Keytom mobile & desktop app
In 2023, I joined Keytom — a Dubai-based neobank — as the lead product designer, at a time when the product didn’t yet exist beyond a bold idea. The team was small, the vision was ambitious: to build a modern financial platform that seamlessly combined crypto and fiat services into one user-friendly ecosystem.
There were no ready-made flows, no past design docs, no guidelines — just the raw energy of a fintech startup starting from zero. My role was to design the entire experience from the ground up. I created early concepts, prototyped mobile interfaces, then iterated through countless feedback loops with stakeholders. We worked fast, often on instinct, shaping both the product and its identity as we went.
Alongside the mobile app, I also designed a desktop interface, covering dashboard views, onboarding flows, and transaction logic — always balancing clarity, compliance, and a sense of trust in an industry that can feel abstract or intimidating.
Working on this product was more than just a design task — it was a creative deep dive into the unknown. We weren’t iterating on something existing — we were inventing from scratch. No past patterns to rely on, no clear benchmarks to follow. Just ideas, instincts, and an open field of possibilities.
It was messy, fast, and full of uncertainty — but that’s what made it so valuable. We weren’t just drawing interfaces. We were shaping how people would interact with money, trust a new financial brand, and experience digital finance in a new way.
This kind of work doesn’t happen often — when design stops being a tool to “solve problems” and becomes the tool to define what the product even is. That’s where the real magic starts.
