Five years across ERP, retail and point of sale products in Pakistan and the Gulf.
Bakeries, fashion retail, quick service kitchens and a golf club, across Lahore and Karachi.
A point of sale rebuild for cashiers who use it for eight hours at a stretch. Register, checkout, sale orders, warehouse requisition and branch search.
Cashier acceptance moved from 92% to 96%, measured across more than 30,000 transactions.
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Orders from six channels, the riders carrying them, and the cash coming back, on one screen a branch manager can run a shift from.
Riders carry several deliveries at once, each tracked against an elapsed time target.
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An ordering website and a native app for a Lahore sandwich brand, built from a client brand book down to what survives a 390 pixel screen.
Picked up 10 to 15 orders a day organically before a single rupee went into marketing. Over 1,000 Play Store downloads.
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Brand and product strategy for a chat to kitchen operating layer serving multi branch retail in Pakistan. Positioning, audience architecture and the identity system.
Four more products shipped before these, in Dubai, Saudi Arabia and the UK. See the extended work
Claude, Gemini, Copilot and Lovable sit inside the process rather than beside it. Design delivery has come down from one or two weeks to three or four days.
The Dagwood app was built by engineers I never sat with, so every colour and state had to be written down rather than explained. A prototype settles arguments faster than a deck.
What matters is whether an interface holds up under daily, repeated use, not how it looks in a first pass. Cashiers and dispatchers are the reason a screen gets simpler.
I work across ERP, retail and mobile products: the parts of a business that are easy to overlook and hard to live without.
Based in Lahore. Five years in, currently leading design for a multi surface ERP ecosystem serving three to five thousand users, and mentoring three designers on the team.
Good design should make hard work feel lighter for the people doing it, all day, every day.