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
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
AM
Scattered Minds
The Manager’s Path
When the Body Says No
The Art of Changing the Brain
The Culture Code
Reflektor
Random Access Memories
Essential Concepts in Sociology
Winning at New Products
Continuous Discovery Habits
The Power of Habit
Talking to Strangers
Modern Vampires of the City
Service Design Doing
The Laws of Human Nature
Master Your Emotions
The Build Trap
HBR’s 10 Must Reads
Lost and Founder
Pure Heroine
Dare to Lead
Win Every Argument
Never Split the Difference
The Next Conversation
The First 90 Days
Settle
Design the moment, not the screen.
Design the journey, not the product.
Design the little big details, always.