love to take new challenges, thrive in them, and make an everlasting impact.

hi! i'm Kratos *

Six projects, each one shipped.

SaveInGold trading app — welcome, dashboard, and trading screens 01
−42%
drop-off rate

SaveInGold

SaveInGold: Redesigning the Gold Trading Experience

Registration sent users to an external browser — 42% dropped off. I redesigned onboarding and rebuilt the trading module from scratch.

FinTech Mobile Onboarding
Mena Capital Thumbnail 02
0→1
shipped from scratch

MENA Capital

Designing a trading platform from zero

Sole designer on a 0-to-1 fintech build. Owned every product decision from user flows and design system to usability testing, scoring 94% task completion before a single line of code.

FinTech 0→1 Design System
MENA Capital Design System — colour shade ramps for Green, Blue, and Violet 03
3x
faster delivery

MENA Capital

Building a Design System from Scratch

Built the token architecture, component library, and documentation that let the team ship screens 3x faster — with zero design-dev back-and-forth.

Design System Tokens Components
SocialPro reporting dashboard showing project metrics, workforce data, and organisation metrics on a laptop 04
+22%
report submissions

SocialPro

SocialPro: Streamlining Social Procurement, driving a 22% increase in report submissions

Contractors managing $10B+ in projects were drowning in compliance reports. I redesigned the entire reporting module — submission time dropped 30%.

SaaS Enterprise Data-heavy UI
SocialPro website redesign showing hero section, trusted company logos, and streamlined data collection messaging 05
+13%
conversion rate

SocialPro

SocialPro - Redesigning for Clarity & Conversion in B2B Experience

The marketing site had hidden CTAs and generic illustrations. I replaced both with real product screenshots and clear conversion paths — demo requests jumped 13%.

B2B SaaS Conversion Design System
Faroo pet grooming app showing booking flow, groomer dashboard, and pet management screens 06
−50%
booking time

Faroo

Faroo: Redefining Online Pet Grooming Services

Most booking apps only think about the customer. Groomers were driving 45 minutes for jobs they could do in 10. I designed both sides of the marketplace — owner app and groomer app — cutting booking time by 50%.

Consumer Mobile Marketplace Dual-sided

Not just flows and frameworks.
I make things look good too.

See all work ↗
Farmhub — farm-to-table mobile app
Macho — restaurant discovery app
Good Furniture — e-commerce app
Cryptade — crypto trading platform
Art Museum — AR museum guide app
My e-Assistant — productivity web app
Farmhub — farm-to-table mobile app
Macho — restaurant discovery app
Good Furniture — e-commerce app
Cryptade — crypto trading platform
Art Museum — AR museum guide app
My e-Assistant — productivity web app

No fluff. Just the right things in the right order.

01 — UNDERSTAND

Talk to real people first

I start with user interviews and stakeholder sessions — not assumptions. I want to know what's broken, what's confusing, and what keeps people up at night before I open Figma.

02 — EXPLORE

Sketch fast, decide slow

Low-fi wireframes and flows first. I explore multiple directions, share early, and kill ideas that don't survive scrutiny. The best solution is rarely the first one.

03 — SHIP

Design for production, not applause

High-fidelity screens, component systems, and specs that engineers can build. I stay in the room through development — the work isn't done until it's live and measured.

The short version.

I'm Asim — a product designer based in London with a Master's in Computer Science from Anglia Ruskin (distinction, thesis on generative AI). The CS background means I think in systems, not just screens.

Over four years I've shipped products across FinTech, HealthTech, EdTech, social procurement, and consumer services. The industry changes — the challenge doesn't: take something complex, make it feel obvious, ship it, measure it.

Currently I'm the product designer at MENA Capital, building their trading platform from zero. Before that: SaveInGold (gold trading), SocialPro (social procurement), Faroo (pet care marketplace), and WPBrigade (WordPress ecosystem).

Location

London, UK — open to worldwide roles
UK sponsorship required after February 2027

Education

MSc Computer Science · Anglia Ruskin · 2024
BSc Computer Science · Univ. of Gujrat · 2021

Toolkit

Figma Framer Miro Notion HTML/CSS Cursor Claude

In 2021, I walked into my first design role and found the team designing in Photoshop.

PSDs everywhere. Flat files passed between designers and developers with no shared source of truth. Figma was already well established in the industry, but the company hadn't made the switch.

I didn't just suggest Figma. I got the stakeholders on board by showing them how much faster and more collaborative the workflow could be for designing UIs, building components, and handing off to engineering. Then I did the hard part: migrating every existing PSD into Figma, file by file, and onboarding the entire team onto a new way of working.

By the time I left WPBrigade three years later, Photoshop was gone from the design workflow entirely. The team was working in a proper design system with tokens, variants, and auto layout. Handoff time had dropped 40%.

It taught me something I still carry: the best design work isn't always on screen. Sometimes it's changing how a team works.

I help bring London's
designers together.

As a co-partner at FAUX, I help organise monthly meetups for designers across London — finding venues, bringing people in, and keeping the energy going. Between events, I'm planning with my co-partners on how to grow the community — running side quests, experimenting with new formats, and finding ways to get more designers through the door. It's how I stay connected and give back to the people I learn from.

FAUX community meetup
FAUX community group photo
FAUX community friends
FAUX community dinner
FAUX community event
FAUX community gathering

"From day one, Asim brought a sharp eye for detail, creativity, and a genuine commitment to building user-friendly experiences. I'd recommend him to any organisation looking for a thoughtful and dependable designer."

Taylor Jenkins · Co-Founder, SocialPro

"Asim has extensive experience in designing products with pixel-perfect, user-friendly experiences that make any product unique and compelling in the market. He's highly recommended for all kinds of digital product design."

Mr. Tayyab Mughal · AI Agentic Engineer & Technical Consultant

Let's build something
worth shipping.

Available for product design roles, contract work, and interesting problems. London-based, open to worldwide roles. UK sponsorship required after February 2027.