Berlin
Based in
From unclear problem
to shipped product.
Hi, I'm Madiha — a senior product designer at easybell in Berlin. I ask the right questions, test assumptions quickly, and turn insight into direction, across telecom admin tools, self-service dashboards, and a shared design system.
+6
Years
6
Products & platforms
EN/AR
Working languages
EKP dashboard / Easybell
Turning easybell's customer area from a directory of links into a dashboard that shows customers where they stand.
Selected work
Each project leads with the problem, not the screen. Replace the one-liners with the real starting problem, and drop a cover image into each.
Health Clinical Service
Turning easybell's customer area from a directory of links into a dashboard that shows customers where they stand.
SoundSteps
Turning easybell's customer area from a directory of links into a dashboard that shows customers where they stand.
How I work
Four things I try to do on every project. They matter more to me than any single screen.
Ask the right questions
Before proposing a solution I reframe the problem — who's stuck, on what, and why the obvious answer isn't good enough.
Test assumptions quickly
From research to shipped product, including running research and reviewing user-facing copy in German. I work in German and English every day.
Own it end to end
A rough prototype in front of a real user this week beats a pixel-perfect comp no one has validated. Speed is how I learn.
Design with AI, responsibly
I'm curious about where AI genuinely helps a user reach their goal — and honest about where it just adds risk. I design for the first and against the second.
My resume
I'm a senior product designer at easybell, a Berlin telecommunications company, where I work across a self-service dashboard, an admin platform for cloud phone systems, and a shared design system. I care about framing the problem as much as the pixels — good design starts with the right question.
My background runs from product design in Cairo to social design in Berlin, with earlier roles as a solo designer at an early-stage startup and at a design consultancy. That mix is why I work end to end .
EDUCATION
SRH Berlin University of Applied Sciences
M.A. Social Design & Sustainable Innovation · [ 2020-2022]
Human-centred systems · Design research · Social innovation · Sustainable product & service design
German University in Cairo
B.A. Product Design · 2016 – 2020
WORK HEIGHLIGHT
Healthcare Clinical Service — Patient journeys & appointment booking
Easybell Consumer Website — Complex decision & purchase
SoundSteps — Accessible digital learnin
RECOGNITION
Best Social Innovation Award — Global Grad Show 2021, Dubai, for the Shefa Masr project.
Kulturmacht Potsdam — Selected to represent SRH Berlin in the city-wide design campaign.
EXPERIENCE
easybell — Senior Product Designer
Jan 2023 – Present · Berlin · German telecom SaaS
Consumer website & product experience
Consumer journey redesign — Led end-to-end redesigns of complex customer journeys across the easybell consumer website, owning each from problem discovery and information architecture through UX, UI, testing, and delivery.
Research-led iteration — Pinpointed friction through user research, usability testing, and behavioural analytics, cutting average task-completion time by 25% across core journeys.
Decision simplification — Turned dense telecom products and technical detail into clear, confident purchase and decision-making experiences.
Product & operational tools
Internal tooling — Designed workflows for customer-facing products and internal operational tools alike, translating complex business and technical requirements into intuitive experiences.
Breadth — Worked across account management, phone settings, subscription management, connection journeys, and telecom configuration.
Design system
Contributed to and evolved the easybell design system and component library, improving consistency and scalability across products.
INQbaker — Product Designer
2021 – 2022 · Berlin · Early-stage startup · Web & mobile
Owned product design end-to-end, from ambiguous problem spaces and discovery through UX, prototyping, UI, and production.
Partnered directly with founders and engineers to turn user needs, business goals, and technical constraints into product decisions.
Designed consumer and internal experiences with a focus on information hierarchy, intuitive workflows, and reduced cognitive load.
MOKMO & Guts — Product Designer
2020 – 2021 · Design consultancy · B2C & B2B
Designed digital products across B2C and B2B, adapting to different industries, users, and business constraints.
Ran stakeholder interviews and usability testing to surface problems and validate design directions.
Took projects from user flows and information architecture through wireframes, prototypes, and high-fidelity UI.
HEALTHCARE & HUMAN-CENTRED DESIGN
Dialysis Clinical Service
Healthcare · Service Design · UX Research
A multi-touchpoint healthcare experience designed around dialysis patients and the realities of navigating ongoing clinical care.
Journey mapping — Mapped the end-to-end patient journey and located friction across clinical and appointment-booking workflows.
Appointment booking — Designed clearer appointment discovery and booking for vulnerable users navigating complex healthcare information.
Validation — Ran research and usability testing to validate flows and reduce uncertainty.
SoundSteps
Digital learning platform for hearing & speech development · Healthcare / Accessibility · UX Research · Product Design
Master's thesis: a digital learning experience for children with hearing impairments.
Researched the needs of children, parents, and supporting professionals.
Designed accessible learning journeys and interactions.
Built systems for progress tracking, gamification, parental controls, and personalised learning.
Hiring me is fun ;)
