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” of a persona, which affords a image of the meant user experience (i.E. What ideally ought to happen). This enables stakeholders assume through the steps of the layout and develop empathy for the user. In this example, I started out with post-it notes in a brainstorming session, then refined and digitized everything over time.




Project Evaluation and Prioritization



The PIE Framework

I use the PIE Framework to evaluate and prioritize design projects. It places a heavy focus on goals and efficiency, using three core factors: Potential, Importance, and Ease.


How much capability effect you count on the undertaking to have. This is centered on difficult impact, calculated directly against your Key Performance Indicators, like conversion or retention.


How vital the task is to the business or the user. This is centered on gentle impact, calculated against higher level goals or responsibilities, like branding and usability.


How smooth you expect the execution of the project to be. This is calculated against layout challenges, development limitations, sources available, launch deadlines, etc.





Wireframes are quickly designed visual guides for determinant page structure, hierarchy, and key components. they’re ideal for collaboration, iteration, and specification designing (especially with developers). they’ll be low or hi-fi. The examples embody a brand new Company evaluation page (desktop and mobile viewport) and templates for product pages that might be replicated across the whole Company providing.






Mockups expand upon and finalize the statistics brought by way of wireframes, also incorporating the addition of visible design. They assist creating fina design, from a visible and useful standpoint (inside the case of prototypes). They can be low fidelity and high fidelity.




Learning and Iterating Quickly




The Minimum Viable Product is the most effective layout generation necessary to validate a concept and value proposition as being viable, desirable, and feasible. It’s the first and fastest layout generation in my process.


After an initial idea is presented, instead of ask “How can we build this?”, I rather ask “Should we build this?”. Research is therefore achieved to pressure the primary iteration and prepare it for the layout and validation phases.


The MVP mus produced a design with the minimum fidelity and functionalities necessary to test the concept, but not more and no longer less. This prepares it for the validation phase.


The design is examined with early adoption users, and if validated, the second one release begins. If not validated, we iterate until we determine that we are now not building an MVP and can disqualify the value proposition.





Analytics Review

There are many extraordinary methods to explore an analytical review. In this specific example, I extracted user flow behavioral data from Google Analytics and used it to create person drift trends, as shown within the resulting glide chart. This allows to identify outstanding consumer paths, high impact pages, usability issues, and more. Each page was viewed at multiple different interaction points, which means that pages may carry out better or worse when presented to the user at a certain factor or before / after different pages. This records was then benchmarked against page-extensive metrics, to provide overall performance context.




Heat Mapping

Heat maps records where customers are clicking on a mockup, prototype, or stay site. Scroll maps tune where customers are scrolling to and what areas of the page they’re looking at the most. They both help in identifying key user flows, engagement regions, and usefulness issues. In the examples above, I was able to use historic heat mapping and scroll mapping information to provide context around the performance of vintage pages.




User Testing

User testing may be accomplished at multiple points in the process, with various objectives. The primary purpose is to confirm the design with actual users. Commonly, I will behavior ongoing iterative tests with 3-5 users per round. With time budgeted for setting up the test, recruiting participants, and reading the results, you can sometimes run a full research in a 24 hour period. This represents very fast, actionable feedback.



Bring this process to your project

We’ll leverage my battle tested process to get tangible results, no matter the size of your project.