One admin journey for every market, funding that adapts
Programmes, people, schedules and spending rules look the same everywhere. Only the payment layer changes with the market.
WhyWhat changed between countries was money. The rest didn't need to.
A B2B product companies could set up alone
At Yassir, a company needed a human on our side before it could offer rides to its employees. I led the move to self-serve.
- When
- 2022–2023
- Team
- Product, Operations, Engineering. UI co-designed with Yassine and Adel
- My role
- Founding Product Design Manager
- What I did
- Framing, research synthesis, information architecture, onboarding, payment flows
- Impact
- Standard setup moved into the product; Operations kept the exceptions
Context
Yassir is a super-app born in Algeria, backed by Y Combinator. To use Yassir Business, a company had to contact us, send documents, wait for validation, arrange funding and set its policies with an account manager.
- Every new client repeated the same operational work.
- The Operations team had become the bottleneck for growth.
- Payment methods, currencies and rules changed from one country to the next.
Put the standard setup in the product. Keep the humans for the exceptions.
Decisions
One decision per screen, and you can stop halfway
Travel days, time slots, budgets: each one asked on its own, with visible progress and a way to save and come back.
WhyAn HR manager doesn't configure a mobility policy in one sitting. They get interrupted.
Pay before you invite
Funding comes before inviting employees, so nobody receives an invitation to a service that can't pay for their ride.
WhyThe worst first impression is a ride that gets refused.
Result
- A self-serve MVP for standard setups.
- Operations freed up for complex clients.
- A guided flow reused across markets.
I don't have validated post-launch numbers for this one, so I'm not quoting any. The final UI was co-designed with Yassine and Adel; I owned framing, research, IA and onboarding.
Hiring a lead or a design manager?
Remote in Europe or MENA, or hybrid from Marseille. Tell me about the product and what's stuck. I read everything.
[email protected]