Samy El Ghoul

Experienced in Chief Creative Officer (CCO)Senior Product Design UX | UI Design

A fluid, lean approach to design


I practice Lean UX in an Agile development environment. This evidently encourages rapid, iterative UX phases, which area a heavy cognizance on refinement, user input, and crew collaboration. Project managers, designers, and developers alongside at some point of the entire system to implement stakeholder / business desires and user needs. My manner is quick, efficient, accurate, precise, and adaptive. It is custom-tailored to each project, allowing it to yield high satisfactory UX in any circumstance.



See my Process
in a timeline



Compare my process to Waterfall and Agile



Phases and Deliverables



Project strategy, research, and analysis

  • Competitive analysis
  • Stakeholder interviews
  • Brainstorming
  • KPI definition
  • Value proposition
  • Ecosystem map
  • Mood boards
  • Story boards
  • Analytics review

  • Surveys
  • Content audit
  • User interviews
  • Card sorting
  • Heuristic review
  • User testing analysis
  • A/B testing
  • Analytics review

  • Personas
  • Scenarios
  • Mental models
  • Use cases
  • User flows
  • Heuristic review
  • User testing analysis


Design and implementation

  • Collaborative design
  • Content strategy
  • Taxonomies
  • Sketches
  • Wireframes
  • Mockups
  • Prototypes
  • User testing

  • Code development
  • QA testing
  • Beta and public launch


Measuring and iteration

  • Analytics review
  • KPI performance
  • Heat mapping
  • Scroll mapping
  • User testing

  • Bug fixes
  • Qualitative user feedback
  • Quantitative feedback
  • User pain point reduction
  • Feature innovation




User Flows

A user flow, or UX flow, is the course created by means of a consumer on a website or app to complete the mission at hand. User flows are much like a traditional glide chart, but they encompass visual interfaces or gestures. The drift maps out the consumer’s access point, exit point, and every step they take along the manner. User flows recognition on a specific user mission, and ultimately encompass all possible opportunity paths. Designing for the “happy course”—the first-rate manner to complete a undertaking without errors or exceptions—allows the clothier to consciousness on precisely what the person needs, and not anything else.




Ecosystem Maps

An Ecosystem Map facilitates to put out a website or company’s digital homes in a manner that actually illustrates their cause and the connections among them. This allows stakeholders to visualise the venture in complete context and broaden a built-out strategy. I created those Ecosystem Maps for a high effect landing page mission with a major advertising component.





Personas are fictional identities that depict demographics, behaviors, needs and motivations of the person. They are important in assisting the designers to create empathy for the duration of the method by “giving the user a face and a name”. In this example, the personality overview serves as a photo for a exceptional personas that could be broken out in-depth in separate documents.





A scenario is a story describing “a day inside the life”