Mohamed Sharaf Portfolio

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Styli — full design system across web + apps, built solo

From a basic launch to a recognizable fast-fashion brand serving 1M+ weekly customers powered by a new design system

Role:

Product Designer

Tools:

Sketch

Duration:

2019 - 2022

Website

IOS App

Android App

Intro

After launching Styli V1 in 2019, the brand had traction but not a true identity. There was no tone of voice, no illustration style, no icon system, and no clear typography that matched the youthful target audience. In 2020, the brand invested in a full rebrand through an agency, and I saw this as my chance to redesign the entire experience, fix inconsistencies, and build a scalable design system that could support Styli’s massive growth.

Outcomes & Impact

✅ A fully scalable design system adopted across teams
✅ Clear, youthful digital identity aligned with brand transformation
✅ Cleaner layouts, stronger hierarchy, and improved readability
✅ Helped support 1M+ weekly customers on the platform
✅ Enabled devs to ship faster with fewer UI issues

My Approach & Process

Started by meeting developers to understand pain points, their biggest need was clear design system rules and usage guidelines.
Built a complete design system for English & Arabic: typography, spacing, color system, icons, component states, and brand usage rules.
Ensured all type details were documented (line heights, weights, alignment).
Ran customer surveys to understand real friction users didn’t complain about UX, but about product quality.
Shared insights with the business, which improved product sourcing.
Redesigned app & website layouts using the new identity to improve hierarchy, clarity, and reading comfort.
Applied the new brand style consistently across all digital touchpoints.

Why It Works

Because identity + system = scalability. The rebrand wasn’t just visual; it aligned customer perception, developer workflow, and product maturity into one consistent ecosystem.

What Didn’t Work

Early user research showed UX was not the main pain point; product quality was. This taught me that design alone can’t fix everything; cross-team collaboration is key.