Alpheya · Product Design
End-of-Year Review — 2026
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Annual review

Year in Review
2026

Doaa Fadally  ·  Lead Product Designer
October 2025 — November 2026
I
Goal I · Build squads

Build squads

objective 1 of 3
Deliver high-quality design across all active squads — on time and to standard.
KR 1.1Design delivery on track per quarter — Core Web & Alinma DPM squads
KR 1.2Design QA — review built features against specs, via Jira
KR 1.3Maintain and resolve the UX backlog progressively per quarter
Goal I · KR 1.1Design delivery on track per quarter — Core Web & Alinma DPM squads

Features built, quarter by quarter

Core Web & Alinma DPM squads
Q1
  • DPM onboarding improvements
  • Transactions in the 360 pages
  • Team list — advisor
  • Client metrics page
Q2
  • Create order & order book
  • Maker–checker flow
  • Trading compliance
  • CIO views into the advisor
  • Mid-office dashboard
Q3
  • AI — news, portfolio highlights, notifications
  • Marketplace module
  • Generic portfolio onboarding
  • Opportunities v2
  • Opportunities v3 + config (TG)
  • Delegation of clients
  • Reportee KPIs & dashboard
Q4
  • Trading improvements
  • Approval hierarchy — Alinma trading
  • Alinma segments & team tenant mgmt
  • Trade rebalancing
  • Financial planning — goals & projections
Every quarter closed with its design-QA scope — see KR 1.2
Goal I · Squads timeline

Support extended, squad by squad

core squads all year · expanding from Q2
Q1Q2Q3Q4 SUPPORT EXPANDS → Core Web & Alinma DPMFEATURE DELIVERY · ALL YEARInvestor experienceHANDS-ONINVESTOR AI AGENTSeraHANDS-ONAI AGENT V1pausedGhaf BenefitsHANDS-ONWEB PROTOTYPEpausedAI SquadHANDS-ONASSISTANT PROGRAMME → V3 CANVASPershing (Wove)APPLICATION PACK · HOUSEHOLDSAdvisor experienceHANDS-ONDESIGN QA → KFH DEMO · 20 PRS
Goal I · Expanded support

New squads, in detail

AI Squad · Pershing · Ghaf · Advisor experience
AI Squad
Prototypes
New features
  • Performance & highlights
  • News brief
  • Investment insights
  • Canvas experience
  • Post-meeting notes
Pershing (Wove)
Features
  • Application pack
  • Households — v1 & v2
  • UI improvements from client feedback
  • Ad-hoc reporting
  • Reinstating accounts, clients & parties
  • Transactions across the book of business
Prototype
Ghaf Benefits
Advisor experience
KFH demo campaign — 20 PRs merged · ° in review
Goal I · KR 1.2Design QA — review built features against specs, via Jira

Design QA, every quarter

Alinma · AI Agent
Guided the team to run design QA on every feature we built — scoped and tracked each quarter.
Alinma — quarterly design QA
AI Agent design QA
All findings shared with the product team
Goal I · KR 1.3Maintain and resolve the UX backlog progressively per quarter

Backlog resolved, quarter by quarter

48 merged PRs · alpheya-experience
Demo app28 merged + 1 co-authored
Q1 · 3 merged
  • Goal details — tabs & design QA#53 #55
  • Web platform fixes#43
Q2 · 24 merged · *co-authored
Q3 · 1 merged
  • AI chat — goal creation carousel#889
Advisor dashboard20 merged · 1 in review · fixes report ↗
Q3 · 3 merged
  • Client list#747
  • Portfolios & accounts lists#752
  • Client 360 — tabs & metrics#887
Q4 · 17 merged · 1 in review
II
Goal II · Initiatives

Initiatives & AI workflows

objective 2 of 3
Contribute to the Experience Design System rollout and embed AI-powered workflows into the design process.
KR 2.1Contribute to EDS rollout across active squadsEDS owned by Marta · in progress
KR 2.2Embed Claude Code in design — prototyping, design-to-code validation, iteration
KR 2.3Drive one innovation initiative — research-led feature or improved experience
Goal II · KR 2.1Contribute to EDS rollout across active squads

