I've mostly worked
on money products.
This is Asmaa Beshier and I believe in the little big details.
A Staff product designer at Tamara, building fintech experiences for consumers and businesses across the GCC. I sit on a central team where the scope is beyond surface design: the design system, the UX patterns, the voice on the audio experiences, everywhere a customer meets us.
I spent my early twenties writing code, training for the ACM ICPC, and working as a computer vision engineer. Nobody who knew me then would have guessed I'd end up a designer.
I LOVE spending time in the data. Give me an Excel sheet and a question and I'm happy.
The part I love is before anyone's sure what the problem is. I was once asked to make a quarterly report faster. I spent a week running the last quarter's reconciliation by hand, well by well, and found a year of revenue nobody knew was missing. I still think about that.
Six years in an agency. Then startups. Then a company operating in 70+ countries. Each one wanted a different kind of designer. I've been all three.
It bothers me when an experience doesn't hang together, and I'll start pulling at it before anyone asks me to.
Selected work
- Making one product out of a BNPL that ships like tenFINTECH · CONSUMER + BUSINESS · DESIGN SYSTEM, VOICE
- Turning PandaPay wallet into FREE moneyFintech · Consumer wallet · Research, repositioning, influence
- Finding a year of under-reported revenue in the wells nobody was checkingFINANCE TOOL · PORTFOLIO MANAGEMENT · DISCOVERY, DATA, REDESIGN
- Replacing the tool that 70+ countries had given up onEnterprise tool · Research across 70+ markets, redesign
- Making a machine-learning tool feel like a code editorDEVELOPER TOOLING · MACHINE LEARNING · AUTHORING EXPERIENCE
Over the years
TAMARA · 2025–NOW
- Design System
- Audio Experience and IVR
- Business Onboarding
- Design Competency and Career Ladder
- AI Prototyping Design Agent
- Automated Journey Maps
- Aura AI – Voice of Customer and Merchant
DELIVERY HERO · 2022–25
- Pricing Tool
- Category Management
- Payment Configuration
- PandaPay Wallet Experience
Earlier
- Cross-selling and Personalization Strategy @Halan
- Jarvis - Portfolio Management @Raisa Energy
- Microsoft LUIS Authoring Experience @webkeyz
- Pharos Stock Trading Platform @webkeyz
Off the clock.
A little less work. A little more me. Read more than once. Played more than I’d admit.
The Myth of Normal
Never Split the Difference
Where's My Love - EP
The Build Trap
When the Body Says No
Island of the Sun
The Next Conversation
Dare to Lead
Ghost Stories
The Art of Changing the Brain
Scattered Minds
V (Deluxe)
The Power of Habit
Essential Concepts in Sociology
Warhaus
The First 90 Days
The Laws of Human Nature
No Sound Without Silence
The Culture Code
The Manager’s Path
Love Letters
Talking to Strangers
Winning at New Products
Hurry Up, We're Dreaming
Lost and Founder
Master Your Emotions
The Papercut Chronicles II
Continuous Discovery Habits
Design the moment, not the screen.
Design the journey, not the product.
Design the little big details, always.