Ghada Samy

Merchantrade Asia (Fintech Platform)

• Provided end-to-end UX and product consultancy across Merchantrade Money, Enrich App, eRemit and the Feego student payment platform, covering mobile application design for onboarding, international money transfer and transaction history.
• Conducted UX audits and usability testing; prioritised findings with stakeholders and delivered iterative improvements within Agile development cycles.
• Simplified user flows and optimised form design, increasing conversion rates and reducing abandonment across high-priority journeys.

Magna (Legal AI Platform)

• Delivered UX strategy and product consulting for an AI-powered legal document analysis platform, designing information architecture and interaction patterns (enterprise UX, generative AI) that reduced cognitive load for legal professionals.
• Conducted market and competitor analysis, surfacing strategic gaps that informed the product roadmap and go-to-market narrative.
• Made complex AI capabilities discoverable and trustworthy through intuitive UI patterns, validated through user testing with practising legal professionals.

• Led a team of 16 designers; mentored 5 juniors on user-centred design and WCAG 2.1 accessibility.
• Ran user research and co-design workshops, and standardised design specs and documentation to cut design-to-development rework.

• Cut service scheduling time by 60% with streamlined booking workflows across web and mobile for Auto Bavaria, Eurokars, CarVault and more.
• Defined product vision and roadmap; built a reusable component library and design system shared across client releases.

• UX strategy for six Southeast Asian banks (Bank Islam, OCBC, AmBank, Alliance Bank and others), reaching 15M+ users.
• Figma prototypes and usability testing gave 40% faster approvals and 45% better handoff efficiency.

• Conducted user research and usability evaluation to identify pain points; designed improved user journeys and high-fidelity prototypes addressing critical usability issues.

• Designed responsive website experiences and reusable UI component systems aligned with brand identity and user objectives.
• Improved visual consistency across digital properties through systematised, component-based design.

• Delivered integrated digital and print campaigns, landing pages, and executive presentations — aligning creative output with brand and campaign strategy.