Hi, I’m Hicham :)

Lead Product Designer @Appfire with 13 years of experience designing web and mobile products.

I specialize in B2B SaaS type web apps, leading design from end to end.

Most recently, I’ve been leading design for large-scale Jira apps in the Atlassian ecosystem, but I also work across onboarding, growth, and core product experiences.

My resume Case studies →

What I've designed recently

JIRA MISC WORKFLOW EXTENSIONS (JMWE)

Visual Workflow Builder

A visual workflow builder designed to make Jira automation easier to understand, safer to test, and faster to ship. Built for everyday admins, not just power users.

3.5 → 4.2

CUSTOMER EFFORT SCORE

~$7M

ARR INFLUENCED

VIEW CASE STUDY VIEW LIVE (IN APP) →

ONBOARDING IMPROVEMENTS

Getting Users to Value

Improving activation and retention by surfacing value earlier through templates, recommendations, and clearer onboarding paths.

+4.5%

ACTIVATION

~$6M

ARR INFLUENCED

VIEW CASE STUDY

My strengths

1
Enterprise B2B

        13+ years designing B2B products used by large organizations,
        including Apple, Amazon, NASA, Cisco, and JPMorgan Chase.
      
2
Designing at Scale

        Designed products used daily by 70,000+ teams,
        with requirements that scale to multiple user types and use cases.
      
3
Metric-Driven

        Influenced an estimated $15M+ ARR across multiple initiatives
        through activation, retention, and usability improvements.
      
4
User Research

        Improved Customer Effort Score from ~3.5 to ~4.2
        using usability testing and user feedback.
      
5
End-to-End Ownership

        Own work end to end, from problem framing through design,
        handoff, and QA.
      
6
Team Leadership

        Led teams of 3+ designers, hit 100% of team OKRs and consistently rated
        as a top contributor.
      

Testimonials

Right from the first interview, I knew that Hicham had the skills, background, personality and drive to be a strong designer.

After 3 years having him work as a Lead Product Designer on my team, I can confirm that he consistently delivers. I particularly valued his contributions to improving data-driven process, his leadership of his team, and his cross-functional teamwork.

What I valued most was how well Hicham committed to continual improvement by responding well to mentoring, user data, and constructive advice. I strongly recommend Hicham for a Lead or Principal UX Designer role where excellence, results, and teamwork matter.

WILLIAM'S LINKEDIN →

I had the pleasure of working with Hicham for several years and witnessed his strong problem-solving mindset and ability to turn complex challenges into clear, user-friendly solutions.

His communication made collaboration smooth, both within the team and with stakeholders. I especially valued his openness during our design jams, where exchanging ideas helped refine and improve our work.

Combined with his adaptability in dynamic project environments, Hicham is a highly skilled professional and a great colleague to work with.

DOMINIKA'S LINKEDIN →

I look up to Hicham as the well of knowledge and the voice of reason. His ability to see the big picture and translate it into processes we can all benefit from is amazing.

Every time I hear “Hicham put this together for us,” I know it will be clean, usable, make perfect sense, and save everyone time.

An inspiring advocate of communication, streamlining, and simplicity.

MIHAI’S LINKEDIN →

Hicham excels at managing processes and is highly organized. His designs are consistently well-structured, which reflects his meticulous approach.

He has an impressive memory for design patterns and is a reliable resource whenever guidance is needed. He also listens to new ideas and is open to implementing them, which creates a strong collaborative environment.

ALEKSANDRA’S LINKEDIN →

It’s an absolute joy working with Hicham. He is great at:

Collaborating with teams to understand the requirements & delivering on time
Communicating design concepts clearly to stakeholders and iterating on designs based on feedback
Keeping up with UX trends & advocating best practices for better user experience

SUNPRIYA’S LINKEDIN →

Hicham excels at expressing his thoughts with clarity and maintaining a professional tone.

His vision and recommendations for organizational operations and various projects, as shared during Lead meetings, are consistently well-structured and insightful.

I am particularly impressed with how he tracks the work his Pod is handling and responds promptly to leadership requests. It’s clear that he is highly organized and dedicated, making it a pleasure to work alongside him.

NASTASSIA’S LINKEDIN →