The EDS, faster with shadcn

EDS owned by Marta · in progress
While the EDS is in progress, I built 11 key prototypes with shadcn components through my design skill.
01

AI Hub

The advisor’s AI home, redesigned — insights, briefs and actions on one page.

live · password ↗
02

AI Agent V2

The advisor assistant — meeting notes and next-best actions.

live ↗
03

AI Agent V3

The assistant redesigned canvas-first — chat that becomes a workspace.

live ↗
04

Application pack AI

Pershing — upload client documents and the assistant fills the onboarding pack.

live ↗
Also built: Alinma admin portal — home, segments & teams · Pershing workflow lists · Client overview refresh · SAA detail · Workstream dashboard · AI dashboard exploration · AI canvas v2
Goal II · KR 2.2Embed Claude Code in design — prototyping, design-to-code validation, iteration

A design workflow, end to end

complex projects · built with Claude Code
01

Ideation

10research reports —
benchmarks & journeys
Skillscompetitor-analysis · ux-heuristic-review · ux-writing
MENA benchmark ↗
02

Interactive prototype

169prototypes —
17 live demos
Skillsalpheya-design-system · figma-to-shadcn · prototype-to-figma
AI agent canvas ↗
03

Design QA

22QA reports —
Figma vs the built UI
Skillsdesign-qa-audit · spec-extractor · implementation-scanner
Advisor fixes report ↗
04

Real client reports

3report types —
bilingual EN/AR
Skillsalpheya-reports · brand profiles: FAB · ADIB · any bank
Report ↗Statement ↗Skill ↗
Goal II · KR 2.2Embed Claude Code in design — prototyping, design-to-code validation, iteration

A report engine, as a skill

my custom Claude skill
One command builds a bank-branded financial report — in Figma or HTML.
/alpheya-reports portfolio-performance FAB
How it works
  • 01Pick the bank brand
  • 02Choose the report & language
  • 03Generate in Figma or HTML
  • 04Self-check against 17 rules
What it checks
  • Contents match every page
  • Consistent spacing & tables
  • Correct currency & decimals
  • Bilingual EN / AR
What it delivers
  • FAB preset — or any bank
  • Portfolio report · client statement
  • Fund factsheet · custom reports
  • Figma · HTML · PDF
See the skill ↗ · See a FAB report ↗
Goal II · KR 2.3Drive one innovation initiative — research-led feature or improved experience

Investor AI agent, presented to the board

investor app

An AI agent built into the investor app — it knows the investor, answers questions, trades and sets goals.

  • 01Knows you
  • 02Ask anything
  • 03Trade
  • 04Voice
  • 05Goals
  • 06For you
  • 07Portfolios
  • 08Explore
  • 09News recap
  • 10What-if scenarios
  • 11Alerts & watchlist
  • 12Robo onboarding
Investor app · AI agent — promo
Press Play, or jump between the 10 chapters
Goal II · KR 2.3Drive one innovation initiative — research-led feature or improved experience

Advisor AI agent, presented to the board

advisor app

The advisor’s chat that opens into a working canvas — artifacts, tables and follow-ups.

  • 01Performance — TWR
  • 02Drift & rebalancing
  • 03Trades
  • 04Meeting notes
  • 05Next-best actions
  • 06Create a task
  • 07News brief
  • 08Investment insights
  • 09Plan my week
  • 10Book search
  • 11Client summaries
  • 12Holdings & risk
  • 13Stock compare
  • 14Watchlists
AI Agent V3 · canvas — ai-agent-canvas-v3.pages.dev
Interactive — ask, open artifacts and follow up inside the frame
III
Goal III · Skills & leadership

