Product Designer with extensive experience in leading design initiatives, improving user experience, and increasing user engagement. Proven track record in managing cross-functional teams and driving projects from concept to completion. Expert in UX research, visual design, and accessibility standards.
Mahfuz Pholby
Key Achievements
Football Association (FA)
Developed a new portal for match officials, receiving high user enthusiasm.
Built a new club disciplinary system working alongside County Level and Club Level stakeholders.
PathMotion
Boosted weekly search interactions by 540% from 10,000 to over 64,000 within two weeks post redesign.
BitOasis
Integrated crypto payments into Careem; the delivery and ride-hailing platform.
Bridebook
Rebranded and enhanced usability, raising NPS from 5-6 to consistently exceeding 9.
Professional Experience
The Football Association – Product Designer
Led design initiatives across the Platform for Football (PFF), serving stakeholders from The Premier League to grassroots levels.
Updated existing compliance system to bring it in line with current regulatory requirements.
Led the creation of the Referee Portal within PFF from inception to delivery.
Achieved AA accessibility standards for all FA products.
Transitioned PFF from desktop-centric to a mobile-first framework.
Designed and implemented a new status system for task communication.
Conducted workshops to promote UX and product principles and foster cross-team collaboration.
BitOasis – Senior Product Designer
Designed a robust payment system, reducing bounce rate by nearly 60%.
Led user research resulting in redesigns of the mobile app to compliment the new features added to the "Pro Trading" platform, while also keeping the "Lite Trading" platform as robust.
Created and implemented a mobile app and layout, covering iOS, Android, and Mobile responsive.
PathMotion – Senior/Lead Product Designer
Led design for the public platform redesign, improving user retention, facilitating client contract extensions along with signing multiple new clients such as Rolls Royce, Mars, and The British Army to name a few.
Created a design system from the ground up to make design more efficient, as well as working with frontend development to integrate with a storybook api called Fabricator
Plentific – Mid/Senior Product Designer
Designed payments functionality between housing organisations and contractors to automatically escrow, complete payments and invoice after completed work.
Led the design of a system for managing large property portfolios.
Bridebook – Digital Product Designer
Adapted the desktop platform for iOS and Android along with mobile responsive – leading to multiple App Store features as App of the Day and Apps We Love.
Ran user research sprint which led to improved user satisfaction and an NPS increase from ~6 to 9 within a month of relaunching with updated branding and usability improvements.
Andean/Kinship – UX/UI Designer
Designed the Kinship web platform from scratch, visualising large data sets and complex information into efficient and simple dashboards.
Improved the Windows native app to work alongside Revit modelling software more seamlessly.
Created graphical elements for websites, social posts, and podcasts.