Skills & leadership

objective 3 of 3
Grow design leadership impact through mentoring, quality elevation, and staying ahead of AI and WealthTech trends.
KR 3.1Mentor 2 Product Designers — structured quarterly feedbackleading 2 designers on their squads
KR 3.2Lead design critiques that raise the quality bar
KR 3.3Deepen WealthTech expertise — regulation, competitors, advisor workflows
KR 3.4Stay current with AI & design tools, recommend adoptions2-hour team training — Design Meets the Code
Goal III · KR 3.1Mentor 2 Product Designers — structured quarterly feedback

Design leadership, across two squads

2 designers · 2 squads
Mentored two product designers on their own squads — from direction to on-time delivery.
01

Set the direction

Shaped the design direction for each squad — the problems to solve and the quality bar to hit.

Clear ownership per squad
02

Plan key features

Broke down key features together — scope, priorities and design approach before work started.

Scoped before design
03

Sync & feedback

Regular syncs and design reviews, with structured feedback at the end of every quarter.

Quarterly feedback
04

Align & deliver

Kept design in step with product and engineering — so their features shipped on time.

On-time delivery
Goal III · KR 3.1Mentor 2 Product Designers — structured quarterly feedback

Two weeks, two interns

Alpheya summer internship 2026

Two students designed a fintech wallet for UAE teens — from research to a working prototype. I built the programme and mentored the design phase.

  • 01Days 1–3 · Research — mentored by Mai
  • 02Days 4–6 · Design & build — mentored by me
  • 03Toolkit — Claude, Claude Code, Notion, FigJam
  • 04Persona, insights & How Might We questions
  • 05A working prototype built with Claude Code
  • 06Final presentation to the Alpheya team
Internship presentation — Design a Fintech Wallet
Interactive — browse the journey and deliverables inside the frame
Goal III · KR 3.2Lead design critiques that raise the quality bar

Critiques that raise the bar

AI Chat Agent — design critique
Contributed to the team’s design critiques — and planned a dedicated critique for the AI agent.
AI Chat Agent design critique board — problem, design principles, prototype cases and open questions, with the team's comments
Critique board screenshot goes here — save it as
prototypes/year-review-assets/ai-agent-critique-board.png
The critique board — how to read it, the problem, design principles, prototype cases and open questions for the team
Goal III · KR 3.3Deepen WealthTech expertise — regulation, competitors, advisor workflows

WealthTech, in depth

interviews · design research
Attended the trading, AI and UK interview studies — and ran my own design research for key projects.
Interview studies — attended
  • Trading — user interviews
  • AI — investor interviews (IDIs)
  • UK — research interviews
My design research — key projects
Goal III · KR 3.4Stay current with AI & design tools, recommend adoptions

From design to code

Design Meets the Code

Ran a 2-hour hands-on session that took the design team from zero to working with GitHub and Claude Code — on a deck I built.

Formatlive, hands-on
Audiencedesign team
CoversGitHub · IDE · Claude Code · MCPs
Design Meets the Code — training deck
Interactive — page through the training deck inside the frame
Also delivered · Alpheya website

Telling Alpheya's story

design guide for marketing & sales

A working marketing-site prototype — the platform story, product pillars and AI capabilities told as a public website.

Built as a guide for the marketing and sales teams: the narrative, sections and motion ready to present and reuse.

Audiencemarketing & sales
Purposenarrative & section guide
Formatinteractive website prototype
alpheya-website — live
Interactive — scroll the site inside the frame
In closing · The year in numbers

Designed, shipped, measured

as of 2 Nov 2026
Production PRs merged 48
Features delivered 55
Standalone prototypes 169
Live demo deployments 17
QA, research & guide docs 50
Output ran all year
169 prototypes built · 48 merged production PRs
Prototypes built Merged production PRs
In closing

Thank you

Goal IBuild squadsExceeds expectations
Goal IIInitiatives & AI workflowsExceeds expectations
Goal IIISkills & leadershipMeets expectations
Open for questions & discussionYear in Review 2026